Collective Impact - Spring 2022

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Contents In Each Issue

Features

02 - 05 Community Conversations 26 Chamber Member Update 27 Chamber Events at a Glance 28 Chamber Program Updates 29 Chamber Member Anniversaries

Community Conversations 02 Susan Finco, President, Leonard & Finco Public Relations, Inc.

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Contact: Mark Dunning Membership Sales Manager mdunning@greatergbc.org 920.593.3417

03 Bobbi Webster, Director of Public Relations, Oneida Nation 05 Steve Van Remortel, Founder/CEO, MyTalentPlanner, Inc. Storytelling in Marketing 08 How to Tell Your Story

18 Choosing the Medium to

10 Brand Storytelling with an

20 Building Your Brand Through

13 Podcast Marketing in a

22 If a Picture is Worth 1000 Words,

on Social Media

On the Cover

Integrated Approach B2B Environment

14 Stop Being a Business and

Tell Your Story

Effective Storytelling

Imagine What a Video is Worth...

24 Storytelling on the Homepage

Start Being a Brand

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Collective Impact is published quarterly by the Greater Green Bay Chamber, 300 N. Broadway, Ste. 3A, Green Bay WI 54303. Collective Impact is supported by advertising revenue from member companies of the Greater Green Bay Chamber. For information about the advertising rates and deadlines, contact sales at 920.593.3418.

Collective Impact (USPS 10-206) is published quarterly for $24 a year by the Greater Green Bay Chamber, 300 N. Broadway, Ste. 3A, Green Bay, WI 54303. Periodicals postage paid at Green Bay, WI. POSTMASTER: Send address changes to Collective Impact, 300 N. Broadway, Ste. 3A, Green Bay WI 54303. PH: 920.593.3423.

COMMERCIAL LITHOGRAPHY

Community Conversations

Community CONVERSATIONS WITH SUSAN FINCO

In May’s episode of Community Conversations, Susan Finco, President of Leonard and Finco Public Relations joins Chamber President/CEO, Laurie Radke, to converse about growing a successful business in Greater Green Bay. Susan also shares some insight into her role on the Green Bay Packers board of directors and advice that she can offer on help you on your career path.

Why do you think Greater Green Bay is such a great place to work, live, and raise families?

I always tell people it’s big enough and it’s small enough, and by that I mean it’s large enough that you have the big city amenities. You have a lot of things going

2 Collective IMPACT | Spring 2022

on. You can find the people that you relate to and become involved in, and yet it’s small enough that you don’t feel like there’s this huge population base. You can’t get things done. If there are issues, people come together and solve them. So I like that analogy. It’s big enough and it’s small enough, and I think it offers something for everyone.

When we think of people looking for a career path and wanting to enter into public relations, do you have any words of wisdom or advice on how to get started?

Well, obviously you’re going to look for a job in it, but internships are vitally important.

And if you can’t land an internship, volunteer with a nonprofit organization. If you’re studying PR in school, most of them welcome the opportunity to have somebody do some of that work or give ideas and start doing that to build your portfolio.

It really helps to talk to people. Even if you’re not looking for a job right then and there, talk to people in the business to see what they do and to learn from them.

Watch the Full Interview and All Community Conversations

Community Conversations

Community CONVERSATIONS WITH BOBBI WEBSTER

In April’s episode of Community Conversations, Chamber President/CEO, Laurie Radke, is joined by Bobbi Webster, Director of Public Relations for Oneida Nation. Bobbi shares more about her career path as well as provides insight on Oneida Nation, its people and its culture.

Share with (us) a little bit about the heritage of Oneida and talk to us about the culture and things that we may not know.

Well, I think people sort of overlook the fact that Oneida Nation is a government. It’s a separate, unique and distinct government. And there’s a lot of our culture that defines who we are, and

we’ve intertwined that culture, our history, our pride into the government and how it works. So our core values are a part of how we determine our way of life.

One of the most unique things is Oneida is a matriarchal and a matrilineal society.

We’re a government that values the women. So the clan mothers, the aunties, the moms, the sisters, they all had a role and still have a role in defining our community.

When we look in the future for Oneida Nation, what kind of exciting things are on the horizon that you’re able to share?

I see the dependency upon our core values, our traditions, our culture becoming more

important to another generation. I see our young people wanting to know, “how do we go back to farming? What are our traditional agricultural practices? How do we get back to sustaining food sovereignty? How do we keep our language?

How do we keep our ceremonies? How can we make sure that everything that we say and everything that we do today will resonate for the next seven generations?”

Watch the Full Interview and All Community Conversations

Spring 2022 | Collective IMPACT 3

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Community Conversations

Community CONVERSATIONS WITH STEVE VAN REMORTEL

In March’s episode of Community Conversations, Laurie Radke, President/ CEO of the Greater Green Bay Chamber, is joined by Steve Van Remortel, Founder/CEO, MyTalentPlanner, Inc. and Stop The Vanilla, LLC. Steve and Laurie discuss why Greater Green Bay is such a great place to work, live, and raise a family. Steve also provides insight into what it was like starting his own business.

