In the Know: Fall 2022

In the KNOW

As we all engage in holiday season activities, notably with a seemingly more liberated ability to socialize in personal and business settings, it serves us well to reflect on how we have returned to some sense of normality.

With so much happening in the world, including recent midterm elections, the economic uncertainties brought on by inflation, and the everyday challenges we face, we must continue to focus on how we run our organizations and businesses to the best of our capabilities. With many priorities that need attention to conduct business successfully in this environment, something often overlooked yet critical to every organization is marketing.

We live in a much different world today than before Covid-19. How we work and do business is markedly different today than just several years ago, and it is here to stay. Adapting your marketing to this new world is critical.

In this issue, we cover various topics relative to marketing your business effectively, particularly given the new world we live in today and what we can anticipate for tomorrow. Traditional reach and frequency methods, while helpful, are only sometimes measurable. So, where and how should you spend resources today to help your business grow? How often does your message need to be seen or heard? These are just two of the many questions we must answer to thrive in the years to come.

Our Marketing investors have touched on some areas that may offer more insight into this crucial set of activities.

As always, the Partnership for Economic Development staff strives to provide our investors with relevant information that has value and can assist you in your daily business activities.

We thank our investors for providing the financial support to continue this publication. We are always open to editorial suggestions that would offer more value to you. We wish you a healthy and happy holiday season and a very prosperous 2023.

Sincerely, Marc Baez CEO

FROM THE CEO

Sullivan County Partnership for Economic

Marketing 101 for 2023

Marketing

Activities a company undertakes to promote the buying or selling of a product or service.

Large or small, every business needs some marketing to let the consumer know what it is that they do. The traditional definition of what we consider “marketing,” however, is constantly changing and becoming broader.

How do you get your message out there when there are so many avenues to consider?

HORSEFLY GROUP HorseflyGroup.com

In-House Pros/Cons: Companies that go all in-house would probably say they do so for complete control… over budget, team members, and all aspects of marketing, and total oversight of work. In-house resources can be easier to coordinate with, but then one con of that would be other demands on time and myopia attached to working on your own messaging.

Unless you’re a reasonably large company, you can’t afford to have a specialist in every facet of marketing, the best you can typically do is one or two

generalists. This is akin to going to your family doctor for orthopedic surgery. Marketing specialists have spent thousands of work hours on one skill, such as design, analytics, or SEO, so yeah, we are better than a generalist.

Agency Pros/Cons: Assuming you hire a good one, the biggest pro is the high-level team of experts you can get for a fraction of what it would take to hire them in-house full-time, and typically for not much more than a single multi-skilled generalist.

Additionally, they provide an invaluable external view of your product/service and its place in the world. Remember, you know it as well as your child, but that also means you can be blind to how others view your company. A good agency will also “speak truth to power” –politely. You’re that person’s sole source of income, whereas, for a good agency, your business is

very much wanted but doesn’t represent 100% of the revenue.

Cons typically come with a poor hiring decision or simply a wrong fit between the client and the agency. It can be more expensive than you get in return, or there can be challenges in coordinating in-house and external resources

The best answer is hybrid if client size allows it. An in-house generalist with a good understanding of all facets of marketing, overseeing a team of specialists at an agency.

TRI-STATE/COLOR PAGE ColorPageOnline.com

Before devoting resources to an in-house team or an outside marketing agency, you must determine the purpose and importance the marketing function will have on your company’s success. Marketing requires commitment and resources to be successful.

We asked some marketing professionals to share some tips for a successful marketing strategy, trends that are on the rise, and one thing your company can do right now to make a difference in your bottom line for 2023.

Why would a company hire an agency rather than have an in-house marketing team?

The marketing functions must be seen as a vital part of the company’s structure to attain goals and fulfill the mission. Devoting efforts to marketing should be viewed the same as any other essential business function, such as accounting, sales, customer service, and production. Without these operations securely in place with a defined process, success will be difficult.

The choice to build an in-house team will depend on many factors, starting with the company’s strategic marketing plan and the marketing requirements outlined in it. Every plan should include the company’s value proposition, product offerings, target market, pricing model, go-to-market

strategy, budget, and method for analyzing its activities and associated results. The executable tasks generally require creative and strategic experience from marketing-minded people like storytellers, copy editors, designers, videographers, photographers, digital marketers, social media strategists, and media buyers. Building and paying for an in-house team that includes all the talent needed is not practical in almost all cases. For this reason, companies will turn to full-service marketing agencies. Companies that choose the Do-It-Yourself approach can be successful, but these are rare situations and too often the DIY process results in missed opportunity, where savvy competitors jump in.

CAPACITY MARKETING capacitymarketinginc.com

The expertise required to identify and execute various marketing activities that move the needle can include a $150k Marketing Officer, $120k Public Relations Manager, $95k Research Analyst, $90k Website Coder, $85k Graphic Designer, $80k Digital Advertising expert, $70k Google Analytics expert, plus Copywriters, Videographers, Photographers, Social Media Content Creators, Email Marketing experts, Event Planners, etc. at $50k+ each. That’s over 250 years of combined experience and over $1 million in annual salary. Most companies cannot afford to have ALL that expertise in-house.

