WVU Marketing Communications Today: Recent Episodes
West Virginia University
Marketing Horizons, a sub-series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Hosted by Cyndi Greenglass and Ruth Stevens, Horizons is a podcast dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.
Professor Kotler, recognized as one of the world’s leading marketing thinkers, has been called The Father of Modern Marketing.
When in 1967 Professor Kotler published his groundbreaking book Marketing Management, now in its 16th edition, he changed the perception of marketing forever. He elevated the field of marketing, adding flesh and blood to what economists started, and turned it into a serious discipline. Ninety books later, Professor Kotler continues to impress and educate. Anyone who has studied marketing has read him, and some very lucky few have been able to attend his classes at the Kellogg School of Management.
In our conversation with this Marketing Legend, Professor Kotler explained his view that business exists primarily to serve. Making money is only a secondary factor. He also explores the evolution of the 4 P’s into the 7 P’s, which he will be publishing soon. In our stimulating conversation, he told us that it was his early exploration of equity and wealth distribution that led him to the field of marketing. We also discovered his mentors, including Peter Drucker, his hero. Take a listen to Kotler’s definition of the “Wicked Seven” problems that face us today, and hear why he believes there are “many rooms in the Mansion of Marketing.”
About our Guest: Philip Kotler is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management at Northwestern University. Kotler’s book Marketing Management is the most widely used textbook in marketing around the world. This is his story – How a Ph.D. economist from M.I.T. became the world’s leading marketing authority, the Father of Modern Marketing.
Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the J. L. Kellogg School of Management. He has been honored as one of the world’s leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from 22 universities including Stockholm University, the University of Zurich, Athens University of Economics and Business, Budapest School of Economics and Administrative Science, the Kracow School of Business and Economics, and DePaul University.
He is author of over one hundred and fifty articles and 90 books, including Principles of Marketing, Marketing for Hospitality and Tourism, Strategic Marketing for Nonprofit Organizations, Social Marketing, Marketing Places, The Marketing of Nations, Confronting Capitalism, Democracy in Decline, and Advancing the Common Good. His research covers strategic marketing, consumer marketing, business marketing, professional services marketing, and e-marketing. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and others. He has lectured several times in Italy, Sweden, China, Japan, India, Indonesia, Australia, Mexico, Brazil, Chile, and many other countries.
WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Fred Reichheld really needs no introduction, but here are some highlights. The founder of quantitative loyalty, Fred is best known as the creator of the Net Promoter® system of management used worldwide as THE loyalty predictor in business. According to The New York Times, he put loyalty economics on the map. But while he was trained in economics and is known for his work in quantifying the link between loyalty and profits, in this conversation Fred really wants us to focus on why it makes sense to treat people right. Listen in to hear why making shareholders rich is not the main purpose of companies – it is actually enriching people’s lives. And wait until you hear his views on how NPS has been misused by many!
About our Guest: Fred Reichheld is a Bain Fellow and founder of our Loyalty practice, which helps companies achieve results through customer and employee loyalty. He is the creator of the Net Promoter® system of management.
His work in the area of customer and employee retention has quantified the link between loyalty and profits. Fred's books, The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value (HBSP 1996); Loyalty Rules! How Today's Leaders Build Lasting Relationships (HBSP 2001); The Ultimate Question: Driving Good Profits and True Growth (HBSP, 2006) and The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer Driven World (HBR Press) have each become best sellers.
In his most recent book, Fred reveals how NPS practitioners including Apple Retail, Philips, Schwab, Allianz, American Express, and Intuit, have used the Net Promoter System (NPS) to generate extraordinary results. He explains how NPS helps companies become truly customer-centric, unleashing profitable growth through systematically converting more customers into promoters and fewer into detractors.
WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
If you’re looking for ideas for how to live a better life, and expand your career prospects, you must listen to our conversation with the brilliant marketing thinker and futurist, Rishad Tobaccowala. Rishad shares his secrets for career success and the six skills every business person must possess (Hint: It’s a twist on the 3 C’s), as well as the dangers of your own echo chamber, and how to give and receive feedback in an age of diversity. Bonus: Listen in to find out what TV series Rishad claims is the “best ever.” At the end of the 30 minutes, you’ll be eager to sign up for his weekly Substack newsletter, “The Future Does Not Fit In the Containers of the Past.”
About our Guest: Rishad Tobaccowala is an author, speaker, teacher, and advisor with four decades of experience specializing in helping people, organizations and teams re-invent themselves to remain relevant in changing times. He specializes in unleashing talent and turbo-charging productivity by delivering perspectives, points of view, provocations and plans of action but no PowerPoints!
Rishad’s best-selling book “Restoring the Soul of Business: Staying Human in the Age of Data” was published globally by HarperCollins and focusses on helping people think, feel, and see differently about how to grow their companies, their teams and themselves in transformative times. The Economist Magazine called it perhaps the best recent book on stakeholder capitalism and Strategy Magazine named it among the five best business books and the marketing book of the year. Rishad’s weekly thought-letter, “The Future Does Not Fit in the Containers of the Past” is read by over 30,000 leaders every week across industries and around the world. Rishad is currently working on his next book to be published globally by McGraw-Hill in 2024 tentatively titled “Re-Thinking Work” which will help leaders and companies adapt to the coming new world of work which is far more than the challenges of remote but will include demographic changes, AI and much more. Rishad is also the host of “What Next?” a podcast where he speaks with a range of leaders across business, technology, academia, and the arts on how to make sense of the cultural, social, and business changes transforming us all.
WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Susan Kryl is a legendary direct marketer with two pieces of advice for marketers everywhere. First, use the “Day in The Life” technique to gain deep customer insight for building your marketing strategy. Second, “Learn, teach and mentor,” in order to keep up to date and give back to the world. (Advice she offers even for new entrants to the field.) Join us in a lively conversation about how Susan climbed the agency ladder to the very top, and later became a mentor to many who then did the same. Susan also shares the fascinating story of having created a win-win strategy for marketing education at DePaul University by assigning students to develop marketing plans for Chicago-area not-for-profits.
About our Guest:Susan Kryl's experience ranges from healthcare branding for Children’s and Northwestern Memorial Hospitals to minority marketing programs for Verizon, and to technology and financial services product launches for Informatica, RCN, GE Financial Services, and Dean Witter.
Her initiatives have also included consulting with Singtel in Singapore, and the introduction of the Discover Card with the J. Walter Thompson team in Chicago, where she led the response marketing group, JWT Direct, before founding her eponymous strategy/marketing/creative company 30 years ago.
Her leadership roles in the advertising community include terms as president of the Woman’s Advertising Club (WAC) and the Chicago Association of Direct Marketing (CADM). She also chaired Direct From The Heart (DFTH), a unique CADM program that acted as a clearinghouse between Chicago non-profits and marketing professionals and recognized the pro bono work of members.
Susan, an ardent music lover, served more than two decades as an active member of the Lyric Opera of Chicago’s Guild Board of Directors, including several terms on the Executive Committee.
WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Longtime Northwestern Kellogg school professor Louis W. Stern, back in 1977, published the top textbook about distribution channel strategy, also known as “pull marketing.” Since then he’s been the go-to guru in this important one of the 4 Ps. Join us to learn Lou’s key insights into how to determine the best way to go to market, and to manage your channels effectively. You’ll also learn why he believes that omnichannel is the most exciting new development in the field, and the correct response to changing buyer behavior. Lou is now retired and playing tennis in Tucson. A lucky man, and a legend of marketing you’ll want to know.
About our Guest:Louis W. Stern is the John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management of Northwestern University. Professor Stern joined the Northwestern faculty in 1973.
Prior to that, he was Professor of Marketing at The Ohio State University. He was appointed to the Ohio State faculty in 1963 after having spent two years at the industrial research firm Arthur D. Little, Inc., Cambridge, Mass. From January 1965 until June 1966, he served as a principal economist for the National Commission on Food Marketing in Washington, D.C., and during the 1969-70 academic year, he was a visiting associate professor of business administration at the University of California, Berkeley. From 1977 to 1980, he served as Chairman of the Department of Marketing at Northwestern, and from 1983 to 1985, he was Executive Director of the Marketing Science Institute, Cambridge, Mass. During the 1984-85 academic year, he was the Thomas Henry Carroll Ford Foundation Visiting Professor at Harvard Business School. From 1998 to 2001, concurrent with his position at Northwestern, he was appointed a visiting scholar at the Haas School of Business at The University of California, Berkeley. From 2004 to 2006, he was designated the Dorinda and Mark Winkelman Distinguished Scholar at The Wharton School of the University of Pennsylvania, a Senior Fellow of the Wharton School, and co-director of Wharton’s Jay H. Baker Retailing Initiative, positions he held in addition to the John D. Gray professorship at Kellogg.
WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Marketing legend Shelly Lazarus has been described as one of the most powerful executives in advertising and named one of the Top 50 Business Women. One of a mere handful of female graduates from Columbia University with an MBA in the early 1970s, Lazarus propelled herself through the corporate world to become chairman and CEO of the billion-dollar advertising agency Ogilvy & Mather. Shelly was way ahead of her time, stressing the need for balance between work and family life while simultaneously creating an integrated multimedia advertising giant that delivered results for brands. In our conversation, Shelly shares some of her memorable career war stories, and advice for today’s emerging advertising leaders. Join us!
About our Guest:Shelly Lazarus has been working, as she would say it, “In the business I love,” for more than four decades, almost all of that time at Ogilvy.
Shelly rose through the ranks of Ogilvy & Mather assuming positions of increasing responsibility in the management of the company, including president of O&M Direct North America, Ogilvy & Mather New York and Ogilvy & Mather North America. She was named worldwide CEO of Ogilvy & Mather in 1996 and Chairman in 1997. She became Chairman Emeritus in July 2012.
Shelly started at Ogilvy at a time when the agency’s legendary founder David Ogilvy still walked the halls, and personally preached that the purpose of advertising was to build great brands. Under Shelly’s leadership, that essential mission has remained the centerpiece of the company’s philosophy, extending across regions and marketing disciplines, and attracting some of the world’s largest and most respected brands including American Express, BP, Coca-Cola, IBM and Unilever among many others.
WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass review the 2022 marketing trends that are sure to impact marketers this year. Some fads have already faded, but some new ones will continue to disrupt and drive business results throughout 2023. And a bonus: Are you thinking about how to up level your career this year? Ruth Stevens and Cyndi Greenglass also give us a preview of the exciting careers emerging for marketers.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
It’s time for a rethink of the notion of brand community, says our guest Mark Schaefer. Instead of the transactional, customer self-service model so common today, marketers must build communities that deepen emotional relationships with the brand. In this new model, customers learn from each other, and marketers learn from customers. It’s a win-win, delivering marketing that heals the loneliness found among consumers today. Schaefer explains how to think, how to execute, and how to measure the results of this new approach to marketing communications.
About our Guest:Mark Schaefer is a globally-recognized keynote speaker, educator, business consultant, and author. His blog and podcast — The Marketing Companion — are at the top of the charts in the marketing field.
Mark has worked in global sales, PR, and marketing positions for 30 years and provides consulting services as Executive Director of Schaefer Marketing Solutions. Mark is also an advisor to B Squared Media and several tech startups.
He has advanced degrees in marketing and organizational development; holds seven patents; and is a faculty member of the graduate studies program at Rutgers University.
Customized for every audience, Mark’s inspiring and memorable programs specialize in marketing and strategies for content marketing, digital marketing, social media, and personal branding. His clients range from successful start-ups to global brands such as Adidas, Johnson & Johnson, Dell, Pfizer, The U.S. Air Force, and the UK Government.
Mark is the bestselling author of nine path-finding books including the first book ever written on influence marketing. Mark’s books are used as textbooks at more than 50 universities, have been translated into 12 languages, and can be found in more than 750 libraries worldwide.
Mark is also a popular and entertaining commentator and has appeared on many national television shows and periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio, CNBC, the BBC and the CBS NEWS. He is a contributing columnist to The Harvard Business Review, and Entrepreneur Magazine.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Since the pandemic, airlines and hotels have taken a huge kick to the stomach. But now, it seems they can’t get out of their own way. Delays, poor service, and inadequate staffing, all in the face of massive demand and booming revenues. The result? Record low customer satisfaction and defections.
Joining us from Singapore is Mark Ross-Smith, founder of Travel Data Daily and CEO of Status Match. Mark has 20 years of experience leading loyalty programs in telecom and travel, most recently at Malaysian Airlines. In this episode, he explains why loyalty programs are not only hugely valuable to airlines, but are in some cases THE value, with important lessons for marketers everywhere. Listen in as Mark explains the extraordinary power of loyalty programs and the financial benefits of “selling the dream.”
Key Takeaways/Three Little Piggies
- The lives of today’s consumers blend business and leisure, resulting in a solid new trend known as Bleisure. The world of travel is only going to grow bigger since it brings joy and magic into our lives and creates stronger human connections.
- During the downturn caused by the pandemic, airlines were forced to reveal the financial details of their loyalty programs in order to secure government loans. For the first time, the world discovered that frequent flyer programs are hugely profitable and in some cases worth more than the airline itself.
- Loyalty programs are examples of the Pareto principle in practice. As the 80/20 rule says, a small number of your most loyal customers are responsible for the majority of your profitability. Use this information to augment and enhance your own loyalty efforts, whatever your industry.
About our Guest: Author, Founder of industry news site “Travel Data Daily”, and CEO of Status Match, Mark Ross-Smith who has published over 50 papers and articles on airline loyalty, which dive deep into airline economics, big data, and cutting-edge loyalty material.
His unique approach to loyalty has received industry acclaim and his work is referenced in major media including CNN, BBC, South China Morning Post, The Star, The Economist, Financial Times, Executive Traveler, Skift and many more. Recently, Mark also won the Global Aviation Travel Startups Award on October 2022 at the biggest aviation event in the world.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Michael McCathren, innovation lead at Chick-Fil-A, and author of a new book: 6Ps of Essential Innovation, is an expert on the “innovation organization.” In this episode, he shared with us specifics about how marketing departments can develop the capabilities and the culture needed to implement new ideas. Listen in to learn how marketing leaders should adopt an innovation mindset, to make new ideas welcome, and to stimulate “idea equity” in their companies. Michael explains why an innovation organization is NOT the same as an innovative organization, and why it matters. His secret weapon for innovation: Stay close to your customers and let them speak for themselves.
Key Takeaways/Three Little Piggies
- Companies often try to incorporate new capabilities without building a culture that is able to accept them.
- Marketing leaders can create an innovative culture by asking questions instead of making statements.
- The voice of the customer can be the “rocket fuel” to drive growth through innovation.
About our Guest: Michael McCathren, best-selling author of 6 Ps of Essential Innovation, is a strategic innovation expert who has spent more than 30 years leading efforts across operations, supply chain, finance, strategic planning, and marketing. Currently, he oversees Enterprise Innovation in the Innovation & New Ventures group at Chick-fil-A where he and his team are responsible for helping the organization transform its ideas into business value.
A curious, creative problem solver by nature, Michael approaches life with an innovation mindset and dedicates time to fostering that potential in others. Outside his work with Chick-fil-A, he is an adjunct professor of Innovation Management for the Terry College of Business at the University of Georgia.
Michael holds a Master of Science in Innovation from Northeastern University. He's deeply devoted to his faith and family and enjoys seeing the world on his motorcycle or camping with his wife, Dena.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Memberships, subscriptions, loyalty programs — relationship marketing models of all sorts — have long been a staple of the marketing toolbox. But why is Peloton in such deep trouble right now? And Noom postponed its IPO? Join us as Mark DiMassimo explains what’s really going on, and how we can fix the apparent problem with membership marketing today. Spoiler alert: It’s not the model itself, you’ll be happy to know. Tune in for Mark’s advice on how to motivate customers to “start, stick and stay.”
About our Guest: Mark DiMassimo is the Founder and Creative Chief of DiGo (DiMassimo Goldstein), the industry-leading agency in Positive Behavior Change marketing, which he founded in 1996 in New York City and has appeared on Inc's list of America's fastest-growing private companies four times and been named an Adweek Gold Best Agency. DiMassimo's ideas and creative work have helped build dozens of major brands that are pioneers in their respective categories. He was named a “Future 50 CEO” by SmartCEO magazine four years in a row, was profiled in the New York Times bestselling book, "Leadership Secrets of the World's Most Successful CEOs," and his work has won numerous Effie Awards from the American Marketing Association, among a slew of other awards for excellence in advertising creativity.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The uber-networker David Berkowitz answers our burning questions about search marketing and where it’s headed. Learn why paid search advertising is growing so quickly (hint: the proliferation of small screens is a factor). And what marketers should be doing to maximize this powerful tool. David has been predicting trends in this field long before most of us, and in this episode, he gives us the skinny.
About our Guest: David Berkowitz is the SVP of Corporate Marketing & Communications at Mediaocean, the mission-critical platform for omnichannel advertising. Prior roles include leading marketing and strategy for video production marketplace Storyhunter, social listening firm Sysomos, Publicis agency MRY, and Dentsu agency 360i. He has contributed more than 600 columns to outlets such as Advertising Age, MediaPost, VentureBeat, and Adweek, and he has spoken at more than 350 events globally. David also founded and runs the 3,000-member Serial Marketers community.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The term “Healthcare” covers both the medical and the life sciences industries, and marketers in these fields enjoy all kinds of opportunities. Professionals are navigating the dynamics of an increasingly engaged and empowered end-user patient base, while also juggling a complex and diverse channel strategy—all within a highly regulated environment. While this may stunt the speed of change in other industries, there’s no such slowdown here. Our guest, Jean-Francois (JF) Denault, shares with us what’s going on in Healthcare marketing, from AI-driven chat and social media to the move from cost-based to value-based messaging. JF has worked in Healthcare and life sciences marketing for over 20 years and has his own consultancy working with big names in pharma and medical devices. JF has written two books on the subject and is located in Montreal, Canada. Join us for a lively, informative conversation.
About our Guest: Jean-Francois Denault has been working with innovators and entrepreneurs in life sciences as a professional consultant for over fifteen years. Through the years, he has worked with over 40 different clients in life sciences (including larger companies such as J&J, Denka Seiken and Chemo Group). His clients are located worldwide, as he has completed projects with clients in over 25 different countries.
JF specializes in the life sciences market. As such, he has completed pharmaceuticals, biotechnology, medical devices, nutraceuticals and healthcare projects. Most of his recent projects have been in the market research, marketing strategy and competitive intelligence space.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
In the marketing profession, we have depended on the Four Ps as foundational to business success. But is that still relevant today? Tune in and learn why Rick Spear says ignoring the Four Ps is like ignoring the alphabet. In this episode, we discuss how pricing, above other strategies, has become the secret weapon for marketers in managing through these uncertain waters of inflation, recession, and constant change. But to wing it or make guesses benefits no one. Pricing is the top strategy to gain—or regain—value. Find out why Rick says that the critical question we need to keep asking is: “What will it take to earn 1 point of market share?” HINT: A few key insights can trump terabytes of data.
About our Guest: Rick Spear is a senior executive in the capital markets industry who has spent 50% of his career helping to run firms and 50% as a strategic advisor/consultant to CEOs, boards and heads of businesses. As head of strategy, he has helped to architect and manages multi-year growth plans, targeting and growing revenue and profit by sizing markets and performing competitive analysis He has worked with every functional head across multiple companies, including the CEO, COO, CFO, Chief Product Officer, Chief Technology Officer, Head of Middle/Back Office, General Counsel and Chief Risk Officer. His education includes Stanford University and Harvard. He is currently, Senior Advisor at Simon-Kucher & Partners, a global strategy consulting firm focused on growth strategy, marketing, pricing, and sales.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Purpose is an important new way for brands to differentiate themselves in a competitive market. Our guest Diane Primo, CEO of the agency PurposeBrand, explained that a brand’s purpose must be authentic, and be established with the buy-in of all stakeholders. Only then can it be successfully presented externally for marketing benefit. Join us for a lively discussion about why consumers' growing interest in a brand’s purpose matters, and how to quantify the impact of purpose on your investment. Hint: Take the long view.
About our Guest: Diane Primo is the CEO of Purpose Brand Agency, an award-winning, Chicago-based public relations, branding and digital marketing firm. She is the only African American female CEO of a purpose-driven communications agency. Diane’s focus on impact marketing stems from the belief that brands must be relevant, purpose-driven and committed to consumers to be successful today. Consumers’ demand for meaning, transparency and authenticity has changed the nature and raised the stakes in all communications.
As founder of Purpose Brand, Diane builds on a groundbreaking 30-year career leading some of the top marketing organizations in the country. She served as general manager at Quaker Oats, president of product management at Ameritech and SBC (currently AT&T), chief marketing officer of CDW and CEO of a Kleiner Perkins-backed e-commerce startup in the home services sector. A communications innovator, Diane was recognized as such with Ragan Communications’ 2020 Top Women in Communications Trailblazer Award. She holds an MBA from Harvard Business School, a BA from Smith College, and is the author of the forthcoming book ADAPT: Scaling Purpose in a Divisive World.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
With the rising demand for marketing accountability, and the emphasis being placed on data-driven decision-making, is the intuitive marketer under threat of extinction? Our guest, Susan K. Jones, says that AI and science will allow the intuitive marketer of the future not only to survive but to thrive. Listen in as we discuss how smarter AI and tech will lead to smarter “informed intuition” for marketers everywhere.
Susan is the author, co-author, or editor of more than 30 books. Academically, she is a tenured full professor of marketing at Ferris State University in Big Rapids MI, and she is also a marketing practitioner with a background in banking, collectibles, insurance, and business-to-business.
About our Guest: Susan K. Jones is a full, tenured Professor of Marketing at Ferris State University in Big Rapids, MI, where she is entering her 33rd year of teaching. Susan's practitioner background includes work at agencies and companies in fields including banking, collectibles, insurance, and business-to-business. Originally a specialist in creative direct marketing, she has broadened her work, research, and teaching into digital marketing and social media. The author, co-author or editor of more than 30 books, Susan is an active volunteer focusing on education and child advocacy. She serves as a trustee of The Ferris Foundation. She holds bachelor's and master's degrees in advertising from Northwestern University. Married to her husband Bill, Susan has two married sons and five grandchildren. She lives in Ada, MI.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Is marketing’s focus on the customer misplaced, even harmful? We discussed this radical idea with Tim Parkin, a global consultant and coach to marketing executives at many world-renowned brands.
While marketers have been focusing on the customer, Tim contends that we have neglected our internal teams. They find themselves without the processes, collaboration, and alignment needed to make marketing to customers work.
Join us as Tim explains why he rates most large corporate marketing teams only a 3 out of 10 and gives us an action plan to make this right. HINT: It is tied to a clever combination of skill-based retention and a disciplined process.
About our Guest: Tim Parkin is a global consultant, advisor, and coach to marketing executives of many world-renowned brands. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results.
By applying more than 20 years of experience merging behavioral psychology and technology seamlessly, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike.
Tim is a speaker, author, and thought leader who has contributed to AdWeek, Forbes, MarTech, TechCrunch, and dozens of other marketing outlets. He is also a member of the American Marketing Association, the Society for the Advancement of Consulting, and was inducted into the Million Dollar Consulting Hall of Fame.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
"Small business owners are not marketers,” says our guest Stephanie Schwab, CEO of Crackerjack Marketing. But she can help them become proficient, and successful, if they follow a distinct process that she shares during this episode. As the world enters a time of business uncertainty, Stephanie recommends that owners reassess their marketing, to understand the nature of their unique offering and to take stock of their customers. Listen in, as we explore the details around her process, and her marketing must-dos—including the surprising Top Tip she gives to business owners.
About our Guest: As CEO of Crackerjack Marketing, Stephanie Schwab creates engaging digital marketing programs for exuberant lifestyle, tech, and education brands. Over the last 20+ years, Stephanie has focused on social media, content marketing, and influence marketing, blending management consulting best practices with agency creativity.
She is the Director of the Digital Marketing Programme at Harbour. Space, a high-tech university in Barcelona, Spain and Bangkok, Thailand, where she teaches courses on fundamentals of digital marketing, social media and content marketing, and starting and running an agency.
Stephanie also works with coaches, consultants, and service providers to create profitable and sustainable marketing through her Business Marketing Blueprint program.
Stephanie received her MBA in marketing and strategic planning from the University of Illinois at Chicago. When not working or teaching, Stephanie travels, plays board games with her husband and teenager, knits, and cooks gluten-free meals.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Seth Marrs, the Forrester analyst who follows sales technology, painted an exhilarating picture of the future of SalesTech, saying it will combine with MarTech into an entirely new way of going to market — along with a new organizational function called Revenue Teams. Primarily focused on the B2B ecosystem, but with consumer applications — especially for call centers — this developing technology is enabling an end-to-end customer experience driven by conversational intelligence, NLP (natural language processing), AI, and real-time data capture and analysis. In fact, Seth believes the future will be about opportunities and not leads, and this tech gives us a brand new container for our engagement experience, resulting in more powerful roles for marketing, higher revenues, and customer satisfaction overall. Sounds great. Give a listen!
About our Guest: Seth Marrs brings more than 20 years of experience leading sales operations, service operations, and marketing organizations. He excels at leveraging data, process, and technology to drive growth in organizations of all sizes and in all industries.
Before joining Forrester, Seth spent the last five years as a consultant and senior vice president leading sales operations and marketing organizations for multiple private equity-backed companies ranging in size from $200 million to $1 billion, where he was responsible for customer acquisition, sales execution, and compensation.
Before going into private equity, Seth led sales operations for Carl Zeiss Meditec in the United States and held multiple executive sales and service roles at GE Healthcare, including leading sales operations for GE Life Sciences EMEA, building and running a global lean organization for the $3 billion life sciences division of GE Healthcare, and leading sales enablement for the US region (which represented $7 billion of GE Healthcare’s revenue).
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Recorded live from the Innovation Center at WVU Reed College of Media, Ruth Stevens and Cyndi Greenglass look at the fascinating marketing trends shared on their podcast over the first half of 2022. Included in the discussion are insights on the complex evolution of the customer experience (CX), the emerging power of Gen X as an audience, the importance of your digital first impression, the future of events, humanizing measurement, and connected TV (CTV). Don’t miss this opportunity to catch the highlights of the first half of 2022 and the marketing waves Cyndi and Ruth are riding over the horizon.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
As marketers, we spend a lot of time talking about Millennials. We target them as consumers, employees, and donors, to the point of obsession, as the next cohort after the Boomers. But wait! We are overlooking Generation X, not surprisingly called the “Forgotten Generation.” This is the 65 million people in their 40s and 50s sandwiched between the Boomers and the Millennials. They represent a $2.4 trillion market. Ignoring them could prove a costly mistake for both businesses and nonprofits.
