ED M O N D, O K LAH O MA
JULY 2013
VOL. 5 | NO. 7
INSIDE
2013
PUBLISHER Karan Ediger 405-341-2121 kediger@edmondsun.com MANAGING Lisa Shearer EDITOR 405-341-2121 lshearer@edmondsun.com
Celebrating Independent Business
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MULTIMEDIA Carolyn Womack-Jenner SALES 405-341-2121 MANAGER cjenner@edmondsun.com
Branding is Complex yet Simple
SALES TEAM Terri Bohanan Suzanne Hamlin CONTRIBUTING Mike Crandall WRITERS Jim Denton
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Terri Schlichenmeyer
How is it possible that these two worlds — economics vs. financial markets — can peacefully coexist? The short answer is they can’t. The more detailed answer is they can’t peacefully coexist for long.
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Branding your company is key to influencing a memorable response in the minds of your target audience. It is not only the name recognition of your business, but also the perceived value of your organization.
A Tale of two Realities
Cyndy Hoenig Nick Massey Kristine Meggenberg Patty Miller Van Mitchell Tim Priebe
It’s a unique part of the American Dream. Owning your own business can bring a sense of satisfaction like no other. It can also be a roller coaster ride, with bumps and bruises along the way. From the smallest boutique to the family owned business that’s now buying up other like businesses, Americans are making their mark as independent business owners.
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So how would you feel being your own boss? Making good money, doing something you love, having flexibilit y to travel, learning new things? If you think you’re too old for that, you’re not — and “Start Your Own Home Business After 50” by Robert W. Bly explains why.
Cover Photos by Julie Bragg | the Business Times
July 2013 | The Business Times
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from our Publisher
Top 10 Reasons Why to Advertise
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o our readers: Edmond is made up of some exceptionally good people as well as business owners. In this issue of The Business Times we’re celebrating independent businesses. An independent business owner faces a lot of challenges and a lot of times they face it on their own. We wanted to take a minute to congratulate the following businesses you will see featured in July’s issues. Each month I try to educate you on different things that might be beneficial to your business. I recently met with a group of networking people who were interested in hearing about the advantages of advertising. Since this topic is near and dear to my heart I was happy to share the information below. According to Yogi Berra, “if you don’t know where you’re going, any road will get there.” Not a very good business plan is it? One of the things that should be taken into consideration, planned and implemented is your advertising. The top 10 reasons to advertise, according to the 2012 Newspaper Association of America, are as follows: • Advertising establishes contact and cultivates new prospects. It also creates top of the mind name awareness. • Advertising builds preference and is a proven means of raising brand awareness. • Advertising educates and develops prospects. It also helps differentiate between benefits and features. • Advertising reduces the cost of sales. By educating your customers they often know exactly what they want to buy, thus reducing the time needed to sell. • Advertising helps sell existing customers more products by reassuring existing customers they’ve made a good purchase.
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JULY 2013 | The Business Times
• Advertising helps close the sale. • It builds traffic, provides incentives for acting now and links websites that can directly help close the sale. • Advertising keeps you top of mind, which is a good thing because fewer than 4 percent of the market are looking for your product right now and only half of these will probably purchase it. • Advertising saves time for both you and your customers because they can comparison shop. • Finally, advertising works! Take a minute to look at your advertising campaign and don’t be embarrassed if you don’t have one. It’s never too late!
KARAN EDIGER is publisher of The Business Times of Edmond, The Edmond Sun and Community Connection.
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t’s a unique part of the American Dream. Owning your own business can bring a sense of satisfaction like no other. It can also be a roller coaster ride, with bumps and bruises along the way. From the smallest boutique to the family owned business that’s now buying up other like businesses, Americans are making their mark as independent business owners. The American Independent Business Alliance celebrates Independents Week from July 1-7. The idea is to engage local, independent businesses and community members in celebrating the spirit of entrepreneurism and community. The Business Times of Edmond decided to celebrate this month of America’s independence by highlighting those who are finding new ways to prosper and make a difference in the community. This month, we are featuring 10 local, independent businesses as examples, while acknowledging there are many more success stories waiting to be told. These 10 businesses range from very small, family operations to those who have grown into major employers in the area, but still maintain their family roots. But they all share the independent, entrepreneurial spirit that gave each of them their start. We salute all of the independent businesses in Edmond and hope you enjoy reading about how these 10 businesses got their start.
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July 2013 | The Business Times
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T & S Web Design Dreams Big for 10 Years by KRISTINE MEGGENBERG | Special to the Business Times Photo by Julie Bragg | the Business Times
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t’s every entrepreneurs dream to turn their hobby into a successful business celebrating 10 years of business. Tim Priebe began creating websites for fun in 1997 but as others kept coming to him for help he soon realized his passion was really for helping others with their organization. Priebe and a business partner, who bowed out relatively early on, started T&S Web Design in 2003. What began in Priebe’s home as a few website design projects has turned into a full-service technology company that handles everything from web design to branding to social media management at www. tandswebdesign.com. T&S takes pride in its speed, flexibility and adaptability. “If I had to point to one thing that has made me the most successful, it’s surrounding myself with a great staff, and keeping them. I’ve been fortunate enough to work with a lot of great people over the years, and I’ve been told that they stay for longer than most in our industry. Investing in my staff and their ongoing education has been extremely beneficial,” Priebe said. T&S tries to focus on the needs of its clients rather than trying to force fit a solution. This approach has lead to open communication and trust, Priebe said. T&S is celebrating its
10-year anniversary all year long with various giveaways, prizes and special deals. So far they have given away gift cards, social media branding, mobile websites and more. T&S will present a client reception at the Fine Arts Institute of Edmond in July, where their current and past T&S employees, clients and friends will have artwork on exhibit. Priebe is a published business author, blogger, speaker and a regular contributing columnist to The Business Times of Edmond.