What has changed and what is the challenge now as you talk with employers?

“I’m sure you’ve heard of the great resignation where a lot of people are saying, hey,

I’ve had enough of the grind. I want to do this. I want to do something I love to do.

Retention has been a primary driver of a lot of companies. We got to keep the people we have and really help them enjoy their role.”

“And the companies that are proactive about it (recruiting talent) are the ones that are going to win in that regard.”

If you had just a couple thoughts to share with the community around talent, what would that be?

“I have a huge passion for creating shepherds of the talent. That when you see a shepherd, (they) nurture, care for, invest in, develops the people in their life, both at work and at home. It’s not a duty that’s

just work based. So my passion is to build shepherds and then shepherds develop more shepherds. And next thing you know, there’s lives being changed across our community on a daily basis because the shepherd of the talents are at work.”

“So the answer to your question is on the responsibility that you have, because everybody has people that are responsible for to shepherd the talent.”

Watch the Full Interview and All Community Conversations

Spring 2022 | Collective IMPACT 5

Storytelling in Marketing

Courtesy of the Neville Public Museum of Brown County.

Courtesy of the Neville Public Museum of Brown County.

6 Collective IMPACT | Spring 2022

140 Years of Building Greater Green Bay By: Mary Rhode, Greater Green Bay Chamber

T

his year will mark 140 years for the Greater Green Bay Chamber.

Throughout that time, our organization has supported the community by helping businesses find success and convening the doers and gathering the resources to accomplish those tasks. But like most, our story isn’t that simple.

Photo Credit: Chuck Zentmeyer

as we entered the third quarter of 2021, the timing was right to update the 2017 plan.

The updated plan was released to business leaders, investors, Chamber members, and community members. The 11 initiatives were restructured into seven focus areas and each focus area was assigned to a task force. The work of each task force helped to drive the progress made on the 2017 plan and solidified how the updated plan would move forward.

What began as the Business Men’s Association in 1882, has grown to become the Greater Green Bay Chamber today. In the beginning, the founders tackled many of the Through the difficulties of the past years, we challenges of those days including lobbying have continued to advocate for businesses, for construction of municihelping them thrive and pal waterworks. Moving with the foundation of the We look forward into the 20th century, we updated Strategic Plan, played a relevant role in the Chamber has been to the next 140 completing the master able to help entrepreneurs years and being plan for the new airport, and startups through the providing political support Startup Hub and Urban a part of many for a four-year college Hub, have informed and stories that have (UWGB), upgrading led discussions around and yet to be written. created solutions for talent Highway 29, and more.

Although we are not retention and recruitment even halfway through the 21st century, the (Your Move Green Bay) and continued Chamber has cemented its place in commuto build on the positive momentum and nity history by supporting construction of energy of this wonderful community. the Resch Center and Resch Expo, lobbying for a STEM Innovation Center, and One major difference throughout our history many other notable projects and issues. is HOW we tell our story. As the storytelling platforms have evolved over time, so have the In 2017, an economic development strateChamber’s methods for communicating who gic plan was drafted and organized around we are and why we exist. Most recently, the an ambitious set of 11 initiatives designed creation of our Community Conversations to support the creation of new jobs and YouTube series. No matter the platform (i.e., investments. In early 2020, the Chamber social media, website, PR, video, photo, etc), considered updating the plan, however we continue to emphasize the value our orgawhen the Covid-19 pandemic hit, a massive nization brings to the continued development pivot caused the focus to shift to response of Greater Green Bay. We look forward mode. It was vital for the Chamber to be in to the next 140 years and being a part of a position for strong economic recovery and many stories that have yet to be written.

Spring 2022 | Collective IMPACT 7

Storytelling in Marketing

How to Tell Your Story on Social Media By: Brad Cebulski, Bconnected LLC

W

e have finally reached a point in society where social media for businesses and organizations is commonplace; however, the question of, “What am I getting out of it?” still remains quite strong. I have been lucky enough to be in this industry for eleven years now, and while the applications, platforms, and pages have changed, the overall philosophy has not - to be “social” with your “media” you need to be authentic to your story.

But how?

Instagram, Snapchat, TikTok, YouTube, or LinkedIn, the premise remains similar.

Going back to the questions posed previously, there’s one thing I can answer for you: your fans, followers, customers, and friends care about who YOU are and what YOU do that makes you unique. So many of us want to craft the absolute perfect message to tell our target audience, but in reality, people just want to see what makes you special. This most likely includes activities and things you do everyday which you might think is boring because after all, it’s just “work.” To your followers, however, it’s new and different! They don’t see things from a day-to-day perspective the way you do.

To understand “how,” we must first understand “why.” People participate on social media platforms for the sake of connection.