A marketing agency with dozens of clients has enough work to attract all of that expertise. Even if some of them are part-time sub-contractors, the firm has enough work to attract the good ones AND the experience to weed out the bad ones.

Most small companies might think, “I save tons of money using my in-house person and they do just fine.” The question is… if you are paying someone to do social media posting, and you are not getting a steady stream of new business from it, are you saving money, or… are you wasting it? We believe that the most successful companies hire marketing experts to help them where they need it. The internal marketing team has expertise in handling things that occur regularly. For example, sales document design or events. They come to us when they need help identifying new tactics, rebranding, managing a digital campaign, building a new website, or anything outside their expertise.

FISHERMEARS ASSOCIATES fishermears.com

Technology needs, time spent recruiting, salary, benefits, and turnover associated with having an in-house agency aside – a significant advantage of hiring an agency is the fresh perspective and objectivity they can bring to a company’s product or service. When a company hires an agency, it’s a fixed expense.

HORSEFLY

The most important thing is not to let your marketing work in silos. Online and offline content need to be closely integrated, and all aspects and marketing channels need to work together for a consistent, cohesive message. Not only do consumers expect it, but it’s also even more important to keep your brand strong and easily recognizable regardless of where and how someone finds your company.

With the average touch points from introduction to purchase going from 3-5, now to a minimum average of 7 (and in many cases 10+), having a solid omnichannel marketing strategy across every single aspect of your company’s marketing is critical, so prospects don’t fall off. Separating online from offline and focusing on different areas without coordinating across all is outdated, inefficient, and, worse— detrimental!

FISHER MEARS ASSOCIATES

What worked yesterday in digital and social media marketing might not work tomorrow. The power of immediacy? The ever-changing consumer? Digital marketers need to be nimble and be able to turn on a dime. That said, we generally believe never say never when it comes to marketing. Any

What marketing trends do you feel are outdated/no longer effective?

marketing tactic can be effective if you use it wisely and strategically. Remember the QR code we all thought was dead and buried? But if you ask me for just one? I’d say Yellow Page advertising…

CAPACITY MARKETING

Businesses with non-reoccurring customers who post on social with no boosting or paid ads.

Your followers or friends only see organic (free) posts on social media. Only if the post is interesting enough might one of

your friends share it, so THEIR friends see it too. The only way to get lots of new eyeballs is to boost or pay for ads.

These organic posts can be fantastic for places with regularly reoccurring customers. A restaurant, hair salon, florist, or even a jewelry store posting specials or sales to your followers can be very effective. But we see TONS of businesses doing organic daily posts that do not fit those categories and, thus, don’t get a bang for their effort.

HORSEFLY

Video coupled with easy-todigest images and information is trending. Younger generations love videos online, and it’s a great way to capture their attention. Older generations also like a video but appreciate captions so that they can read without the need for sound.

What marketing trends do you feel are on the rise?

In all cases, quick short videos to capture attention are essential, with the option for people who want to read or learn more having the ability to find that info on a company’s website and other social presences.

In addition, while social is often overlooked because it is not a direct revenue driver for many companies (except for solid e-commerce stores), it’s still important as it is a first touchpoint for many potential customers to learn about a brand. A weak or inconsistent social presence can give the impression that a brand is not “legit.”

TRI-STATE/COLOR PAGE

Focusing on your customer’s experience, including personalized visual content, is a marketing trend worth considering going into 2023.

Today, customers rank their experience as one of their most important factors when working with a company. The trend to build a deeper connection with customers and prospects means having a better understanding of their persona. Personas are profiles that represent groups of similar people in a target audience. These personas can help you figure out how to reach specific people more personally. Knowing more about your customers means understanding their interests, views, likes, and dislikes allow you to deliver valued messages, offers,

and products at the right time and in the right places. Segmenting this information and aligning it with your products and services will help you know what messages will appeal to specific target audiences and their needs or where to reach them to create awareness about the benefits you can offer.

There’s no question that when it comes to marketing, people prefer visual communication over reading text. Maybe that’s because research shows that the brain can process visual information 60,000 times faster than text. Although there is nothing new about this

idea, there is a notable trend to make the visual content more pertinent to their interests. For example, our agency has launched technology-based campaigns where the image and headlines in the direct mail pieces and emails are personalized and contain specific photos and text pulled from a database relevant to the recipient. Personalized and relevant images and text will undoubtedly catch the attention of your target audience; after all, people love to see their names in print and are too busy to be bothered with unrelatable content.

CAPACITY MARKETING

We have been seeing a huge increase in businesses being interested in their brand. We didn’t say “branding” because most people think of branding as just “getting your name out there.” Brand identity is what we’re talking about.

Business owners realize how quickly a potential customer can scan dozens of options on the internet. They know that even they regularly whip through massive amounts of web pages looking for what they want or need. They pause briefly when they see what they are searching for… but when they see a brand that resonates with them, they stop and dig in.