In this episode, we speak with Alicia Lifrak, who is a Gen X member herself, and has spent the past 25 years leading strategy in the nonprofit and higher education worlds. She explains why marketers ignore Gen X at our own peril, and what we should be doing about it.
Pop Quiz: Can you name at least 3 Gen X leaders of major transformational companies today? Listen to this episode for the answer.
About our Guest: With more than three decades of experience in the philanthropic sector, Alicia M Lifrak is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals.
She currently serves as Executive Vice President for the Gabriel Group, an OSG Company, leading the nonprofit division in offering full-service fundraising, marketing and strategy consultation to clients. Prior to joining Gabriel Group, Alicia spent 25 years leading teams to achieve exceptional results in nonprofit and higher education.
Alicia also serves in several key leadership roles as a volunteer and active member in organizations including The Nonprofit Alliance, NonProfit Pro, Rotary International, the Meridian Society and the Washington University Women’s Society. After moving around the U.S. for most of her life, Alicia now lives in Illinois with her four kids, a cat and a dog. She travels frequently, for work and for fun, is an avid reader and loves to see live music.
To connect with her directly or learn more, contact her at Alicia.Lifrak@osgconnect.com
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Marketing is no longer about simply bringing in new customers. Marketers are also responsible for managing customers to profitability. Our guest Steve Gershik explains why customer management is the new horizon, and how we all need to develop the tools and skills to understand our customers deeply. We must become digital anthropologists, examining customer behaviors and signals to infer the steps needed to serve customers and expand their value. Join us for a lively conversation, beginning with Steve’s notion of the “funnel beyond the funnel” and the surprising origins of the AIDA concept.
About our Guest: Steve Gershik is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Marketers are under mounting pressure to demonstrate results. In this episode, the renowned measurement master Katie Delahaye Paine shares her latest tips on how to successfully overcome the challenge while preparing for the new developments ahead. Join us to learn two key reasons this issue persists, why you need to set the right objectives, and how silos and fiefdoms can doom your efforts. Innovative AI-driven tools are on the way, but we must apply them with care.
About our Guest: Katie Delahaye Paine, aka The Measurement Queen (@queenofmetrics), has been a pioneer in the field of measurement for more than three decades. She was recently awarded the prestigious IPR Jack Felton Medal for Lifetime Achievement, an award given for lifetime contributions in the advancement of research, measurement and evaluation in public relations and corporate communication.
In her consulting practices, she designs measurement dashboards for some of today’s most admired companies. Katie has also been a leading developer and promoter of standards in the PR and social media measurement field. She founded two measurement companies, KDPaine & Partners Inc.(now Carma) and The Delahaye Group (now Cision.) Her latest company, Paine Publishing is the first educational publishing firm entirely dedicated to making more Measurement Mavens. Its newsletter, The Measurement Advisor, is the industry’s most comprehensive source of information about best practices in communications measurement.
Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter, Measuring the Networked Nonprofit: Using Data to Change the World, is the 2013 winner of the Terry McAdam Book Award.
Katie is a Senior Fellow of the Marketing & Communications Center at The Conference Board and a founder and member of the Institute for Public Relations Measurement Commission.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The landscape of higher education has experienced major changes, but it is set to undergo a sweeping transformation in the years ahead. A smaller Gen. Z cohort, combined with increased talent demands in the industry bring both threats and opportunities for academic instruction. Who will survive, and how will they thrive? In this week’s episode, we tackle two compelling opportunities: how marketing professionals should evaluate the role of higher education in their career ladder, and how schools should borrow from the B2B playbook to competitively market themselves for the future. Take a listen with our esteemed guest, Chad Mezera, Assistant Dean of Online Programs for the Reed College of Media at West Virginia University. Chad literally “wrote the playbook” on online education, and has turned WVU’s higher education programs into award-winning, innovative online degrees.
About our Guest: Chad Mezera is the Assistant Dean of Online Programs for the Reed College of Media at West Virginia University (WVU). In this role, he oversees all online courses offered by the college and leads the online programs support team. Before coming to WVU in 2005, Mezera led the internal corporate communications function of a major government IT solutions provider. Prior to that, he planned and executed national and regional marketing campaigns for a non-partisan think tank focused on developing and teaching best practices in federal, state and local government.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
In this episode, Brian Hunt explains, in the clearest possible terms, the total scoop on CTV for marketers. We learned its benefits and drawbacks, the differences between CTV, OTT and linear television, and why CTV is an essential medium for us to be experimenting with today. Career hint: Data science majors can write their own tickets in this field! Join us for the details of how television is becoming more digital, targetable and measurable as a marketing communications channel.
About our Guest: Media industry veteran Brian Hunt is Head of OTT and CTV Advertising Sales for Sinclair Broadcast Group.
In this role, Hunt is responsible for the monetization of multiple premium connected TV and over-the-top digital video services for the company, including CompulseOTT, a data-driven ad platform and the fastest-growing digital product in Sinclair’s history. His responsibilities also include oversight of Sinclair’s rapidly growing local broadcast inventory and national platforms for NewsON, featuring over 300 local broadcast stations, as well as STIRR, Sinclair’s direct-to-consumer advertising-supported OTT service. Hunt also oversees the OTT and CTV ad sales for Bally Sports regional sports networks and The Tennis Channel.
Prior to his role at Sinclair, Hunt was Corporate Vice President of TEGNA’s Premion OTT Division as its first employee. During Hunt’s tenure at Premion, he oversaw Sales, Publisher Relationships, Contracts, Operations and Strategy.
Prior to TEGNA, Hunt held a variety of leadership positions in the industry. He was the Senior Vice President of Viamedia, a cable ad sales representation firm where he established and renewed key partnerships including Centurylink, Google Fiber, Verizon Fios, Time Warner and others. Hunt spent over 15 years at NBCUniversal as Senior Vice President of Affiliate Sales & Marketing in the Cable Distribution Group and other key NBCU positions.
Hunt has a BS in Finance from Southern Illinois University, M.B.A. from Fontbonne College in St. Louis, MO and an Executive Management Degree from Harvard Business School. Hunt lives in the New York City suburbs with his wife and three children.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
It’s time to look in the digital mirror. Do you like what you see? What does your “digital-first impression” say about you? And why should you care? Whether it’s your company website or your social pages, your web presence makes a bigger difference than you think. In this episode, our guest Andy Crestodina makes the case for investing in your digital presence right now, to make the impact you want tomorrow. He also shares tips on how your digital content must adapt to stay competitive, engaging and relevant. Join us!
About our Guest: Andy Crestodina is a co-founder and CMO of Orbit Media, an award-winning 40-person digital agency in Chicago.
Over the past 20 years, Andy’s provided guidance to 1000+ businesses. He’s written hundreds of articles on content strategy, SEO and Analytics. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
- Top 10 Online Marketing Experts, Forbes
- Top 50 Marketing Influencer, Entrepreneur Magazine
- Top 25 Content Marketers, Express Writers/Buzzsumo
- Top 10 Social Media Influencers, Social Media Explorer
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Some changes are so subtle you don’t recognize them when they are happening, but then – BAM - you get a wake-up call. That is what our guest, Jay Baer, says about the customer experience. Today CX is all about how you make the customer feel and brands who succeed in the future will excel at understanding, meeting, and exceeding the expectations of their customers. Join us as Jay lays out the roadmap for what you should be doing now to meet the future needs of your customers. Jay is a marketing and customer experience expert and 7th-generation entrepreneur. He is the author of 6 best-selling business books and the founder of 5 multi-million dollar companies. His newsletter, thebaerfacts.com is also chock full of tips and insights on the convergence of marketing+CX.
About our Guest: Jay Baer is a Hall of Fame keynote speaker who teaches business growth through customer experience and marketing innovation. He is also a popular virtual emcee and event host, New York Times bestselling author of six books, and founder of five, multi-million dollar companies.
Filled with real-world case studies and examples, Jay’s entertaining and engaging programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage.
Jay has advised numerous iconic brands such as including Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the Founder of Convince & Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast.
Known for his fun plaid suits, meeting planners can select the very suit Jay will wear to their event through his custom app!
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Early in the pandemic, David Meerman Scott saw marketers struggle to take their in-person events virtual, and concluded that we were approaching the problem from the wrong mindset altogether. He published a 6-minute video explaining the right way to reimagine events for the virtual world. On our podcast, David not only provides a 7-point set of action steps to liven up your virtual and hybrid events, but he also shares what it will take to create the successful events of the future. Join us for an instructive 30 minutes!
About our Guest: David Meerman Scott spotted the real-time marketing revolution in its infancy and wrote five books about it including The New Rules of Marketing and PR, now in a 7th edition, with more than 400,000 copies sold in English and available in 29 languages from Albanian to Vietnamese.
Now David says the pendulum has swung too far in the direction of superficial online communications. Tech-weary and bot-wary people are hungry for true human connection. Organizations have learned to win by developing what David calls a “Fanocracy” - (the subject of his Wall Street Journal bestseller) - tapping into the mindset that relationships with customers are more important than the products they sell to them.
He is a massive live music fan, having been to 804 live shows since he was 15 years old, is passionate about the Apollo lunar program, and he loves to surf but isn't very good at it.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Are your models annoying or delighting your consumers? Marketers have been using machine learning for years to help create advanced models, but that is not going to cut it in the future. Too many personalization efforts today rely on algorithms that are turning people off. And our attempts at automated personalization engines are forcing consumer audiences to simply tune brands out.
In this episode, we explore the connection between models, analytics, and even Eric Clapton with our guest, Stephen Yu. As a songwriter, musician, and master modeler, Stephen brings a unique perspective to data science and a cautionary message as well: Those who rely solely on automated analytic solutions will be the first to be replaced by the machine!
About our Guest: Stephen H. Yu is a world-class database marketer with a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from over 30 years of experience in best practices of database marketing.
Currently, he is President & Chief Consultant at Willow Data Strategy. Previously he served as Practice Head, Advanced Analytics & Insights for eClerx, and VP, Data Strategy & Analytics at Data Axle. Earlier, he was the founding CTO of I-Behavior Inc.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass review the 2021 marketing trends they believe will have a significant impact on marketers in the year ahead. Some fads have already faded, but some new ones will continue to disrupt and drive business results in 2022. And a bonus: Are you thinking about how to uplevel your career this year? Ruth and Cyndi also give us a preview of the exciting careers emerging for marketers.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Direct marketing —an approach that uses all types of advertising media to motivate a response, which is tracked and stored in a database—is fast becoming indistinguishable from modern marketing today. Join us as Ron Jacobs, one of the preeminent authorities on this topic, explains the evolution of direct marketing thinking and where it’s headed over the horizon. Hint: Some marketing challenges are not likely to be solved anytime soon, but Ron says new tools and technologies are on the way.
About our Guest: During the last 35 years, J&C founder, Ron Jacobs, has been blazing the trail and establishing the best ways to interact with consumers. Through honed tactics and techniques, Ron has defined the best ways to start, manifest and sustain relationships with customers. He shares his insights and strategies as the author of many articles and books, through works with clients and organizations in the U.S. and around the world, and across the globe as world-renowned public speaker. Ron Jacobs literally wrote the book on direct marketing, which is now the basis for modern relationship and response marketing.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Learn about the exciting job role of product management in tech markets from our guest, Laura Marino, Chief Product Officer at TrueAccord. While tech product managers have little direct authority, they hold great responsibility to represent the needs of the customer and influence others in the firm—engineering, marketing, finance—to deliver products to market at a profit. The future is bright for these professionals, as Product-Led Growth becomes a strategic imperative. Tune in especially as Laura names four characteristics of a successful product.
About our Guest: Laura Marino is the Chief Product Officer at TrueAccord, a fintech company reinventing debt resolution. She is passionate about scaling companies and product organizations. Prior to joining TrueAccord, Laura built and led product teams in small and large organizations including SAP Labs, Nuance, Tellme Networks/Microsoft, Intapp, and Lever.
Laura holds two Master of Science degrees from Stanford. She is a guest speaker at the Stanford Technology Ventures Program, and a member of the extended teaching team in the Stanford Management Science and Engineering Department, lecturing on entrepreneurship and product management.
A supporter of women and diversity, Laura serves on the Board of Leading Women in Technology a non-profit dedicated to promoting women leadership.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Technology continues to disrupt, enable and challenge the world of marketing. Join Scott Brinker, founder of the influential blog Chief Martech, as we discuss the future of marketing technology. When—if ever—will its growth plateau? How can companies prepare for the changes to come? Do you have to be a technologist to be a successful marketer today? Scott’s answers will surprise you.
About our Guest: Scott Brinker is VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. He writes the chiefmartec.com blog and serves as the program chair of the MarTech Conference. He is the author of the best-selling book Hacking Marketing, published by Wiley. Previously, he was the co-founder and CTO of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT. Connect with him on Twitter @chiefmartec.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Leaner staffs, fewer journalists in the newsrooms, and a growing suspicion regarding the integrity of earned media have placed the PR profession in potential peril. But today’s guest, Bridgette Borst Ombres, remains optimistic about media relations. Some things have not changed in the profession, she says, including the ongoing challenge of attribution and measurement. But join us, as we explore what has changed in media relations including AI, the rise of live audio, niche publications, and paywall journalism.
About our Guest: Bridgette Borst Ombres is a former TV news reporter turned PR and marketing professional with nearly 15 years’ experience working in communications across agency, corporate and nonprofit. Bridgette has media trained more than 350 spokespeople for organizations around the country and has consulted for brands such as Google, LG, Angry Birds, Vestas, Boy Scouts of America and Earth Day Network.
Bridgette heads up The Commsultant, a boutique PR agency specializing in communications planning, thought leadership and media strategy.
Through the years, Bridgette has worked to place hundreds of students and young professionals in internships and jobs. She is passionate about mentoring and professional development.
Based in Pittsburgh, Pennsylvania, Bridgette lives with her husband, David and four-year-old daughter, Brielle.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Heads up to agencies: Your business model needs an update. The needs of the workforce have changed—resulting in hundreds of vacant positions. The “pyramid” staffing structure itself is passe. Our guest Scott Gillum founded a new type of agency, for B2B markets, where employees are empowered to schedule their own workdays and trusted to produce their work “on demand.” He sees an agency like a professional sports team, where free agents sign up to deliver on specific client expectations. The result? Faster, lower-cost marketing results, enviable 86% client retention rates, and 100% employee satisfaction ratings on Glassdoor. Join us to learn the philosophy behind this new model, which could be a blueprint for the agency of the future.
About our Guest: R. Scott Gillum is the founder of Carbon Design, a marketing services firm that specializes in personality-based marketing. Prior to founding Carbon in 2017, he founded and lead the Washington, DC office of gyro. The largest B2B agency in the world and Ad Age’s B-to-B Agency of the Year.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Phone reps are no longer the front line of customer service. Customers now reach out to their suppliers first through digital channels. In turn, companies worldwide view their call centers not only as a cost center but also as a revenue opportunity. AI across the customer lifecycle is driving innovation in prediction, conversation and analytics, backed by a combination of cognitive engines and human assistance.
Listen to our conversation with one of the leaders in what is being called AI-driven conversational engagement. Seb Reeve, EMEA Director of Strategy & Business Development at Nuance, is responsible for defining and evangelizing the Nuance customer care proposition worldwide – sharing how companies can create extraordinary automated experiences.
If you are skeptical about the importance of this trend, consider that Microsoft is about to acquired Nuance for an estimated $19 billion, the 2nd largest acquisition in Microsoft history. Join us to learn about what’s new in customer engagement, and where it’s headed.
About our Guest: In his current role at Nuance as EMEA Director of Product Management and Marketing, Sebastian Reeve is responsible for defining and evangelizing the Nuance customer care proposition across Europe, the Middle-East and Africa – sharing how companies can create extraordinary automated experiences which their customers actively choose to use rather than simply tolerate and complain about.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The tools needed to manage your customer data have changed dramatically since the days of “database marketing” in the 1980s. The latest iteration is a CDP, or customer data platform, the subject of our stimulating discussion with David Raab, a leading expert and founder of the CDP Institute. He explains how the tech landscape has become quite complex and continues to morph. The number of systems continues to grow, fed by a proliferation of channels, declining development costs, and easily available funding. Listen in to understand the customer data landscape, why it’s critical to marketing success, and where the technology is going in the future.
About our Guest: David M. Raab is the founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization with over 10,000 members, which educates marketers and technologists about customer data management. Mr. Raab was named the Customer Data Platform category in 2013.
Mr. Raab has a long history as an independent consultant helping marketers to understand, find and deploy marketing technologies and vendors. His clients include Global 2000 firms in retail, financial services, telecommunications, publishing, technology, and other industries. He began his career as a marketer in publishing and continuities.
Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School. He has written hundreds of articles and blog posts on marketing technology and regularly speaks and teaches at events around the world.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The role of the PR professional is changing fast. No longer limited to media relations or crisis management, these days PR people have evolved into larger and more strategic roles as “communicators,” who handle multi-channel messaging to a variety of important audiences, or “publics.” Our guest, Bonnie Harris, explains what’s driving this change, and where it’s likely to go next.
About our Guest: Bonnie Harris is the founder of Wax Marketing, Inc. an integrated marketing agency based in St. Paul, Minnesota. Harris and her team designed and implemented IMC strategies for clients across the United States, focused primarily on midsized companies in the healthcare, technology and manufacturing industries.
Prior to founding her IMC practice, Harris worked in the technology industry for 16 years, eventually rising to the role of vice president, where she oversaw sales, marketing and operations for nine profit centers in eight states. She received her master’s degree from the West Virginia University IMC program in December of 2007 and completed her Bachelor of Science degree at the University of Minnesota in 2001.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Bot-generated fraud on digital advertising will waste $42 billion by 2022, according to Jupiter Research. A shocking sum. Our guest, Dr. Augustine Fou, explains why and how ad fraud is perpetrated, and what can be done about it. Listen in to learn how we marketers must change our thinking about ad metrics, and update our media buying strategies altogether.
About our Guest: Dr. Fou has been on the front lines of digital marketing for 25 years. It is from that vantage point that he studied and documented the nexus of cybercrime and ad fraud. As an investigator, Dr. Fou assists government and regulatory bodies; as a consultant he helps clients strengthen cybersecurity, and mitigate threats and risks, including the flow of ad dollars that fund further criminal activity.
Dr. Fou was the former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group, a $100 million group of 8 agencies serving pharma, medical device, and healthcare clients. Dr. Fou also taught digital strategy and integrated marketing at Rutgers University and NYU's School of Continuing and Professional Studies.
Dr. Fou completed his PhD at MIT in Materials Science and Engineering at the age of 23. He started his career with McKinsey & Company and previously served as SVP, digital strategy lead at McCann/MRM Worldwide.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The marketing world has embraced loyalty programs ever since the launch of the American Airlines AAdvantage program in 1981. But these transactional rewards programs are headed for the trash heap, says our guest Ajay Row, a longtime authority on retention and loyalty, based in Mumbai. Join us to learn the strategy behind loyalty marketing programs and the strategy that is likely to replace them. The key lies in figuring out who’s valuable to you, what’s valuable to them, and how you can deliver and extract more value in the relationship.
About our Guest: G. Ajay Row Entrepreneurial executive with 35 years’ experience in data-driven, digital, loyalty, analytics and CRM across a variety of industries and several countries. Launched among the first CRM, loyalty and data-driven marketing programs globally in the 1980s, have since implemented programs across 65+ countries. Built several companies, two to exit, and numerous case studies. 11 years with the Taj and then the Tata Group responsible for CRM. 5 years at ITC. Full-time consultant for several years.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Why do walled gardens exist in the first place? The answer is quite simple, because they can. When it comes to advertising, giant firms like Facebook and LinkedIn hold all their own cards. And with the demise of 3rd party data and cookies, the amount of data they have on users who readily allow access to personal information is unprecedented. But we are learning that this may spell bad news in the future for us marketers. Listen in to this episode with Heather Blank on how Walled Gardens will impact the future of advertising.
About our Guest: Heather Blank Heather Blank has over 20 years of experience scaling and innovating the go-to-market strategies of digital enterprises. A background in both client-side and in-house technology roles gives her a unique perspective and solutions-oriented approach to product innovation. Heather started her data career running the first digital CRM program for PETCO Animal Supplies and has worked to build successful data businesses for Responsys, Oracle Data Cloud, Datalogix and MediaMath. In her current role as SVP Data Solutions at Revenue Vision Partners, she helps clients in retail, financial services and adtech develop data monetization strategies. Heather graduated with a B.A. in journalism from the University of Arizona and lives in San Diego with her husband and two children.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
In this provocative episode, database management expert Theresa Kushner explains why she believes that the marketing profession as we know it today is obsolete. What does this mean for the future of the marketing discipline, and for organizations as a whole? Listen here to find out.
About our Guest: Theresa Kushner Theresa Kushner turned her master’s degree in journalism from UNT into a career in high technology. For over 25 years she has led companies – like IBM, Cisco Systems, VMware, Dell/EMC, and NTT DATA – in recognizing, managing, and using the information or data that has exploded exponentially. Using her expertise in journalism, she co-authored two books on data and its use in business: Managing Your Business Data: From Chaos to Confidence (with Maria Villar) and B2B Data-Driven Marketing: Sources, Uses, Results (with Ruth Stevens). Today, as the “Data as an Asset” lead for NTT DATA, Theresa continues to help companies gain value from data and information. For her efforts in leading analytics, Theresa was inaugurated into the Analytics Hall of Fame at Pace University in New York in March 2019. She currently serves as an AI/Analytics consultant in the Data & Intelligent Automation group with NTT DATA.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
During the pandemic, we’ve all been watching with horror as stores close and shopping behavior has turned upside down. Amazon’s sales are up 40% in the last 12 months. What’s the future of retail, we have to ask? Join us for an engaging discussion with Paul Leinwand and Samrat Sharma from PriceWaterhouseCoopers’s as they discuss the future of consumer markets and where the consumer shopping experience is headed. Paul Leinwand is global director of the Strategy& unit of PwC based in Chicago and teaches strategy and management as an adjunct at Kellogg Graduate School of Business. Samrat Sharma also works at Strategy& and has an MBA from Carnegie Mellon.
About our Guests: Paul Leinwand Paul Leinwand is a thought leader on strategy, growth, and capability building for Strategy&, PwC's strategy consulting group. Based in Chicago, he is a principal with PwC U.S. Paul advises clients on the topic of strategy, growth, and capability building, with a focus on the consumer product and retail sectors.
He is the co-author of three books, Strategy That Works: How Winning Companies Close the Strategy-to-Execution Gap (Harvard Business Review Press, 2016), The Essential Advantage: How to Win with a Capabilities-Driven Strategy (Harvard Business Review Press, 2010) and Cut Costs and Grow Stronger (Harvard Business Review Press, 2009), as well as several articles in the Harvard Business Review and strategy+business.
Paul earned an MBA with Distinction from Northwestern University’s Kellogg Graduate School of Management and a Bachelor of Arts in Political Science from Washington University. He currently teaches at Kellogg as an Adjunct Professor of Strategy.
Samrat Sharma Samrat Sharma is the US Enterprise Strategy & Growth Leader with Strategy& and PwC and the global leader of CMO Advisory, where he specializes in developing new business models to drive growth and reduce costs for CPG clients. He has roughly 20 years of consulting and industry experience in North America and emerging markets.
His wealth of expertise includes growth strategy, innovation and business transformation, go-to-market capabilities development such as marketing, revenue management, customer/channel management, and digital transformation with a focus on commerce, data & analytics.
Samrat has been featured in publications like Harvard Business Review and Strategy+Business. He earned his Bachelors in Commerce from the University of Delhi, and his MBA from Carnegie Mellon University.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Design thinking has been around a while, and it sounds alluring, but there’s still some confusion about what it means to marketers. Roger Mader sets us straight in this podcast, explaining the skills and tools of design thinking that apply to marketing practice, and how it can be used to improve marketing results. In short, he describes a process for predicting your customers’ future needs and interests and serving them better than the competition. Join Roger, Managing Partner at Ampersand and professor at the School of Visual Arts in New York, to hear where design thinking can take marketers, on the sub-series, Marketing Horizons.
About our Guest: Roger Mader is on a mission to “make better”—to equip leaders and entrepreneurs, experts and students to change the world. Declare purpose. Make a promise. Act on principle. Measure performance. Learn. Grow. Roger serves as the Managing Partner of Ampersand, a global team of partners who help big companies act small, and small companies get big. Ampersand uses design practices honed in the field, in collaboration with teams to conceive, test, iterate and launch new offerings and experiences. He serves on the graduate program faculty of the School of Visual Arts in Manhattan. His course on Strategic Innovation introduces teams of students to Ampersand’s 4D method to design breakthroughs for corporate sponsors, including Accenture, Cap Gemini, Capital One, Chase, Citi, Deloitte, EY, Lippincott, McKinsey, RGA and SYP. His writing includes Purposeful Enterprise, a thesis on the power of purpose to guide strategy, attract demand and compel people on a shared mission.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Behavioral science is a relatively new field, with huge implications for marketing. Neuromarketing can actually help you develop more persuasive communications that will increase your response rates. Join Nancy Harhut, Chief Creative Officer at HBT Marketing, as she explains how she persuades her target audiences successfully, using the lessons of behavioral science, on the sub-series, Marketing Horizons.
About our Guest: Getting people to take action is what Nancy’s all about. Her specialty is blending best-of-breed creative with decision science to prompt response. A frequent speaker at industry conferences, Nancy’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US, including SXSW. Along the way, she's been named Online Marketing Institute Top 40 Digital Strategist, Ad Club Top 100 Creative Influencer, and Social Top 50 Email Marketing Leader. Prior to co-founding HBT Marketing, Nancy held senior creative management positions with Hill Holliday, Mullen and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Learn about the power of guest posting (guest blogging) and why it's an important tool for marketers of all levels to utilize. Use it for brand recognition, building backlinks to your site, sharing your knowledge and expertise on certain topics, and increasing your trustworthiness in your business niche. Discover why it's valuable for freelancers and solopreneurs to implement as well! Join Rebecca Reynoso, Senior Editor + Guest Post Program Manager at G2 for "What is Guest Posting and Why You Should Start Using it for Your Brand" on the WVU Marketing Communications Today podcast.
