We asked local marketing/communications firms how they are evolving during the pandemic
How do you and your clients redefine your brand in a rapidly evolving marketplace? The answer centers on three simple words: Build back better. Over the last few months, every individual and organization throughout Milwaukee has experienced the ongoing, negative impact of COVID-19. It has often felt as if someone pushed ‘pause’ on our day-to-day lives and businesses. Yet amidst the turbulence, there has never been a more unique time to hit the ‘reset’ button as a company. As we begin to recover, every leader in our community has a tremendous opportunity – even a responsibility – to explore all areas where they can build back their organization in a better way for everyone. Whether it be positive changes made for your people, the environment or within our community, being able to demonstrate and communicate concrete, tangible actions with your key audiences will undoubtedly redefine and differentiate your brand. Aim to be the company that successfully adopts a ‘build back better’ mindset.
Brendan Griffith Senior VP
Reputation Partners
How do you balance promoting your marketing objectives with being in tune with your audience’s mindset, as people continue to experience health, economic and mental health challenges during the pandemic? In the world of marketing and PR, understanding your target audiences and what influences them is critical to success. This has never been more true than during the COVID-19 pandemic. Consider how COVID-19 is impacting your customers or potential customers, ensure your messages are solution-oriented, and weave a thread of empathy into your approach. To the extent possible, think about temporarily re-framing your marketing messages and content to position your product or service as essential – or at the very least as making life easier or more convenient – to help people through what is likely a challenging and stressful time in both their personal and professional lives. Lastly, be efficient with your marketing resources. Consumption of news media and streaming is up drastically; the number of cars on the road has decreased dramatically. Keep trends like these in mind when considering how to most effectively reach your target audience with your message. Lori Richards CEO
Mueller Communications
How do you keep your company culture alive when your team is working remotely and the future is full of uncertainties? The key to maintaining company culture when our teams are spread across Milwaukee, Chicago and everywhere in between, has been “adjusted consistency.” In-office townhall meetings transitioned to weekly all-staff Zoom meetings. We maintained weekly Thursday Happy Hour and Wellness Wednesday Breakfast via email reminders to encourage breaks and healthy food choices. In addition to that continuity that reinforces our in-office culture, we’ve also injected lighthearted fun as a needed distraction to the pandemic and the anxiousness that comes with it. We launched a private Facebook group to share WFH memes and quotes, and to stay connected just as though we ran into each other in the halls. To maintain creativity and our competitive nature, we hosted a digital bake off, music challenge and lookalike contest with prizes. Going forward, the new normal will be anything but, so, for some time, digital events and online camaraderie will carry our culture.
Kris Naidl, APR EVP, Managing Director – PR
Laughlin Constable
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