FISHER MEARS ASSOCIATES

OTT (Over the Top)/Connected TV Advertising. It represents a rare “best of both worlds” scenario. It offers all the strengths of a TV campaign (high-level branding, living-room environment, sight, sound, motion, and emotion) coupled with the intense targetability of a digitally executed campaign. OTT eliminates waste and presents the most targeted options ever available on TV.

What is Brand Identity?

By Eric Egeland, Capacity Marketing

Every business has one of twelve archetypes or personalities. You might have a mix of more than one, but usually, there is a dominant archetype. Sage is mine. I value knowledge and data. Harley Davidson is the Rebel archetype. Geico is the Jester.

Your brand is what people see when they look at your logo, colors, messaging, website, brochures, business cards, etc.

Imagine if all that is wrong because you don’t know your archetype and/or… whoever designed it didn’t consider your brand’s archetype and just designed and wrote things THEY liked.

Let’s take this to a personal level to understand the power of a brand. Imagine someone is interested in you and starts getting to know you. Suddenly someone steps in front of you and takes over, explaining who you are. You may have experienced this as a kid with your mom volunteering to tell a new friend who you are or a friend doing the same thing to you as a young adult.

They often don’t get it quite right, do they?

We have seen an increase in business owners realizing they don’t want that. They learn how important it is to connect with their target market in a world of hyper-speed searching. They know they need ALL of it to work together to show somebody who they are as effortlessly as possible. The logo, colors, messaging, and website homepage have to work together and say the same thing in the same way. It must feel right to the customer.

HORSEFLY

Coordinate across all your marketing efforts. Start with a solid brand strategy and ensure consistency across all channels.

Next… video. You can make videos on your phone. It doesn’t have to be professionally shot. Quick off-the-cuff brand personality can shine through and capture attention - so have a personality and, when appropriate, a sense of humor.

TRI-STATE/COLOR PAGE

Take the time to develop a marketing plan and ask for professional help if you need it. This process will help you understand who your customer is and how they can benefit from your product or service. In our experience, most companies still need a marketing plan or defined value proposition to base their marketing efforts. Understanding who and why people do business with you is a critical first step to a successful marketing program. Our firm provides free marketing

plan consultation for companies seeking the support of a marketing agency.

CAPACITY MARKETING

A Situational Analysis to determine what marketing tactics work best in their specific industry. There tend to be two ways businesses approach marketing. Some companies understand what works and have been marketing successfully for years; others throw darts blindfolded.

Don’t get us wrong, the blindfolded businesses might be doing fine because people just come to them or they have a great sales team; but many companies are not growing as fast as they want to.

A Situational Analysis looks at things like competitors to rank them and then determine what the successful ones have done to get there. It looks at the

psychographics or the way your perfect customer thinks so we can understand what appeals to them. It even analyzes the macroenvironment to see if/how that affects what might work for you. A great example of a macroenvironment is the tense political environment we find ourselves in.

The Situational Analysis aims to identify what tactics work best for you. Should your marketing budget be spent on social media or billboards? SEO or a great video? Maybe a particular combination of several things? Perhaps the tactic that works best is salespeople and no marketing whatsoever!

FISHER MEARS ASSOCIATES

Make sure Word-of-Mouth marketing is the glue that runs through all your marketing tactics. When you delight your customers, they tell their friends and family.

If you could tell a company one small thing that they could do today that will benefit their marketing immediately, what would it be?

HORSEFLY

Our niche is an overarching strategy that integrates and values branding and data/digital equally – most small agencies are strong in one or the other. Our appeal to many clients is our client-first focused flexibility, ability, and willingness to work with other agencies and in-house teams seamlessly.

Our success relies on your success - we do not need or require control of all your marketing; we want what we can do best to help you grow. While we have deep expertise on our team in virtually every aspect of marketing, if you need an element that is not our forte, we don’t try to fake it. We are happy to work with you to find a company or person who will fit with your brand vision and goals so we can all work together. The high tide raises all ships.

TRI-STATE/COLOR PAGE

Our company is unique in that it comprises two key branches: The technology-based marketing & publishing agency and our sizeable digital production/ manufacturing facility. A proper one-stop solution for strategic marketing and publishing solutions. The two branches can deliver virtually all marketing and publishing-related solutions under one company. All services are done in-house, so we can provide a level of convenience, know-how, efficiency, and cost savings that is unmatched in the area. Our facilities include several buildings that house talented teams offering award-winning graphic design, integrated marketing strategies, custom publishing services, personalized direct mail, email marketing, website and landing page development, list acquisition and list management, database analysis, digital advertising, copywriting, videography, photography, digital variable data printing, offset printing, kitting, media plans and media buying, custom signage, banners, displays, custom promotional products and event planning and execution. We have been in business since 1976 and are proud and grateful for the reputation we have earned serving business customers of all sizes.

CAPACITY MARKETING

We understand that for marketing activities to work, two things must happen: You must know which actions (tactics) will get you a return on investment. Secondly, each tactic needs to be managed by absolute experts in THAT tactic, or they won’t work right. Because we understand this… we have expertise in research and all the tactics that that research might tell us to do!