Despite whether or not you believe this is healthy for individuals, it is the basis of When we work with clients, we like to think why they are here. If people are looking for about the story in terms of “buckets” of a connection, do you think they care about content. These buckets are what make up who perfection? Do you think they care about advertisements? Do you think they care about you are as an organization. I would encourage you to think about what makes you unique what YOU care about? These are all quesand divide them up into buckets. These can tions you should be asking yourself before be buckets for team culture, thinking about “how” to behind-the-scenes processes, capture your story in order Your fans, followers, different specialties, your to connect with people. products/services, events, or For the most part, socustomers, and anything else that makes you cial media platforms friends care about unique! Now, break these are built to showcase buckets down into days on a who YOU are and content on pages that content calendar and get to are not advertisements. what YOU do that work. Pick up your phone, or We call this “organic makes you unique. camera, and start capturing content.” Now, there are things as they happen. One plenty of advertising of the best pieces of advice I can give you is opportunities and advertisements that are to start embracing photography and the jourwedged in between all of the noise, but it’s ney to continually create better content with not how the platforms are fundamentally photo and video.

It’s a never-ending pursuit built (we will get to this more later). The and technology has made it incredibly easy. platforms are fundamentally built around interactions - specifically reactions, comments, and sharing. Whether it is Facebook,

8 Collective IMPACT | Spring 2022

But what about my return on investment?

Glad you asked! Photos, videos, and content around your story aren’t good enough to drive ROI from social media by themselves.

This is where all of the paid advertising comes in play. It is my firm belief that the combination of paid advertising, mixed with authentic content that’s posted organically throughout the week, is what will drive your growth and objectives online. We could talk for hours about either of these, and if you focus on them both while also being your truly authentic self, you will likely be able to answer, “What am I getting out of it?”

To learn more, listen to BConnected’s podcast:

Spring 2022 | Collective IMPACT 9

Storytelling in Marketing

Brand Storytelling with an Integrated Approach By: Emily Johnson, Element

10 Collective IMPACT | Spring 2022

F

rom prehistoric cave paintings to literature and shadow puppetry, stories have been shared in diverse ways since the dawn of human existence. Deeply rooted in human nature, storytelling is a powerful tool used to influence, teach, and inspire audiences. At Element, we know that a well-crafted narrative can forge purposeful connections between people and ideas.

For a brand, stories can do what facts and statistics cannot do on their own. In the world of marketing, stories are employed to act as methods of proof and persuasion. When telling your brand’s personal story, you can make logical cases for why your audience should choose you over the competition, showcase credibility in your industry, and appeal directly

to your audience’s emotions. A brand’s story not only creates a connection with your target audience but helps establish familiarity and trust, which translates to brand loyalty.

Every brand has a message to share—the key is knowing how to share it effectively. The Element team focuses on crafting powerful stories for targeted audiences at strategic times. By fully integrating our efforts, we found ways to interconnect disciplines and provide brands with holistic solutions backed by data-driven insights. Competitive research and brand persona development are crucial facets of the integrated marketing strategies we develop for our clients. We know that starting with a strong understanding of the brand’s position and target audience will lead to stories that resonate.

Once we have fully defined your organization’s position, persona, and voice, we develop an integrated marketing strategy to attain your goals. Perhaps you want to reach younger audiences, grow eCommerce sales, or position yourself as the premier brand in your industry.

Whatever your goal may be, it is paramount that the methods used in telling a brand’s story are based on the business goals paired with our research and strategy.

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While the specific channels and methods leveraged in a marketing campaign will vary by need, you should express your brand’s narrative in all marketing efforts. Whatever your campaign strategy includes, you must understand the dynamics of each to adapt your story adequately. Social media and billboards, while being both quick-hit platforms, interact with audiences in very different ways. The success of both methods requires a scaled-down brand story that can be told in three to five seconds and the words or phrases must clearly convey the brand messaging based on the integrated strategy. At Element, we also go beyond words to communicate your organization’s story—utilizing imagery, color, typography, and design as integral pieces of brand storytelling.

In the world of marketing, stories are employed to act as methods of proof and persuasion.

Integrated marketing focuses on utilizing various forms of communication in successful ways based on strategy. All the pieces of a brand’s marketing strategy should sound, look, and feel the same—without being mirror images of each other. By unifying all pieces of your marketing communication and leveraging the specific mix of media, channels, and tactics, you can achieve a consistent look, feel, and tone to your brand’s story that will reach your target audiences—providing them with a convincing brand message.

With so many moving parts in brand storytelling, creating a fully integrated campaign ensures a consistent brand message that utilizes a data-driven strategy for maximum impact.

From design and content marketing to public relations, social media, SEO (Search Engine Optimization), paid media, and more—your marketing tactics will always be more influential together than they are on their own. That is why we use strategy and research to find the right blend for your business to achieve its goals and boost your bottom line.

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Storytelling in Marketing

Podcast Marketing in a B2B Environment Contributed By: Ahlstrom-Munksjö

A

hlstrom-Munksjö is a global leader in fiber-based materials, supplying innovative and sustainable solutions to its customers, regionally known as a specialty papermaker. With four paper-manufacturing plants in Wisconsin and more than 40 other plants around the globe, the team at Ahlstrom-Munksjö has found ways to expand its go-tomarket messaging strategy in nontraditional ways for the B2B community – podcasts.