About our Guest: Rebecca Reynoso is the Senior Editor and Guest Post Program Manager at G2. She also works as a freelance editor and writer for a few small- and medium-sized tech companies, including Sales Hacker, Nextiva, and Databox. Outside of work, Rebecca enjoys watching hockey, cooking, and spending time with her family and cat.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Chatbot technology in B2B is developing quickly beyond customer experience to becoming an important part of Top of Funnel (TOF) tactics. Join Koen de Witte, Managing Director at Leadfabric, and Drift's exclusive certified partner in Europe, to hear his insights around next-generation Chatbots in the sub-series, Marketing Horizons hosted by Ruth Stevens and Cyndi Greenglass.
About our Guest: Koen de Witte is one of the leading martech experts in Europe. He runs a martech services company, Leadfabric, that helps B2B companies across Europe select and install the right marketing technology — CRM, campaign automation — to manage their prospecting and current customer marketing efforts efficiently. Leadfabric also offers full demand gen services to clients — in fact, his was the first full-service B2B demand gen agency in Europe, started in 2008. He’s also a leading expert on chatbot technology, being a certified partner of Drift, one of the leading chatbot providers.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Healthcare is one of the largest industries and with so many options (as well as “Dr. Google”) it’s important for marketers to know the strategies to reach patients. Christopher Caserta, Vice President for Strategic Development at United States Medical Management, joins us to discuss how marketers are changing the healthcare industry, as well as how the industry has evolved on the WVU Marketing Communications Today podcast.
About our Guest: Christopher has over 20 years of executive-level experience within acute- and long-term healthcare, senior living, and consulting. His diverse expertise includes strategic and growth roles within hospital systems, Accountable Care Organizations, care coordination systems, ambulatory centers, senior housing, home and community-based services and skilled nursing rehabilitation. Christopher is a native West Virginian and proud 2010 Master’s graduate of the Integrated Marketing Communications program at West Virginia University.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Mixed reality is everything between AR to VR and in-between, evolving the consumer experience with virtual try ons, but where is mixed reality marketing going? Instagram and Snapchat have embraced AR and VR more than other platforms, people are virtually viewing houses, trying on lipstick, glasses and more and the outlook for mixed reality is bright. Join David Smith, Teaching Assistant Professor with West Virginia University's Reed College of Media as he discusses "Where's the Beef with Mixed Reality Marketing" on the sub-series, Marketing Horizons.
About our Guest: David Smith is a Teaching Assistant Professor at the West Virginia University Reed College of Media, where he teaches multimedia storytelling – including augmented and virtual reality (AR & VR) – to students across all majors. Before joining the faculty at WVU, he was a visual journalist for several news organizations in North and South Carolina, Alabama, Ohio and West Virginia. He’s always looking for innovative ways to use new tech for storytelling and education.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Bringing a new product or service to the market can feel like a daunting task to some. If it is not promoted properly, you could miss out on an opportunity or lose money down the line. Join Alex Virden as she discusses what it takes in real life to bring a new product or service to market and how she combines creativity and innovation into her work.
About our Guest: Alex is an experienced marketing professional currently working in product marketing at EVERFI, an organization driving social impact through education. She runs a side-hustle, Virdical, where she consults on branding, content development, and training. When not at the office or helping clients, Alex mentors several up-and-coming female leaders from industries including food and beverage, energy, healthcare, and personal wellness. She is a fierce customer advocate who is passionately curious about marketing, and she geeks out over all things process and strategy. Outside of the office, Alex loves to travel, box, practice the banjo, explore the outdoors with her Frenchie, Teddy, or spend time with her husband, family, and friends.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
As a big data expert and a lifelong fan of competitive sports, FanAI is the culmination of two of Johannes Waldstein's passions. A serial entrepreneur, he has founded four other startups that tackled marketplace issues surrounding data, mobile payments, and sports tech. As a Product Manager at dunnhumby, the world’s largest loyalty data sciences company, Johannes helped build data platforms that provided 360° customer insights for some of the world’s largest global agencies and brands, including retail chains such as Best Buy, Home Depot, Tesco, and Macy’s.
Brands really want to understand the gaming and e-sports for attribution and have migrated to the traditional sports where the BIG money is. Join Johannes as he discusses "Follow the Money: The Future of Multichannel Measurement" on the sub-series, Marketing Horizons.
About our Guest: Johannes Waldstein is the Founder and CEO of FanAI, Inc. FanAI is the first sponsorship data platform to connect audience data to real purchase outcomes through bottom-of-funnel sponsorship metrics. Through a combination of fan data and purchase data, FanAI’s technology improves sponsorship and digital media effectiveness across the sports & entertainment industries through its sales-attribution technology. FanAI works with brands, agencies, and sports and entertainment rights-holders. Founded in 2016, FanAI has raised over $12.5 million in funding.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
With the golden age of social media and digital marketing in full swing, the competition for consumers’ attention is fierce. To stay relevant, marketers must understand the changing needs and preferences of their audience and adapt their strategies accordingly. We’ll discuss the importance of innovating to keep your audience’s attention, how to evaluate your tactics to avoid outdated practices and how to maintain your brand values as you evolve your strategy.
About our Guest: A 2017 graduate of West Virginia University’s Integrated Marketing Communications Master of Science program, Isaac Mei is an energetic and passionate digital marketer, brand manager, and content creator with nearly a decade of experience in marketing for education and non-profits. Isaac is passionate about helping brands develop a better understanding for their audiences and creating content tailored to provide value to them.
Isaac is currently the associate social media strategist for Pew Research Center in Washington, D.C., where he is responsible for components of the Center’s overall social media presence and innovation on new and up-and-coming digital platforms.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
This session focuses on the intersection of diversity in communications and newsrooms around the country and how the shifting demographics of the United States play a big role in this. When diversity is not prioritized we miss out on effectively convening our desired messages. Effective communications can impact policy decisions, brand perception, product marketing, civic engagement and much more. We must harness the power of diversity to determine how and what we communicate.
Toyin is an experienced communications and media relations professional who is passionate about using her skills to help organizations shape public opinion and drive policy changes to build more equitable societies.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Personal brands aren't just for online lifestyle influencers. In fact, personal brands have been a key part of professional networking forever! And if you've ever met anyone, guess what: you've already got one. We'll discuss personal branding in the professional sphere, and how to take control of yours so that you're known and remembered for the right things.
Join Christine Gritmon as she empowers small business owners and solopreneurs to tell their own stories on social media. You CAN do it – she’ll teach you how! She’s spoken on stages worldwide and is a frequent expert guest on podcasts, live streams, Twitter chats, and blog posts, as well as hosting her own weekly live show.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Omnicom Health Group is the largest healthcare marketing and communications network in the world, with more than a dozen companies and over 4,000 talented people specializing in every area of health. Our people come from every corner of science, medicine, marketing, and communications, partnering with clients—and connecting with each other— to achieve meaningful change through better, more innovative communications. We hope this session can help students pick up skills that can help them land a job!
About Susan's Guests:
Joe Golden has over 15 years in Recruiting with the past 10 on the corporate side. He has spent the last 7 years at Omnicom Health Group recruiting across the whole network.
Sasha Sampedro is part of the recruitment team over at OHG. Previously to joining OHG, Sasha worked on the media and film industry as a Human Resource Manager. She has been part of the Omnicom family for close to 3 years where she is responsible for recruiting for Art, Copy and Finance positions. At OHG, Sasha is also responsible for helping out with the summer internship program as well as entry level recruitment. She loves to travel and a good hot sauce.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Did your career and professional development take a back seat to the many demands and evolving priorities in 2020? What does the future of work look like for marcom professionals, and how can you adapt – and thrive – in this new environment? Whether you’re trying to land your next gig, expand your network or get serious about professional development in the New Year – join industry veteran and career enthusiast, Bridgette Borst Ombres for a discussion on personal branding and how to get refocused on your career goals.
About Amy's Guest:
Bridgette Borst Ombres is a former TV news reporter turned PR and marketing professional with nearly 15 years’ experience working in communications across agency, corporate and nonprofit. Bridgette has media trained more than 350 spokespeople for organizations around the country and has consulted for brands such as Google, Angry Birds, Vestas, Boy Scouts of America and Earth Day Network.
Bridgette owns The Commsultant, a boutique PR agency specializing in communications planning, thought leadership and media strategy.
Through the years, Bridgette has worked to place hundreds of students and young professionals in internships and jobs. She is passionate about mentoring and professional development.
Based in Pittsburgh, Pennsylvania, Bridgette lives with her husband, David and three-year-old daughter, Brielle.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The holidays are here and it’s a time of giving. How do marketers plan for this season as they work on fundraising? Leandra Clovis joins us to discuss how she is navigating the giving season in her work as Senior Director, Walk to End Alzheimer’s at the Alzheimer’s Association, Central and North Florida where she manages the development and implementation of peer-to-peer fundraising campaigns.
About Cyndi's Guest:
Leandra Clovis has nearly a decade of experience working with national nonprofit organizations, which she brings to her current role as Senior Director of Walk to End Alzheimer’s for the Alzheimer’s Association in Central and North Florida.
In her current role, she manages the development and implementation of the Central and North Florida Chapter’s peer-to-peer fundraising campaigns, including Walk to End Alzheimer's, The Longest Day (DIY) and RivAlz football games. As the strategic lead for the team, she manages the overall plan to achieve revenue goals by developing communication plans, creating best practices, and coaching staff. She works cross-departmentally to ensure that goals are met collaboratively. Annually, these three fundraising programs are responsible for nearly $2 million dollars in revenue for the Association. Since 2018, her strategies have helped to increase fundraising revenue for the chapter Walk to End Alzheimer’s program by 14%. She currently sits on the Walk National Leadership Council for the Association helping to draft materials and best practices to guide walks nationwide
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
The use of digital advertising has been on the rise and has seen continuous growth despite these unprecedented times. How do you stand out in a crowded digital space? Storytelling. Join Sukhi Sahni, head of corporate communications at Capital One as she discusses how to sell stories in a digital world.
About Amy's Guest:
Sukhi is passionate about reframing relationships between brands and their customers and consumers, prizing purpose, authenticity, poignancy, and connected conversation above all things. She believes that powerful storytelling is at the heart of good communication and draws on her training as a broadcast journalist to extract truths, push boundaries and challenge the status quo. Sukhi deeply values the relationships she’s built and cultivated over the years with journalists, bloggers and influencers - relationships that are core to the storytelling process.
Sukhi brings the energy of new practitioner with the finesse and fearlessness of a veteran to her daily practice. She currently holds the position of Senior Director of Communications at Capital One and was recently recognized by The Holmes Report a global communications leader through the “Global Innovator 25 Award” and a top woman in PR through the “Top Women in PR Award”.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Amanda Sains is the head of marketing at Joolies Organic Medjool Dates in Venice, CA. She was part of the brand launch at the trade show Natural Products Expo West in 2019 with only packaging prototypes and a stand-out booth design. Now, about a year and a half later this July, the brand is distributed nationally in over 1,500 doors with many different products including Dates and Date Syrups and flavors. Join Amanda as she discusses brand management and her experiences in launching a brand.
About Karen's guest:
Amanda Sains is the Head of Marketing at Joolies Organic Medjool Dates, an organic snack that's changing the date-ing game as we know it, based in sunny Venice, CA.
Amanda took part in the launch of the Joolies brand at the trade show Natural Products Expo West in 2019 with only packaging prototypes and a stand-out booth design. Now, about a year and a half later this July, Joolies is distributed nationally in over 1,500 doors with many different products including Dates and Date Syrups and flavors.
Prior to Joolies, Amanda worked as the director of marketing and business development at B’more Organic. She received her B.S. in Journalism and her M.S. IMC from WVU.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
As COVID-19 propels society into a new digital revolution, the entire world is seeking new ways to create connections and innovate at a distance. The future of a "touchless" or "low-touch" world is becoming increasingly more necessary as we settle into the "new normal." Rodney Williams, COO of LISNR, provides insight into how technology is empowering connection, safeguarding society, and creating new opportunities for business managers and marketers.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
What is a product insight? How do we find insights? In today’s conversation, Hannah Gordon, product insights analyst for Airbnb, will dive into why product insights matter, how to find insights and when to use them. Hannah will share tips on how she uses insights in her day-to-day at Airbnb to influence stakeholders and build products to delight users and meet business goals.
About Cyndi's Guest:
Hannah Gordon is a mixed methods researcher and a ‘14 graduate from WVU’s IMC program. She is also a graduate from WVU’s Reed College of Media. Hannah has a passion for combining qualitative and quantitative research methods to recognize trends, develop strategies to achieve business goals, influence stakeholders and build products users love. Hannah is currently a product insights analyst at Airbnb, where her research is focused on driving product and policy improvements. Prior to joining Airbnb, she was a research analyst at JustAnswer, where she took a data-driven approach to solving user problems and reducing overhead business costs. Hannah lives in San Francisco with her husband, who is also a WVU graduate.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
How do we move forward with in-person meetings safely? During this conversation, we will delve into ways to plan and execute events during the COVID pandemic. What questions should we be asking and what are some things we can all do to ensure safe meetings. Join Heidi Nizowitz, Director of Convention Services at Mandalay Bay, to learn how event planners are overcoming obstacles in today’s environment.
WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.
Paula Scher is one of the most influential graphic designers in the world. Described as the “master conjurer of the instantly familiar,” Scher straddles the line between pop culture and fine art in her work. Iconic, smart, and accessible, her images have entered into the American vernacular. Scher has developed identity and branding systems, promotional materials, environmental graphics, packaging and publication designs for a broad range of clients. In this session, Scher reflects on career-defining moments, shares her design process and explores the relationship between design and marketing.
Scher has been a partner in the New York office of Pentagram since 1991. She began her career as an art director in the 1970s and early 80s, when her eclectic approach to typography became highly influential. In the mid-1990s her landmark identity for The Public Theater fused high and low into a wholly new symbology for cultural institutions, and her recent architectural collaborations have re-imagined the urban landscape as a dynamic environment of dimensional graphic design. Her graphic identities for Citibank and Tiffany & Co. have become case studies for the contemporary regeneration of American brands.
WVU Marketing Communications Today is hosted by Whitney Drake from West Virginia University which is a program on the Funnel Radio Channel.
Deciding to shift your career can be challenging. Joining us today, David Hovis, marketing and communications manager for Team Penske, went from being a history major to changing his focus on PR. David will share what brought him to racing public relations, how his role has evolved and advice on how you can switch or start your career in PR.
About Michael's Guest:
David manages day-to-day public relations efforts for the No. 6 and No. 7 Acura Team Penske ARX-05 DPi entries competing full-time in the IMSA WeatherTech SportsCar Championship. David also manages the Team Penske eSports team, content and maintenance of teams' official website, as well as assists with media guides, driver appearances, and is a designated at-track public relations and sponsor relations manager at all IMSA WeatherTech SportsCar Championship events for Helio Castroneves, Juan Pablo Montoya, Dane Cameron, and Ricky Taylor.
WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
With the changes in digital consumption behaviors and the rise in social justice, how do marketers reach a younger audience while also bringing light to what needs addressed in this critical time? Join Eric SanInocencio, Associate Commissioner of Strategic Digital Media, as he discusses successful tactics used by the ACC and how the industry is addressing social justice in 2020.
About Amy's Guest:
Eric SanInocencio joins the Reed College of Media team with over 12 years of social and digital experience, having worked at both the professional and collegiate sporting ranks during his career. He currently serves as the Associate Commissioner for Strategic Digital Media for the Atlantic Coast Conference, where he oversees the league’s digital and social platform, and serves as a liaison to the conference’s members institutions and the ACC Network. Working with the league’s digital teams, the ACC has created numerous long form digital projects that have aired on the linear ACC Network.
Prior to joining the ACC, SanInocencio served as the Senior Director of Digital for the NFL’s Houston Texans, where his team was awarded several honors. The Texans became the first team in the NFL to ever win a Shorty For Social Good Award, as they were recognized for their groundbreaking #TexansCare campaign, which encouraged fans of the team to volunteer their time in the Houston community. Upon taking over the Texans’ media channels, the website vaulted from the bottom third of the NFL in major metric categories to the top twenty-five percent.
WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
Public Relations Student Society of America National Committee members and undergraduate PR student, Zane Landin, will discuss how young professionals are breaking into the marketing communications industry and adapting during these times. Zane will be discussing how young pros can stand out, contribute to the evolution of traditional ideas of marketing, and overcome obstacles in professional development in the face of COVID-19.
WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.
About Matthew's guest: Zane David Landin, PRSSA 2020–2021 vice president of career services, is a non-graduating senior from the California State Polytechnic University, Pomona. He will graduate in December 2021 with a Bachelor of Science in Communication with an emphasis in Public Relations. He has a strong passion for academics, design, social issues, creative writing, and learning new things all the time. Upon graduation, he hopes to be accepted into the master’s program in strategic communication from Columbia University to work at a public relations firm, the government, a nonprofit, or a university. He plans on working in the industry, earning his PR Accreditation, and eventually completing his Ph.D. in either Disability Studies with an emphasis in Communication Disorders or Public Relations to become a university professor and conduct research on accessible communication practices advocating for universal design.
Landin recently joined PRSSA this year, and has grown a passion for the club and organization as a whole. Landin’s passion for career services grew from his involvement in PRSSA and acknowledging how important and vital internship opportunities are. Landin has served in multiple internship roles all ranging from different agencies, departments, and companies. He has interned at the Environmental Protection Agency, Pomona Hope, the County of Orange local government, Access Services, the NASA CPP Business Startup Program, Score A Friend, and many departments on his campus.
He wants to help students prepare for a job in the public relations industry. His multiple internship experiences and involvement in PRSSA has improved his skills in the workplace, interviewing, cover letter writing, refining resumes, and general professional etiquette. He plans to bring these experiences to advise and assist students to land their dream internship.
Landin is always available whenever you need him to help you highlight your skills and showcase them on Portfolium, help start your LinkedIn account, personal website development, review your cover letters and resumes, aid with social media branding, personal and professional development, etc.
Landin is excited to serve on the national committee and looks forward to working with the amazing members of PRSSA and PRSA.
COVID-19 has forced marketing teams to rapidly adapt their communication and operational strategies to a work from home environment. With these highly collaborative teams forced to adapt to virtual methods how do they preserve productivity and inspire creativity? Join special guest Xenia Muntean, CEO of Planable, for a discussion about how effective teams are overcoming obstacles and achieving great success in a world of forced innovation and adaption.
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About Cyndi's guest:
Xenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 5,000 teams behind brands such as Hyundai, Christian Louboutin, Viber, and the United Nations. Prior to launching Planable, at 20 y.o. she built a digital marketing agency and led social for clients such as Coca-Cola.
Xenia has been recognized on the Forbes 30 Under 30 list and she spoke on the Innovation Stage at Cannes Lions in 2018. Xenia graduated Tim Draper's startup academy in Silicon Valley and took Planable through the Techstars London accelerator in 2017. She has also published a book – The Manifesto on Content Marketing Teams and has launched her own podcast – People of Marketing.
WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
The ability to integrate different viewpoints enhances creativity or brings a creative solution to a problem. But why is it more relevant today? The world is way more diverse today, and the need to gauge the various groups’ dynamics is by building a team that has a better understanding of the mindsets. Crafting messages and setting a tone that resonates with these groups are no more an option.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
In the immortal words of Charles Dickens, "It was the best of times, it was the worst of times." Covid-19 is challenging businesses and careers at an unprecedented rate. Organizations are transforming to meet previously unfathomable needs of their stakeholders. New skillsets are required to deliver experiences in a virtual world. How are you responding to all these changes? Whether you are a seasoned professional or early in your career, what your business and personal brand project will determine if this is the best or worst of times for you.
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About Whitney's Guest:
Jacelyn Swenson leads Strategic Partnerships and Events for IBM Corporate Communications, working with senior leaders across the business to drive IBM thought leadership.
Previously she led global brand programs on the IBM Corporate Marketing team where she created social, digital, and immersive experiences to make the IBM brand more relevant and engaging with its stakeholders. Prior to these roles, she developed community-based marketing and communications initiatives and led global teams that generated award-winning market presence, delivered sales pipeline, and exceeded revenue targets for the IBM Software Group.
Ms. Swenson held several marketing and communications leadership positions at GE to help strengthen its brand prior to IBM. She started her career at a worldwide public relations and advertising agency.
She has delivered speeches at industry conferences, client events, and academic institutions around the world.
WVU Marketing Communications Today is hosted by Whitney Drake from West Virginia University which is a program on the Funnel Radio Channel.
Katie Gilstrap is the founder of The Barre Boutique, a studio fitness center (recently sold to the Richmond Ballet), is a faculty member at Virginia Commonwealth University and serves as an adjunct instructor at the University of Richmond at the undergraduate, graduate and executive levels as well as at The College of William and Mary in the Online MBA program. Her teaching areas include marketing principles, marketing strategy, marketing research, services marketing, retailing and communications; and she regularly advises MBA thesis projects aimed at solving strategic dilemmas for locally headquartered companies.
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In addition to her teaching responsibilities, she has developed and led new programs for VCU. More specifically, she designed the new Business Foundations course for the Office of Undergraduate Studies and has designed, led, and secured grant funding for study abroad programs focused on international business in Greece, Spain, Prague and Scotland. She also represents VCU as a part of the Henry Ford Foundation’s Leadership Academy in the Middle East.
Prior to her academic and entrepreneurial career, Katie served as Senior Vice President and Director of Marketing at First Market Bank, overseeing marketing strategy, product development, advertising, community outreach, and business analysis. During her time at First Market Bank, her work was recognized by Financial Brand magazine, and she became the youngest person in the company’s history to be appointed to Executive Committee, with responsibility for developing and steering the corporate strategy of the organization. In addition to her academic and professional responsibilities, Katie actively consults in the areas of corporate and consumer communications and communication strategy development and has served as a regular columnist for the Richmond Times Dispatch, the Health Journal, GRID Magazine and Caring Voice Coalition’s Community Magazine. Recently,
Lindsay Tjepkema is a 2016 alum of the WVU IMC master's program and has spent nearly twenty years in B2B marketing. In 2018, as the VP of Brand and Content at a global enterprise SaaS company, she launched a podcast as part of the brand's integrated marketing strategy. That podcast would not only make a big impact on the brand, but would forever change the trajectory of Lindsay's career.
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In launching that podcast, Lindsay saw both a shocking gap in the market and a massive opportunity for brands, which led her to start a software company, Casted, that would empower marketers to harness podcasts - and the conversations within them - as foundational parts of their integrated marketing strategies.
In this podcast, Lindsay will talk about the transition from marketing leader to CEO of a venture-backed tech company. She'll also dig into the important role podcasts play in the next generation of brand strategy.
About Cyndi's guest:
Lindsay Tjepkema is the CEO and co-founder of Casted, the first and only marketing platform built around branded podcasts. With more than 15 years of experience in B2B marketing, including running her own consulting agency, she’s a dynamic leader who’s had tremendous success building and growing marketing teams on a local and global level. After launching a branded podcast for a global marketing company, Lindsay realized her passion for authentic conversations. This led her to founding Casted to help marketers unlock the full potential of their content by harnessing the power of podcasting. The company has since gained rapid traction among brands that wish to create greater connection with their audiences through authentic conversation. Today, with Casted, marketers can manage, activate, and measure podcasts from end-to- end while engaging their audience, increasing sales alignment, and quantifying podcast value with metrics that matter. Learn more at casted.us and engage with Lindsay on Twitter @CastedLindsay
Due to the current global health crisis and concerns around the spread of COVID-19, events, both large and small have been canceled across the United States. Where does the industry go from here? How has event planning changed and adapted? In this podcast, Deidre West, director of special events and celebrity relations at the Children’s Health Fund, will discuss her experience navigating this new reality.
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Deidre West
DIRECTOR OF SPECIAL EVENTS AND CELEBRITY RELATIONS FOR CHILDREN’S HEALTH FUND
M.A. (New York University)
Deidre West's experience in event planning includes a wide range from luncheons, dinner and conferences to high-profile events for celebrities and professional athletes, product launches, consumer brands in fashion, food and beverages industries, galas, retail stores, and a hotel grand reopening.
West is a native Ohioan and has always had an interest in conceptualizing an idea and bringing it to life. At Ohio University she created a multidisciplinary Bachelor of Specialized Studies degree in Advertising that included courses from Public Relations, Marketing, Business, Journalism, Telecommunications, and Interpersonal Communications.
West's love of music and understanding the business aspect of identifying talent and marketing artists piqued her interest. After graduating from OU, she went on to study Music Business and Entertainment Professions at New York University, where she received a master’s degree. During graduate school, West had the opportunity to plan events for the NYU community as the Special Events Graduate Assistant in NYU’s Program Office. Her team was responsible for planning “Big Fun Days” around campus for students, faculty and staff. These events included All Hallow’s Eve, Chill Out Day (during finals) and Strawberry Fest.
Working for Sony Music enabled West to gain event experience during her first full-time job out of grad school. As the label representative for The Source magazine’s “Fashion Nation Tour,” she was involved in on-site execution of the tour at college campuses. This lead to her next role at a men’s magazine where she served as marketing/promotion and event manager, conceptualizing, planning and implementing various integrated marketing programs and events. In addition to the events in NYC, West planned events across the country (Los Angeles, Las Vegas, Houston, Chicago, Miami, and Boston) as well as in Puerto Rico.
At Metropolitan Home and ELLE Decor magazines, West wrote integrated marketing proposals for advertisers and planned events in NYC, Los Angeles and Miami. The largest project that she managed was two months of private parties and public walking tours, as well as third-party rentals for the Metropolitan Home and Showtime Networks' Showhouse . The launch event won the Silver Award for "Best First Time Event" at the FOLIO: FAME Awards.
After leaving the publishing industry, West spent more than five years at NYU planning large scale events that included Open House, Junior Day, and CSAW Cybersecurity Conference and Competition - the largest cybersecurity competition and conference in the world – and many other events.
West is currently the Director of Special Events and Celebrity Relations for Children’s Health Fund, a New York City based nonprofit that provides medical, dental and mental health services across the country via state-of-the-art mobile medical clinics. She is responsible for planning fundraising, donor and other special events, and finding ways to engage celebrities for events as well as awareness campaigns.
WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Social media is free right? Surely it can solve all my sales and marketing goals. Wrong! Digital Marketing in 2020 requires a strong brand messaging architecture and paid media strategy to supplement an organic social media strategy. In this podcast, we will learn how brands need to evolve their social media thinking and approach in order to stay relevant and achieve KPIs that matter.
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About Susan's guest:
During my 15+ year career, I’ve become accustomed to working with big brands and iconic organizations. My journey began in college athletics as a sports information director with stops at SMU, the Missouri Valley Conference, and Conference USA.