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Oklahoma Fidelity Keeps Growing by VAN MITCHELL | Special to the Business Times Photo by Julie Bragg | the Business Times
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aron Bastian tried his hand working in a variety of professions before finally finding his niche in the family business. Today, Bastian is a fourth-generation banker who serves as president of Oklahoma Fidelity Bank, a division of Fidelity Bank, which has branches in Oklahoma City, Edmond and Moore. Fidelity Bank is headquartered in Wichita, Kan. Bastian said Fidelity Bank was looking for opportunities to expand and in 2004 it purchased a one-branch bank in Oklahoma City. Today, the Oklahoma locations include 2225 W. Hefner Road, 4035 N.W. Expressway, 1127 E. Second St. in Edmond, 1020 N.W. 150th Street and 6901 W. Hefner Road and a new location in Moore at South 19th Street and I-35. “We were looking for opportunities to expand and grow and continue the phenomenal growth we had up there in Wichita,” Bastian said. “We acquired a local bank here in February 2004. We are nine times the size today that we were then. We have about 400 employees and 16 branches in Wichita and about 55 employees in Edmond and Oklahoma City and we will soon open our sixth branch in Moore on July 1. I attribute our growth to the people we have working here. It’s from the tellers all the way up to our leadership. We are very lucky in that regard.” Bastian said banking became a family business with his greatgrandfather and his grandfather Marvin Bastian followed by his father Clark Bastian, who currently serves as the bank’s CEO and chairman of the board. “Growing up I did try different areas of work,” said Bastian, a
2010 graduate of the Graduate School of Banking at the University of Wisconsin-Madison. “I spent time working in the financial industries field and commercial real estate area as well. I spent a summer interning at a bank while I was at college and felt this was a good fit for me. The family connection is what led me into banking.” Bastian began his banking career in 2004 with IBC Bank as a credit analyst. In 2005, he was promoted to commercial banking officer with IBC, and a year later, he was promoted to assistant vice president, Commercial Lending, in charge of a $30 million commercial loan portfolio. From there, he joined Oklahoma Fidelity Bank in February of 2007 as vice president, commercial loan officer and the fourth generation Bastian involved in the family business. In March of 2009, he was promoted to senior vice president, division president of Oklahoma Fidelity Bank, where he implemented policies and programs that were successful in achieving a profit in Oklahoma City for the first time since the Oklahoma acquisition in 2004. In July 2012, Bastian was promoted to EVP, division president of Oklahoma Fidelity Bank and appointed as an advisory director of the Fidelity Bank board. He is married to Michelle Bastian and has one son Brooks Bastian. He has served as a president, treasurer and/or board member for the following organizations: Edmond Summit Rotary Club, Graduate School of Banking–University of Wisconsin, Edmond Young Professionals and Oklahoma Banker’s Association. Bastian said joining the banking realm was the right career move. “I feel like I have got to get the most out of every day that I can,” Bastian said. “The whole reason I chose to work at the bank instead of some other endeavor in my life is that I feel like I can do the maximum amount of good here working with our folks to expand the economies of the cities we do business in.” For more information about Oklahoma Fidelity Bank’s Rebuilding Oklahoma program, visit www.okfidelitybank.com
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Evans & Davis Law Firm Sets a Family Standard by VAN MITCHELL | Special to the Business Times Photos by Julie Bragg | the Business Times
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ryan Evans and Dustin Davis were working together in the same law firm when the opportunity came in 2002 for the two to branch out on their own. And, today the law firm of Evans & Davis has grown from having just two employees to now employing 16 people with offices in both Edmond and Dallas. The firm’s services include business law, estate planning, family and domestic law, litigation and real estate law. “We were both in the same law firm 12 years ago and thought that we could do what we were doing there on our own and provide the same high quality and service to our clients,” Evans said. Evans said the law firm first opened an office in Nichols Plaza before purchasing its current location at 211 N. Broadway in Edmond in 2006. The office opened for business in 2007. Evans, a Weatherford native and graduate of the University of Oklahoma Law School, said moving to Edmond was a nobrainer for the business. “We moved here because many of our attorneys and staff wanted their kids to go to Edmond Public Schools,” Evans said. “Our business has grown so much because we are in Edmond. It has been a good surprise.” Evans said the business has continued to grow with the acquisition and merging of two other metro-area law firms. In 2012, Evans & Davis acquired Stoddard-Morris Law, an Oklahoma law firm focused on domestic law. All family and domestic matters are directed under the supervision of
Rachel Stoddard-Morris. “Since its inception, our firm has consistently focused on providing superior legal services to our clients,” Evans said. “Our goal has always been to build a lifetime relationship with each family and business we serve. The growth of our firm only expands our ability to accomplish these objectives. We purposely set out on a mission to acquire the best family law attorney we could and we did with Rachel Morris-Stoddard.” In 2013 Evans & Davis merged with Balentine Law and the Heritage Law Center, which were founded by Jerry Balentine who has focused his practice in the areas of estate planning, tax planning and elder law for almost 40 years. “Jerry Balentine and his firm were very similar to our firm,” Evans said. “Mr. Balentine’s experience and reputation was unparalleled. We had so much respect for what he did. The merger just made a lot of sense. Everything just fell into place.” In conjunction with the growth of its legal practice, the firm recently expanded its physical space in its downtown Edmond location with an additional 4,000 square feet. “We bought this building with the idea that we had room to grow,” Evans said. “We need more attorneys and we need more staff and the key to that is controlling our growth. Our plan was to a have the premier estate planning boutique firm in the state. Our goal was 20 years down the line to have 10 attorneys. We grew at a much faster pace than we anticipated.” Evans said part of controlling that growth is having the commitment to not becoming a large law firm.