FISHER MEARS ASSOCIATES

We like to think of ourselves as brand storytellers. Whether those stories need to happen through direct mail, collateral materials for events and trade shows, TV, social, outdoor— or anywhere else potential consumers are— if we don’t have the expertise on our staff, we partner with other small, trusted, creative professional firms and freelancers to complete our team when necessary to the demands of client jobs. They work directly for us, and we provide them with project direction, close supervision, and client contact as required.

From

Last month we asked our investors how they approach marketing. Is there a “new normal” in marketing strategies and tactics? Businesses in technology, non-profits, tourism, investment advising, construction, real estate, and other regional industries tell us.

WHICH OF THE FOLLOWING DESCRIBES YOUR MARKETING TEAM?

Almost 65% of respondents have a marketing team that is a hybrid of an in-house team combined with a professional marketing firm.

In-house Marketing Team - 21.43%

Hired Marketing Firm - 7.14% Hybrid-A Combination - 64.29%

None of the Above - 7.14%

WHAT TYPES OF MARKETING DOES YOUR COMPANY USE?

Our investors don’t limit their marketing to just one channel – they use many. Over 90% rely heavily on the value of word of mouth, followed closely by social media marketing and print advertising. Of our investors who use social media marketing, 82% use Facebook, followed by Instagram at 73% and LinkedIn at 55%.

During the pandemic, businesses worldwide shifted their operational models in imaginative ways. Marketing tactics followed suit and online efforts increased. Post-COVID our investors are evenly split. Some digital online strategies are here to stay, while other tried-and-true methods are back. Fully 86% of respondents strongly agree that in-person networking is still beneficial when marketing their businesses.

The pandemic laid bare the importance of online marketing, particularly as it relates to a company’s website. Our investors agree that their website enhances their marketing efforts and 93% of respondents have updated their websites since the start of the pandemic, including The Partnership!

“We

and

Sullivan County Partnership for Economic Development In the Know | Fall 2022

At LeChase, our reputation for integrity, safety and quality has earned us the privilege of building projects –large and small – that continue to shape the future of Sullivan County. Whether a project is in health care, K-12, higher education, commercial, manufacturing, hospitality or housing, we are proud to support efforts that make the community an even better place to live, work and learn.

Consider Yourself an Expert?

Write a Book!

By Alix Ciferri-Torres, Intelligent IT Design

For 16 years, Intelligent IT Designs has met local businesses’ Information Technology and computer service needs, owing much of its growth to innovative marketing techniques, including publishing books. Founder and CEO Paul Villanueva wanted to share his knowledge of technology and position himself as a leading IT expert that local businesses could trust. “When you walk through the door with your book in your hand and your picture on the cover, it’s instant credibility,” shares Paul. “People know you’re the expert when you write a book. It sets you apart.”

Paul recently released his third book, The Business Owners IT Guidebook, to share his expertise on how to find a competent and dependable computer consultant for your business. Paul grew up in the Bronx and developed a heightened sense of security after years of witnessing street crimes. Now, as an IT professional, Paul warns that crime lives in our streets and cyberspace. Cybercriminals can reach your business through your computers and technology, so business owners must be informed, prepared, and protected.

The Business Owners IT Guidebook is a tool to educate business owners

on what to look for when evaluating tech companies. Paul describes, “Years ago, it was so easy to get your computers up and running that most basic techs could handle the job. However, today’s technology is constantly evolving, and technology-based threats are becoming more dangerous by the minute. Business leaders must be proactive about securing their environments and need to select the right team to partner with. It is up to business owners to seek out the right expert help and protect their livelihoods. The Business Owners IT Guidebook helps business owners do just that.”

When business leaders write a book, it conveys to prospects that they are passionate about their industry and the best choice for the job. Paul recommends sending books to prospects to build rapport, then following up with a call and an email to invite them to a meeting. With Paul’s photo in the book, these companies feel familiarity and trust as they can put a face to the name when he reaches out.

Paul encourages business owners not to fear the book-writing process. “When I started the process, I thought it would be impossible to write, but I was surprised how easily the knowledge came to me as I was writing. Writing a book is a labor of

love. Don’t let your passion die with you. You owe it to the world to share your knowledge.”

Paul Villanueva is a Goldman Sachs 10,000 Small Businesses graduate and #1 Best-Selling author of the cyber security book, On Thin Ice. Intelligent IT Designs hosts a team of technology professionals that serve more than 100 clients across NYC and the Hudson Valley. Visit IntelligentITDesigns.com to learn more about how they can help protect your business.

Paul Villanueva

Sullivan County Partnership Grows

Liberty Business Park is a 109-acre site fully approved for a 1 Million Sq Ft facility, located in the Town of Liberty. Along the Old Route 17 corridor, the Liberty Business Park offers proximity to NYS Route 17/I-86 with easy on and off access at exits 102 and 101. The approval also includes a 55 Ft height variance. Contact the SCP office for more information.