While I’ve made a strong impact within college athletics, I’ve also created relationships with professional organizations in the NFL’s Dallas Cowboys and the NBA’s Dallas Mavericks. My experiences are diverse when it comes to branding and advertising, with stints at boutique agencies such as Verge Pipe Media and MM2 PR, as well as working client-side for Associa in Dallas. I began at Aflac in 2017 working with the digital expansion team, helping with agent recruiting lead generation efforts. I am now Associate Brand Manager, leading and driving the company’s social media strategy.
I am a leader worth following. I possess a deep level of self-awareness honed through the 100X Leadership System by Culture Wins and I practice its teachings daily. Its philosophies encourage me to support and challenge myself, as well as the individuals around me, to become the best versions of ourselves. A proud ESFJ and Nurturer, I’m also a challenger of people. I remain deeply concerned about the relational health and harmony of my teams. I am committed to protecting values and principles while understanding how certain actions, behaviors and initiatives affect people. Let's connect on Twitter: @todmeisner
WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
Rex Repass, a native West Virginian, is President of Research America Inc. In this podcast, Rex will tell us about his life-long interest in the effects of media and marketing on consumer decision making – from the cars they drive to the candidates they support. He has an interesting story to share from his first market research venture in the early 1980s to now leading a Top 50 research firm in the U.S.
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About Matthew's guest:
Rex Repass is President of Research America Inc. The company has 250 employees in the U.S., with locations in Philadelphia, metro New York, Cincinnati, Detroit, Orlando, and Sacramento. The Research America teams have designed and led market research and consumer insights projects for some of the leading corporations in the world including Walgreens, Pfizer, Honda, Facebook, and Hilton Hotels. In addition, over the years Rex and his teams have conducted public opinion and user experience research for more than 40 newspapers in the U.S. and Canada, and the Reuters News Agency.
Rex is a life-long entrepreneur. He has been an owner in three market research firms during his career. Companies he has led have been named to Inc. magazine’s annual list of the fastest-growing, privately-held companies in America multiple times. In 2020, Research America was also named one of the Top 50 market research firms in the U.S. based on annual revenue by the GreenBook Research Industry Trends Report (GRIT).
A native of Charleston, West Virginia Rex remains close to his roots. For many years he has directed The West Virginia Poll™ sponsored by the MetroNews Radio Network. Rex received an undergraduate degree from Marshall University and in 2017 was named a Distinguished Alumnus of Marshall’s College of Arts and Media. He is also a former Marshall athlete and was a member of Coach Jack Lengyel’s Young Thundering Herd football team in the early 1970s. In 1977, Rex received a Master of Science degree in Communications from the University of Tennessee, with an emphasis in public opinion and advertising research methods. He currently serves as Vice-Chair of UT’s College of Communications & Information Sciences Board of Visitors.
Rex is based in Research America’s Cincinnati office and he and his wife Theresa are the parents of four adult daughters.
WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.
Crisis management expert, consultant, and author Edward Segal talks about the publication of his new book on crisis management — Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies (Nicholas Brealey).
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About Susan's Guest:
Edward Segal has more than 30 years' experience as a crisis management expert. He managed crisis situations as the CEO of two trade associations; advised and helped organizations survive disasters, scandals, and emergencies including the arrest and firing of corporate officers, hate crimes, and sexual harassment; and conducted crisis management and communication training for hundreds of executives and their staffs. Segal is the former marketing strategies columnist for The Wall Street Journal's StartUpJournal.com and senior media relations consultant for Ogilvy Public Relations Worldwide. He has provided expert PR advice and counsel to more than 500 corporations and organizations. For more information, visit EdwardSegal.com.
WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
A Crisis is sometimes defined as anything that interrupts normal business operations … something Webster says that brings about a turning point or decisive moment when difficult decisions must be made. Many if not most organizations, companies, and leaders understand the need to put a crisis plan in place before the next crisis hits, no matter how unpredictable the actual event might be.
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My next guest argues that even those entities that carefully prepare crisis plans fail spectacularly when tested because they forget about one key feature of a successful crisis response: COMMUNICATING through it. Without a Crisis Communications strategy she says, your reputation and your very viability might be in jeopardy.
About Susan's guest:
Aileen Pincus launched The Pincus Group after more than two decades of communications experience. Aileen worked as a local and national television reporter in Portland, Tampa, and Washington DC, before leading communications for a U.S. Senator, and then joining a global public relations firm as senior executive trainer. She now leads training and strategy for the firm’s clients around the country. Aileen’s communications experience spans the fields of journalism, politics, and public relations. She has trained senior executives from around the country for one of the nation’s largest public relations firms, Golin/Harris International. Her work in strategy and communications training for Fortune 500 companies included counsel for the pharmaceutical, medical research, banking, automotive, legal, chemical, engineering, and technology industries, as well as for political and non-profit groups.
Prior to training and consulting in private industry, Aileen worked as a senior staff advisor for a U.S. Senator. As Communications Director, she coordinated all local, regional and national media efforts, and served as the Senator’s chief spokeswoman. Aileen comes to media and communications consulting after an extensive career in journalism. Aileen reported for local and national television news markets around the country for nearly two decades. She was an award-winning reporter for the NBC affiliate in Portland, Oregon, the ABC affiliate in Tampa, for the Fox affiliate in Washington DC and for CNN, where she reported on national stories for CNN affiliates around the country.
As President and founding partner of The Pincus Group, Aileen now directs effective media strategies and communication training for clients around the country. She writes and speaks on effective communication for national organizations and forums. Aileen is a graduate of California State University at Northridge, School of Journalism. She is listed in Who’s Who as one of the nation’s most influential people.
WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
Marketing and communications during a crisis demand flexibility and adaptability. For the West Virginia University Foundation, that was never more apparent than during the height of COVID-19. The Foundation’s IMC team of 4 had to quickly put together two campaigns in less than a month to help raise emergency funding for students hurt by the pandemic.
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Learn how this small staff was able to create two compelling campaigns while working remotely and amidst other job responsibilities. Find out what worked and what didn’t, and how under budget constraints, powerful messages were delivered to move donors to donate more than a half-million dollars in one day.
About Susan's guest:
Bill Nevin is assistant vice president for communications for the West Virginia University Foundation, the private fundraising arm of West Virginia University.
In his role at the Foundation, Nevin oversees all areas of internal and external communication and marketing. Prior to joining the Foundation in 2007, he spent six years with WVU News & Information Services (now University Relations/News) as assistant director and external communications manager.
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WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
Diversity is no longer a nice to have, but a business imperative, especially for the communications industry. Now more than ever, advertising, PR and marketing firms need to be as diverse as the consumers they want to reach. In this podcast, we will explore why diversity is critical to the industry and what agencies are doing to address the challenge.
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About Whitney's guest:
Michele Lanza leads Global Talent Acquisition for Ketchum. She has a keen interest in innovative strategies, such as the creation of LaunchPad, Ketchum’s blind selection process for entry-level talent, that was featured in Fast Company. Michele is passionate about deploying recruiting processes that foster diversity and inclusion because she has experienced firsthand the value it creates for teams and businesses. In addition to her role at Ketchum, Michele is the founder of Work Wider, a career and recruitment social platform for all underrepresented communities.
WVU Marketing Communications Today is hosted by Whitney Drake from West Virginia University which is a program on the Funnel Radio Channel.
Content marketing is based on research and data management, of course, but then what? Where do our Big Ideas come from?
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About Cyndi's guest:
Larry Stultz, Ph.D., has been on the IMC faculty since 2007. He served as department chair for the Bachelor of Arts in Advertising program at The Art Institute of Atlanta, where he taught courses in conceptual thinking and campaign development for twenty years.
He also taught creative campaigns at Atlanta’s Portfolio Center. Prior to entering the teaching phase of his life, he operated design and advertising firms in New Orleans and Atlanta with clients in hospitality and tourism, commercial real estate, corporate communications, health care, and social services. He has served on the board of directors of the Atlanta Ad Club and provides ideation facilitation and consulting services to clients in the southeast.
Stultz holds Bachelor of Arts and Master of Arts degrees in Visual Design from Purdue University, and he earned his Ph.D. in Educational Policy: Social Foundations from Georgia State University in 2006.
He lives in Sugar Hill, GA on the north side of Atlanta with Tricia, his wife of fifty years. His two daughters, a son-in-law, and four grandsons also live in ATL where they spend a lot of time on youth team sports. Stultz also spends time camping, kayaking, hiking, and fly fishing in North Georgia.
WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
Buyer centricity has long been the war cry for marketers and sellers alike, but the recent Global pandemic, economic crisis, and even civil unrest has proven that the reality falls desperately short of the promise. The root of the issue resides in the fact that marketing and selling, at least under ‘business as usual guidelines’, feel trite. The traditional go-to-market motions that many organizations have built come with a dependence on some degree of sleight of hand.
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The promise of “results” is propped up by practices that neither understand the true needs of Buyers nor feel any ownership in achieving them. We’re living through events that have the potential to finally force true change. The only organizations surviving and in many cases thriving in the current environment are those that both had formed true relationships with their buyers and were agile enough to respond to how the market was affecting those individuals and others like them.
About Mike's guest: Justin Gray Founder & CEO, LeadMD
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue performance consultancy, having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing, and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch, and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017 and a daughter in November 2019.
This episode of WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Amid the coronavirus pandemic, every business is soul searching and wondering how to move forward with their marketing communications. Some common themes have emerged as to how businesses are trying to further humanize their brand, generate empathy from the public, and simply “do the right thing.”
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In parallel, many businesses have pulled the plug, at least temporarily, on advertising programs, many of which include influencer marketing. Is this the right approach, though? Is there a hidden value of influencer marketing that most businesses have yet to grasp? In this podcast, we will learn how brands need to become re-educated on how they define digital influence and influencer marketing, why a long-term approach based on brand affinity – not mere influence – will yield better results, and why the trends that favor influencer marketing’s continued growth do not change because of the COVID-19 pandemic.
About Matthew's guest:
Neal Schaffer is a leading authority on helping businesses through their digital transformation of sales and marketing through consulting, training, and development and execution of social media marketing strategy, influencer marketing, and social selling initiatives. President of the digital marketing agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in more than a dozen countries. He is also the author of 4 books on social media, including Maximize Your Social (Wiley) and the recently published The Age of Influence (HarperCollins Leadership), the definitive data-driven playbook for influencer marketing that marketers have been waiting for. Check out his Maximize Your Social Influence podcast for weekly inspiration
WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.
Remaining Virtually Relevant: When you’re in the business of producing large scale public gatherings, how do you take everything online? On March 15 the CDC issued guidance related to large events and mass gatherings which specifically included examples like festivals, parades, concerts, and sporting events. That guidance was basically the beginning of the widespread cancellation or postponement of events around the country due to concerns around the spread of the highly infectious COVID-19 virus. ----more----
In addition to all of the economic, cultural, and psychological impact that this global pandemic is having across the world, it is no less landmark and potentially devastating for the live event industry and its related businesses. So where does that industry go next? What has been the response and the initial impact and where do we go from here? In this podcast, we will discuss how one 65-year-old nonprofit organization that produces live events and is connected to the largest attended single-day sporting event in the world is navigating this new reality, leading with marketing and communications approaches and finding relevance via a virtual landscape.
About Cyndi's guest:
Mr. Bob Bryant has been Chief Executive Officer and President of 500 Festival Inc since 2013 and is only the 4th person in that position in the 58-year history of the organization. Mr. Bryant is a veteran sports management executive having served as Tournament Director of the ATP Tour BB&T Atlanta Open and in executive positions with the USTA, professional hockey, and the Arena Football League. He managed his own firm, Team Works Marketing Inc. producing and promoting a variety of events including the US Open SmashZone, Cartoon Network Smash Tennis, USA vs. Russia Hockey Exhibitions, ACC vs. Big East Basketball Challenge and the IHL All-Star Game. He also spent five years at Turner Broadcasting and the Cartoon Network, mostly as Vice President of the Off-Channel Commerce department, where he promoted and monetized new animation brands like the Powerpuff Girls and managed NASCAR and tennis-related programs. The 500 Festival produces over 50 events and programs for over 500,000 people annually as it celebrates the heritage and traditions of the Indianapolis 500 race and enriches the lives of the citizens of Indiana. Marquis events include the OneAmerica 500 Festival Mini-Marathon, the nation’s largest half-marathon race, and the IPL 500 Festival Parade, one of the oldest and most prestigious parades in the country which is broadcast nationally and locally and attended by over 300,000 people. Bryant currently resides in Carmel, Indiana with his wife and three boys.
WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
After 20+ year career in communications that included positions in public relations, advertising, media, and marketing, Lisa Sands stepped into the role of publisher for Edible Cleveland magazine, a local independently-owned publication that is part of a network of roughly 80 other “edibles” across the U.S. and Canada. After one year, Lisa’s has had to analyze all aspects of the magazine’s operations and face many realities about the role media plays in our lives, how we’re using it, where we get our information, and what we are willing to pay for as media consumers and as marketers. We’ll discuss the holistic media landscape from the viewpoint of journalists and also marketers including:
Is the traditional media landscape all doom and gloom? Is there still a place for print media in the marketing mix? Do we want to live in a world where everything we consume is online? If the answer is no, then where do we go from here?
About Mike's guest:
After 20+ year career in communications that included positions in public relations, advertising, media, and marketing, Lisa Sands stepped into the role of publisher for Edible Cleveland magazine, a local independently-owned publication that is part of a network of roughly 80 other “edibles” across the U.S. and Canada.
Edible Cleveland had been a passion project and a side hustle for several years, starting when she was a marketing team leader with Whole Foods Market. During her time with Whole Foods, she discovered her interest and passion for food, particularly with regard to eating better, healthier, more sustainably, and closer to home. At the time, Lisa did not fathom that she would ever advance her part-time passion project into a full-time opportunity. Being the publisher of a magazine about local food merges her professional skill set with her personal interests. She also realized that her extensive and diverse career experience that had helped clients and their projects and brands thrive could be deployed to take Edible Cleveland into some interesting new directions at a time when print and traditional media are especially challenged, yet never more important.
Lisa graduated from the West Virginia University Integrated Marketing Communications program in 2014. Her undergraduate degree is in broadcast journalism from Kent State University.
WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Graduating seniors in communications and marketing are facing the daunting prospect of trying to enter the job market during the COVID-19 pandemic. This will not be an easy task. Nearly 4 million students in the US are set to graduate this year in spring 2020. With the world in crisis and uncertainty ahead, the environment continues to be dynamic and fluid. While we can’t predict what the future holds for students and graduates in the short-term, we can help prepare and equip students with information and tips for their upcoming employment journey.
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About Karen's guest:
Brandi Boatner Social and Influencer Communications Lead, Global Markets Brand Communications Manager, IBM Corporate Communications
Brandi Boatner is an award-winning digital communications professional and prolific public speaker based in New York City. Currently, she serves as the social and influencer communications lead for Global Markets in IBM corporate communications, a newly created position. Her responsibilities include developing a consistent approach to how global markets drive engagement across digital and social platforms, key events and with influencers (both nternal and external) around strategic communications narratives such as Hybrid Cloud, Blockchain, artificial intelligence, and cybersecurity.
Additionally, Boatner has extended responsibilities serving as the Brand Communications Manager for IBM Marketing supporting external engagements including press, events and social media for IBM's Senior Vice President of Digital Sales and Chief Marketing Officer.
Recently, Boatner was inducted into the Loyola University New Orleans School of Mass Communications Hall of Fame known as the Den of Distinction, the youngest member ever inducted. She was also honored and inducted into the Public Relations Student Society of America (PRSSA) Hall of Fame in late 2018.
Brandi is a true advocate for diversity and inclusion serving as a member of IBM's Diversity and Inclusion Council and also serves as the former chair and current professional development chair of the IBM Black Network of New York business resource group. Given her efforts around diversity in the public relations industry, she is one of more than 40 PR leaders featured in the book Diverse Voices: Lessons in Leadership published by the Public Relations Society of America Foundation. Boatner is very active in the public relations industry where she holds several leadership positions within PRSA on both the local and national levels. She speaks all around the US and the world on a variety of industry and marketplace topics and enjoys traveling, shoe shopping, and spending time with family and friends in her hometown of New Orleans.
WVU Marketing Communications Today is hosted by Karen Freberg from West Virginia University which is a program on the Funnel Radio Channel.
National Geographic was founded in 1888. When its magazine editor first introduced photographs in its monthly publication, 2 board members resigned in protest, saying photos essentially dumbed down the content. But today, National Geographic is the #1 media brand in followers on Instagram. And while magazines are shuttered almost every month, National Geographic’s print version remains on newsstands and is published worldwide in nearly 40 languages.
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National Geographic has come out of its association with Rupert Murdoch and 21 st Century Fox, and now is part of Disney + and the family of ESPN and ABC News. How does this work inside the yellow border?
About Cyndi's guest:
Jeff Hertrick is Director, Digital Video Operations, National Geographic Partners/The Walt Disney Company.
Jeff has over 30 years of award-winning video production experience, including the last 19 years at National Geographic. (2015-2019, under 21 st Century Fox, and for the past year, The Walt Disney Company) He has been responsible for video production - including National Geographic news and magazine digital publishing that appears on its website, YouTube, and re-versioned for other platforms, like Instagram, Facebook, and Snapchat. He has also hired freelancers around the world for short-form video storytelling, and currently works to assure Nat Geo’s digital video archives are preserved and discoverable for worldwide partners and licensees. Past work has included producing for the Nat Geo Channel, Senior Producer for Discovery Science Channel, and news reporting/producing/anchoring/editing at several TV stations (NBC, CBS, Fox affiliates) in Washington, DC, Georgia, Pennsylvania, and West Virginia, where he resides near Shepherdstown. He is also an elected board member of the OAS Federal Credit Union in Washington, DC, has been an adjunct lecturer for the Medill School of Journalism in Washington, and is a 1981 graduate of West Virginia University’s Reed College of Media.
WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
Without a doubt, the coronavirus pandemic has changed all of our worlds. But one of the hardest-hit industries is travel. US Travel Association and Oxford Economics recently reported that the US is projected to suffer a $519 billion decline in direct travel spending, which translates into $1.2 trillion in lost economic impact. But there is hope. Experts predict there will be pent-up demand for travel. It is in our nature to explore, escape and emotionally attach to our friends and family. And while travel will look different the industry will eventually bounce back.
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About Michael Lynch's guest:
A 2009 IMC graduate, Jama Jarrett is currently the VP and COO of the Charleston WV Convention & Visitors Bureau where she provides strategic counsel for day-to-day messaging and operational activities, including management of the financial, administrative and communication functions for the bureau.
Prior to joining the CVB in 2010, Jarrett worked for former West Virginia Governor Joe Manchin as deputy communications director. She was also the public information officer for the West Virginia Office of Miners’ Health, Safety and Training; Department of Labor; and WorkForce West Virginia, agencies within the West Virginia Department of Commerce.
Jarrett has a concentration in crisis communications and has utilized her skills during emergencies and crisis situations such as the Upper Big Branch mine explosion in 2010 and the Charleston water crisis in 2014. Jarrett is a member of the West Side Main Street Board of Advisors and currently serves as an IMC mentor. She lives in Charleston with her fiancée and five kids.
WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Advances in behavioral science have come a long way since the discipline’s inception in the late seventies. Robust studies have shown time and again that long-held theories of top-down information dissemination, particularly when scientific in nature, are not only ineffective but perhaps even counter-effective. Ensuring that communications are received as intended, and ultimately acted upon for the purpose of predicting behavioral outcomes, requires understanding how the brain processes information and its cognitive limitations.
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People’s understanding of the world is shaped by their neural networks, and what behavioral scientists refer to more commonly as “mental models.” These mental models are heavily influenced by a variety of factors including, but not limited to, how familiar the risk being reported is, whether it is natural or manmade, and whether it is voluntary. Also critical to the perception of risk is how frequently it is being communicated and who the sources of information are. The more that ideas/associations get communicated, the more likely they will be to shape audience member’s mental models—for better and for worse.
Communicating relevant, actionable credible information is not always an easy feat. It is essential to simplify the data, but the risk of oversimplifying can result in inaccurate communications or inaccurate interpretations of the communication. Appropriate simplification is essential for anyone charged with communication.
About Susan's guest:
Dr. Sweta Chakraborty is a risk and behavioral scientist in the media. She is regularly interviewed on major, international news media outlets including CNN, the BBC, Fox News Channel, Sky News, CGN, NZTV, i24, OAN, ABC, The Young Turks, Cheddar, and Newsmax to name a few.
She has written extensively in peer-reviewed journals, is co-author of the book “Pharmaceutical and Medical Device Safety: A Study in Public and Private Regulation” from her time as a postdoc at Oxford University, and is currently working on her second book on how unfounded public panic impedes human progress. She is the U.S. Representative for “We Don’t Have Time,” the Sweden-based tech start-up that launched Greta Thunberg to viral global renown. She is also the founder and principle of Adapt to Thrive, a venture that seeks to better inform individuals, businesses, and government entities on the complex, interconnected challenges, such as food security and disease, already existing and emerging from a warming planet.
Sweta is co-host of Eaton Radio’s live weekly show and popular podcast “Risky Behavior” as well as the host and producer of The Center for Climate and Security’s “The Climate and Security Podcast.” She is a 2019/2020 Millennium Fellow at The Atlantic Council, and serves on the boards of the Serendipity Foundation, America Adapts, and We Don’t Have Time.
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WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
Happy Easter everyone! It’s just not Easter without PEEPS®! The PEEPS® Brand has been around since 1953 and is a must-have for the Easter basket. The yellow chick is the icon that everyone knows however, the classic pastel-colored marshmallows covered in sugar are certainly polarizing. Consumers either love them or hate them. If they love PEEPS®, don’t mess with them. If they hate PEEPS®, there is no way they would ever eat any PEEPS® product. How does a brand stay true to its heritage while evolving to appeal to a larger audience? In this podcast, we will learn how brands can grow through innovation with their core consumers while attracting new users to the franchise.
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About Nathan's guest, Matthew J. Pye, Senior Vice President, Sales & Marketing, Just Born Quality Confections
Matthew J. Pye is the Senior Vice President of Sales & Marketing at Just Born Quality Confections, a 3rd generation family-owned candy company that manufactures PEEPS®, MIKE AND IKE®, HOT TAMALES® and GOLDENBERG’S® PEANUT CHEWS® candy brands.
Matt has over 25 years of experience in marketing and sales. He started his career at Unilever as a successful sales representative selling the DOVE®, WISK®, SNUGGLE®, and LEVER 2000® brands. Several years later, he got his start in the candy industry at Cadbury working in marketing on TRIDENT® chewing gum. Matt moved on to a smaller company and entrepreneurial opportunity with Fleer Confections as Marketing Manager on all brands, which included DUBBLE BUBBLE® and RAZZLES® bubble gum brands.
Matt joined Just Born in 1998 as the Group Product Manager on the MIKE AND IKE® and HOT TAMALES® candy brands. He launched MIKE AND IKE® ZOURS® in 1999, the company’s first sour candy offering. Matt eventually was promoted to Marketing Director with responsibility for all of the company’s brands. In 2004, Matt received the first-ever Company Visionary Award for his development of the company’s licensing program. In 2006, he moved into sales as a National Account Director relocating to Charlotte, NC to run the Southeast territory and manage key accounts including Walmart, Sam’s Club, Dollar Tree, Dollar General and Family Dollar. After a successful 4 year stint in sales, Matt was promoted to Vice President of Marketing in 2010. He led the turnaround of GOLDENBERG’S® PEANUT CHEWS® which the company had purchased in 2003. He spearheaded the successful breakup campaign of MIKE AND IKE® and executed the PEEPS® Chocolate Initiative with the launch of several new products. In 2012, Matt was promoted to Vice President of Corporate Affairs with the responsibility for Trade Relations, Community Relations, Government Relations and Corporate Communications. He was then promoted to his current position as Senior VP Sales & Marketing in 2017 managing sales, marketing, corporate affairs and retail.
Matt earned his BS in Marketing from Boston College and has an M.B.A. from Rutgers University. He is an Eagle Scout and currently serves on the Executive Board of the Minsi Trails Council of the Boy Scouts of America. He also serves on the Executive Board of the United Way of the Greater Lehigh Valley. Matt is married and has 2 daughters in college.
WVU Marketing Communications Today is hosted by Nathan Pierratt from West Virginia University which is a program on the Funnel Radio Channel.
It’s no secret, to succeed as a business you need to build a brand. But building a brand is no easy task, and most companies don’t get it right the first time. Great brands are built on solid positioning. It’s a yin and yang; positioning is yin (rational) and branding is yang (emotional). They’re two sides of the same coin, and you need both.
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A new logo or color scheme can’t define a brand. Branding expresses a company’s unique role and relevance, its position, in an authentic and differentiated way. To build a sticky and successful brand, you need to know your company’s position in the market. And to identify your position, you need to start with your Corporate DNA. In this podcast, we’ll sit down with marketing expert and best selling author, Andy Cunningham, to discuss the process of identifying your corporate DNA, establishing an authentic position and building a brand that sticks.
WVU Marketing Communications Today is hosted by Whitney Drake from West Virginia University which is a program on the Funnel Radio Channel.
The media landscape has increased in complexity and the ability to reach consumers in a variety of different ways. In this podcast, we will look at the different approaches that exist in the industry, the balance of art and science in these approaches and how a blend of these methods can help an advertiser get a clearer picture of how consumers are engaging with your brand.
WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
In just a few weeks, the global pandemic has had immeasurable impacts on healthcare, economic and communications. Social distancing to flatten the curve of infected people needing testing and care has led to across-the-board cancellations and postponements of in-person meetings and events communicators and advocates rely on heavily. The coronavirus has also spurred wholesale remote work environments and a refresh of planned message platforms on all communications channels.
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The future scope and length of the healthcare and economic crisis is uncertain, forcing us all to be flexible, patient and innovative in conducting and meeting our communications and advocacy goals.
Today’s session will focus on virtual advocacy communications while incorporating key elements of integrated marketing communications to help amplify our activities.
Mike Fulton
Mike Fulton directs the Washington, D.C., office of Asher Agency and teaches public affairs in the West Virginia University Reed College of Media’s Integrated Marketing Communications program. Mike worked on Capitol Hill for 10 years and focuses on advocacy communications strategy, relationship development, coalition building, earned media placements, and events.
Joshua Habursky
Joshua Habursky is the Head of Federal Affairs at the Premium Cigar Association and Adjunct Professor at George Washington University’s Graduate School of Political Management. He has also taught strategic social media at WVU. Josh’s experience is in digital and grassroots advocacy, as he founded the national non-profit Grassroots Professional Network, but his past two positions have broadened his government relations to state capitals as well as federal government relations.