“At the start of the pandemic, we realized that our very traditional way of reaching our customers and the marketplace was going to take a significant hit, and we needed to pivot quickly like many other industries,” said Addie Teeters, Head of Marketing Communications and Public Affairs. “Podcasts quickly became an innovative and yet functional way for us to communicate

strategic messaging to a specific audience.”

Teeters and her team have found podcasts to be a very transparent way to communicate to their target audience, while offering the ability for listeners to tune-in at their leisure.

“Often with a webinar or in-person meeting, you are expecting the customer to schedule specific time with you,” explained Teeters.

“Additionally in those environments, it is clear that this is a presentation format or it is a bit rehearsed. With a podcast, you can carry on a conversation with your team and it simply comes across as more natural.”

Dana DeCoster, Marketing Manager with Ahlstrom-Munksjö, has participated in the podcasts. She believes this to be a truly strategic way to reach customers in a more unique format.

“This was the first time I was fortunate enough to be part of this type of podcast experience, and I truly loved the outlet it provided to discuss vital topics such as sustainability that we are so passionate about,” said DeCoster. “In order for these podcasts to be successful, it is critical to trust your own knowledge and just speak candidly to the marketplace. A podcast allows you to just be yourself, and really take a step back to enjoy this unique process of marketplace discussion and education. I am already looking forward to the next one!”

Ahlstrom-Munksjö has found that keeping the conversation natural and non-scripted is key.

“Certainly you want to take the time to agree upon content and questions, and ensure the people you are interviewing feel confident and prepared,” said Teeters. “However, be sure to encourage your team to be flexible, and to not read their notes. You are experts in your business and in your craft, so channel that confidence when you go into recording your podcast. The transparency and more conversational tone will certainly be perceived as more authentic to your audience.”

Ahlstrom-Munksjö’s mission is to expand the role of fiber-based solutions for sustainable everyday life. Their offering includes filter materials, release liners, food and beverage processing materials, decor papers, abrasive and tape backings, electrotechnical paper, glass fiber materials, medical fiber materials, diagnostics and energy storage solutions, as well as a range of specialty papers for industrial and consumer end-uses. They employ some 8,000 people around the globe.

To access AhlstromMunksjö’s latest podcasts visit: They are also available wherever you listen to podcasts.

Spring 2022 | Collective IMPACT 13

Storytelling in Marketing

Stop Being a Business and Start Being a Brand By: Julie M Gile, Julie M Gile Photography

14 Collective IMPACT | Spring 2022

A

re you just a business or are you a brand? That’s not a trick question.

There are hundreds of incredible businesses in the Greater Green Bay area, yet not every one of them is truly a brand.

The difference between a business and a brand comes down to storytelling. Companies telling authentic stories in their sales and marketing efforts have crossed the threshold from business to brand. But businesses relying on generic messaging (such as stock imagery) are missing a huge opportunity to connect with their audiences and create an organization built to last.

Let’s get personal

Why did your company get started? What are your roots? Perhaps it’s been built over generations, or a life-changing moment planted the seeds for the business to grow.

Here’s my story:

I first realized the power of photography when my mom was dying of cancer. I was pregnant at the time and knew she would never meet my son. I picked up the camera to make sure I never forgot her. And I haven’t put it down since, six years later. This experience profoundly changed the value and depth of visual storytelling for me.

By perfectly answering its audience’s “why,” Apple has built an incredibly loyal audience and minimized any noise from competition. Apple’s business is selling computers and their brand gives you freedom. Nike’s business is selling shoes and their brand gives the power to live an active lifestyle.

Folger’s business is selling coffee and their brand teaches you to savor every moment.

Connecting your audience with the “why” behind your brand makes you relevant and much bigger than just a pair of shoes, a cup of coffee, or a computer.

Start your transformation from business to brand A business keeps invisible walls up. A brand gets personal with its audience.

Telling stories like this is an important part of connecting and engaging with your audience. But I want to challenge you to shift your marketing even deeper.

What’s your why?

“People don’t buy what you do, they buy WHY you do it.”- Simon Sinek Your audience wants to know: “What’s in it for me and why should I pay attention?” We all crave authenticity and real, human-tohuman connection in an increasingly detached world. That’s why a brilliant brand story answers your audience’s “why me” and drowns out the noise. The more effectively you answer this question, the more successfully your brand will convert customers.

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This can be accomplished through copywriting and great verbal/written communication. Yet photos tell stories the way a perfectly crafted sentence never will. Dynamite visuals are the best way to communicate the “why” behind your brand.

Becoming a brand means scrapping bland stock imagery and engaging your audience in real authenticity. Doing so will show the purpose behind what you do, and people will notice. For example, Apple’s business is selling computers, and they have plenty of competition. Yet Apple has also created a brand and effectively canceled out the competition. Apple’s brand represents the freedom its products give you: • More portability to work anywhere you want • Faster processing to save you time • Less desk space required so you have more space for life

My business is photography, and my brand is connecting your why to your audience. When you nail down your “why”, you breathe new life into your business and turn it into a brand.

Here’s where to start: Ask yourself, what problem do you solve? Then, dig deeper. How do you solve this problem better than anyone else out there?