Dillon & Semenovich Inc. is an NYS DOT and NJ DOT certified DBE and a certified WBE (Woman-owned Business Enterprise) for NYC & PANYNJ. Dillon & Semenovich Inc. provides Site work Construction, Masonry, and Landscaping services in the Hudson Valley area, as well as Construction Consulting and Design Build Services for Non-Profit Organizations & Private Work.

Van Etten Oil Company has provided quality fuel and service to its customers for three generations. Today Van Etten Oil is closing in on 80 years of service. Jan’s son, Eli Van Etten, has followed in the family tradition and joined the business in 1998. As VP, Eli has developed the VEO Energy Systems brand with the 2010 introduction of the company’s propane gas services.

For over two decades, Avon Road Partners, a family office, has invested in, founded, and operated multiple enterprises in the Gaming, Technology, Media, and Real Estate Sectors. Deploying our capital and partnering with institutions, we have participated in over 1 billion dollars of transactions across multiple sectors. Started by American Businessman Robert A. Berman. The next generation will continue to guide Avon into the future during these extraordinary times.

Bethel Woods Center for the Arts is in Bethel, NY, at the National Register Historic Site of the 1969 Woodstock festival. They are known for their music events and the historic 1960s Woodstock Museum, located on 800+ acres of scenic country hills in the Sullivan Catskills.

Blustein, Shapiro, Frank & Barone, LLP provide clients with one-stop diversified legal services uncompromisingly and professionally from their offices in Goshen, N.Y., Warwick, N.Y., and Monticello, N.Y. They are accomplished lawyers who are known throughout the region as being able to resolve clients’ cases, no matter how complex.

Consigli is an established contractor in the Hudson Valley. Completed projects include Health Quest, Center for Discovery, the U.S. Military Academy at West Point, The Culinary Institute of America, and the FDR Presidential Library & Museum, to name a few. A New York builder with solid local subcontractor relationships, they bring significant buying power and insight to ensure their clients get the right participants at the right price, beginning with qualified local subs and vendors.

Fisch specializes in IT support to businesses around the country, mainly from 10 – 200 people in size. The company specializes in compliance and cybersecurity and is a single source for all your IT needs. As an INC5000 fastest-growing company in America for two years, they are looking to grow with your company to ensure it has a simple and easy IT, VOIP phone, and any other tech system it needs!

KeyBank, a Fortune 500 company, offers our community a broad array of retail, commercial, and investment banking services. KeyBank’s market focus, industry-driven operating model, and corporate and investment banking capabilities offer a competitive advantage against other banks. Since 2017 Key has given our local communities 2.77 million in philanthropic investments. Community-focused with over 40 branches across the Hudson Valley.

Pyramid Brokerage Company

is Upstate New York’s largest and only regional commercial real estate services firm, with over 100 agents in 10 offices across the state. It has been a leading provider of commercial real estate services since 1971.

The River Reporter has provided accurate and balanced local news for Sullivan County and the Upper Delaware River Valley for nearly 50 years. The River Reporter also creates opportunities for civic (and civil) dialogue on important issues. The paper is owned by Stuart Communications, a woman-owned media company that strengthens local businesses, empowers citizens to become engaged in solving local challenges, and creates more connections between readers and their communities.

Horsefly is a dynamic mashup of creative advertising and digital marketing agency, a liquid group of creatives and digital specialists who come together to provide business strategies and brand growth for quality products and services. We believe in supporting our local communities, and with a team spread across the country - and the globe - we have an expansive reach. We are your brand storytellers to the world!

Seminary Hill is proudly local and intently sustainable. Our holistic orchard grows over 60 varieties of apples and pears to craft distinctive ciders.

Our Tasting Room offers seasonal fare year-round, and accommodations are available in our Shaker-style Boarding House. Stunning views of the Delaware River Valley make Seminary Hill an ideal venue for weddings and special events. www.seminaryhill.co

RBT Marketing: It’s All in the Numbers

by Jonathan Rouis, CPA

You shouldn’t be surprised that marketing is a numbers game at RBT CPAs. They can show you what’s working, what’s not, where there’s the opportunity, and whether your company is on track to meet strategic goals.

Before putting clever headlines on communications, we analyze and identify geographies, industries, and opportunities to grow our business. Data helps us understand what’s trending inside and outside our local markets and how that may impact businesses, non-profits, and municipalities in various verticals now and in future years. It also provides insights into how we can deliver more value to expand our existing client relationships with new services and partnership capabilities.

Since we’re a professional services firm, our marketing plan and toolkit vary from businesses in other industries (i.e., retail). That’s an important point, as there isn’t a one-size-fits-all marketing approach. It must suit your field and deliver the numbers that show its effectiveness in retaining customers and growing income. The critical elements in our marketing toolkit that drive business success include:

• A strong, recognizable, and consistent brand. Knowing what distinguishes our organization in the marketplace and reveals the value proposition for customers is essential. We are a leading accounting firm in the Hudson Valley. It’s not flashy, but it’s true. And the practical tone of our brand extends to the experiences our people deliver when interacting with clients, prospects, and the community. Our people are intelligent, driven, ethical, and professional. They go above and beyond to ensure that we meet and exceed client expectations. From the type of people we recruit, hire, and retain to how we interact with our clients and colleagues, we stay true to our brand and what we promise to deliver.