“One of our biggest struggles has been trying to deal with growth,” he said. “You want to make sure you keep up with the demand of the client while still providing a really good quality product. We don’t ever see ourselves as a large law firm. Our mindset is to add two to three employees a year for the next five years.” Evans said the law firm has made a commitment to not just be a law firm. They are committed to being a part of the Edmond community. The firm is a member of the Edmond Area Chamber of Commerce and Evans currently serves as an executive board member and is also an executive board member for the Edmond Public Schools Foundation where he served as its president for the 2012-13 academic year. Evans said the firm is also donors and supporters of groups ranging from the YMCA and the Susan G. Komen Foundation as well as various churches and institutions of higher education. Evans said he isn’t sure what the law firm will be like in 20
years but he has a vision of what he hopes it will be. “We want to be a place where our attorneys can be involved in the community and not just focused on billable hours. We are a family here,” he said. “That is why we are successful.”
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Annabelle’s Galleria Finds Right Retail Mix by KRISTINE MEGGENBERG | Special to the Business Times Photo by Julie Bragg | the Business Times
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fter working in retail for more than 20 years Janie Dowling decided to fulfill a longtime dream and open her own store. Anabelle’s Galleria, named after her daughter, opened in 2009 as a gift, jewelry and home décor shop but has since evolved into a clothing boutique. Understanding Anabelle’s customer base is how Dowling decided to bring in women’s clothing. Now Anabelle’s is about 70 percent clothing and 30 percent jewelry, gifts and home décor. “It’s a balancing act of what the customer wants. As a buyer you have to get past what you like and bring in what they like,” Dowling said. Dowling has a passion for customer service and retail, and believes no business owner can succeed without passion for what they do. “We have been successful because of our customer service, the drive I have to bring in new products and clothing lines, and the experience we create for our customers,” she said. Dowling comes from a long line of entrepreneurs and feels fortunate to have had wonderful mentors in her life who have contributed to her success. Annabelle’s Galleria is at 1201 N.W. 178th St., Suite 112. Store hours are 10 a.m. to 6 p.m.
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Flower Shop Owner Fulfills Lifelong Dream by KRISTINE MEGGENBERG | Special to the Business Times Photo by Julie Bragg | the Business Times
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Bloom Above the Rest has filled 52,000 orders since Erin Pinkston opened her doors in February 2002 and she doesn’t plan on slowing down anytime soon. Pinkston’s talent and customer service skills were apparent when she worked at Homeland for many years, as head of the floral department. “Customers at Homeland would always tell me I should open my own store. People even offered to open a store for me if I would run it. It was affirmation that I should do it,” Pinkston said. Pinkston openly talked about this dream for many years and one day her brother-in-law gave her the final push she needed when he offered to renovate one of his properties for her to open a flower shop and not pay rent for six months. In 2008, Edmond Flower Shop called Pinkston and offered to sale its client list and inventory to her because they were closing their doors. Pinkston jumped at the deal and moved into their facility to expand. A Bloom
Above the Rest uses about 5,000 flowers a week. “I love making people happy and being a part of their daily life events. I think we have been successful because we make sure our customers are taken care of and we care,” Pinkston said.
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Heartland Outdoors Shoots Toward 4th Anniversary by Van Mitchell | Special to the Business Times Photo by Julie Bragg | the Business Times
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fire last fall at Heartland Outdoors, at 1444 N. Kelly Ave. in Edmond, left much of the hunting and sporting store’s apparel lines unusable due to smoke damage. So while thousands of dollars of merchandise was thrown out, store management viewed the event as an opportunity to revamp its apparel lineup with some wellknown products including Filson and Sitka apparel and Beretta hunting clothing. Heartland Outdoors is known for its gun range and its full line of weapons, ammo and equipment. But as the store’s fourth anniversary approaches in August, it hopes to add hunting boutique to its image and further expand its customer base. “It is a one-stop shop,” said Steve Wingo, store manager, of Heartland’s business philosophy. “We have the clothing and the accessories. We have a full-line of archery, pistols, shotguns and rifles. You name it, we have got it.” Additionally, Wingo said Heartland Outdoors will be carrying a line of Irish Setter and Kenetrek outdoor boots. Part of the August line up of events will include celebrity appearances and special sales. Outdoor Channel personalities Lee and Tiffany Lakosky will visit the store from 9 a.m. to 6 p.m. Aug. 24 and the Outdoor Channel’s Don and Kandi Kisky, stars of “Whitetail Freaks” television show, will be at Heartland Outdoor from 9 a.m. to 6 p.m. Aug. 31. The store also will feature the Beretta truck Aug. 31.
Wingo said since its opening business at Heartland Outdoors has been steady. “This is about the 43rd month in a row we have had growth,” he said. “The store continues to grow. It still amazes me that every week or so someone walks in and says this is the first time they have ever been here. So there is room for growth.” Hours of operation are from 10 a.m. to 9 p.m. Tuesday through Friday, from 9 a.m. to 9 p.m. Saturday and from 1-6 p.m. Sunday.