No business has a “why” quite like yours, so once you get crystal clear about the purpose you wish to achieve, showing how your product or service will achieve this becomes easy.

I can’t wait to see more Green Bay businesses transform into true, long-lasting brands.

Tell real stories and the right audience will find you.

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Spring 2022 | Collective IMPACT 15

Storytelling in Marketing

Tell Your Story in Seven Words or Less By: Blayne Belter, Lamar A billboard is like a first date, the more you ramble on about yourself, the less interesting you become.

- Author Unknown

F

rom cavemen doodling with clay on stone walls to 1902 when Charles Lamar lost a bet and started a billboard company, there have been many stories told, ideas shared and BIG SALES displayed outdoors. It seems easy. Not a whole lot to a billboard. Right? Summing up a lifetime of work in a rectangle is not so simple. We advise our customers when coming to us for the first time - seven words or less of copy. How do you tell a story in seven words or less when historically, most stories are told with... words? It certainly can make for a short story, but it doesn’t have to.

Seven words is a target more than a rule. A billboard offers our clients the opportunity to be larger than life. It is understandable to want to use that space to tell every traveler everything about their past, present and future. Believe it or not we can still do that in seven words and a dash of unicorn magic sprinkled on.

A picture is worth 1,000 words

It is a simple thought we have all heard, but never more true than in outdoor advertising. Choosing engaging, creative, fun, funny, emotional, weird, gorgeous visuals are the main keys to the success of a design. The image is what makes them look.

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When I meet with customers I always relay three main points from my perspective.

1. Readability takes from aesthetic and aesthetic takes from readability. The bigger and more beautiful the artwork, the more likely the design will be difficult to read from distance.

The more legible and in your face the wording is, the less attractive the design can be.

Striking the balance is what my goal is.

2. Make it personal. The less canned the creative and the more it speaks directly to who our customer is, all the better.

3. Make it memorable. Three years after your billboard comes down, you still want people saying, “HEY, you’re the guy from that billboard!”

Endless creative possibilities

Through our digital platform there are opportunities to run as many designs as you like. Pivot your message, say something immediate that just came up, or even stop saying something suddenly and end that story

to start a new one. Countdown to an event, show a sports score, relay the weather or time to drivers. Digital displays allow room to try things. Ideas, colors, fonts, pictures, contrast, what message looks good at night vs. what looks good in daylight. If it is not working, it comes down and we make it better. This can happen in 10 minutes. That makes story time interesting and relevant minute to minute.

Our in-town poster billboard program allows for multiple designs in different areas of our cities we serve. On one side of town you could be telling everyone about your 99¢ loaf of bread and on the other, that coffee is freshly roasted and available.

Finally our highway bulletins need to say something big and memorable to grab eyes that are going by at 70mph. Bold contrast, large quick messages, great color choices that work with the context of the location, or extension and lighting embellishments. These are the splash to the story.

The headline to who the customer is.

Tell your story with a billboard, or maybe 10. Make a long story short. Be interesting. If a caveman could, anyone can.

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Spring 2022 | Collective IMPACT 17

Storytelling in Marketing

Choosing the Medium to Tell Your Story Contributed By: Webfitters

Every brand has a story to tell.

Y

our origin, your employee experiences, and how your products or services change lives are all worthy of a story.

Come to think of it, that’s not just a story. That’s stories - many of them!

But when it comes to distributing your stories in the online space, you have a lot of options. Stories can be told through video and posted on YouTube, recorded in an audio format and shared on a podcast, or captured in the written word and published on your website - and anything in between. Social media provides even more options for reaching your audience with your stories, with a platform tailored to just about every demographic.

There’s no right or wrong answer for choosing the medium to tell your stories, but there are certainly better choices, depending on your message and your audience.

Match the message to the audience

When we talk about a message, we’re going beyond the typical “we sell X” or “we provide Y.” We’re talking about what you’re trying to convey through your messaging.

You see, every story should produce some

18 Collective IMPACT | Spring 2022

kind of actionable response. Desired actions could include buying a product, donating to a cause, or sharing on social media.

And for a person to be willing to take any action in today’s very crowded online marketplace, you need to spark feelings.

Three examples that we’ll cover today are “emotional,” “inspirational,” and “educational.”

Is your message emotional?

People are driven by their emotions. If you want to impart an emotional response from your audience, choose a visual medium to share your story. Video is the best example of this, but visual media such as photos, graphics, infographics, and animations are also very effective.

Now, where can we find an audience that is primed for emotional messaging?

Facebook and Instagram are the best platforms for sharing emotional messaging. These are very personal spaces; people share their biggest life moments on Facebook and Instagram. They interact with friends and brands that share stories of personal significance.

And when they browse their feeds, they’re looking for content that makes them feel something. They are primed for

There’s no right or wrong answer for choosing the medium to tell your stories...

liking, commenting, and sharing content that provokes an emotional response.

So the next time you have a video testimonial of a very happy client or a silly photo of your dog on Bring Your Pet to Work Day - choose Facebook or Instagram to distribute your story.

Is your message inspirational?