WVU Marketing Communications Today is hosted by Karen Freberg from West Virginia University which is a program on the Funnel Radio Channel.
As data become easier to access, manage, and analyze, the responsibilities of data professionals have changed. Once the wild west of specialization where few companies were really investing in “data” people, today companies are a lot better at democratizing insights and closing the data literacy gap. This shift has resulted in an evolution of the data professional where pivot table gunslingers are a thing of the past and now communication skills are coveted above all else.
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In this podcast, we will learn what’s expected of data professionals today, what this means for people coming into the industry, and why data departments are the modern-day renaissance capability.
About Matthew's Guest:
Tradd Salvo is a Data Strategy Director at Droga5 in New York. In this role, he works with clients like Harley-Davidson, Under Armour, and HBO to integrate rich insights into every stage of their marketing campaigns.
Some of his responsibilities include measurement, business strategy, consumer insights, and data systems and tool automation.
Before Droga5, Tradd worked for several agencies including Digitas, FCB, Y&R, and W20 Group for clients such as Samsung, the FDA, Warner Bros, and Verizon.
Tradd grew up near Baltimore Maryland and currently resides in New York City. He received a B.S. in advertising from West Virginia University as well as a master’s degree in advertising from the University of Texas at Austin.
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WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.
Consumers today expect businesses and executives to take a stand. It has never been more important for the C-suite to have a voice and a platform on which to share it.
Many companies dedicate time and energy to their brand’s social media presence but don’t feel that it’s the right channel for executive communications, or that it’s already too late in the game to get started from scratch. In this podcast, we’ll talk about the shifting expectations for CEOs, how social media can help with positioning, and ways for organizations to build or enhance a successful digital executive communications program.
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About Nathan's guest:
Lindsey Neary brings over a decade of client and project management experience to her work as a Vice President on Edelman’s corporate team.
In her current role, Lindsey focuses on digital corporate and executive communications strategy and implementation for clients across a variety of sectors, including e-commerce, technology, finance, and healthcare. She works with integrated teams to reach target audiences with strategic and creative content through owned, paid, and earned media.
Prior to joining Edelman, Lindsey managed multiple client relationships at iostudio, a full-service advertising agency. A highlight of her work there was overseeing the launch of a digital application that has helped 25,000+ military veterans brand their skills in a traditional resume format and connect with potential employers. She also previously worked at IXI Digital, an Equifax company, across corporate marketing, sales, and product development. Lindsey partnered with financial services firms to better understand their target audiences and measure digital campaign effectiveness using proprietary data products.
Lindsey graduated from the University of Maryland with a bachelor’s degree in marketing and minor in Spanish. She also holds a master’s degree in Integrated Marketing Communications from West Virginia University.
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WVU Marketing Communications Today is hosted by Nathan Pierratt from West Virginia University which is a program on the Funnel Radio Channel.
Sales and marketing go hand-in-hand and when you can use data from one to inform the other, you’re in a better position to come up with strategies (and tweaks to those strategies) to give your consumers what they want. But that’s easier said than done.
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Tessa Burg, the vice president of user experience and technology strategy at Tenlo, has been doing just that for more than 15 years. She shares tips on how marketers can get started, what works and doesn’t work, and how data-backed marketing has evolved over time. She also explores which digital marketing strategies work best for specific channels.
Tessa Burg is vice president of user experience and technology strategy at Tenlo, a pipeline marketing company that focuses on engaging high-value prospects with relevant buyer experiences that get results. Tessa has been leading data-driven marketing and technology product teams for 15 years and has successfully executed the Rapid Testing process across hundreds of experiments, new product launches, and omnichannel campaigns.
Content marketing can be a powerful tool when you really know your audience and can provide information and insights they need and want. Gennifer Chenault, a content marketing strategist for SOC Telemed, walks us through her creative process and how to use data to measure your successes (and failures). She’ll help you determine if content marketing is right for your organization and, if so, how you can find the subject matter experts who can get at the issues and answer the questions that are important to your consumers.
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About Gennifer Chenault:
Gennifer is an experienced B2B marketing professional in the intersection between healthcare and technology. She is a content marketing strategist for SOC Telemed, an acute telemedicine company in Reston, VA. A true marketing “journeywoman”, Gennifer has held direct response, lead generation, telemarketing, market research, product marketing, and product management roles in small, medium, large and global organizations. She blames this career path on wanting to know everything about everything. When she’s not writing or editing or distributing content at work, she’s reading thrillers, science fiction or fantasy (or working on her own fantasy trilogy). Gennifer holds a bachelor’s degree in English from West Virginia University and met her husband in an elevator at Summit Hall.
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WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.
Technology has created new ways to help customers discover, share and discuss their favorite products. In fact, most of our marketing is occurring without us. Today, the customers are the marketing department. We can’t buy our way into these conversations, We have to earn our way in with a new business approach that appeals to constant human truths. The businesses of the past were built on advertising impressions. Today, they are built on human impressions that help customers believe, belong and find meaning. It’s time for a rebellious new approach and Mark Schaefer is your guide with an entertaining new book that is instructive, inspiring and filled with actionable ideas and insights.
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About our guest:
Mark W. Schaefer is a globally-recognized author, speaker, podcaster and business consultant who blogs at {grow} — one of the top five marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written eight best-selling books. Mark ‘s new book "Marketing Rebellion: The Most Human Company Wins" is an essential new view of business and a manifesto for human-centered marketing. It hit number one in both the Marketing and Advertising categories of Amazon. His many global clients include Pfizer, Cisco, Dell, Adidas, and the US Air Force. He has been a keynote speaker at prestigious events all over the world including SXSW, Marketing Summit Tokyo, and the Institute for International and European Affairs. He has appeared as a guest on media channels such as CNN, The Wall Street Journal, The New York Times and CBS News.
Here’s a provocative statement or maybe it’s just a statement of fact: Brands as we knew them are dead. OK, here’s something a little more palatable: the way brands have been built up until now, will be very different from the way they will need to be built in the future. The world has changed. The consumer has changed. So why hasn’t marketing? What hasn’t branding? Why haven’t we adapted and evolved to make sure our innovation efforts are aligned with the march and progress of technology itself? Principles and fundamentals of marketing will only take you so far. After which, it’s time to explore what exists at the bleeding edge.
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WVU Marketing Communications Today is hosted by Whitney Drake from West Virginia University which is a program on the Funnel Radio Channel.
30 years ago the marketing landscape looked much different than it does today. The internet wasn’t around, there were limited media options and data took a while to compile, analyze and act upon. Today, marketing moves at the speed of light. There are thousands of ways to reach your audience. Data is readily available, decisions happen instantly, changes to campaigns can be made immediately. That’s the beauty of marketing, it is always changing.
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While change at times can be hard, having the ability to change leads to results and growth. For over 30 years, our guest Andy Maier has worked in marketing for a variety of agencies and currently on the client-side for the past 9+ years. He and our host Susan Jones will discuss his marketing journey and why two days in marketing are never the same.
About Andy Maier
As a kid, Andy Maier enjoyed watching television commercials and reading magazine ads. He wondered what the advertiser was trying to accomplish and who they were trying to reach. That interest led to a marketing career. For over 30+ years, he has been responsible for developing strategies and goals and identifying target audiences for the clients he served and now for the company he works for, Gordon Food Service.
For 24 years, Andy worked for agencies of various sizes in Detroit, Denver, southwest Michigan and now Grand Rapids, Michigan helping B2B and B2C clients achieve their goals. His roles at the agencies varied in account services from Account Executive to VP Account Director. For the past 9 years, he has worked for Gordon Food Service, North America's largest family-managed, privately held, foodservice distributor. Andy’s first role with the company was as Marketing Manager where he played a key role in leading the efforts to re-brand the 120 year old company. He currently is responsible for marketing the company’s digital tools in the U.S. and Canada.
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WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
Food is one of the few universal concepts that connects every living thing—we all eat. So why is the discussion about food, including how it’s produced, how it’s accessed and purchased, and how it’s consumed such a contentious debate? From genetically modified organisms to farm subsidies to local foods to food stamps, there is no shortage of hotly-contested subject matter in the food space. In this podcast, we’ll discuss where sticking points remain, what common ground exists, and where both the public and private sector are making strides to improve the conversation.
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About Partrick Delaney
Patrick Delaney has spent the last 13 years talking about food and agriculture, across the agency, trade association, and legislative spaces. As a young public relations practitioner, he worked on campaigns for consumer-facing heritage brands at Unilever, Procter & Gamble, M&M/Mars and Campbell’s. He then spent ten years as spokesman for organizations representing the fresh fruit and vegetable industry, as well as the nation’s soybean farmers, working on public affairs communications on issues ranging from food safety and nutrition to trade, immigration and infrastructure. During that time, he received his master’s in IMC from West Virginia. He now directs the communications for the House Committee on Agriculture in Washington.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Internal communications are critical to building an informed and connected workplace. What happens when what you intend to communicate doesn’t have the outcome you desired? This is what happens when you don’t listen and frame messaging the wrong way.
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Today, we live in a world where every internal communication can easily become external and trending on Twitter. As communicators, we have to understand this and navigate the environment to write for outcomes. The graveyard is littered with companies who have died when they were abandoned by their customers. In this podcast, we will learn how to write a communication for the desired outcome and not fall into the trap of tone-deaf.
About Courtney Hughes:
Courtney has extensive communications experience, currently leading communications for the Client Product Group at Dell. Over the last seven years at Dell, she’s held various roles in internal and executive communications, most recently leading communications for Client Solutions Group Sales. Prior to joining Dell, Courtney was a writer, video editor, DJ, and radio personality.
When she’s not writing, creating and executing communication plans, you can find her cooking, working out, modeling, watching and playing sports, spending time with her daughter McKenzie, eating snacks in the closet and answering “yes” to mommy for the gazillionth time. Courtney is a West Virginia native, who grew up in the small town of Beckley, W.Va. She holds a bachelor’s degree in journalism and a master’s degree in integrated marketing communications from West Virginia University.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Measuring the return on investment for communications and marketing initiatives is essential across all industries today but how does data-driven decision making differ for non-profits, especially for those operating in the public policy arena?
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Today’s guest on WVU Marketing Communications Today is Ann DeFabio Doyle, Vice President of Communications for The Pew Charitable Trusts, a non-partisan, global research and public policy organization. Ann and host Susan Jones will discuss how mission-driven non-profits use data to make a difference in their work and how Pew has created new communications initiatives to reach key audiences.
About Susan's guest:
Ann DeFabio Doyle directs Pew’s communications efforts to advance the organization’s policy and information goals worldwide. Her portfolio encompasses strategic planning, institutional media, public opinion research, and all digital, creative, and advertising programs. She also oversees Living Facts, an initiative to share facts about America and Americans, and Pew’s podcast, “After the Fact.”
Before joining Pew, Ann served as Deputy Assistant Administrator for Public Affairs at the U.S. Agency for International Development. Her government service also includes work at the U.S. Department of Treasury, where she was the Director of Strategic Initiatives in the Office of International Affairs. She also directed communications for the Global Economy and Development program at the Brookings Institution and served at Burson-Marsteller, where she led large-scale public education campaigns. Ann started her communications career at Bank of America in San Francisco.
Ann holds an M.A in International Relations from the John Hopkins School of Advanced International Studies and a B.A. in English from the University of Washington.
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WVU Marketing Communications Today is hosted by Susan Jones from West Virginia University which is a program on the Funnel Radio Channel.
The start of 2020 is the perfect time to clarify and sharpen the vision for your personal brand. Too often we take for granted first impressions and how others perceive us. However, such perceptions frequently form the basis for personal and professional success. And today, many first impressions are made online through search engines and social networks. Your personal brand is bound to exist, especially in an online environment -- whether you explicitly create it, or whether it is implicitly created for you.
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In this podcast, Dr. Dawn Edmiston will discuss the value of a personal brand promise and examine practical tools that can be leveraged to create and maintain a professional online profile. Dr. Edmiston will also share how LinkedIn was responsible for finding her dream job and tips for how to leverage your personal brand for success in 2020.
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WVU Marketing Communications Today is hosted by Nathan Pieratt from West Virginia University which is a program on the Funnel Radio Channel.
Today’s guest on WVU Marketing Communications Today is Kelly Ann Collins, CEO, and founder of Vult Lab, a digital marketing agency that focuses on social media management for companies, orgs and thought leaders -- and campaigns for social good. She and host, Michael Lynch, will be diving into cause marketing for corporations, the issues nonprofits currently face, and how to use influencers to expand reach.
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About our guest: Kelly Ann Collins is a WVU alumnus and has also completed programs at MIT and Cornell. She was the managing editor of The Daily Athenaeum, starting out her career as a reporter, and then editor.
As a journalist, Kelly Ann Collins made the move from print to digital when she helped launch USAToday.com. Then, she ventured off into the land of tech PR during the dotcom boom (and crash). During that time she met tech giants and co-founded a VC platform.
She also became a blogging pioneer as, some argue, the first person to put her life online in blog and cam form. When Blogger launched she became one of its first bloggers—which meant fun perks, like her choice of Gmail address for being a Blogger / Google influencer (except the word “influencer” didn’t exist back then).
Later, she took the skills gained from her endeavors to help launch and grow 50 editorial and social products at AOL co-founder Steve Case’s Revolution. Then, in 2008, she founded a pop politics blog with a focus on the 2012 presidential election that gained 3 million readers in one year. It was the first of its kind to get White House credentials and invites to events with world leaders, and personalities, like LMFAO and Clint Eastwood.
Now, she’s using her knowledge at Vult Lab to create social tools, launch initiatives, and startups, and build robust communities for her clients.
Kelly Ann and her team members have been working within the USA (and beyond) on projects involving brands you know and love—including Easter Seals, OZY, Conservation International, Starbucks, Results for Development, HP, Adobe, Disneynature, Jamba Juice, Prince William's Royal Foundation, the Washington Capitals, The Washington Times, and more.
Currently, Vult Lab’s partners and clients work in 50+ countries around the globe.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
WVU Marketing Communications Today’s guest is John Auge, creative director and co-owner of Auge+Gray+Drake Collective Works.
He and host, Michael Lynch, dive into the creative industry, discussing the changes to the profession, the creative approach, as well as the exciting opportunities for people in the industry. Auge will share his insights and experiences on key projects he has worked on including the Dulles and Reagan National Airport branding, WVU logotype brand development and the West Virginia 150th Celebration event graphic.
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About our guest:
For over 40 years, John has counseled thousands of senior executives, top government officials as well as both large and small business owners throughout the country.
An innovative designer and skillful artist, John specializes in corporate communications, branding, and identity. John has worked with high-profile clients such as The White House, The Washington Post, Texaco, WV Chamber of Commerce, Appalachian Power, various associations, banks, and hospitals. He also developed materials for three West Virginia gubernatorial inaugurations and created the West Virginia’s 150th Birthday event graphics.
John is the recipient of industry awards for his work as well as the prestigious West Virginia 2016 Governor’s Award for the Arts and the AAFWV (American Advertising Federation West Virginia) Chapter’s Lifetime Achievement Award.
He has received countless accolades from numerous clients for his ability to creatively enhance their brands and helping to deliver unparalleled results.
John has worked on the following projects included in the firm’s references:
- Metropolitan Washington Airports Authority
- Emory University
- Aerojet Rocketdyne
- The Health Plan
- West Virginia Symphony
- Greater Kanawha Valley Foundation
- CAMC Foundation
- Mountwest Community and Technical College
- BridgeValley Community and Technical College
- West Virginia University
- University of Charleston
- Fairmont State University
- Mercy Medical Center
- Yeager Airport
- Greenbrier Valley Brewing Company
- SIPC-Securities Investor Protection Corporation
- The Blanchette Rockefeller Neurosciences Institute
- PhRMA
- The World Bank
John Augie on Linkedin
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
If Google can’t find you, you lose low-hanging fruit; you lose the easier conversions. Marketing expenses are too high, salespeople can’t make quota and the sales forecast fails to predict the future. And all of this is a result of a website that fails in its mission of finding marketing qualified leads.
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Today’s guest on WVU Marketing Communications Today is Laurie Beasley, co-founder, and president of Beasley Direct and Online Marketing, Inc. She and host, Cyndi Greenglass, will be discussing search engine optimization (SEO) best practices and challenges, including what prompts an SEO audit.
After the break, they will dive deeper into Google rankings and what web development teams need to know to get it right, as well as the new requirement for newly registered domains to have mobile-first designed pages.
About Cyndi's guest:
LAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.
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WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
With the ease in which a negative event can go viral these days, effective crisis management is a valuable skillset that marketing needs. In this session, Melissa Agnes, a globally recognized and leading expert in crisis management, shares some of her experience in working in the field as well as how she helps professors bring crisis management best practices into their classrooms to help their students build and hone this critical skillset. Her immensely popular book, Crisis Ready is available where fine book sold.
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CRISIS READY.
Building an INVINCIBLE Brand in an Uncertain World
The potential risks in modern-day business are greater, more dynamic, and less predictable than ever before. And yet, the greatest exposure does not lie within these risks. Rather, it lies in having a team that is not prepared to anticipate, foresee, or respond to a rising threat, and its impact on your reputation, revenue, and relationships in real-time.
No matter your level of security, due-diligence, or control, the reality is that we live in uncertain times. Organizations are prone to a multitude of risks that can attack from every angle. When your team is crisis ready, your organization is prepared for anything and everything that the modern world can throw at it.
In Crisis Ready, Melissa Agnes draws from her remarkable experience in helping global brands, government organizations, and world leaders prevent and overcome a range of real-world, high-impact crises. She uses this experience to provide your organization with a clear roadmap to implementing a crisis ready culture–and thus building an INVINCIBLE brand.
Order Crisis Ready on Amazon
Crisis Ready is not about crisis management.
Management is what happens after the negative event has occurred. Readiness is what is done to build an INVINCIBLE brand, where negative situations don’t occur—and even if they do, they’re instantly overcome in a way that leads to increased organizational trust, credibility, and goodwill.
No matter the size, type, or industry of your business, Crisis Ready will provide your team with the insight into how to be perfectly prepared for anything life throws at you. Organizations that are crisis ready are more than just resilient. They’re invincible. Crisis Ready is your roadmap to business invincibility.
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WVU Marketing Communications Today by West Virginia University which is a program on the Funnel Radio Channel.
Thanksgiving is a perfect time to reflect on how we show gratitude toward clients and consumers. Bonnie Harris, founder of Wax Marketing, and host Michael Lynch will explore the ways you can authentically express thanks.
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Many companies confuse gratitude with a rewards program, but they are quite different. In this session, we’ll discuss how gratitude benefits an overall brand, its contribution to the customer experience, and companies that are outstanding at demonstrating an attitude of thankfulness.
About Michael's guest:
Bonnie Harris is the founder of Wax Marketing in St. Paul, Minnesota. She is an integrated marketing communications (IMC) expert with more than twenty years of marketing communications experience across traditional and digital media. She has created IMC campaigns for a wide variety of clients from Ivy League universities to software companies to healthcare specialty practices. She blogs and writes about IMC for national publications and is a regular guest on shows and podcasts discussing marketing and IMC strategy. Bonnie has been quoted in USA Today, Success Magazine, PR Week, and many other publications. Prior to founding Wax Marketing, Bonnie held the position of Executive Vice President for a publicly-held technology firm based in Boston, MA, where she was responsible for 9 profit centers generating more than $100 million in annual revenue.
Bonnie is an adjunct professor for the Reed College of Media IMC graduate program at West Virginia University and teaches IMC for the Public Relations Society of America (PRSA). She holds an M.S. in Integrated Marketing Communications from West Virginia University and a B.S. in Economics from the University of Minnesota.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Digital advertising has greatly evolved since the turn of the century. Search engine advertising is still around, but campaigns are more complicated than ever before. Social media as we know it didn’t begin for a couple more years. Flash forward to 2019. Not only have Google and LinkedIn become behemoths in the B2B digital marketing space, but we also have more targeting options than ever before. In this podcast, you will learn how B2B advertisers can leverage the latest digital advertising tools to build and scale profitable lead generation programs.
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WVU Marketing Communications Today is broadcast from West Virginia University which is a program on the Funnel Radio Channel.
For decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning. In their two books, “Positioning: The Battle for Your Mind,” and “Marketing Warfare,” Trout and Ries explained their concept that:
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- Consumers only have space in their brains for a handful of brands in any one category – say fast food, soft drinks, airlines, or athletic shoes.
- The consensus number-one brand is the “defender.” Their job is to stay on top and never even acknowledge that the lesser brands exist. Example: Coca-Cola
- The consensus number-two brand is on the “offense.” Their job is to try to knock off number-one with comparisons that make their brand look good. Example: Pepsi and the Pepsi Challenge
- The next-level brand or brands are called “flankers.” They are not strong enough to take on those top two brands, so they carve out their own position in the marketplace. Example: Seven-up – The Un-Cola.
But in today’s world of digital disruption, some small, start-up brands have been able to carve out quite a niche for themselves by looking at the same old paradigm and thinking something different. Whether they find a better way of distribution, cut out the middleman, or find a more defined niche, they are able to turn Trout & Ries on their heads. Example: Dollar Shave Club.
When this happens, we’re seeing the top brands go on the defensive instead of being defenders!
About Matthew's guest:
Susan K. Jones, Tenured, full professor of marketing at Ferris State University and the principal of Susan K. Jones & Associates
Lead Instructor, IMC 616 - Direct and Digital Marketing
2011 Alexia Vanides Teaching Award Recipient Award-winning professor, author, and consultant with expertise in direct and digital marketing.
Jones teaches direct marketing, digital marketing, advertising, social media, content marketing, and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and digital marketing, as well as marketing planning, product development and copywriting. Jones began teaching online in early 1998 and has attracted students to her online classes at Ferris State from throughout the United States, as well as South and Central America, Australia, Canada, Mexico, and Europe.
Jones has authored or co-authored more than 30 books, including “Creative Strategy in Direct and Interactive Marketing,” “Business-to-Business Internet Marketing” and “The IMC Handbook: Readings and Cases in Integrated Marketing Communications.” She has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner.
Jones enjoys an active volunteer career. She is the founding president and current treasurer of the Northwestern Club of West Michigan. She was a member of the West Michigan Alumni Admissions Council for Northwestern for 20 years, and she is a past board member of the Northwestern Alumni Association. In 2002, she was elected to Northwestern University’s The Council of One Hundred, an elite group of 100 alumnae who mentor women students and young alumnae of the university. In 2004, she was elected a member of The Council of One Hundred’s executive committee, a position in which she served until 2007. She is a member of the board of Mercantile Bank of West Michigan, the three-year president and long-time board member of the Arts Council of Greater Grand Rapids, a past-president and active sustainer of the Junior League of Grand Rapids, and a graduate of Leadership Grand Rapids. Educated at Northwestern University, Jones holds a Bachelor of Science in advertising and a Master of Science in advertising.
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WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.
In a small organization, communications and marketing might be the same person or team. As a company grows marketing and advertising might reside under one leader, while communications reside under another leader. Communications might prioritize public policy, issue management, earned media and brand reputation. Marketing and advertising might be focused on brand awareness, sales revenue, customer relationship management, and conquest sales. How do you stay integrated when you’re matrixed differently and reside in different locations?
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About Nathan's Guest:
Whitney Drake, Senior Manager of GM Brand & Story Bureau at General Motors
Teaches IMC 610 - Introduction to IMC
Whitney Drake has created compelling activations around some of the world’s largest events, including the Super Bowl, American Idol, SXSW and Warriors in Pink.
Whitney Drake currently manages the story bureau and analytics team within communications at General Motors. Prior to this role, Drake oversaw enterprise-wide customer experience strategy and operations for GM’s Global Social Media Center of Expertise.
Before GM, Drake led digital and social media efforts for several agencies and her clients included Pure Michigan, T-Mobile, Children’s Place, and Budweiser among others. She also worked for Procter & Gamble and Ford Motor Company.
Drake has 20 years of experience counseling clients in public relations, social media, and integrated communications, both inside and outside the automotive industry, and has created unique and compelling activations around some of the world’s largest events, including the Super Bowl, American Idol, SXSW and Warriors in Pink.
She has also shared her insights at notable conferences such as Social Media Marketing World 2016, Oracle Open World and the Incite Customer Care summit.
Drake teaches IMC 610 at West Virginia University and is an adjunct instructor of social media in the department of communication at Wayne State University. She holds a Bachelor of Arts in communication from Michigan State University and a Master of Science in integrated marketing communications from West Virginia University.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
The Creative Brief is the blueprint of a marketing communications effort. It provides guidance and vision for all the disciplines required to construct a successful integrated campaign—Research, Strategy, Account Management, Creative, Media, Production, PR, Social, Search, and Experiential. Unfortunately, most briefs are poorly crafted, overly long and often ignored. An effective brief, by contrast, inspires collaborative excellence among all involved in the process. In an era when brands bring together multiple agencies to execute an integrated campaign, clear and effective Creative Briefs are more important than ever.
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About Michael Lynch's guest:
Jim Copacino is Co-Founder and Chief Creative Officer of Copacino+Fujikado in Seattle He began his career in New York at DDB and Young & Rubicam, before moving west to Chiat/Day Seattle. He subsequently served as Creative Director at Cole & Weber and McCann-Erickson before co-founding Copacino+Fujikado in 1998. C+F has created high-impact campaigns for many regional and national brands including the Seattle Mariners, Holland America Line Cruises, Ste. Michelle Wine Estates, REI, Premera Blue Cross, Visit Seattle, and the Seattle Aquarium. In 2013, C+F was named an Advertising Age Agency of the Year for the Northwest region.
Spanning nearly four decades, Jim’s work has been recognized in every major advertising creative competition, including the Cannes Advertising Festival, The One Show, The Clio Awards, Communication Arts, the New York Art Directors and The OBIE awards. Jim has also received lifetime achievement honors from three different organizations—the American Marketing Association, the American Advertising Federation and Marketing magazine.
A graduate of Ohio University, he currently serves on the Board of Trustees of the Seattle Repertory Theatre and the advisory board of Seattle Children’s Research Institute.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
You need to market your products or services, so go start a Facebook page, right? It’s quick, it’s easy and more importantly, it’s free. But, it isn’t a good strategy. First, we must take a step back and understand the benefit really good content has in building your brand. Then we can identify new ways to efficiently distributing your content, which yes, will include social media. Social media changes daily. In order to keep up, you must understand which social channel is right for you to cultivate a relationship with your audience. For social media success, it’s quality over quantity. It’s also part of the larger strategy that starts with content.