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Marissa’s Room Adds That Something Extra Special by KRISTINE MEGGENBERG | Special to the Business Times Photo provided
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ith a baby girl on the way Melissa Morton was excited to start shopping for unique and trendy baby clothes. Surely there must be dozens of children’s boutiques, right? Not that Morton could find, so she began looking for baby clothing anywhere and everywhere. Morton began buying pieces that she personally liked and became a regular vendor at trunk shows 10 years ago. “Our customers would always say ‘You have to open a store,’” Morton said. Morton followed through with that request two years ago when she opened Marissa’s Room, named after her daughter now 11, at 3222 S. Broadway. Cute and adorable clothing at Marissa’s Room has become such a hit that in May Morton expanded the store to double its original size. Morton doesn’t owe her success to a carefully thought out business plan but instead attributes it to the love her family shares for each other and customers who are looking for that special outfit. Morton’s entire family is involved in different aspects of the store, leading to its success.
“Customers can feel how much we care and are passionate about it. We are honored to be a part of a family coming and being so excited about shopping for an addition to their family,” she said.
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Two Book Lovers Dish Up the “Best of Books” by KRISTINE MEGGENBERG | Special to the Business Times Photo by Julie Bragg | the Business Times
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ulie Hovis and Kathy Kinasewitz became friends while they were both working at Best of Books. They joined forces in 1992 to buy the bookstore from its original owner, who was excited to sell the store to book lovers instead of business investors. The partners decided they wanted to carry on the tradition of the bookstore, while keeping the same atmosphere. Hovis and Kinasewitz cherish the relationship they have built with the Edmond community and believe that is why they have been so successful the past 21 years. They interact with their customers on a daily basis so they know what type of books they come to Best of Books in search of at its 1313 E. Danforth Road location. “We love the atmosphere. It smells like books,” Hovis said.
Hovis and Kinasewitz bring in authors who have created a buzz in the community to do book signing or author readings. They recently brought in the popular Pioneer Woman Ree Drummond, and had about 500 fans come for a book signing. “We value our customer service and commitment to the community,” Kinasewitz said. The store also offers services such as special orders for items not in stock, a Baker’s Dozen Book Club promotion, staff picks, a book discussion group, a Children’s Story Time at 11 a.m. every Saturday and other activities at its Kickingbird Square location. Store hours are 9 a.m. to 8 p.m. Monday through Saturday and 1-5 p.m. Sunday. To learn more, go online to www.bestofbooksedmond.com.
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Equine Medical Associates Create Destination for Horse Care
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by Van Mitchell | Special to the Business Times Photo by Julie Bragg | the Business Times
hen Dr. J. Mike Johnston and his fellow veterinarian business partners started the plan to build Equine Medical Associates Inc. in Edmond, the idea was to pattern it after some of the larger equine facilities in Kentucky. And, the facility at 2625 West I-35 Frontage Road, withstood several economic downturns and has grown to become one of the pre-eminent private equine practices in the country. “We had a vision of an elite hospital with nothing like it in this part of the country,” said Johnston, managing partner and co-founder of EMA. “It took us a year-and-a-half to construct the building. We had three sites we looked at. Each had their pluses and minuses. This was vacant land and it was wooded and the price was reasonable.” EMA was founded in 1978 and is staffed by equine surgeons, experienced field service veterinarians, graduate veterinary interns and certified veterinary technicians. EMA is currently staffed with five veterinarians who include Johnston, Dr. Chad Baumwart, Dr. Stephen Hance, Dr. Grace Owen and Dr. Brook Mayberry. EMA offers in-patient and out-patient care, 24-hour emergency field and surgical services and advanced diagnostic technology. The full-service facility houses two large surgical suites, which are adjacent to fully padded induction and recovery rooms. The facility also includes two exam rooms and there are 28 stalls available and outfitted for the requirements of colic, isolation and neonatal care in a fully enclosed heated center. Johnston, a Comanche native, is the last remaining original partner with EMA. He said managing the facility has had its
share of challenges especially in down economic times. “We were growing leaps and bounds and we were up 38 percent in 2008 then the clock stopped for us in August of that year with the recession,” Johnston said. “Horses are a discretionary income item. You have to feed the family and pay the mortgage before doing something with the horse. When that happens you pull your horns in and get down to the bare bones with employees and reduce salaries. We reevaluated. We looked at everything we do and see if there is a value in it.” After the recent tornadoes that hit the Moore, Oklahoma City and El Reno areas, Johnston said EMA stepped up and helped to rescue a number of horses and donkeys that were injured from the May 20 storm. He said EMA currently has about seven horses and donkeys housed at EMA recovering from their wounds. Johnston, who has more than 40 years of veterinary experience, has maintained one philosophy when it comes to dealing with EMA clients and their animals. “In our business you have to be a people person,” Johnston said. “If you don’t like people this is the wrong business to be in. Don’t be afraid to tell the client the truth. You can tell them you don’t know the answer, but we will find the answer for you.” Johnston said clients travel to Edmond from as far away as Enid, Elk City, Duncan and Ardmore. “They come because they like the service and professionalism of our veterinarians,” he said. “We want this to be a destination to get a solution.”
Elaine Welch
Thank You to
Elaine Welch
for 25 Years of Service Thank you for all of your hard work and dedication. Congratulations on being inducted into the OPA Quarter-Century Club!