• Our knowledge of the industries

we serve. We pride ourselves on hiring and keeping bright, talented accounting, tax, audit, and professional services people. We have annual requirements for ongoing learning and certifications. We also go beyond the numbers to build our knowledge of our client’s industries – by building relationships with business and industry organizations, presenting at and sponsoring industry events, and sharing what we learn via thought leadership.

RBT

• Our knowledge of our clients. Before we write down one number, we get to know our potential clients and illustrate how we can maximize value. We host meet-andgreets. We attend client and prospect events. We conduct significant research to understand our client’s goals and challenges so that they have confidence that our services are customized to meet their needs when we walk into an engagement.

We evaluate our marketing activities to determine our return on each investment. Did we retain, maintain, or grow our business? Which investments result in the most significant ROI? Which tactics aren’t delivering the results we hoped for, and might we eliminate them going forward?

Beyond monetary ROI, we also look at softer ROI measures: new relationships, new referrals, readership of our online content, elevation, and more. We combine these hard and soft measures, to build on what’s working to strengthen our marketing strategies and outcomes.

Jonathan Rouis, CPA Partner

Sullivan County Partnership for Economic Development

28th Annual Meeting and Awards Dinner

— A Sold-Out Success

The Partnership hosted its 28th Annual Meeting and Awards Dinner on September 29 at Resorts World Catskills Epicenter. The theme was “Sullivan Catskills: The Place To Be.”

Upon arrival, guests were greeted on the outdoor patio with complimentary welcome drinks from our Tommy Gun Drink Cart, generously sponsored by Crown Castle . A record number of attendees then enjoyed networking outdoors with a one-hour open bar sponsored by Jacobowitz & Gubits and Catskill Hudson Bank , accompanied by fantastic live music performed by Jon Zanger.

Following a delicious buffet dinner, Kelsey Hornicek was awarded the Distinguished Service Award for her significant role in the Partnership’s operation. Joan and Dan Silna , owners of The Eldred Preserve, were awarded the Walter A. Rhulen award for excellence, community commitment, and service to humanity.

Mark your calendars for next year! Thursday, October 5 at Resorts World Catskills.

• Bishop Beaudry Construction

• Mercurio-Norton-Tarolli-Marshall Engineering & Land Surveying, P.C.

• E. Tetz & Sons, Inc.

• Ecological Analysis, LLC

• EPR Properties

• Delaware Valley Job Corps./ Adams and Associates Inc.

• Do Good Spirits

• Superior Surfacing systems, LTD.

• Town of Wallkill Boys & Girls Club, Inc.

• Monticello Central School District

•

• Town of Fallsburg

• Combined Energy Services

• Law Office of M.L. Zager, P.C.

• MHE Engineering D.P.C.

Board Member Spotlight Q A

George Kinne

Describe your business.

Jeff Bank is a 109-year-old NYS chartered bank headquartered in Jeffersonville, New York. We have nine branch locations in Sullivan County and one in Orange County in the City of Port Jervis. The bank is a wholly owned subsidiary of Jeffersonville Bancorp, a publicly traded company. We proudly employ approximately 115 individuals who live in Sullivan, Orange, Delaware, and Wayne County, PA. Based on FDIC deposit data as of June 30, 2022, we held the largest share of Sullivan County deposits with a 34% market share. Jeff Bank provides a full suite of consumer and commercial deposit and loan products.

How did you get started in Banking?

My parents, George, and Debra Kinne, owned and operated an independent motel and B&B for many years (the Roscoe Motel and the Baxter House Bed and Breakfast) in Roscoe, where I grew up. I learned about customer service as a child from them in their daily interactions. I also learned that running a Sullivan County small business and doing it successfully is hard. No success comes easily; hard work is the only way to achieve the same.

I began a career in banking in 1998, working for NationsBank in Charlotte, NC. NationsBank merged with Bank of America. I continued my banking career working for Bank of America in New York City for eight years in various capacities, all in corporate lending. I began commercial lending for Jeff Bank, moving back to my hometown of Roscoe in 2006. I became President/CEO of

Personal: Married to Emily Kinne for 17 years and have 2 awesome children aged 15 and 13.

Hometown: Roscoe, New York

Education: B.S. in Finance from Ithaca College –I’m still involved in the college as a member of the School of Business’ advisory council board.

Hobbies: Guitar, golf, and hunting.

Fun Fact: I began to learn guitar as an adult four years ago with my son. He’s much better than me, but we enjoy playing together and collecting guitars.

Jeff Bank in 2016. In my role as CEO and board member, I’m responsible for the bank’s financial condition and the safety and soundness of our institution, its customers, and its employees.

How has banking changed locally and globally since you started in the industry?