We’re living through heavy times. When people need a pick-me-up, they seek inspirational stories that help them see that there is still good in the world. If you’re sharing an inspirational success story, choose a medium where people go for growth.

Where can we find an audience primed for growthoriented messaging?

LinkedIn, TikTok, and podcasting are your best platforms for inspirational stories. LinkedIn is polished, and stories of success and growth spark great engagement. TikTok is eclectic and draws a young audience, yet inspirational (and funny) content goes a long way. And podcasts draw growth-minded people.

If your story is about an employee overcoming hardship or offers a glimpse into how your product or service changes the world, choose LinkedIn, TikTok, or a podcast to share your message.

Is your message educational?

People spend time online for self-improvement, so if your stories help people learn how to improve an area of their lives, choose a medium that’s educational.

Which platforms draw an audience primed for learning?

YouTube and Twitter are your best platforms for sharing educational content. Twitter is full of opinions, where people go to speak back-and-forth conversations and experience healthy debate. You can be part of those conversations. And YouTube is the go-to spot for all things learning - from cooking videos to online courses and everything in between.

When you have useful hacks that will help

your audience better use your product or a helpful opinion to add to a timely event, choose YouTube or Twitter to tell that story.

Treat your website as your marketing hub

To house all of this content and messaging, your website is your marketing hub. It’s like the center of your marketing solar system everything should point back to your website, where you give your full brand experience.

Your very best content should live on your website, since your audience views that as the most reliable place for information about your organization. Those impactful videos, inspiring stories, and educational hacks will live longer on your website so give them the home they deserve!

Spring 2022 | Collective IMPACT 19

Storytelling in Marketing

Building Your Brand Through Effective Storytelling By: Cole Buergi, Leonard & Finco Public Relations, Inc.

20 Collective IMPACT | Spring 2022

S

torytelling is a powerful way to create a brand identity and generate consumer buy-in. When done effectively, using storytelling as a method to communicate generates an emotional response that creates relatability and trust, leaving audiences with a memorable experience. The reason it works so well is that humans are predisposed to learning through stories.

In fact, studies in neuroscience have proven that the human brain is wired to respond to well-crafted narrative, making

storytelling a great way to engage audiences and leave them with a positive and lasting impression. It physically triggers areas of the brain not affected by fact-based information. Well-crafted stories stimulate feelings, ideas, and attitudes that create connectivity with your audience at a meaningful level.

This makes it highly effective in public relations because, through storytelling, we can take the audience on a journey that’s consistent with the overall goals we seek to achieve.

That’s great news as every business has a story to share. It’s how you tell it and the communication channels used to share it that make the difference between your story resonating with audiences or having it fall flat.

made, warts and all, along the path to success.

It’s human nature not to want to admit the challenges or mistakes made. However, everyone faces challenges and has made mistakes in their lives and that’s why it’s such an effective way to communicate. Everyone can relate to it at their own level. And, when possible, incorporate visuals that support your story.

To start with, good storytelling involves three key elements: status quo, conflict, and resolution. The status quo is what the current industry looked like before you started Stories can go beyond just how you started your business or launched a new product or your business and why. Some of the most service. It’s the reason why they started the compelling stories are those shared about business or developed something new and how your product impacted others. Sharthat is to change the status ing the stories of your quo. The conflict involves consumers provides Well-crafted stories the challenges you faced to the validation for your develop and launch your product in a meaningful stimulate feelings, service or product. Resolution way, such as one story ideas and attitudes is the result or your actions.

I recently saw about a It’s how you overcame the hearing-impaired womthat create conflict to be successful. an who was able to hear connectivity with for the first time in her your audience at Take the tech giant, Apple, life following a cochlear for instance. Today Apple implant. The raw emoa meaningful level. is recognized as one of the tions she shared after world’s largest and most inhearing for the first time fluential companies. That wasn’t the case back spoke volumes for the procedure and the in 1976 when Steve Jobs and Steve Wozniak technology used to make it happen. built the first working Apple computer in the garage of Job’s parents’ house. They faced And, no you don’t need to be an indusan almost insurmountable challenge, worked try titan to have a compelling story. The to overcome it, and have forever changed reality is small companies have leveraged the world because of it. Going from meager their brand story to great success, amassbeginnings to industry titans is compelling. ing large audiences of loyal consumers.

But it’s not just enough to develop a great story. You must be willing to tell it, which can be a challenge for some business leaders.

It is a challenge mostly because it involves highlighting the obstacles faced and mistakes

reporters as a compelling human-interest story or shared with industry trade publications. Are there other marketing avenues to consider for sharing with your audience such as blogs. What other channels can you use to develop and inform new audiences to create brand awareness?

In the end, remember your storytelling is about the customer, not you.

Make sure to frame it that way.

Once you’ve developed your compelling narrative, it’s important to identify the communication channels to share it. Is it short enough to be shared and consumed on social media? Can it be pitched to local

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www.netvpro.com Spring 2022 | Collective IMPACT 21

Storytelling in Marketing

If a Picture is Worth 1000 Words, Imagine What a Video is Worth….