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Citizens Bank Returns to Roots, Leaps Forward by Van Mitchell | Special to the Business Times Photo by Julie Bragg | the Business Times
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here was a time when the branch banking model worked for many financial institutions across the country. But Citizens Bank of Edmond, an independent, family owned bank for 112 years, is taking that business model and turning it on its head. With the sale of its three Edmond branch locations in June, Citizens Bank is investing in new technology plus enhancing its lobby experience at its two downtown locations, 32 N. Broadway and the original bank site at First and Broadway. The bank also is focusing on small business loans in the community. “Years ago the branch banking model made a lot of sense but we started to see the traffic at our branches is really limited to the drive-thru rather in the lobby banking,” said Jill Castilla, executive vice president and chief credit officer with Citizens Bank. “So we thought we could experiment with some technological replacements with the drive-thru and ATMs and really invest in the lobby space in downtown Edmond so we can have a leading edge and innovative in-bank experience and have that same type of experience through these ATMs.” Castilla said some of the technology changes include utilizing mobile banking via a smartphone or tablet and interactive video through the bank’s drive-thru and ATMs. “We are actually going outside of our industry to find technology to make the experience something similar to what a person would have going through the drive-thru bank and
maybe something even better than that,” she said. “We will have interactive video with a teller at the ATM and that isn’t available in Oklahoma. You can now make deposits at the ATM where it scans your check and gives you a receipt with the image of the check. It gives us a little advantage to use the ATM versus coming inside the bank. You can now also do mobile deposit using your iPhone or iPad as well.” As part of the changes sweeping through Citizens Bank, the downtown locations now have expanded lobby and drivethru hours. Those hours are from 7 a.m. to 7 p.m. Monday through Friday and from 8 a.m. to 2 p.m. Saturday. “Our first Saturday we had 70 customers come in at the original location which shows there is a demand for a bank lobby experience,” said Castilla, the fourth generation of her family to work at the bank. “It just increases the vitality of downtown Edmond, which we want to be a part of.” In line with the technological advances debuting at the bank, officials are spreading the word about the new services via social media and how-to videos on YouTube. “We are looking at going that extra step and doing the things that other banks aren’t doing with technology,” she said. “I am a fourth-generation member with this bank. We have to do what is right and make sure this bank stays an independent bank for the next 112 years. We have no desire to branch out of Edmond. This is our community.”
Ribbon Cutting
Photo PROVIDED | EDMOND AREA CHAMBER OF COMMERCE
Tack Designs
Tack Designs recently had a ribbon cutting to celebrate the opening if its Edmond store at 100 N. Broadway, Suite 154. Specializing in custom screen printing, embroidery, banners and other promotional items, the new location features a variety of apparel bearing logos and colors of popular local teams. “Eventually we want to be the place where people know they can pick up a T-shirt for any occasion,” store manager Hunter Dillard said. “Whether you need Thunder gear or a trendy shirt to support your favorite high school team, we want to be the place to go.” The original location in Pryor originated as a means for owner Todd Fannin and his family to raise funds to adopt a child from China seven years ago and its success resulted not only in the means necessary for additional adoptions, but also created a thriving business. Check out www.tackdesigns.com or www.tackpromo.com for more information.
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business matters
Cyndy Hoenig S ocial Strategies
Branding is complex yet simple
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randing your company is key to influencing a memorable response in the minds of your target audience. It is not only the name recognition of your business, but also the perceived value of your organization. Capture these 25 essential branding elements and begin to cement a positive branded image for your business. 1. Bring your image and message under a brand. Develop all collateral and image materials (web, stationery, logo, tagline, mission statement, cards, post cards, brochures, elevator pitch, newsletters, letters, project sheets, résumés, bios, firm description, etc.) to coincide with the brand and your message. 2. Develop a mission statement that shows your reason for being and the value you provide to your customers. 3. Develop a memorable tagline that expresses who you are and what you do. 4. Make a list of all those you’d like to reach in the next year and the potential influencers on those people. Develop a timetable and calendar of outreach. 5. Regularly write and issue press releases to the media. 6. Regularly write and post press releases to your website. 7. Regularly write and post press releases directly onto the Internet. 22
July 2013 | The Business Times
8. Regularly write articles and do all three of the above. 9. Regularly write and pitch feature story ideas to the media. 10. Diversify all marketing, PR and media to reach the markets where your clients are to be found (as opposed to marketing within your own service industry). 11. Participate in at least two industry conferences per year. 12. Create a newsletter. 13. Become known for specific industry knowledge — speak, write, present and teach. 14. Participate in professional programs. 15. Participate and sponsor local charitable efforts. This will get your name in the program the charitable cause distributes, as well as in the press surrounding the event. 16. Become a true member of your community. Let them know your people, your areas of expertise and potential for cross referrals. 17. Develop tip sheets as to how your company is different than your competitors. Include these differentiating tips as the basis for all your branding statements. 18. Develop a calendar of local and regional events in your locale and make your company visible in the areas most related to your company and your potential clients’ interests.
19. Post your calendar of appearances and participation on your website. 20. Send a media release before and after each event. 21. Conduct a survey and post the results on your website. Publicize the results most important to your industry. 22. Update your website to be informational based so that search engines can find you, and clients can read in-depth material demonstrating your expertise. 23. Add new content to your website a minimum of four times per month. 24. Regularly update the financial value or potential value associated with your brand. Quantify results achieved and add these results to your brand value. 25. Create a media kit. Make it downloadable on your website and carry print ones with you at all times. A good idea is to always have them in your car. CYNDY HOENIG is a PR strategist who owns Pure PR in Oklahoma City. She is the author of “600 PR, Marketing and Social Media Tips,” which is available as a free download at http://pureprokc.com/600-diy-pr-tips. She also is the author of the recently released “PR Rock Star.” Email Cyndy at cyndyhoenig@ymail.com or call her at 245-4668 for more information.