The fundamentals of how banks generate interest income are the same (i.e., making loans in the communities we serve primarily with customer deposits). However, banking risks are changing with increased emphasis on cybersecurity and information security. While physical risks are still relevant, the landscape has changed very quickly, given the sophistication of threat actors who, unfortunately, use various methods to attack financial institutions. We have a team of information technology professionals who work 24/7 to maintain the safety and security of our critical data. Additionally, while banking has always been highly regulated, there continues to be increased regulatory pressure on the banking system.

Jeff Bank is a Sullivan County success story; how do you continue to grow your customer base and maintain customer loyalty?

The values our organization emphasize are trust, integrity, and respect. Our values carry through to our

Jeff Bank

daily interactions with customers. We strive to provide exceptional customer service throughout the bank daily and even independently test ourselves to continuously improve. Most financial institutions offer the same basic types of banking products. We differentiate ourselves in the customer service we provide in every interaction. Our executive and senior management teams, including myself, are available – we don’t even have administrative assistants who answer/screen phone calls. Our board of directors is a diverse group of business leaders who understand Sullivan and contiguous counties. We work tirelessly to identify the needs of existing and potential customers and create a plan to execute those needs. Our teams are also deeply committed to the communities where we are located. Our officers at Jeff Bank are encouraged to volunteer for civic/charitable boards where they can offer their unique skills to benefit valued organizations in our communities.

How long have you been on the Partnership Board? What made you initially want to get involved with the Partnership and ultimately run for the board?

I joined the Partnership board in 2007. I served as the Treasurer for three years during that timeframe. I continue to run for the board because it is a collaborative organization focused on attracting new businesses to Sullivan County for the betterment of existing companies and individuals. While a growing economy certainly benefits Jeff Bank, it feels good to know that the work we aspire to do will benefit future generations. I hope my children can find meaningful careers in Sullivan County, where they can enjoy a great quality of life. Here’s your chance to brag about your company and its people. What are you proud of? I’m most proud of our employees and their commitment to our customers. I’m fortunate to hear so many positive stories and personal notes that customers share with me on how we have helped them. Our team of employees is exceptional. We have many employees who have worked with us for 20 and 30 + years. They care for the organization and customers like their own families.

If you were to sit down with a new member of the Partnership, what advice would you give them to make the best use of their membership?

Like most endeavors, you get out of something what you put in. We provide a variety of ways to network, learn about existing member organizations, become involved in the board, and advocate for new projects. Our shared goal is to improve the economy of Sullivan County and increase tax ratables so that we all have less tax burden and a better quality of life.

Sullivan County Partnership for Economic

Sullivan County Partnership for Economic Development

Our infrastructure. Your imagination. Infinite possibilities.

We’re creating a world where “what if” can become “what is.” Our infrastructure is behind the revolutionary technologies that are transforming the way we live, work, and experience the world. With over 25 years of experience and an unparalleled national portfolio of towers, small cells, and fiber, we’re bringing the world’s biggest ideas and innovations to the people and businesses that need them.

– Putting Value on Display

You might buy a candy bar or a pair of sunglasses on a whim, but you will do your research when deciding who to hire to design a multi-million-dollar project. This truth drives the decision-making in the Marketing Department at LAN Associates Engineering, Planning, Architecture, and Surveying Inc. LAN’s Marketing Department understand that the firm’s services are part of a significant investment, and they aim to ensure potential clients have the necessary information to feel confident in their decision to retain those services.

LAN has been in business since 1965, but its Marketing Department is relatively new, with LAN’s first full-time marketing hire starting in 2014. Now a four-person team, the department has reshaped LAN’s public face, and the results speak for themselves.

LAN’s marketing is about creating a narrative. Before a client decides to use a service, they encounter your company’s messaging countless times. It could be a website visit, an advertisement, a newspaper article that mentions your company, or an in-person trade show conversation. In marketing, these are called “touchpoints.” The more expensive and consequential a product is, the more critical it is to take control of those customer touchpoints to shape your company’s story.

LAN’s Marketing Department uses data-driven decision-making

that informs a strategy centered on putting LAN’s value on display in an informative, engaging, and persuasive way. The team ensured that all touchpoints in the customer’s journey from potential client to client were strategically honed to achieve this goal.

In 2018, LAN decided to invest in a Customer Relationship Management (CRM) system. This software allowed the company to track project pursuits, wins, losses, and other statistics that helped paint a clear picture of ROI from marketing efforts. This, along with an increased concentration on analytics from the website, social, and marketing platforms, helped the team map out where clients encountered LAN’s messaging and how they reacted to it.

Once the Marketing Department knew where potential clients were encountering LAN, a plan was implemented to shape the customer journey. A new website was designed to reposition LAN’s brand and increase user engagement. At the same time, a content marketing strategy consisting of thoughtful and helpful articles on subjects related to LAN’s areas of expertise was aggressively pursued to position LAN as an industry thought leader. This was reinforced by a successful campaign to win awards for projects designed by LAN and for company

leaders and an effort to get LAN-authored articles and content about LAN published. All marketing efforts were consistently used in email and social media marketing.