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About Karen's guest: Mary Prevost
Empowering brands and inspiring people to think differently – this is how Mary Prevost has approached her 16 years of work in the public relations industry. Nurturing meaningful relationships is key to Prevost’s success – from internal executives and colleagues to external target audiences and media. Prevost’s vast experience spans both agency and client-side work and she’s helped clients of all sizes, from Fortune 500 companies to startups and non-profits. Her specialties include both B2B and B2C strategic communication, content marketing, media relations, writing, social media planning and execution, crisis communication, brand development, event planning, and internal communications/team building.
Prevost previously worked as Director of Communications at Cheyenne Regional Medical Center in Cheyenne, WY, and then transitioned into agency work as an Account Supervisor at an agency in downtown Minneapolis. In 2014, Prevost founded MJP Strategic Communications to provide independent public relations consulting services. In 2019, she founded Prevost Partners with her husband to broaden their services.
Prevost graduated with an M.B.A. from Augsburg College (Minneapolis, MN), a B.A. in Mass Communications with emphasis in Public Relations and News Editorial from Colorado Mesa University (Grand Junction, CO) and an A.A.S. in Radio/TV Broadcasting from Central Wyoming College (Riverton, WY).
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WVU Marketing Communications Today is hosted by Karen Freberg from West Virginia University which is a program on the Funnel Radio Channel.
The social media industry is constantly changing along with the expectations for work. However, experience is one element to the equation to becoming successful in the workplace and industry, but there are some essential skills, best practices, and tips students and young professionals need to grasp in order to be marketable. Dennis Yu will discuss these new expectations, what are the best practices to market yourself using social media, and the future of work in social media.
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Today's episode of WVU Marketing Communications Today is hosted by Karen Freberg from West Virginia University which is a program on the Funnel Radio Channel.
With the ease in which a negative event can go viral these days, effective crisis management is a valuable skillset that students need to bring into the workforce with them. In this session, Melissa Agnes, a globally recognized and leading expert in crisis management, shares some of her experience in working in the field as well as how she helps professors bring crisis management best practices into their classrooms to help their students build and hone this critical skillset. Her immensely popular book, Crisis Ready is available where fine book sold.
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CRISIS READY.
Building an INVINCIBLE Brand in an Uncertain World
The potential risks in modern-day business are greater, more dynamic, and less predictable than ever before. And yet, the greatest exposure does not lie within these risks. Rather, it lies in having a team that is not prepared to anticipate, foresee, or respond to a rising threat, and its impact on your reputation, revenue, and relationships in real-time.
No matter your level of security, due-diligence, or control, the reality is that we live in uncertain times. Organizations are prone to a multitude of risks that can attack from every angle. When your team is crisis ready, your organization is prepared for anything and everything that the modern world can throw at it.
In Crisis Ready, Melissa Agnes draws from her remarkable experience in helping global brands, government organizations, and world leaders prevent and overcome a range of real-world, high-impact crises. She uses this experience to provide your organization with a clear roadmap to implementing a crisis ready culture–and thus building an INVINCIBLE brand.
Order Crisis Ready on Amazon
Crisis Ready is not about crisis management.
Management is what happens after the negative event has occurred. Readiness is what is done to build an INVINCIBLE brand, where negative situations don’t occur—and even if they do, they’re instantly overcome in a way that leads to increased organizational trust, credibility, and goodwill.
No matter the size, type, or industry of your business, Crisis Ready will provide your team with the insight into how to be perfectly prepared for anything life throws at you. Organizations that are crisis ready are more than just resilient. They’re invincible. Crisis Ready is your roadmap to business invincibility.
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WVU Marketing Communications Today by West Virginia University which is a program on the Funnel Radio Channel.
How do we build sustainable relationships with customers today? We communicate genuine value and an enduring message of dependability. This often sounds nice and improbable these days. Authenticity is hardly intuitive, and it is easily missed as we multitask and try to get ahead of the curve. Authenticity is also critically important to breed deep-rooted trust, loyalty, respect and integrity. Being audacious means being intentional and rigorous to the craft of being authentic in how any organization and product is presented to its target market.
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The ‘Audacious Authenticity superpower’ amplifies and accelerates engagement, surpasses goals and drives sustainable impact. It works in private, public and nonprofit sectors, and in legacy institutions as well as start-up ventures. This art form is built on seven tested and proven core competencies that have been refined over 20+ years of practice in the field of grassroots community engagement and education with particular focus on Millennial and GenZ trends.
About our guest:
Tamara Rebick is the Founder and Chief Experience Officer (CXO) of CORIPHERY Holistic Consulting Solutions, a boutique consulting firm that delivers strategic solutions to the non-profit, education and community/social sectors. An eternal optimist, she advocates for organizational wellness and is passionate about challenging the status quo through “respectful disruption”. Advising executives, educators and community leaders on where are the young people? Tamara consults and advises on strategies connected to participant engagement, organizational capacity-building, and culture design.
She believes the key to success is in creating transformative impact through relevant, inclusive and authentic encounters. Merging her passion for experiential education with workplace learning, Tamara speaks on a range of topics and facilitates interactive professional development workshops for audiences ranging from teen through adult. Tamara is also a strategic thought partner and mentor for early, mid and senior-career professionals, many of whom are former students and colleagues.
Leveraging 20+ years in the education sector, Tamara draws on her experience working closely with Millennial and GenZ demographics in formal, experiential and informal settings. Tamara holds an M.Ed in Adult Education and Community Development from the University of Toronto, certificates in Experiential Education, Adaptive Leadership, Coaching and Storytelling for Change, and has been trained in Design Thinking.
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WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
In our roles as communicators, we seek to help our clients and organizations solve problems or enhance their image with purpose. That can include seeking funding, increasing positive visibility and motivating key audiences to act. IMC and DMC professionals might be surprised to know the multiple benefits of working with government. This podcast will explore recent real-world case studies and the many benefits organizations have achieved by tapping government resources and opportunities. Results speak volumes -- grants awarded; third-party validation of products, services and programs; successful nominations of federal advisory committee members; earned media placements; social media support; and the receipt of proactive ideas from government officials.
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About Mike's guest: Mike Fulton, Director of Asher Agency's Washington D.C., office.
Mike Fulton, teaches IMC 638 - Public Affairs at West Virginia University. He's the director of Asher Agency’s Washington, D.C., office, has more than 30 years of business networking, government relations, and communications experience. Before joining Asher Agency, he spent more than 22 years at GolinHarris Public Affairs, utilizing Congressional and federal agency meetings, grassroots campaigns, creative events, videos, survey research and media relations to enhance his advocacy activities and achieve tremendous government relations results for his clients.
Prior to joining GolinHarris, Mike worked for two members of the U.S. House of Representatives (Appropriations Chairman Alan B. Mollohan and the late Rep. Robert H. Mollohan, both of West Virginia) as associate counsel to the House Appropriations Committee, press secretary, and special projects assistant. During his Congressional career, he worked to solve community, institutional and economic challenges.
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
Most of the discussion about user experience (UX) design is focused on new products, but UX design is actually the link between old and new technology. In this episode of Marketing Communications Today, Molly Gilmore, the owner of Blue Genes Media, talks about challenges she faces as a UX designer and the technologies associated with it. She’ll discuss the latest UX research and design techniques and what she sees for the future of UX.
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WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
What are “personas” and how are they used in Integrated Marketing Communications?
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In this episode of WVU’s Marketing Communications Today, Bonnie Harris, the founder of Wax Marketing, Inc. in St. Paul, Minnesota, talks about how personas can influence the behavior of your target audiences. She’ll discuss how to create effective personas quickly and how they can be adapted for different channels (public relations, social media, etc) or different audiences (B2B vs. B2C).
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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.
The business world is adjusting to a new and growing distinguishing factor… the rise of the personal brand. Access to global audiences via social media has enabled individuals to market themselves like never before. But do I even have a story to tell? Yes, you do!
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Everyone has a story to tell. But developing an impactful personal brand platform requires an understanding of the meaningful touch-points that can provide value to others. In this podcast, we will discuss what constitutes a distinct contribution, review strategies on how to stand out among chosen audiences, and begins to frame out and approach for building a body of work that cements your foundation in your specific area of influence.
About our guest:
Hugo Pérez - Chief Creative Strategist Local Boy Creative @newzdude
As a seasoned digital marketer, Hugo Pérez has dedicated himself to developing brand stories that hit their mark on any channel to any audience. He focuses on finding the compelling thread in brand stories that make consumer connections come to life. His personal story weaves across agencies and firms of all types, fueled by wide-ranging global experiences.
Hugo specializes in thought leadership, creative ideation, brand innovation, and 360-communications strategies. As a digital native, his unique points of view and creative skills have allowed him to lead content strategies that have impacted all types of audiences for wide-ranging clients including Starbucks, Taco Bell, Turtle Wax, Cricket Wireless, Scotts Miracle-Gro, Allstate, MTV, Mars Inc., Frito-Lay, and AT&T.
While in leadership roles at various PR/advertising/marketing agencies, he has launched new initiatives focused on multicultural marketing, shopper marketing, pharma social media, and content strategy and creation. Hugo is also an independent filmmaker, having producing three different award-winning short films, and currently working on the development of his company's first feature film.
Well before the current frenzy over “tweets gone wild,” Joe Barnes walked into businesses, for-profits, and non-profits, and would ask: “What’s your social media policy?” The usual response was: We don’t have one, or “Go talk to marketing about that.”
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In his travels, he realized that nearly every business and organization he walked into, no matter what size, did not have a written social media policy, nor did they clearly understand or even know what the Federal Trade Commission requires in the way of disclosure. That’s why he wrote his book: “Social Media Ethics Made Easy: How to Comply with FTC Disclosure Requirements.” The book is available from Business Expert Press or on Amazon. Digtal3000.net
Our host today is Matthew Cummings.
About Joe Barnes
Joe Barnes is a highly sought-after digital media marketing strategist, conference speaker and trainer. He consults on major media, social/digital media, strategic communications, public relations, and marketing initiatives. His clients have ranged from small businesses to Fortune 500 companies, nonprofits and leading government agencies. Joe understands and leverages consumer insights to provide solutions and ideas that bridge TV, web, mobile, social media, email, search, advertising, etc., and maximize consumer engagement.
He answers key questions such as how brands are communicated and experienced through digital interactions, and how digital interactions fit into broader customer experiences. Joe is known for his passion for innovation and the customer experience, combined with a sound understanding of consumers, social networks, and brands. As a journalist/storyteller he has led teams that have won countless Emmy® Awards and the prestigious Edward R. Murrow Award for Outstanding Journalism. He’s an educator at Seattle University; has an MA Degree; is quoted in two books; is on several boards; and is a certified Leadership Trainer.
Contact Joe Barnes about speaking to your group: joe@digital3000.net
The host is Cyndi Greenglass and the guest is author, professor, and consultant Susan Jones.
There is a continued move toward the integration of direct and digital marketing and the balance of online and offline media. In this episode, we'll talk about trends in database marketing, and how a creative person can uniquely contribute to the use of insights from the database I also want to touch on the current climate regarding consumer privacy concerns.
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Talking points include:
- Many in our industry feel that Direct Marketing is no longer an effective description of the practice of addressable and measurable communications. In fact, I believe that you are an advocate of using “Direct and Digital Marketing”. Tell me how this had developed and why you feel that this is a better way to describe the industry today.
- Are traditional media like print, catalogs, and TV are on their way out?
- Do you believe in the reality of “Omnichannel” or is it still a future aspiration for us marketers?
- How do your creative skills help you to use information from databases?
- Can small and medium-sized companies afford to develop and use helpful databases, or is that just for the bigger firms?
- In Europe, the GDPR mandates went into effect. Do you see more privacy legislation and regulation coming up in the US as well?
- With so many firms developing content marketing programs, how can a marketer make sure that their information stands out?
About our Guest, Susan Jones:
Susan Jones is a tenured, full professor of marketing at Ferris State University in Big Rapids, Michigan, and the principal of Susan K. Jones & Associates. Jones teaches direct marketing, digital marketing, advertising and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and interactive marketing, as well as marketing planning, product development and copywriting. Susan has a literal worldwide following with students in United States, as well as South and Central America, Australia, Canada, Mexico, and Europe.
Jones has authored or co-authored more than 25 books, has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner.
Susan is also a fellow Adjunct Instructor at WVU in the Master of Science in Integrated Marketing Communications and has been selected by students of the University for the prestigious Educator of the Year award.
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WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
Everyone is advertising, so how do you cut through the clutter in the B2B space? In this podcast, Bill Jones will discuss challenges B2B marketers face and offer tactics to solve those challenges. He’ll also touch on key lead generation tools as well as strategies to measure the ROI of direct marketing strategies.
Integrated Marketing Communications is a field that requires us to succeed in conceptual thinking and strategy development. How does that lead us into campaign development in IMC615?
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The Digital Space:
With all the varied media selections, outlets, platforms, and emerging messaging and communications avenues, how are we to create marketing campaigns that will have an impact on the target audience?
Integrated Marketing Communications (IMC)
What are we learning about the basic idea behind our program, Integrated Marketing Communications here in the Reed College of Media at West Virginia University? How do we make sure our conceptual thinking addresses contemporary needs?
This is part two of an earlier interview Larry did with Cyndi Greenglass. You can listen to the first part here.
About our guest:
Larry Stultz, Ph.D., has been on the IMC faculty since 2007. He served as department chair for the Bachelor of Arts in Advertising program at The Art Institute of Atlanta, where he taught courses in conceptual thinking and campaign development for twenty years. Prior to entering the teaching phase of his life, he operated design and advertising firms in New Orleans and Atlanta with clients in hospitality and tourism, commercial real estate, corporate communications, health care, and social services. He has served on the board of directors of the Atlanta Ad Club and provides ideation facilitation and consulting services to clients in the southeast.
Stultz holds Bachelor of Arts and Master of Arts degrees in Visual Design from Purdue University, and he earned his Ph.D. in Educational Policy: Social Foundations from Georgia State University in 2006.
Stultz is the winner of the 2010 Golden Quill Teaching Award.
Why Tzeitel Haviland Makes Sense
"Tzeitel Haviland dives deep into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy."
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Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeitel Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy. Hosted by Matthew Cummings, topics include:
- Defining Programmatic Media (PM) Buying
- PM machines versus people
- What marketers should consider when developing a programmatic media strategy
- Why programmatic media is the marriage of data and media
- How PM takes out advertising waste
- Programmatic media buying evolution
- How marketers can strategize and implement PM
- The importance of transparency
- How data usage fits in our ecosystem
Digital technologies have transformed the media landscape and are integral to virtually every industry and field, and marketing is no exception. Today, marketers must integrate both the creative aspects of the discipline with more technical aspects. Data-driven marketing strategies have become fundamental to the new marketing model. Emerging technologies have accelerated the speed, reach, and relevancy of marketing campaigns and inadvertently opened a virtual pandora’s box of ethical uncertainties that cause us to call into question issues of privacy versus convenience.
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Ethical issues in marketing stem from a disconnect in the set of expectations between businesses and consumers. The direct impact on the consumer and the repercussions for the marketer, should their practices be deemed unethical, can undermine brand trust. Consequently, it is fundamentally important for marketers to navigate the ethical tightrope, recognize potential implications behind the use of digital technologies, and develop deep clarity on ethical issues when creating socially responsible and sustainable marketing strategies.
Listen to this episode live July 18 at 1 pm Eastern as host, Matthew Cummings welcomes his guest, Amy Teller.
Content Marketing has become a trending household name in the world of marketers but really what does it take to make content marketing work for your organization. The bottom line is customers. Understanding your brands distinct demographic is the only way to create the best content for them which leads to ROI for you.
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About Michael's guest:
Kristin Meeks, Owner of WV Social Media Consultants
Teaches at West Virginia University IMC 639 – Content Marketing
Kristin Meeks is a consultant that specializes in the integration of digital and traditional marketing practices.
Meeks is the owner of WV Social Media, located in Parkersburg, West Virginia, and the founder of the Social Media Marketing Made Simple Training Academy. Her specialty is helping clients and academy members find the strategy behind their social media practices. WV Social Media serves clients from coast to coast, assessing their social media needs, facilitating marketing training and most importantly helping marketers plan and execute strategic marketing practices.
It is difficult enough for a brand to build trust among consumers these days. Having a consistent appearance and tone throughout a brand’s integrated marketing communications is critical to that mission, but it can be difficult to maintain. With large marketing departments and multiple sources producing content, it’s essential to have standards and oversight to ensure a brand speaks with one voice. In this podcast, we will learn how a governing set of brand guidelines can help to protect the brand, preserve uniformity, and ultimately build trust.
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About Nathan's guest:
David Hazelton has over 30 years of professional experience in design, branding, and marketing. As design director for ProShares, David is responsible for brand consistency across all channels of the company’s marketing, advertising, and corporate communications.
Prior to joining ProShares, David spent over a decade in boutique agencies. During that time, he used his branding and marketing talents to enhance the brand image of clients like OSHA, the National Institute of Mental Health, the National Heart Lung and Blood Institute, and the U.S. Department of Agriculture.
Today’s guest on WVU Marketing Communications Today is Laurie Beasley, co-founder, and president of Beasley Direct and Online Marketing, Inc. She and host, Cyndi Greenglass, will be discussing search engine optimization (SEO) best practices and challenges, including what prompts an SEO audit. After the break, they will dive deeper into Google rankings and what web development teams need to know to get it right, as well as the new requirement for newly registered domains to have mobile-first designed pages.
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About Cyndi's guest:
LAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.
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WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel.
Today’s guest on WVU Marketing Communications Today is Kelly Ann Collins, CEO, and founder of Vult Lab, a digital marketing agency that focuses on social media management for companies, orgs and thought leaders -- and campaigns for social good. She and host, Michael Lynch, will be diving into cause marketing for corporations, the issues nonprofits currently face, and how to use influencers to expand reach.
About our guest:
Kelly Ann Collins is a WVU alumnus and has also completed programs at MIT and Cornell. She was the managing editor of The Daily Athenaeum, starting out her career as a reporter, and then editor. As a journalist, Kelly Ann Collins made the move from print to digital when she helped launch USAToday.com. Then, she ventured off into the land of tech PR during the dotcom boom (and crash). During that time she met tech giants and co-founded a VC platform. She also became a blogging pioneer as, some argue, the first person to put her life online in blog and cam form. When Blogger launched she became one of its first bloggers—which meant fun perks, like her choice of Gmail address for being a Blogger / Google influencer (except the word “influencer” didn’t exist back then). Later, she took the skills gained from her endeavors to help launch and grow 50 editorial and social products at AOL co-founder Steve Case’s Revolution. Then, in 2008, she founded a pop politics blog with a focus on the 2012 presidential election that gained 3 million readers in one year. It was the first of its kind to get White House credentials and invites to events with world leaders, and personalities, like LMFAO and Clint Eastwood. Now, she’s using her knowledge at Vult Lab to create social tools, launch initiatives, and startups, and build robust communities for her clients. Kelly Ann and her team members have been working within the USA (and beyond) on projects involving brands you know and love—including Easter Seals, OZY, Conservation International, Starbucks, Results for Development, HP, Adobe, Disneynature, Jamba Juice, Prince William's Royal Foundation, the Washington Capitals, The Washington Times, and more. She’s also on several boards (Conversations Unbound - connects refugees and U.S. college students studying Arabic and Spanish - for native language tutoring; and the International Association of Pop Culture Entrepreneurs, a partner organization of The Creative Coalition, which works to help entertainment industry influencers grow their businesses). She is also a Capital One partner, an Adobe Insider, and a UN Global Compact Global Opportunity Lab participant, United Nations Association member. Vult Lab is a part of Pledge 1%. The Bill & Melinda Gates Foundation also chose Kelly Ann as a “Goalkeeper” (of the Sustainable Development Goals). She attended the Goalkeepers event in NYC with Malala Yousafzai (of Malala Fund), Barack Obama, Justin Trudeau, and others. She was also invited to collaborate at the “Gates Social” event in Washington, D.C., to discuss the future of giving back with experts from Facebook Social Good, GlobalGiving, Smithsonian, Giving What We Can and others. Currently, Vult Lab’s partners and clients work in 50+ countries around the globe. Recently, Kelly has worked on campaigns and projects involving the following organizations:
Easter Seals - Local campaign with micro influencers, and macro influencers Dan Brokaw and Gary Sinise. Worked on the annual Advocacy Awards fundraiser, which generated more than $400,000 to support Easter Seals services for veterans, the highest total in the event’s history.
Third Eye Blind (with The Syndicate) Social good campaign for the band
Lonely Whale (ambassador)
Adobe - Adobe's "Tweet For Good" - Goal: Raise $10,000 for Conservation International (CI) in 24 hours. Every mention of the hashtag #CreateChange was worth a $7 donation to CI on June 5 (World Environment Day). The campaign resulted in more than 1,600 mentions of the hashtag -- and a $10,000 donation to CI by Adobe.
Conservation International - Campaign with HP that raised $1 million for conservation projects
Results for Development - Variety of campaigns for R4D with Open Government Partnership, World Bank, USAID, Save the Children, and more.
Starbucks - “Journey To 100% Ethically Sourced Coffee” - Worked on the Starbucks 99% sustainable coffee announcement with Conservation International.
The Toolbox - Women’s rights campaign (data collection) for The Elders, presented by Peter Gabriel
Jamba Juice - Campaigns in Washington, D.C., and NYC to help the homeless
Disneynature's Monkey Kingdom - Conservation International fundraiser; a portion of the film's opening week ticket sales were donated to conservation programs in Sri Lanka, Cambodia, and Indonesia.
Today’s guest on WVU Marketing Communications Today is John Auge, creative director and co-owner of Auge+Gray+Drake Collective Works. He and host, Michael Lynch, will be diving into the creative industry, discussing the changes to the profession, the creative approach, as well as the exciting opportunities for people in the industry. Auge will share his insights and experiences on key projects he has worked on including the Dulles and Reagan National Airport branding, WVU logotype brand development and the West Virginia 150th Celebration event graphic.
About our guest:
For over 40 years, John has counseled thousands of senior executives, top government officials as well as both large and small business owners throughout the country.
An innovative designer and skillful artist, John specializes in corporate communications, branding, and identity. John has worked with high-profile clients such as The White House, The Washington Post, Texaco, WV Chamber of Commerce, Appalachian Power, various associations, banks, and hospitals. He also developed materials for three West Virginia gubernatorial inaugurations and created the West Virginia’s 150th Birthday event graphics.
John is the recipient of industry awards for his work as well as the prestigious West Virginia 2016 Governor’s Award for the Arts and the AAFWV (American Advertising Federation West Virginia) Chapter’s Lifetime Achievement Award.
He has received countless accolades from numerous clients for his ability to creatively enhance their brands and helping to deliver unparalleled results.
John has worked on the following projects included in the firm’s references:
Metropolitan Washington Airports Authority
Emory University
Aerojet Rocketdyne
The Health Plan
West Virginia Symphony
Greater Kanawha Valley Foundation
CAMC Foundation
Mountwest Community and Technical College
BridgeValley Community and Technical College
West Virginia University
University of Charleston
Fairmont State University
Mercy Medical Center
Yeager Airport
Greenbrier Valley Brewing Company
SIPC-Securities Investor Protection Corporation
The Blanchette Rockefeller Neurosciences Institute
PhRMA
The World Bank
Today’s guest on WVU Marketing Communications Today is Frank Marra. He and host, Matthew Cummings will be discussing the current state of the public relations field and the biggest challenges practitioners are facing, including ethics, legal issues, and crisis management. After the break, they will dive deeper into diversity in public relations, as well as how practitioners are now receiving the strategy and business expertise they need to be successful in the changing industry.
About Matthew's guest:
Frank Marra is a professor and practitioner in Rochester, New York. He teaches IMC 631, Crisis Communication.
Marra worked and studied for five years with Dr. Jim Grunig, the world’s leading scholar in public relations. He is a specialist in crisis management and developed the first theory of crisis public relations.
Marra has taught at Rochester Institute of Technology, the University of Maryland, Ithaca College, Cornell University and the Simon School of Business at the University of Rochester. He was also a member of the faculty at the Curtin University Business School in Perth, Western Australia, and at Zayed University in the United Arab Emirates.
Marra has worked as a public relations practitioner, as well as at radio and television stations, including the top-rated talk radio station in Washington, D.C.
Marra is a former president of the Public Relations Society of America’s Finger Lakes Chapter and co-chaired PRSA’s MBA Project for two-years.
Marra earned his bachelor’s degree from Carleton University (Ottawa, Ontario), master’s degree from the University of Florida and doctorate from the University of Maryland.
Today's guest on WVU Marketing Comm Today is Chazz Clevinger. He and host, Matthew Cummings will be discussing public policy issues and risks when involving company stakeholders, as well as the challenges when you involve stakeholders in public policy related marketing campaigns. After the break, they'll dive deeper into how marketing professionals work with their colleagues in public affairs or government relations to execute campaigns that achieve measurable impact in terms of customer engagement on policy issues, while also boosting brand loyalty.
About Matthew's Guest, Chazz Clevinger:
As CEO, Chazz serves as the product visionary, revenue driver, and strategic leader of One Click Politics.
Chazz has consulted on over one hundred international, federal, state, and local campaigns for candidates, corporations, associations and non-profit groups. Additionally, he has attended the Civitas Institute of Practical Politics, North Carolina Institute of Political Leadership, Republican National Committee's Campaign Management College, and the Campaign Management College. Chazz is also a member of the American Association of Political Consultants, Grassroots Professional Network, and the Public Affairs Council.
A North Carolina native, Chazz is a Phi Beta Kappa initiate and distinguished honors graduate of the University of North Carolina at Chapel Hill where he double majored in Ancient History and Political Theory. His thesis "Machiavelli, Livy, and the Political Use of Religion" resides at UNC's Wilson Library and his writings have been featured in Campaigns and Elections.
In his spare time, Chazz raises money for the DC Area Phi Beta Kappa Association to support minority scholarships and for the Naivasha Children's Shelter, which provides food, housing, and education to orphans in Kenya.
His best-hidden talent is singing old school R&B songs.
There is a saying amongst PR practitioners that all coverage is good coverage. That may have been true when media outlets could be counted on one’s two hands but today, if you aren’t reaching the right audience with the right message at the right time, you might as well be yelling into the Grand Canyon. Data is out there but it can be overwhelming and a surprising number of communications departments aren’t using it to define, execute and measure the efficacy of their efforts. In this podcast, we will discuss how to use data not just AFTER a campaign but also before to ensure that you are reaching the right audience to achieve your goals.