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business matters
Nick Massey Astute Investor
A Tale of Two Realities
T
he world has gone crazy but you need to stay sane. If you watch the news, or read through a list of current economic statistics, things look pretty dismal. Growth is weak. Income is flat. Consumer spending has slowed. European countries are struggling with high unemployment. Youth unemployment is more than 40 percent in four of those countries — Greece, Italy, Portugal and Spain — and is high in the U.S. as well, currently 16.1 percent. Meanwhile, governments are running large deficits and central banks are printing mountains of cash. College-bound students are piling on mounds of debt and struggling to find jobs after graduation. But if you look at the stock market, things appear bright and sunny. We’re making new record highs. Companies are awash in profits. Interest rates are exceptionally low.
“How is it possible that these two worlds — economics vs. financial markets — can peacefully coexist? The short answer is they can’t.” 24
July 2013 | The Business Times
How is it possible that these two worlds — economics vs. financial markets — can peacefully coexist? The short answer is they can’t. The more detailed answer is they can’t peacefully coexist for long. Right now the economy is suffering from a lack of demand. I have warned about it often. That lack of demand is a normal part of our economic cycle that occurs when the largest group in the economy (the Boomers) enter the phase of life where saving is more important than spending. This lack of demand is compounded by a dramatic reduction in people (except college students) who want to take on credit. These two trends result in a slack economy, shown through high unemployment and stubbornly low wages. The government and the Federal Reserve recognize this lack of demand, but they aren’t sure how to fix it. The Fed only has a few tools — like interest rates and money printing — so it does what it can. The Fed is busy keeping interest rates low and printing money. This is a fabulous recipe for pushing stocks to the moon because it makes other investments, like bonds, less attractive. The problem is that the efforts are not actually fixing our economy. We are muddling through and, at this point, we’re somewhat resigned to a low growth level.
The problem comes in when the Federal Reserve considers slowing its efforts. This hasn’t happened — yet — but the members of the Fed Open Market Committee discussed at their last meeting how and when this might occur. When the minutes were made public, the market tanked for a day. So here we are, with stubbornly sluggish economic numbers that have brought on a massive response by our central bank, and equity markets that are reacting to the central bank, not the economic numbers. It makes no sense, but it’s the world we live in. We’ll watch these programs closely, because they hold a key to when the markets could take a break from their long march higher. Thanks for reading. NICK MASSEY is a financial adviser and president of Householder Group Financial Advisors in Edmond. Massey can be reached at www.nickmassey.com. Securities offered through Securities Service Network Inc., member FINRA/SIPC.
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business matters
Mike Crandall Growth S olutions
Little Things That Make Big Differences In Sales
R
ecently I was asked to speak to a group of CEOs — the topic was supposed to be “How to Hire Sales Superstars.” During the introduction phase of the session it quickly become obvious that we would not get to the original topic. One of the CEOs shared how he recently had a very poor experience with a salesperson who had called on him. The next thing we knew everyone wanted to chime in on the things they have seen or experienced that blew sales opportunities with their companies. There were dozens of things these CEOs shared that caused them not to do business with certain other companies, or even more specifically certain salespeople. These are some of them that caused lost sales: •Answering the phone — This was one of the more common things that came up. Obviously people know that it is not possible to answer the phone 100 percent of the time, however these CEOs shared stories of calling other companies, executives and salespeople many times without ever having the call answered. •Returning phone calls — This was the single greatest issue for almost every CEO. They shared story after story of people losing opportunities to do business with their organizations simply because they never returned phone calls. One CEO shared how a certain business lost more than 26
July 2013 | The Business Times
$250,000 of quick, easy and guaranteed business by not ever returning phone calls. •Prompt email replies — Another thing they shared was that they had often seen salespeople be way too slow in replying to emails (or never replying). These CEOs told many stories about how salespeople had not replied in the time, manner or with the information they expected. **Remember this is about the other person’s expectations and not your own! •Professional email addresses — Of the dozens of things shared, this was one of them that was more puzzling than most. Almost half of the CEOs gave specific examples of how they choose not to do business (or instructed their employees not to do business) with specific companies and individuals because of their email address. One detailed a story about how a lawyer the CEO had been referred to lost out on more than $30,000 of billable hours because his business card had a cox.net email rather than a professional email address for his company. Another shared how the salesperson had a professional email address on her card, however, sent her emails from a Gmail account. •Messages that are relevant and pointed — These CEOs shared unbelievable examples of how bad the messages salespeople left for them were
— both voicemail and email. The basic element was that they were not focused on things that were relevant to the CEO. They were much too generic, basic, focused on the wrong things or went into details the CEO did not care about. Also they had terrible tonality, and/or made them very uncomfortable. Most of the CEOs shared good messages always get replied to while bad ones never do. As the day progressed it was incredibly enlightening to hear the vast amount of examples, specifics and details these CEOs shared of the little things that made big differences to them in sales interactions. Remember, this article only covers a few of the many dozens that were shared during the session. So let me ask: Have you ever lost an opportunity or a sale and are not sure why you did? If you are like most then you have and it likely has cost you wasted time, energy and money. If you are not 100 percent sure you may want to seek out professional resources that can help you. MIKE CRANDALL is an Edmond resident and the owner of Sandler Training in Oklahoma City. He can be reached via email at mike. crandall@sandler.com or by phone at 405-8441700. For more information, go to online to www.customgrowth.sandler.com.