By: Jason Manders, Core Crafted Designs

W

e are all in an age of advertising media overload. Emails, TV ads, social media. On our phones, in our living rooms, in our cars. All designed to get our attention and motivate us to act on what we just saw or heard. And in some aspects, the days are gone where a business just needs to tell the world about its product or service. Now, customers want to know if the business is acting responsibly, has good intent, good culture, good people or maybe even a mission to make the local area (or better yet the world) a better place. Trying to sum all this up in a single image with simple text would be quite a challenge.

Connecting to your customer The use of video in advertising can create a connection to your customers like no other

Lights, camera, action!

Much like a Hollywood movie, your video should be designed to cover the basic elements of a story. What’s the plot, the purpose, the characters? What is the location setting that best captures your message? Who is your target audience and what is important to them? And where the video will be distributed has an impact on how it’s shot. Do you have 30 seconds to tell your story, or three minutes? All of these are important factors to consider and design into the project.

way. They see firsthand what you do, what you are about and what matters to your company. And the icing on top is they almost get to experience it firsthand Being different makes without actually being there. the difference The key Your customer hears your The key here is to be memorable. story delivered in a way that here is to be Stand out and be different. We all truly connects with them. memorable. have short attention spans and are They see your emotion quick to click or swipe away. What and even get a chance to Stand out and sets you apart in the industry? feel it themselves. The be different. How is your product or service video story you tell helps better? How will you help your your potential customer customer make their life easier, understand what it is that your business and tell them in a way they quickly and easily does, why you do it, and how it can help understand? Sometimes it’s the small things them. It can explain your values, mission, that make a big difference in their lives. Many how you got to this point in your business customers will even pay more for a product or and where you plan to go. Way more than service because of what the company stands a photo could ever “say”... if it had a voice. for. Many choose to give their business to a company that is making a difference on an issue they care about, and the extra cost is looked at as an investment in the cause.

Take a little journey together

Video storytelling shouldn’t be a direct sales pitch. It should connect to your customer and tell a real story about things that matter to them. You want your story to be engaging from start to finish. You want it to be relatable to your potential customer. Think like they do, not like you do. What do they want to hear and see? You’re not speaking AT them, you’re speaking TO them. And better yet, you are speaking LIKE your customer. They should see and hear why you are the right choice for their business without thinking that much about it. It just clicks.

22 Collective IMPACT | Spring 2022

Spring 2022 | Collective IMPACT 23

Storytelling in Marketing

Storytelling on the Homepage By: Joan Koehne, Packerland Websites

F

rom the beginning of time, storytelling has been a compelling way to entertain, educate, and inform. A well-told story is like a gift to unwrap. You don’t know what’s hidden inside until you open the box. Likewise, visitors coming to your website open a digital package to find out what’s inside. Essentially, they want to know your story. Does your company have the characters, setting, and plot to produce the outcome they desire?

Customers are turned off by anything that sounds salesy, but a well-told story gives them a reason to relate to you – and to be loyal to your company.

A good place for storytelling is the homepage of your website.

The homepage needs to get the audience’s attention, and what better way than with images. Children love picture books, and they’re not the only ones who like stories with photos. An effective photo on the homepage shows action, creates interest, and helps define a company’s brand. Visual information is easier to process and remember than words.

In essence, the homepage photos should show a solution to your audience’s needs. A campground website showing moms, dads, and kids jumping into a swimming pool tells the story of a fun place for families to be together.

Compare this fun image to an image of an empty swimming pool, and you get the idea.

Photos, videos, and slideshows create visual appeal and hold a viewer’s attention.

Videos are so popular that YouTube is the number two search engine on the internet, with Google as being number one. Someone watching a video on your website is more engaged in your brand, so they’re likely

24 Collective IMPACT | Spring 2022

to take the next step, like calling, ordering, or requesting an estimate.

In addition to images, words are powerful tools on a homepage - not just the paragraphs of text, but every word that appears on the webpage. A navigation menu, headings, subheadings, and call-to-action button summarize your story for the reader.

An easy-to-find phone number and address encourage visitors to act.

Your company has something that no other company has – its own story.

You worked hard to get visitors to your website, so don’t make it difficult for them to call or stop in.

From a technical standpoint, make sure to integrate keywords and key phrases into your story. Although your story is written for human visitors, it’s also written for bots that determine where your company fits on search engine result pages like Google. Bots can’t see images or videos, so text is their primary means of indexing. But be careful not to overuse keywords. Storytelling should speak to visitors, not manipulate search engine results.

Additionally, storytelling should be geared to the audience. You wouldn’t read your kids a chemistry textbook. Instead, you’d choose a picture book suited to their age and interests. Likewise, try to define your website’s audience.

This gets tricky, because you need to speak to different audiences: current customers, potential customers, current employees, potential employees, and lots of other people. Try narrowing it down to a primary and secondary audience, and tailor your story to each.

Trout by Kerry Paulson Automatic Fisherman: A well-told story on a website includes images that show the solution to visitors’ needs. Fishermen want to catch fish, and this image on the homepage of Automatic Fisherman shows a successful catch.