About our guest: Joe LaMuraglia, MBA
Joe is an accomplished leader with strong business acumen and intellectual curiosity that is always looking for new and efficient ways to achieve business goals. He is known for a diverse skill set that transcends traditional PR competencies and allows for true business partnerships with other functions. Joe has a history of success designing and implementing creative and strategic communications approaches that drive media coverage.
Joe spent the last 10 years in various roles in the Communications function at General Motors most recently running Chevrolet brand communications on the east coast of the U.S. Joe has a B.A. in Public Relations from N.C. State University, an M.B.A. from Thunderbird School of Global Management and he is a member of the inaugural class of the LGBT Executive Leadership Program at Stanford University Graduate School of Business.
When it comes to social media strategy, LinkedIn is an afterthought at many colleges and universities because of its limited relevance with traditional college prospects. This is unfortunate because LinkedIn has tremendous potential to help institutions reach traditional prospect families, non-traditional and graduate school prospects, alumni, employer-partners, and others, while also strengthening the brand. One challenge is that the platform isn’t always intuitive and institutions need to approach LinkedIn very differently than they do other platforms. By doing so, however, they can get real results, while also positioning their students and alumni for success.
About our guest:
Anthony Juliano, MA, MBASpeaker/Teacher/Trainer at Asher Agency
Anthony is the Vice President of Account Service and Business Development at Asher Agency. Anthony has more than 15 years in marketing and communication strategy and has presented on social media and LinkedIn at national and international conferences.Anthony has provided social media, blogging, and LinkedIn training for a wide variety of individuals and businesses and writes a monthly column about social media and has written for a variety of publications and blogs, including Convince and Convert, "the world’s #1 content marketing resource."
Listeners will take away practical guidance on cultivating a unique brand identity in the modern landscape. Dan Hill, CEO of Hill impact, emphasizes the importance of being a brand "leader" instead of a "manage.," He offers valuable tips to modern branding strategies using data-driven insights without losing sight of organizational value.
About our guest: Dan Hill, CEO Hill Impact
Trusted by world leaders, CEO's and celebrities to build, defend and repair brands. America's most quoted & sought-after expert on brand positioning and reputation, appearing in the New York Times, USA Today, Los Angeles Times and Washington Post as well as shows such as NBC's "Today", PBS's "NewsHour" and NPR's "All Things Considered."
More than twenty-five years advising public & private sector leaders in the US, Asia, Europe, and South America. Hill is known as a true "fixer," routinely navigating complex systems and challenges to deliver positive outcomes against seemingly impossible odds.
-- brand development & protection, including crisis -- strategic communications & public affairs -- executive & board coaching
The one-size-fits-all approach to leadership development offered by other programs doesn’t consider an individual’s personality and capabilities. You can’t learn ‘skill x’ one day and expect to be a better leader the next. True leadership growth requires ongoing development and feedback.
What is billed as leadership development today is usually focused on leadership as a skill. It actually is a process that must be prescribed and practiced every day using the same approach taken by professional athletes worldwide for decades.
Added to this is the confusing advice on what is needed to be a good leader, when, in actuality, all that is needed is for the leader to be them self. Leadership is a process that must be practiced every day like a maintenance drug using the same approach taken by professional athletes worldwide for decades.
About, Bryan Bennett
Professor Bennett is the founder and Executive Director of the Healthcare Center of Excellence, a privately-funded research, training and advisory organization established to help healthcare organizations transition to be more analytics-focused.
Bryan is also an adjunct faculty member at Northwestern University, the University of Chicago and Judson University, where he develops and teaches courses in business analytics, leadership and marketing to international and domestic students both online and in the classroom.
He is the author of the books, Prescribing Leadership in Healthcare: Curing the Challenges Facing Today’s Healthcare Leaders and Competing on Healthcare Analytics: The Foundational Approach to Population Health Analytics both available on Amazon and at healthcarecoe.org. His upcoming book, The Path to Professional Leadership, which examines leadership in other challenging industries, is expected to be published 2nd Quarter 2019.
Professor Bennett is a highly requested international speaker on the strategic implementation and use of analytics in healthcare, leadership and population health management. Bryan has a Master of Business Administration from Northwestern University’s Kellogg School of Management and a Bachelor of Science degree from Butler University. He is a Certified Lean Six Sigma Green Belt, Certified Data Scientist, Certified Public Accountant and Certified Adjunct Faculty Educator.
There isn’t a single complete scientific model of persuasion. Most people, therefore, believe that persuasion is more an art than a science. In addition, most of our attempts to persuade are doomed to fail because the brains of your audience are wired to automatically reject messages that disrupt their attention.
In this podcast, we will learn that Persuasion can all be linked to brain science and that the Primal Brain of your audience (the most primitive section of their brain) drives their decision-making process. You will also discover what can stimulate that primal organ and how this translates into four critical questions you need to address to maximize your probability to PERSUADE.
About our guest: PATRICK RENVOISECo-Founder & Chief Persuasion Officer, SalesBrain
Prior to co-founding SalesBrain Patrick, an expert in complex sales, was in charge of Business Development first at Silicon Graphics then at LinuxCare. While marketing super-computers and multi-million software solutions to some of the world’s most brilliant scientists at NASA, Shell, Boeing, Airbus, BMW, and more, he became fascinated by the human brain. Patrick then started to investigate a scientific model to explain how humans use their brain to make buying decisions.
He spent 2 years researching and formalizing the first, 100% science-based PERSUASION model called NeuroMAP™. In 2002 Patrick and his business partner Dr. Christophe Morin co-authored the first book on Neuromarketing and published NeuroMAP™. This proprietary, award-winning methodology has been used for the past 16 years to help over 6,000 companies worldwide SCIENTIFICALLY PERSUADE.
In the years since the autism diagnosis rate has skyrocketed to breathtaking heights, the worlds of sports and autism have bonded for a strong, symbiotic relationship.
In this program, Keith Green, who founded the Autism MVP Foundation talks about his story as sports marketer, whose sports companies supported autism fundraising and also as a father with a child in the autism spectrum. Keith said in SportsMD.com:
“Sports… is a near-universal bond. Couple those factors with a disorder that can be hard to describe and understand, has no cure, can be difficult to manage for educators, therapists, and caregivers, and affects those diagnosed in a multitude of ways for their lifetimes, then it’s easy to see how a bond between sports and autism has formed and thrived.”
In the episode host, Cyndi Greenglass and her guest, Keith Green will discuss:
April is Autism Awareness Month- what exactly is autism and why is awareness of the disorder so important?
Keith’s personal journey and the family’s experience with autism.
How sports play a part in learning more about the disorder.
Who are some of the teams, athletes and organizations involved with autism?
The resources families can utilize if they suspect they have a child with autism.
A bit about the Autism MVP Foundation and upcoming activities.
About our guest:
Accomplished marketing communications pro; dynamic speaker, storyteller, teacher, and mentor. Non-profit founder and leader. From the hardwood of the NBA with the Philadelphia 76ers to the asphalt racetracks of NASCAR with Richmond Raceway to the inspiring stories behind the world’s superlatives with Guinness World Records, Keith Green has more than two decades of sports and entertainment-focused integrated marketing communications experience.
Keith is also an accomplished speaker, presenter, and storyteller has shared his experience at dozens of conferences and with many organizations, including Digital Marketing World Forum, SXSW, PRSA, PRSSA, ANA, Youth Marketing Summit, Brand Film Festival, and many others.
In 2015, Keith expanded his PR, marketing, community relations, and sales experience to include the role of a non-profit founder and leader when he formed the Autism MVP Foundation. The all-volunteer non-profit, which was inspired by Keith’s son and the educators and therapists who have helped make a difference in his family’s life, is dedicated to increasing the number and quality of autism-focused educators. The foundation’s programs include a groundbreaking training program for teachers and paraprofessionals, and a scholarship initiative for graduate students who are committed to pursuing a career to improve educational, social and life skill outcomes for individuals who have autism. Both programs are currently affiliated with Monmouth University.
His experience working with universities also includes more than 10 years of experience as an adjunct faculty member. He has taught sports PR and marketing classes to graduate and undergraduate students at Virginia Commonwealth University, Virginia State University, Utah Valley University and the University of Phoenix.
Keith is a proud, two-time graduate of Temple University where he sharpened his writing skills as an undergraduate journalism major. Three years after graduating and while working full-time for the Philadelphia 76ers, he returned to Temple and later received his M.Ed. in sports administration and recreation.
Keith lives in New Jersey with his wife Donna and their son, Gavin. When he's not cheering on his favorite Philadelphia sports teams, including his beloved Temple Owls, he can be found playing golf, cooking and spending time with his family on the New Jersey beaches.
Our host for this episode of West Virginia University's Marketing Communications Today is Nathan Pieratt. His guest is Joseph Jaffe, CEO and Co-Founder of Evol8tion. Some of the topics they may be covering in this interview include:
What is Survival Planning? Why do you believe everyone is in the survival business?
4 reasons why companies are “Built to Suck.” Can you list and describe them?
Why do companies struggle so much with the concept of “failure”?
A real interesting approach is this idea of embracing your heresy? What does this mean?
Can you give some examples of “heresy marketing”?
About our guest, Joseph Jaffe - CEO and Co-Founder, Evol8tion
One of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, Joseph Jaffe is Founder and CEO of Evol8tion, LLC, an consultancy that helps corporations with digital innovation and transformation. Evol8tion’s clients include Nestle, Purina, Steelcase, Colgate-Palmolive, Mondelez International and Doctor Pepper Snapple Group.
In 2006, Joseph founded and ran strategic consultancy, crayon, until it was acquired by Powered in January of 2010. crayon's clients included The Coca-Cola Company, Panasonic, Kraft Foods and H&R Block. Powered’s clients included Target, Verisign, Anheuser-Busch InBev and General Motors/Onstar. Before that, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite.
Jaffe’s popular blog and audio podcast, "Jaffe Juice”, provides daily and weekly commentary respectively on all things new marketing. You can join the conversation at jaffejuice.com. His podcast was voted a Readers’ Choice Award as “Best Marketing Podcast” by MarketingSherpa. You can subscribe via iTunes. In 2009, he launched his first foray into video in the form of JaffeJuiceTV, in an effort to prove once and for all that he does not have a face for radio.
The business world is adjusting to a new and growing distinguishing factor… the rise of the personal brand. Access to global audiences via social media has enabled individuals to market themselves like never before. But do I even have a story to tell? Yes you do! Everyone has a story to tell. But developing an impactful personal brand platform requires an understanding of the meaningful touch-points that can provide value to others. In this podcast we will discuss what constitutes a distinct contribution, review strategies on how to stand out among chosen audiences, and begins to frame out and approach for building a body of work that cements your foundation in your specific area of influence.
About our guest:
Hugo Pérez - Chief Creative StrategistLocal Boy Creative @newzdude
As a seasoned digital marketer, Hugo Pérez has dedicated himself to developing brand stories that hit their mark on any channel to any audience. He focuses on finding the compelling thread in brand stories that make consumer connections come to life. His personal story weaves across agencies and firms of all types, fueled by wide-ranging global experiences.
Hugo specializes in thought leadership, creative ideation, brand innovation, and 360-communications strategies. As a digital native, his unique points of view and creative skills have allowed him to lead content strategies that have impacted all types of audiences for wide-ranging clients including Starbucks, Taco Bell, Turtle Wax, Cricket Wireless, Scotts Miracle-Gro, Allstate, MTV, Mars Inc., Frito-Lay, and AT&T.
While in leadership roles at various PR/advertising/marketing agencies, he has launched new initiatives focused on multicultural marketing, shopper marketing, pharma social media, and content strategy and creation. Hugo is also an independent filmmaker, having producing three different award-winning short films, and currently working on the development of his company's first feature film.
A solid community marketing plan is an important tool for any marketer. It allows you to create a network of consumers that want to engage with your product and it organically exposes your brand in a way that feels authentic. If you are moving to a data-driven marketing strategy for your brand, how do define success with community engagement? The challenge for marketers is to focus on the data that matters while demonstrating the bottom-line results for the brand. In this podcast, we’ll discuss how community marketing can evolve to include some core principals of a data-marketing strategy. This episode is hosted by Cyndi Greenglass.
About our guest, Josh Wilson:
Josh Wilson is a data-driven marketing executive for community-focused financial institutions. He currently serves as Vice President of Marketing for Whitefish Credit Union, the largest credit union in Montana. Josh is passionate about combining data-driven marketing strategies with authentic content to provide measurable success.
Josh holds a master’s degree in Data Marketing Communications from West Virginia University and completed his undergraduate at Chapman University. Over the course of his career, Josh has held positions in marketing, finance, and government. His work has received awards from the Marketing Association of Credit Unions and the Credit Union National Association.
Josh believes community engagement is essential to success. He has served on various volunteer boards, including at an at-risk youth shelter and a regional chamber of commerce, and he is a past elected official.
Twenty years ago, communications was a sub-category in PR. In the 1980s and 1990s, PR professionals spent their working hours on crisis communications, employee communications, shareholder communications, marketing communications, etc. These were targeted, specialized forms of PR.Today the profession has evolved to the point that communications/PR is now part of integrated marketing communications. Or is it integrated communications marketing? This episode is hosted by Matthew Cummings and he welcomes his guest, Marty Machowsky.
About our guest:
Marty Machowsky is a communications and marketing professional with expertise in technology, health care, corporate affairs, financial services, and crisis communications.
Marty has supported a broad range of clients including major brands such as GE, Logitech, Microsoft, Pfizer, AT&T, Samsung, Verizon, S&P, Blue Cross/Blue Shield, and startups. He has handled a range of corporate, thought leadership, marketing, and public policy issues. He has worked extensively with CEOs, marketing and communications teams, investor relations groups, government relations offices, and corporate counsels.
Marty led a corporate affairs initiative for a major pharmaceutical company focusing on direct-to-consumer advertising of prescription medicines. He managed a program to promote the parental control feature of Microsoft’s Xbox 360. Marty served as communications director and spokesperson for the musicFIRST Coalition, a coalition of the music community. And he helped Bonneville Communications reposition its flagship media property (WTOP) from the AM dial to the FM dial in Washington, DC, while shifting its classical music library to a local public radio station.
Several projects Marty directed and supported won public relations awards. This includes the Mercury Awards Edelman received for a project on high-definition television he managed for the National Association of Broadcasters and a Sabre Award for a project he supported for the American Beverage Association. Inova Health System won a Thoth Award from the National Capital Chapter of the Public Relations Society of America (PRSA) for a project Marty directed. And McGuireWoods Consulting was awarded Best in Show at the PRSA’s 65th Annual Virginia Public Relations Awards.
Marty is president of 90Degree Communications. He has held positions at Finn Partners, Widmeyer Communications, McGuireWoods Consulting, Edelman, and Issue Dynamics. He served as Legislative Director to Rep. Rick Boucher (VA), and Chief of Staff to Audrey Moore, former chair of the Fairfax County Board of Supervisors. Marty was also Press Secretary and Legislative Assistant to former representatives John LaFalce (NY) and Andy Maguire (NJ).
Marty earned a Masters of Arts degree in political science from The Pennsylvania State University and pursued doctoral studies at Washington University in St Louis. He began his career in Washington when he was selected to participate in the American Political Science Association’s Congressional Fellowship Program.
If you thought you understood consumer branding, think again.
If you thought that gaming was for kids, think again.
If you want to understand how to harness the buying power of the next generation of consumers, listen in and fasten your seat belt.
First there was CPG marketing. Brands like P&G and Kroger developed deep data insights into consumer behavior through database marketing which led to personalized communications based on predictive consumer behavior. In sports there was Money Ball which applied the concepts of data and predictive analytics to performance, and it changed the way sports is managed. At the same time, esports, video gaming, and competitive gaming left the basements of millions of households worldwide and became part of our living rooms, our recreation, and our lives. Then came Machine learning and AI which allowed us to apply big data and predictive analysis to highly complex and predictive one-to-one communications. These worlds have now collided and there is no going back.
Today we will explore the world of esports and competitive gaming and why brands are chasing the elusive gaming consumer. We will also see how the power of ML and AI is being applied to bring a confluence of branding, entertainment and commerce using big data and analytics. Some of the topics we will explore will include:
The fundamentals of the eSports ecosystem
Competitive gaming – why is it the next frontier for brands?
Monetizing the elusive gamer consumer – how are you doing it?
Is attribution a reality or a fantasy?
3 basic tips you can take away from the leading edge of AI
What is billed as leadership development today is usually focused on leadership as a skill. It actually is a process that must be prescribed and practiced every day using the same approach taken by professional athletes worldwide for decades. The one-size-fits-all approach to leadership development offered by other programs doesn’t consider an individual’s personality and capabilities. You can’t learn ‘skill x’ one day and expect to be a better leader the next. True leadership growth requires ongoing development and feedback.
Added to this is the confusing advice on what is needed to be a good leader, when, in actuality, all that is needed is for the leader to be themself. Leadership is a process that must be practiced every day like a maintenance drug using the same approach taken by professional athletes worldwide for decades.
About our guest, Bryan Bennett
Professor Bennett is the founder and Executive Director of the Healthcare Center of Excellence, a privately-funded research, training and advisory organization established to help healthcare organizations transition to be more analytics-focused.
Bryan is also an adjunct faculty member at Northwestern University, the University of Chicago and Judson University, where he develops and teaches courses in business analytics, leadership and marketing to international and domestic students both online and in the classroom.
He is the author of the books, Prescribing Leadership in Healthcare: Curing the Challenges Facing Today’s Healthcare Leaders and Competing on Healthcare Analytics: The Foundational Approach to Population Health Analytics both available on Amazon and at healthcarecoe.org. His upcoming book, The Path to Professional Leadership, which examines leadership in other challenging industries, is expected to be published 2nd Quarter 2019.
Professor Bennett is a highly requested international speaker on the strategic implementation and use of analytics in healthcare, leadership and population health management. Bryan has a Master of Business Administration from Northwestern University’s Kellogg School of Management and a Bachelor of Science degree from Butler University. He is a Certified Lean Six Sigma Green Belt, Certified Data Scientist, Certified Public Accountant and Certified Adjunct Faculty Educator.
Ohio Crime Tracker journalist, Angela An, reveals how data exposes real, and sometimes very different stories.
Everyone has a story. You just need to know where to look to find a good one. Today the news viewer is inundated with click-bait, push alerts, infographics, and snappy headlines. The challenge for journalists today is to engage viewers to watch, read, or listen to a story where they can spend more than 30-seconds digesting the information. In this podcast, we will hear how data gathering is used specifically with WBNS 10TV’s CrimeTracker 10 franchise. Our guest is morning news anchor, Angela An and our host is Cyndi Greenglass.
More about Angela An
Weekday morning news anchor starting at 4:25 a.m. A 6-time Emmy award winning journalist and anchor with more than 20 years of experience in medium to major markets. A great story teller with international experience reporting and compelling live news reporting. Lead reporter for CrimeTracker 10 franchise focusing on crime trends and analysis. Recipient of several major awards including recognition from the National Academy of Television Arts and Sciences, Associated Press, Society of Professional Journalists, etc. Specialties: News anchor, live television host, producer, writer, crime analysis, professional emcee, strategic communicator, public relations, non-profit experience, corporate social media and responsibility.
Our host for this episode of West Virginia University's Marketing Communications Today is Nathan Pieratt. His guest is Joseph Jaffe, CEO and Co-Founder of Evol8tion. Some of the topics they may be covering in this interview include:
What is Survival Planning? Why do you believe everyone is in the survival business?
You mention 4 reasons why companies are “Built to Suck.” Can you list and describe them?
Why do companies struggle so much with the concept of “failure”?
A real interesting approach is this idea of embracing your heresy? What does this mean? Can you give some examples of “heresy marketing”?
About our guest, Joseph Jaffe - CEO and Co-Founder, Evol8tion
One of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, Joseph Jaffe is Founder and CEO of Evol8tion, LLC, an consultancy that helps corporations with digital innovation and transformation. Evol8tion’s clients include Nestle, Purina, Steelcase, Colgate-Palmolive, Mondelez International and Doctor Pepper Snapple Group.
In 2006, Joseph founded and ran strategic consultancy, crayon, until it was acquired by Powered in January of 2010. crayon's clients included The Coca-Cola Company, Panasonic, Kraft Foods and H&R Block. Powered’s clients included Target, Verisign, Anheuser-Busch InBev and General Motors/Onstar. Before that, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite.
Jaffe’s popular blog and audio podcast, "Jaffe Juice”, provides daily and weekly commentary respectively on all things new marketing. You can join the conversation at jaffejuice.com. His podcast was voted a Readers’ Choice Award as “Best Marketing Podcast” by MarketingSherpa. You can subscribe via iTunes. In 2009, he launched his first foray into video in the form of JaffeJuiceTV, in an effort to prove once and for all that he does not have a face for radio.
In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy?
Why it Matters:
"We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers."
Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management? In our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries.
About Michael Lynch
Michael recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises where he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.
Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.
Lynch received his BSBA in Economics from the University of Central Florida and his MBA from Louisiana State University. Soon after graduating, Lynch was asked to join the faculty of LSU-S. Lynch has also held faculty positions teaching undergraduate and graduate marketing and management courses at Indiana University-Northwest and DePaul University in Chicago where Lynch currently teaches Foodservice Management and Customer Relationship Management courses. Michael is an adjunct instructor at WVU in the DMC Master of Science program and is pursuing his Ph.D. in Hospitality Management at Iowa State University.
About our guest, Terri Burton:
Terri leads the content marketing team at Paytronix. A restaurant software veteran, Terri joined the company in March 2015 and was responsible for major account sales in the North East before moving over to marketing in the Spring of 2018.
Prior to her time at Paytronix, she spent eight years with Johnson & Johnson (J&J) in both sales and marketing positions. As a J&J Product Manager Terri had responsibility for Europe, the Middle East and Africa, for which she managed a variety of brands and projects.
Terri earned a BA (Hons) in Marketing Management from Manchester Metropolitan University Business School (UK).
Today host, Cyndi Greenglass welcomes Larry Stultz. Some of what they are covering in this episode includes defining what is “creativity” in advertising and marketing.
Are there any dependable creative thinking triggers and inspiration techniques?
Is there a specific formula, and process that seem to inspire the ability to be creative in advertising and marketing?
Are there any formula or specific message making techniques that work in advertising and marketing?
With all the varied media selections, outlets, platforms, and emerging messaging and communications avenues, how are we to create marketing campaigns that will have an impact on the target audience?
Join us LIVE Thursday, 11/29, 12:30 pm Pacific.
About our Guest:
Larry Stultz, Ph.D., has been on the IMC faculty since 2007. He served as department chair for the Bachelor of Arts in Advertising program at The Art Institute of Atlanta, where he taught courses in conceptual thinking and campaign development for twenty years. Prior to entering the teaching phase of his life, he operated design and advertising firms in New Orleans and Atlanta with clients in hospitality and tourism, commercial real estate, corporate communications, health care and social services. He has served on the board of directors of the Atlanta Ad Club and provides ideation facilitation and consulting services to clients in the southeast.
Stultz holds Bachelor of Arts and Master of Arts degrees in Visual Design from Purdue University, and he earned his Ph.D. in Educational Policy: Social Foundations from Georgia State University in 2006.
Stultz is the winner of the 2010 Golden Quill Teaching Award.
The graveyard is littered with companies who have died when they were abandoned by their customers. This is what happens when you don’t listen to them, and you lose touch with what matters.
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Today, we live in a world where our customers want to help shape the brands they are passionate about and even control the conversation. It is a two-way dialogue in business today, and marketers have to understand how to navigate this new environment. In this podcast, we will learn how brands need to evolve to stay relevant, how to determine what data is valuable and actionable, and how companies are using data to develop meaningful loyalty and engagement.
About our guest, Jennifer Holt:
JENNIFER WEHR HOLT is a tenured Marketing professional with over 20 years of direct industry experience encompassing all aspects of the field. This experience has allowed Jennifer to start her own Marketing consulting company and Health & Wellness Website.
She uses this combined wealth of industry and education experience by serving as an Adjunct Marketing and Advertising professor at Northern Kentucky University and West Virginia University. She teaches a wide range of undergraduate and graduate courses in Marketing, Advertising, Business Strategy, Data and Analysis & Segmentation. She has been teaching for over 10 years and was honored by receiving the Outstanding Professor Award. Jennifer is a published author with articles appearing in Quirks, Womenista, Skinny Mom, numerous blogs and posts.
Jennifer is an active member in the community and an advocate for charitable organizations including being on the Board of Directors for the NKCCA, a KY Foster and Adoptive Parent, a St. Jude Partner in Hope, the American Heart Association, a previous Make a wish ‘Wish Granter’, a Guide Point Global Advisor, member of Marketing Moms & Minds, and nominated member of the 40 under 40 Business Courier class.
Jennifer currently works as the Account Director of Kroger on-site in Cincinnati for Spins, LLC in Chicago. Previously, Jennifer held Leadership positions at HR ProFile, MRSI, Directions Research, and was VP of Marketing at RiskAware, where she developed and implemented overall marketing strategies and brand architecture.
In her spare time, Jennifer enjoys the arts, tennis, traveling, and personal fitness training. She resides in the Cincinnati area with her daughter.
In this podcast, listeners will take away practical guidance on cultivating a unique brand identity in the modern landscape. Emphasizing the importance of being a brand "leader" instead of a "manager," Dan Hill, CEO of Hill impact, offers valuable tips to modern branding strategies using data-driven insights without losing sight of organizational value.
About our guest: Dan Hill, CEO Hill Impact
Trusted by world leaders, CEO's and celebrities to build, defend and repair brands. America's most quoted & sought-after expert on brand positioning and reputation, appearing in the New York Times, USA Today, Los Angeles Times and Washington Post as well as shows such as NBC's "Today", PBS's "NewsHour" and NPR's "All Things Considered." More than twenty-five years advising public & private sector leaders in the US, Asia, Europe and South America. Hill is known as a true "fixer," routinely navigating complex systems and challenges to deliver positive outcomes against seemingly impossible odds. -- brand development & protection, including crisis-- strategic communications & public affairs-- executive & board coachingContributor to Newsweek & The Daily Beast.
Everyone has a story. You just need to know where to look to find a good one. Today the news viewer is inundated with click-bait, push alerts, infographics, and snappy headlines. The challenge for journalists today is to engage viewers to watch, read, or listen to a story where they can spend more than 30-seconds digesting the information. In this podcast, we will hear how data gathering is used specifically with WBNS 10TV’s CrimeTracker 10 franchise. Our guest is morning news anchor, Angela An and our host is Cyndi Greenglass.