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Help Keep Edmond Beautiful!
Who has the best looking yard in Edmond? We want to recognize a beautiful yard per week through the summer with the annual Yard of the Week award. The honor is presented by Edmond Beautiful and co-sponsored by The Edmond Sun, Home Depot and the Edmond Area Chamber of Commerce.
Winners receive a $50 gift certificate to Home Depot and a three-month free subscription to The Sun. The contest kicks off May 27 and ends Aug. 31. There will be 13 winners announced in The Sun’s Weekender edition each week beginning June 8. To nominate a beautiful yard, call 341-2808.
See a beautiful yard? Call 341-2808 July 2013 | The Business Times
27
BUSINESS MATTERS
JIM DENTON L edger Lines
A primer on 2015 health care ‘Assessable Payments’ EDITOR’S NOTE: This article has been modified due to the Obama administration announcing a one-year delay in implementation of the employer mandate after the print version of the magazine had gone to press.
T
he IRS has come up with Proposed Regulation #REG138006-12 and it applies to those employing 50 or more employees and could affect larger businesses, exempt organizations, churches, municipalities and more beginning in 2015. To find out if these rules apply, you will need to determine your number of employees. The regulations say to first count your employees that work at least 30 hours a week and then take the remaining employees with less than 30 hours and from that determine the number of full-time equivalents FTEs and add those two amounts together to arrive at a total. If this number is more than 50, the employer is subject to an “assessable payment.” Due to the Supreme Court ruling last year on the PPACA, I am avoiding using the words “tax” or “penalty” here. If you have fewer than 50 employees, you need not worry about these rules but if you are close to that number, it should be periodically evaluated. Rule No. 1: If you don’t offer coverage that is as good as or qualifies as what the U.S. government has determined is the “minimum essential coverage” and one of your employees 28
July 2013 | The Business Times
goes to a Health Care Exchange set up by the government and obtains a tax credit or a cost-sharing reduction, then an assessable payment may be due. The IRS will then notify you and then you will have a chance to respond to the IRS. The amount of the assessable payment that the employer pays for failing to provide minimum essential coverage in 2015 is calculated at $2,000 divided by 12 or $166.67 per employee in excess of 30 employees. For example, if you had a business that employed 75 employees and you did not provide the minimum insurance coverage and one person goes to the Health Care Exchange. Your assessable payment amount would be $7,500 per month that would total $90,000 annually. 75 -30 = 45 X $166.67 = $7,500 per month or $90,000 per year. Also, this payment is not a deductible expense. Rule No. 2: If you offer coverage that is “not affordable” as determined by the U.S. government, one of your employees goes to a Health Care Exchange and obtains a tax credit or a cost-sharing reduction, then an assessable payment may be due. Affordable coverage is coverage that does not exceed 9.5 percent of the employee’s household income. There are three “Safe-Harbors” that an employer can utilize to avoid the assessable payment: 1. W-2 Safe-Harbor — That particular employee’s self-only cost does not exceed 9.5
percent of his W-2 wages (Box 1); 2. Rate of pay Safe-Harbor — That employee’s lowest cost for a basic plan does not exceed 9.5 percent of 130 hours at that employee’s rate of pay on first day of coverage; and 3. Federal poverty-line Safe-Harbor — That employee’s required contribution does not exceed 9.5 percent of the federal poverty line for a single individual. For example if you had a business that employed 75 employees, your health insurance was too costly for your employees, five employees go to the Health Care Exchange and you did not fit under one of the three SafeHarbors, your assessable payment would be $1,250 (5 X $250) per month and that would total $15,000 annually. The employer would pay this on the number of employees that went to the exchange. Again, this assessable payment is not a deductible expense. Large employers that desire to cut their costs or those that require employees to contribute for their health insurance will want to evaluate whether the employer wants to pay for their employees’ health insurance or pay the assessable payment. As is common, there is a labyrinth of other rules that could affect your situation. JIM DENTON is a CPA and a managing partner with Arledge & Associates P.C. in Edmond. He may be reached via email at jim@jmacpas.com.
Business Book Review
by By Terri Schlichenmeyer | The bookworm sez
“Start Your Own Home Business After 50” c.2013, Quill Driver Books $16.95/$18.95 Canada 204 pages
R
etirement is too far away. You can see it from your work desk. It’s tantalizingly close, filled with sun and sand, golf and travel, but it’s oh-sounreachable. Yes, you have a job you’re happy to have. No, you don’t want it forever. So how would you feel being your own boss? Making good money, doing something you love, having flexibilit y to travel, learning new things? If you think you’re too old for that, you’re not — and “Start Your Own Home Business After 50” by Robert W. Bly explains why. One of these days, you’d love to be able to throw the alarm clock away and forget work. You hope to retire sooner, rather than later — which means, of course, that money (and lack thereof) is a definite concern. And you’re not alone. Bly writes that the number of workers age 55 and older
is projected to grow by nearly 50 percent in the next three years. Stretching retirement dollars has never been more important — which is where this book comes in. The first step, Bly writes, is to decide which of your former jobs you enjoyed and were good at. If nothing in particular sticks out, what hobbies would you like to develop into “an expert-level gig”? Can you freelance, or do consulting? Would a former employer make a good client? Use your experience (an advantage you’ve got over younger workers) to winnow through the possibilities. Next, decide if the business is for you. Do your strengths mesh with what’s needed to run things properly? Do you have stick-to-itiveness enough to stay focused and work solo? Are you prepared to do your billing, tech support and other necessary tasks, or would you hire someone to do them? Can you market yourself and promote your new business? Do you need financing (the availabilit y of which is another advantage)? Once you’ve figured out the details, then it’s time for launch, but Bly says there’s one thing to remember first:
“Make yourself happy. When you do,” he says, “those who care about you will eventually be happy for you.” Someday, you’ll retire and you’ll get to do the things you love. So why not make money doing them, with the help of “Start Your Own Home Business After 50.” Beginning with a handful of home business opportunit y ideas, author Robert W. Bly offers plent y of sound advice here, including food for thought to determine if the endeavor is viable. His words are encouraging, but cautious, and he doesn’t forget to warn his readers of the pitfalls in becoming an entrepreneur. That t ype of balance is great to see, particularly if you’re on the fence about business-ownership or are just starting to think about self-employment. There’s a little bit of annoying repetition in this book but, overall, it’s a valuable tool for anyone who needs to plan for the future or just wants a good change of pace. If that’s you, then “Start Your Own Home Business After 50” is a book you won’t want too far away. Terri Schlichenmeyer is a book reviewer in Wisconsin. She may be reached via email at bookwormsez@yahoo.com.