A dedicated Proposal Writer was identified to spearhead project pursuits, putting the company in a position to obtain more work and be more strategic in its efforts. As part of this strategy, proposal templates were redesigned alongside other collateral like brochures, project case study sheets, and resumes.

Every metric proved LAN’s marketing efforts successful. The new website significantly increased marketing KPIs with a 30% increase in traffic. Website visitors stayed over 40% longer, coming back more often and viewing more pages each visit. Proposal wins have increased by an average of 15% each year since 2018. Companywide success paralleled LAN’s investment in marketing, with billables significantly improving since the marketing efforts were implemented. Lan’s gross sales jumped by 19% from 2020 to 2021 and 52% from 2021 to 2022. LAN’s marketing efforts are in full swing, and 2022 is now the biggest and most successful year in the firm’s history.

LEFT TO RIGHT — Top Row: Philip Rachlis, Marketing Coordinator; Jake Bandler, Marketing Assistant; Back Row: Jennider Mannino, Assistant Vice President of Marketing; Alex Borowick, Marketing Coordinator

Hello Thursday!

The Partnership is serious about Economic Development… but we’re also serious about Networking. Sign up to attend our next event and make some new connections… you’ll be glad you did. Hear what our Investors have to say…

“When my husband and I were invited to attend the Partnership’s Annual Meeting by our friends at Advanced Disaster Recovery, I didn’t know what to expect. I did, however, know what I hoped to experience.

From the time we arrived at the cocktail hour, everyone we interacted with was friendly and welcoming. They asked about us and allowed us the opportunity to get to know a little about them. We enjoyed the dinner, presentations, and award portion of the evening very much – as everything was kept upbeat, light, and within a timeframe that was considerate of everyone’s schedules and attention spans.

We left that evening knowing with certainty that the Sullivan County Partnership is an organization we want to be a meaningful part of. Like Sullivan County itself… the Partnership is the place to be!”

Vicki Hoffman, J. Hoffman Insurance New Investor – Oct. 2022

2023 UPCOMING EVENTS

Tuesday, February 21, 2023

Mardi Gras Mixer

5:30 PM – 8:00 PM

Location: Bixby’s Derby at The Kartrite Resort & Indoor Waterpark

555 Resorts World Drive, Monticello, NY

Thursday, March 23, 2023

Economic Development Summit

8:00 AM – 10:00 AM

Location: TBD

Thursday, April 20, 2023

Spring Quarterly Meeting

5:30 PM – 8:00 PM

Location: TBD

Thursday, May 11, 2023

Women in Business Networking Event

5:30 PM – 8:00 PM

Location: Cellaio Steakhouse

888 Resorts World Drive, Monticello, NY

Don’t wait to grab your sponsorships – Check out our updated media kit and see what opportunities will fit your company. Contact Jen Cassaro at 845-794-1110 to secure your sponsorship today!

Sullivan County Partnership for Economic Development In the Know | Fall 2022

Ever Wonder Where Our Investors are Located?

From New York to Kansas City, Missouri, they’re not just from Sullivan County.

Each issue, we call out investors from all over the map.

1 Catskill Hudson Bank CatskillHudsonBank.com 845-334-0050

95 Schwenk Drive Kingston, NY 12401

2 Creighton Manning Engineering CMEllp.com 518-446-0396

2 Winners Circle, Suite 201 Albany, NY 12205

3 Delta Engineers, Architects, Land Surveyors & Landscape Architects, D.P.C Delta-EAS.com 607-231-6610

860 Hooper Road Endwell , NY 13760

4 DTS Provident Design Engineering, LLP DTSProvident.com 914-428-0010

One North Broadway White Plains, NY 10601

5 EPR Properties EPRkc.com 816-472-2000

909 Walnut, Suite 200 Kansas City, MO 64106

6 Focus Media, Inc. FocusMediaUSA.com 845-294-3342

10 Matthews Street Goshen, NY 10924

7 Hudson Valley Kitchen Design HudsonValleyKitchens.com 845-615-9410 2713 Route 17M New Hampton, NY 10958

8 New Hope Community, Inc. NewHopeCommunity.org 845-434-8300

PO Box 289 Loch Sheldrake, NY 12759

9 New Southern Tier Title Agency, LLC SouthernTierTitle.com 845-791-7777

548 Broadway Monticello, NY 12701

10 North Atlantic States Regional Council of Carpenters NASRCC.org 845-567-1810

52 Stone Castle Rd Rock Tavern, NY 12575

11 Partymaster -Master Group of NY PartyMaster.us 845-434-6210 PO Box 337 Hurleyville, NY 12747

12 Passero Associates Passero.com 585-325-1000

242 W. Main Street, Suite 100 Rochester, NY 14614

13 Seven X Motors Inc. SevenXMotorsInc.com 845-583-5110 PO Box 247 Mongaup Valley, NY 12762

14 CSP Printing, LLC/ Steingart Associates, Inc. 845-434-4321 P.O. Box 185 South Fallsburg, NY 12779

15 The Pike Company PikeCo.com 518-371-5900

20 Loudonville Road Albany, NY 12204