Tune in Thursday, 12:30 PM Pacific and join host, Matthew Cummings and his guest, Leo Morejon, Co-founder, Managing Partner of Dog & Pony. Some of what will be discussed in this episode includes:
What should a marketer's relationship with data look like?
What are the top two points marketers and others mostly struggle with? How can they improve in these areas?
Beyond developing their relationships, what other areas should marketers focus to improve their use of data?
Will marketers relationship with data change based on new advancements in AI, machine learning, and so on?
What’s an area you would tell everyone in data that they need to focus on starting today?
About our guest, Leo Morejon:
Leo Morejon is an award-winning marketer, sales leader, and podcaster. Leo Morejon began his career as a marketer pioneering real-time marketing and as a sales leader at SaaS tech companies. His work includes the world-famous Oreo Super Bowl Blackout Tweet, the first Guinness World Record in social media, and millions in sales across top companies such as Mondelez and The Estee Lauder Companies. Today Leo combines his marketing and sales knowledge to support both marketers and salespeople reach their full potential via consulting, his blog, BuildAndInspire.com, and his sales consultancy, DogAndPony.io.
Most of our attempts to persuade are doomed to fail because the brains of your audience is wired to automatically reject messages that disrupt their attention. Most people believe that persuasion is more an art than a science because there is not a single complete scientific model of persuasion. In this podcast, we will learn that Persuasion can all be linked to brain science and that the Primal Brain of your audience (the most primitive section of their brain) drives their decision making process. You will also discover what can stimulate that primal organ and how this translate into 4 critical questions you need to address to maximize your probability to PERSUADE.
About our guest: PATRICK RENVOISECo-Founder & Chief Persuasion Officer, SalesBrain
Prior to co-founding SalesBrain Patrick, an expert in complex sales, was in charge of Business Development first at Silicon Graphics then at LinuxCare. While marketing super-computers and multi-million software solutions to some of the world’s most brilliant scientists at NASA, Shell, Boeing, Airbus, BMW, and more, he became fascinated by the human brain. Patrick then started to investigate a scientific model to explain how humans use their brain to make buying decisions. He spent 2 years researching and formalizing the first, 100% science-based PERSUASION model called NeuroMAP™. in 2002 Patrick and his business partner Dr. Christophe Morin co-authored the first book on Neuromarketing and published NeuroMAP™. This proprietary, award winning methodology has been used for the past 16 years to help over 6,000 companies worldwide SCIENTIFICALLY PERSUADE.
Host Matthew Cummings speaks with award-winning designer and creative director Nathan Pieratt about the three ways data impacts the creative process: it informs, it adds complexity and it uncovers insights. Pieratt shares stories from his more than 15 years of industry experience to illustrate how data helps determine the right channels, audience segments and messaging. While adding complexity and time to the creative process, data can uncover behaviors that lead to more insights…making the extra time and effort well worth it.
About our guest:
Nathan Pieratt is an award-winning designer and creative director. He has over 15 years of industry experience developing creative strategy for Fortune 500 brands, such as Frito-Lays, Walmart, and AT&T.
Currently, Pieratt is a group creative director at Epsilon, an all-encompassing global marketing agency. Epsilon provides unrivaled data intelligence and customer insights; world-class technology including loyalty, email and CRM platforms; and data-driven creative, activation and execution. As GCD, Pieratt and his team are responsible for the development and execution of data-driven creative strategy for AT&T Business, with a focus on email, direct mail and display.
Pieratt also actively consults on creative execution and big ideas for brands like Arby’s, Snickers, Mountain Dew, Doritos and State Farm. He has been an adjunct instructor for the Art Institute of Pittsburg for the past 12 years, teaching both design and art director courses.
Pieratt is a 2013 graduate of the IMC program and holds an MFA from Savannah College of Art and Design. He lives in Rockwall, Texas with his wife and four daughters. He enjoys a good book, cooking and is a huge Nebraska Cornhuskers fan (with the Mountaineers in close second, of course).
Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeital Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy. Hosted by Matthew Cummings, topics include:
Programmatic media buying evolution
How marketers can strategize and implement programmatic media
The importance of transparency
How data usage fits in our eco system
Why you should listen to Haviland!
"Tzeital Haviland dives deep into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy."
In our efforts to measrue everything, some marketers beleive social media metrtics evasive enought to not even try to measure the results.
And yet, our guest, Keith Quesenberry says that metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. And yes he believes that in social media it can get complicated quickly with amount of data and options of what can be collected and where.
In this podcast, we cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.
Some of the talking points will include:
Is there a simple way to link social media metrics to business and/or marketing objectives?
What else should we as marketers be thinking about when it comes to social metrics?
What is the biggest mistake marketers still make with social media metrics?
About Keith Quesenberry
Author "Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution. As a Marketing Professor he brought 17 years marketing and advertising experience working on marketing campaigns for large International Fortune 500 companies to entrepreneurial startups. At Messiah College, Johns Hopkins, West Virginia and Temple Universities he has taught, lead and developed multiple marketing, digital marketing, social media, IMC and advertising courses. Keith pulls from his professional experience, the latest theory and research and use interactive methods to inspire and help prepare future leaders in today's fast paced innovation driven business environment. Quesenberry is also active in academic research with published journal articles, workshops and presentations at academic conferences AAA and AEJMC and professional conferences PRSSA and IMC INTEGRATE. He has published research in Advertising Age Research Reports, International Journal of Integrated Marketing Communication, Journal of Marketing Theory and Practice and Journal of Current Issues & Research in Advertising. Keith also appeared on/quoted in MSNBC TV http://on.msnbc.com/1uwfUEH, NPR radio, Harvard Business Review, New York Times, The New Yorker, International Business Times, Forbes, MS Money, MSN, Fox News, Fox Business, Variety, Entrepreneur Magazine, Baltimore Sun, Yahoo News, and international AFP stories. Contributing author Harvard Business Review, Time, Entrepreneur.com, SocialMediaExaminer.com and MarketingProfs.com Hootsuite Pro and HubSpot Inbound Certifications and a HootSuite and HubSpot education partner.
More on Social Media you may also like:
Why Every Business Needs a Social Media Policy Before You Get Fined by the FTC!
Emerging Social Media Trends Because of Data - Emerick & Greenglass
Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and budgets. Math metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter?
Why it Matters:
In our focus on big data and data science, have we dehumanized marketing?
This episode talks with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.
Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.
To the point in 3 Minutes
Does awareness, engagement and loyalty no longer matter? Emerick & Greenglass
OUR GUEST – SUSAN EMERICK
Susan is the Principal and founder of Brands Rising, where she works with Fortune 100 companies, providing expertise in strategy, engagement and measurement methods. A passionate data-driven marketing change agent, Susan Emerick has navigated the evolution of internet marketing since its inception.
An early pioneer in digital and social networking for business, she was instrumental in creating IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business.
Susan has served on several advisory boards and she is the author and co-author of several books including “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” - a must read for anyone striving to build brand advocacy.
Susan is also part of the exemplary WVU faculty as an online adjunct instructor in their Masters of Science DMC program.
YOUR HOST CYNDI GREENGLASS
Cyndi W. Greenglass is a founding partner and Senior Vice President Strategic Solutions at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services and direct response solutions. Cyndi is delighted to be part of the WVU faculty as an online adjunct instructor in their Masters of Science DMC program.
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ABOUT WVU Marketing Communications Today Radio
WVU Marketing Communications Today, a syndicated show that is at the intersection of data-driven decision making and marketing practice. Each week we will highlight an emerging or current trend impacting marketers today. Hosted by Cyndi Greenglass, our inaugural facu
WVU Marketing Communications hosts Cyndi Greenglass and Mathew Cummings will interview faculty at the INTEGRATEconference offered by the WVU Reed College of Media. INTEGRATE has hundreds of current and emerging thought leaders attending each year to share the latest trends and best practices shaping the IMC world.
INTEGRATE focuses on the latest trends shaping our fast-evolving industry. Speakers cover emerging subjects like data-driven marketing decision-making, how virtual reality changes the ways we can engage target audiences, or diversity and inclusion in the IMC world, as well as industry-shifting campaigns that change how consumers feel about the brands they prefer and content marketing strategies that can be applied to both large brands, as well as entrepreneurial start-ups.
Well before the current frenzy over “tweets gone wild,” Joe Barnes walked into businesses, for profits and non-profits, and would ask: “What’s your social media policy?” The usual response was: We don’t have one, or “Go talk to marketing about that.” In his travels he realized that nearly every business and organization he walked into, no matter what size, did not have a written social media policy, nor did they clearly understand or even know what the Federal Trade Commission requires in the way of disclosure. That’s why he wrote his book: “Social Media Ethics Made Easy: How to Comply with FTC Disclosure Requirements.” The book is available from Business Expert Press or on Amazon. Our host today is Matthew Cummings.
About our guest: Joe Barnes
Joe is a full-time faculty lecturer in marketing, business communications, and social/digital/mobile marketing at the Albers School of Business & Economics at Seattle University. He also consults for businesses and nonprofits nationwide with the business DIGITAL3000.NET, and he has had a long-term relationship with the West Virginia University Integrated Marketing Communications program, starting as an adjunct several years ago, and doing presentations at past INTEGRATE conferences. In 2014, Joe was one of two instructors voted by students to receive the prestigious Alexia Vanides Online Teaching Award. His background includes over 20 years of senior level journalism leadership experience as well as havingconsulted over 75 businesses and nonprofits nationwide in marketing and strategic communications. He has been quoted in two books and is the author of a new book: “Social media Ethics Made Easy: How to Comply with FTC Disclosure Requirements.” Under his leadership in journalism KOMO-TV in Seattle received the coveted Edward R. Murrow award for outstanding journalism.
Today we will discuss the continued move toward the integration of direct and digital marketing and the balance of online and offline media focused on the consumer. We'll talk about trends in database marketing, and how a creative person can uniquely contribute to the use of insights from the database I also want to touch on the current climate regarding consumer privacy concerns. Host is Cyndi Greenglass.
Talking points include:
Many in our industry feel that Direct Marketing is no longer an effective description for the practice of addressable and measurable communications. In fact, I believe that you are an advocate of using "Direct and Digital Marketing". Tell me how this had developed and why you feel that this is a better way to describe the industry today.
So, with digital marketing coming on so strong, should we start planning the funerals and eulogies for traditional media like print, catalogs and TV are on their way out?
Do you believe in the reality of "Omni channel" or is it still a future aspiration for us marketers?
How do your creative skills help you to use information from databases?
Much of database marketing sounds pretty complex and possibly quite expensive. Can small and medium-sized companies afford to develop and use helpful databases, or is that just for the bigger firms?
There is much concern in today's world about personal privacy. In Europe, the new GDPR mandates went into effect a few weeks ago. Do you see more privacy legislation and regulation coming up in the US as well?
Content Marketing is another hot topic in the direct and digital world these days. With so many firms developing content marketing programs, how can a marketer make sure that their information stands out?
About our guest, Susan Jones:
Susan Jones is a tenured, full professor of marketing at Ferris State University in Big Rapids, Michigan, and the principal of Susan K. Jones & Associates. Jones teaches direct marketing, digital marketing, advertising and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and interactive marketing, as well as marketing planning, product development and copy writing. Susan has a literal worldwide following with students in United States, as well as South and Central America, Australia, Canada, Mexico and Europe.
Susan has authored or co-authored more than 25 books, has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner.
Susan is also a fellow Adjunct Instructor at WVU in the Master of Science in Integrated Marketing Communications and has been selected by students of the University for the prestigious Educator of the Year award.
We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers. In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?
In our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries.
Michael recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises where he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.
Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.
Lynch received his BSBA in Economics from the University of Central Florida and his MBA from Louisiana State University. Soon after graduating, Lynch was asked to join the faculty of LSU-S. Lynch has also held faculty positions teaching undergraduate and graduate marketing and management courses at Indiana University-Northwest and DePaul University in Chicago where Lynch currently teaches Foodservice Management and Customer Relationship Management courses. Michael is an adjunct instructor at WVU in the DMC Master of Science program and is pursuing his Ph.D. in Hospitality Management at Iowa State University.
Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeital Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy. Hosted by Matthew Cummings, topics include:
Programmatic media buying evolution
How marketers can strategize and implement programmatic media
The importance of transparency
How data usage fits in our eco system
Metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. Yet in social media it can get complicated quickly with amount of data and options of what can be collected and where. In this podcast, we will cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.
Some of the talking points will include:
Is there a simple way to link social media metrics to business and/or marketing objectives?
What else should be as marketers being thinking about when it comes to social metrics?
What is the biggest mistake marketers still make with social media metrics?
Customer experience has become an intrinsic element of every product and service. Data gathered from user research can inform the design process and provide insight to help teams evaluate the quality of the customer experience once the product goes live.
In parallel, the formalization of roles associated with data science and the advances in technology that enable advanced analytics to have created opportunities for data driven product design strategies. What I wanted to talk about in today’s discussion is the alignment of these two efforts, user research and analytics, and look at these from a systemic point of view that spans the product life-cycle. I thought we could also talk about a few insights gathered from implementation experiences that show practical ways to manage customer data so that you get the most out of the data you collect and retain.
What are some of the guiding principles when gathering customer data?
Throughout this discussion there are two points that I keep returning to. The first is that you need to define what decisions you are trying to make before you begin your research efforts; in other words, plan for how the data collected will help you to obtain the information you need to feel confident in your decisions. The second point is a practical point which is to make sure you know how the data you gather will be stored and how you will be able to retrieve that data and relate that data to other research data in the future. For example, consider an e-commerce site. You may have customer data gathered during initial product design efforts and then once you go live with the site, web analytic data will be captured that provides insight into customer behavior on the website.
What are some of the other benefits of aligning user research and data analytics?
This is important both for opportunity as well as cost reasons. In terms of cost, some customer research efforts can require staff time as well as setup and operational costs. For example, if you are conducting field studies, there will be cost associated with travel and equipment as well as time spent by staff or consultants conducting the study.
It’s not only important to obtain results from these expenditures but you would also want to avoid having to repeat research efforts unnecessarily. From an opportunity point of view, organizing and storing information strategically enables subsequent use of data after the initial research effort was undertaken. You may want to calibrate the design decision making process later on in the product stage by comparing initial research results with actual product performance once it is released into the marketplace.
What is a good place to start to build you repository of customer data?
There are many strategies for collecting data about your customers. The methodology chosen is often influenced by the stage you are with the product or service. And quite frequently now, the capabilities of the technology used to develop and maintain the digital products.
To illustrate this, I’ll describe an example product development timeline and the associated user research efforts that typically take place along these well-known product milestones.
There’s a classic divide between Washington, D.C., and Silicon Valley. Tech companies speak a different language and are moving at light-speed. Rachel Post, a former business journalist in Silicon Valley and former VP of Branded Content at Guardian Labs US, explores the boundaries and intersections of data and ethics.
Many media outlets have their own proprietary analytics software to track exactly where people click on a page, how far they scroll, where they go next and where they came from…allowing for real-time shifts in headlines and photos to meet the immediate demands of reader interests. The user experience is crafted on the spot by algorithms and technology.
From Facebook to autonomous vehicles, we’re navigating the ethics surrounding data collection real-time as new technologies and ways of collecting data are invented. It goes beyond what data is collected – to how it’s collected, who collects it and has access to it and where it’s stored.
Our host, Lee Silverman welcomes Mark Tietbohl. He is a growth strategies advisor and change catalyst at Growth Strategy Advisors. Topics today are about getting comfortable with data.
There is a great deal of data eveywhere today. So much so, that most organizations wanting to start the data driven decision process can easily become overwhelmed. There are numerous studies that show that companies that drive decision with data experience greater growth than those that do not.
But the key to doing this well for the long haul is to start with a "less is more" approach. Getting comfortable with data requires that you choose initially what matters to you rather than drinking from the firehose.
Some of the questions they'll cover include:
What are the dangers of collecting too much data too soon?
Data and technology makes it easier to change direction for marketing today. Is this a good thing?
Are there downsides of data driven approach?
If you are not a currently a data driven decision making organization, how do you get started?
In addition to serving as an adjunct instructor for Web Analytics/SEO and Mobile Marketing in the IMC program, Mark Tietbohl is currently engaged in providing marketing and business development strategy support to technology industry clients.
Brands, business leaders, and marketers ignore this new cohort at their own peril. Generation Z, aged 8 to 23, is now America’s fastest-growing demographic, representing 25%+ of Americans. That makes them bigger than the Baby Boomers, and even bigger than the Millennial generation. Despite the fact that Gen Z is made up of such young consumers, it is already an important cohort that is making its presence felt across brands, culture and advertising.
While many of us have been distracted by the Millennial generation, today we turn our focus to Gen Zers to learn some surprising truths about their attitudes and behaviors, and why ignoring them will be a big mistake for marketers.
Our guest today will be Patti Girardi, colleague, author and renowned thought leader in generational marketing. Host is Cyndi Greenglass.
Patti Girardi
Patti Girardi is an author, speaker and longstanding contributor to the IMC and DMC programs at West Virginia University's Reed College of Media. She is a recognized thought leader in marketing to Millennials and Generation Z. Previously, Patti served as VP, Marketing for Chartwells, the college dining division of global foodservice giant Compass Group. In this role, Patti led Chartwells’ industry-leading rebrand from “Eat. Learn. Live.” to “Where Hungry Minds Gather,” addressing the unique attributes of Generation Z. Patti previously served as VP, Sales & Marketing for Fox Cable Networks. She began her marketing career with Cox Communications, where she held a number of field and corporate marketing positions. Girardi graduated valedictorian from Trinity College with a Bachelor of Arts in Economics and also holds a Master of Business Administration from Harvard University.
This five minute tip from author Bob Bentz answers the most popular question about website design: The first thing you do in web site design is not design for the desk top. Author Bob Bentz and host Matthew Cummings discuss why mobile is not a nice to have but a necessity.
Relevance Raises Response
Why it's Important:
57% of website traffic today is coming from mobile devices!
Listen to the complete interview here:
Relevance Raises Response
Mobile marketing is all about customer engagement and acquisition with a relevant message that provides the response a brand is seeking. Mobile is the closest a brand can get to its customer. What we’ll be discussing today is how a brand or business can take advantage of marketing in the age of mobile. Today's episode is hosted by Matthew Cummings.
Some of what we'll be covering includes:
How did you get your start in mobile?
What are your favorites tips for text messaging?
Mobile advertising is the fastest growing medium in the marketing world today. What do you attribute that to? And, how can businesses best buy advertisements on mobile?
More consumers are using ad blockers today. How much of a threat are ad blockers to the mobile advertising industry?
Where is the best place to advertise to download an app?
Bob Bentz is the author of RELEVANCE RAISES RESPONSE: How to Engage and Acquire with Mobile Marketing. Bentz is a 1981 graduate of the Perley Isaac Reed School of Journalism at West Virginia University and a 1983 graduate of Marshall University where he received a MBA in Marketing. After six years in broadcasting, Bentz founded Advanced Telecom Services in 1989. The company expanded to the United Kingdom, Canada, Czech Republic, and Taiwan and grew to $62.2 million in annual sales. In 2017, Bentz founded the mobile marketing agency Purplegator.
More from WVU Marketing Communications Today Radio
Time to declutter your data and create your own narrative story
Emerging Social Media Trends Because of Data - Emerick & Greenglass
If everything starts and ends with data, where do you want to go?
Marketing is an ongoing contest for people’s attention. Mobile marketing is all about customer engagement and acquisition with a relevant message that provides the response a brand is seeking. Mobile is the closest a brand can get to its customer. What we’ll be discussing today is how a brand or business can take advantage of marketing in the age of mobile. Today's episode is hosted by Matthew Cummings.
Some of what we'll be covering includes:
How did you get your start in mobile?
What are your favorites tips for text messaging?
Mobile advertising is the fastest growing medium in the marketing world today. What do you attribute that to? And, how can businesses best buy advertisements on mobile?
More consumers are using ad blockers today. How much of a threat are ad blockers to the mobile advertising industry?
Where is the best place to advertise to download an app?
Bob Bentz is the author of RELEVANCE RAISES RESPONSE: How to Engage and Acquire with Mobile Marketing. Bentz is a 1981 graduate of the Perley Isaac Reed School of Journalism at West Virginia University and a 1983 graduate of Marshall University where he received a MBA in Marketing. After six years in broadcasting, Bentz founded Advanced Telecom Services in 1989. The company expanded to the United Kingdom, Canada, Czech Republic, and Taiwan and grew to $62.2 million in annual sales. In 2017, Bentz founded the mobile marketing agency Purplegator.
Purplegator provides all things mobile marketing from its simplest (text message marketing) to its most complex (apps development), but the majority of its revenue comes from mobile advertising. Clients include O’Reilly Auto Parts, Papa John’s Pizza, Huntington Learning Center, Penn Medicine, and Baylor University. Bentz is an adjunct at the University of Denver where he teaches the online graduate level course in mobile marketing. For more, visit BobBentz.com.
We have all heard about how you can make your life more balanced when you declutter your closets and your life. But what about your data? Can you really make yourself better understood when you turn your data into a three-act narrative? Today we will hear from Neelesh Varde who will help us unlock the secrets of how to unlock the visually appealing stories in your complex data.
Neel Varde is a Global Product Manager for Roquette and an Adjunct Instructor in WVU's IMC and DMC programs. In his job at Roquette he is responsible for several brands of food and pharmaceutical ingredients and is heavily involved in data visualization through sales and pricing management.
He is the developer and current instructor for the IMC Global Brand Communication Course and the DMC Data Visualization Course. His background includes a B.S. from the University of Michigan (summa cum laude) and an M.S. and Ph.D. from the University of Illinois at Urbana-Champaign, and an M.B.A. (with Honors) from the University of Chicago Booth School of Business with concentrations in Marketing Management and Econometrics & Statistics. He is a member of the Institute of Food Technologists (IFT) and the Data Science Association and is on the SciTech Advisory Board at the Good Food Institute.
From the program entitled, Is "Data-Driven" the Buzz Kill for Marketing" with Susan Emerick and Cyndi Greenglass, we have a 3.25 minute segment that just addresses what Susan as an industry pioneer sees as emerging social media trends for the use of data.
You can hear the full 22 minute interview here:
Is “data-driven” the buzz kill for marketing?
Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.
YOUR HOST CYNDI GREENGLASS
Cyndi W. Greenglass is a founding partner and Senior Vice President Strategic Solutions at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services and direct response solutions. Cyndi is delighted to be part of the WVU faculty as an online adjunct instructor in their Masters of Science DMC program.
OUR GUEST – SUSAN EMERICK
Susan is the Principal and founder of Brands Rising, where she works with Fortune 100 companies, providing expertise in strategy, engagement and measurement methods. A passionate data-driven marketing change agent, Susan Emerick has navigated the evolution of internet marketing since its inception.
An early pioneer in digital and social networking for business, she was instrumental in creating IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business.
Susan has served on several advisory boards and she is the author and co-author of several books including “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” - a must read for anyone striving to build brand advocacy.
Susan is also part of the exemplary WVU faculty as an online adjunct instructor in their Masters of Science DMC program.
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ABOUT WVU Marketing Communications Today Radio
WVU Marketing Communications Today, a syndicated show that is at the intersection of data-driven decision making and marketing practice. Each week we will highlight an emerging or current trend impacting marketers today. Hosted by Cyndi Greenglass, our inaugural faculty member in the Masters of Science DMC Program, we will hear from leading professionals who blend the academics and practice of data-driven marketing today.
The graveyard is littered with companies who have died when they were abandoned by their customers. This is what happens when you don’t listen to them, and you lose touch with what matters. Today, we live in a world where our customers want to help shape the brands they are passionate about and even control the conversation. It is a two-way dialogue in business today, and marketers have to understand how to navigate this new environment. In this podcast, we will learn how brands need to evolve to stay relevant, how to determine what data is valuable and actionable, and how companies are using data to develop meaningful loyalty and engagement.
About our guest, Jennifer Holt:
JENNIFER WEHR HOLT is a tenured Marketing professional with over 20 years of direct industry experience encompassing all aspects of the field. This experience has allowed Jennifer to start her own Marketing consulting company and Health & Wellness Website.
She uses this combined wealth of industry and education experience by serving as an Adjunct Marketing and Advertising professor at Northern Kentucky University and West Virginia University. She teaches a wide range of undergraduate and graduate courses in Marketing, Advertising, Business Strategy, Data and Analysis & Segmentation. She has been teaching for over 10 years and was honored by receiving the Outstanding Professor Award. Jennifer is a published author with articles appearing in Quirks, Womenista, Skinny Mom, numerous blogs and posts.
Jennifer is an active member in the community and an advocate for charitable organizations including being on the Board of Directors for the NKCCA, a KY Foster and Adoptive Parent, a St. Jude Partner in Hope, the American Heart Association, a previous Make a wish ‘Wish Granter’, a Guide Point Global Advisor, member of Marketing Moms & Minds, and nominated member of the 40 under 40 Business Courier class.
Jennifer currently works as the Account Director of Kroger on-site in Cincinnati for Spins, LLC in Chicago. Previously, Jennifer held Leadership positions at HR ProFile, MRSI, Directions Research, and was VP of Marketing at RiskAware, where she developed and implemented overall marketing strategies and brand architecture.
In her spare time, Jennifer enjoys the arts, tennis, traveling, and personal fitness training. She resides in the Cincinnati area with her daughter.
Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter? In our focus on big data and data science, have we dehumanized marketing? Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.
YOUR HOST CYNDI GREENGLASS
Cyndi W. Greenglass is a founding partner and Senior Vice President Strategic Solutions at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services and direct response solutions. Cyndi was recently recognized as among the Top 10 Most Inspiring People in Sales Lead Management, as well as Tope 20 Women to Watch in Sales Lead Management. She has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine, and was the 2012 CADM Chicago Direct Marketer of the Year. Cyndi is a member of the Executive Management team at Diamond Marketing Solutions where she is responsible for the strategic planning process, participates in strategic acquisitions, and manages the agency services division.
Cyndi is delighted to be part of the WVU faculty as an online adjunct instructor in their Masters of Science DMC program.
OUR FIRST GUEST – SUSAN EMERICK
Susan is the Principal and founder of Brands Rising, where she works with Fortune 100 companies, providing expertise in strategy, engagement and measurement methods. A passionate data-driven marketing change agent, Susan Emerick has navigated the evolution of internet marketing since its inception.
An early pioneer in digital and social networking for business, she was instrumental in creating IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business.
Susan has served on several advisory boards and she is the author and co-author of several books including “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” - a must read for anyone striving to build brand advocacy.
Susan is also part of the exemplary WVU faculty as an online adjunct instructor in their Masters of Science DMC program.