July 2013 | The Business Times
29
Business Briefs Citizens Bank of Edmond promotes three to assistant vice president
Caleb Coldwater
Jason Jameson
Miguel Gonzalez
Citizens Bank of Edmond recently announced that Caleb Coldwater, Jason Jameson and Miguel Gonzalez have all been appointed assistant vice presidents. Caleb Coldwater is currently working towards a degree in Pastoral Studies with an emphasis in Youth Studies. He started at Citizens Bank of Edmond in 2007 and was promoted to manager of the First and Broadway location in 2013. Jason Jameson graduated from the Universit y of Central Oklahoma with a Bachelors of Science in Kinesiology. He started at Citizens Bank of Edmond in 2008 and was promoted to manager of the 164th and Pennsylvania location in 2013. Miguel graduated from the Universit y of Central Oklahoma with a Bachelor’s of Business Administration and started working with Citizens Bank of Edmond in 2007. He was promoted to manager of the Hurd and Broadway location in 2013. Founded in Downtown Edmond in 1901, Citizens Bank of Edmond is a locally owned and operated communit y bank and is celebrating 112 years of serving Edmond.
Edmond resident achieves Toastmasters recognition Tabitha Pope, a member of Conoma Toastmasters Club, recently won Oklahoma’s 2013 District 16 International Speech Contest. She placed first out of five finalists from across the state and will compete in the World Championship of Public Speaking at the annual Toastmasters International Convention scheduled for August in Cincinnati, Ohio, at the Duke Energy Convention Center. “Toastmasters gave me an outlet to practice in a controlled, positive setting,” Tabitha Pope Pope said. “So, I can mess up and laugh at the mess up and get great feedback on what I did right. When I do the right things again, it will help build my confidence and self-esteem.” Pope said this self-confidence shows at work and she now has a door full of ribbons and a desk cluttered with trophies. Pope has been a member of Conoma Toastmasters Club for about a year and a half. She is director of Disability Services at Southern Nazarene University in Bethany. 30
July 2013 | The Business Times
Anglin Public Relations hires new account specialist Anglin Public Relations announces the addition of Bonny Blackmon as account specialist to its Oklahoma City firm. Blackmon is an Edmond resident and is the daughter of Mike Blackmon and Anita Peterson of Moore. Blackmon is a graduate of the University of Central Oklahoma where she received her Bachelor of Arts degree in mass communication with a focus in public relations. While at UCO, Blackmon served as a marketing assistant for Housing & Dining and interned at Box Talent in Bonny Blackmon summer 2011. As an account specialist, Blackmon is responsible for the support and implementation of communication tools, events and activities to meet client goals. Anglin Public Relations specializes in comprehensive public relations for businesses and nonprofit organizations. The firm provides public relations services ranging from strategic planning and image development to community and media relations.
Local dentist leads national association Dr. W. Scott Waugh was elected as the president of the American College of Dentists for 2013 as part of the College’s 92nd Annual Meeting and Convocation in San Francisco. He is the first Oklahoman to be selected and will serve for one year, traveling throughout the United States and visiting other state’s dental associations and dental schools while representing the American Dental College. Waugh was the recipient of the Oklahoma Dentist of the Year Award in 2009. In addition Dr. W. Scott Waugh he has received The Thomas Jefferson Award and Dan Brannin awards from the Oklahoma Dental Association. He has served as president of the Oklahoma Dental Association and Oklahoma County Dental Association. He has practiced family dentistry in Edmond for more than 39 years. Waugh is a graduate of the University of Central Oklahoma and Baylor College of Dentistry. Before beginning his dental practice in Edmond, which is now known as Edmond Family Dental Designs, Waugh was awarded the Silver Star for service in the U.S. Army during the Vietnam War. Waugh has lived in Edmond for 39 years and he and his wife have three children who are all married, and he is now enjoying spoiling six grandchildren. The ACD is the oldest national honorary dental society. It was founded in 1920 by a group of dental leaders who were concerned for the future of dentistry and wanted it to be a profession that had strong educational standards as well as leadership and ethics in dentistry.
BEGINNING IN AUGUST 2013
Since 1979, Francis Tuttle Technology Center has been helping power economic development in Edmond. The addition of the Francis Tuttle Business Innovation Center in the Cross Timbers Office Park will ensure that Edmond-area businesses and entrepreneurs have ready access to an expanded offering of programs. ƫ
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