Owner Kerry Paulson holds a nice trout, caught with an Automatic Fisherman hook-setting device.

Your company has something that no other company has – its very own story. Essentially, your story is what differentiates you from all of the other “books on the shelf.” Storytelling is a powerful tool. Words, images, and videos convey a message, create connections, and form bonds. Stories are the reason customers want to be loyal to you and your company.

Every organization has its own story.

Tell yours with gusto!

Packerland Websites team

Visual information is easier to process and remember than words. Photos like these from the homepage of Rustic Timbers Door County campground tell a story: Camping with us is fun for kids and families.

Spring 2022 | Collective IMPACT 25

Chamber Member Update

From Software Developer to Owner of Cirrus Training Center of the Year By: Charlie Smith, Pilotsmith

M

ore than 14 years ago, I took an introductory flight sold by a local flight school in Texas and with that one flight, the hook was set.

I went on to get my private pilot’s license just for fun and started my professional life as a software developer for Walgreens.

I soon recognized the freedom that having a pilot’s license gave me. First, the freedom to fly my family to visit friends, family, and to vacation spots and second, feeding my love and passion for flying.

I quickly realized the benefit of earning an “instrument rating,” an additional rating for a pilot, giving them the ability to fly in the clouds. Shortly after earning that rating, I purchased a vintage 1970’s aircraft and began flying all over the eastern U.S. with my family, making memories that will last a lifetime.

26 Collective IMPACT | Spring 2022

Time to teach

After moving to Green Bay, my insurance agent convinced me to get my commercial pilot’s license. Still in my software developer job and attempting to feed my flying habit had become too overwhelming, so I took the leap and decided to earn my Certified Flight Instructor rating. I began teaching students part-time in addition to my full-time employment. After several months of teaching, the opportunity for a career change came; to leave my desk job and open a flight school.

Pilotsmith began in 2014 with just two employees and growing to 24 today, making it one of the largest flight schools in Wisconsin.

Joining the Cirrus family

In 2018, we became a Cirrus Training Center (CTC). I saw Cirrus as the #1 selling aircraft brand in its class worldwide and wanted to be a part of that growth. PilotSmith is now

a Platinum CTC and was recently awarded the highly coveted Cirrus Training Center of the year for 2021. This award recognizes a CTC that provides only the best services and highest quality to its customers and has growth that stands out from its peers.

Pilotsmith offers the total solution: - Aircraft rental - Flight instruction - Purchase consultation - Aircraft management (once purchased)

Pilotsmith instructors even assist customers by going on trips and I’m proud that our team has made Cirrus aircraft training and ownership accessible to community members throughout Greater Green Bay and beyond.

2022 Chamber Events at a Glance Learn more about events at GreaterGBC.org/events

Business Recognition Luncheon | Tuesday, June 7, 2022 The Business Recognition Awards Luncheon showcases Greater Green Bay business people and companies whose success and accomplishments have stood out in the community.

Chamber Golf Outing Classic | Monday, Aug. 15, 2022 The Greater Green Bay Chamber will host the 2022 Golf Outing Classic on the fairways at Wander Springs Golf Course in Greenleaf, WI. The event includes 18 holes of golf, lunch, and dinner, as well as raffles/contests on all holes.

Chamber Annual Dinner | Wednesday, Sept. 28, 2022 Join us as we celebrate the Chamber’s 140th Annual Dinner. This special event honors the many volunteers who make the Chamber successful and celebrates recipients of the Daniel Whitney, Ambassador of the Year and ATHENA Leadership awards.

Find Your Inspiration | Wednesday, November 2, 2022 The Find Your Inspiration Experience provides the opportunity for eighth grade students and educators to be exposed to different industries and career fields in Greater Green Bay. Employers have the opportunity to showcase their industry and different career paths within their own organization.

View all Chamber events:

Spring 2022 | Collective IMPACT 27

Chamber Program Updates

Celebrating One Year of the Greater Green Bay Community Concierge Program

The concierge program was such a blessing to our family. We relocated from California unsure what this move would mean for us but trusting we would be welcomed into the community with open arms.

Our concierge made us feel welcome and a part of a new community, as if we were her own family.

Thank you, Green Bay. We are here to stay!

- Tracey Fuller

T

he Greater Green Bay Community Concierge program is designed to help your candidate or new hire discover the many facets of the area and jumpstart their engagement in the community. They are provided with the necessary information and diverse experiences to feel right at home in Greater Green Bay. Since its inception we have: • Partnered with seventeen local organizations in efforts to help attract and retain top talent • Provided thirty eight customized community tours with introductions to a variety of local businesses • Organized five community gatherings for our new residents to meet and connect with other professionals • Supported over sixty five individuals with their integration into the Greater Green Bay community • Implemented a Team-Up Community Tour (Coming June 2022)

To learn more: Contact Morgan Doshi, Director of Talent, at mdoshi@greatergbc.org or 920.593.3418.

The Blueprint Green Bay

T

he second cohort of businesses in the Greater Green Bay Chamber’s Blueprint Green Bay accelerator are taking classes and nearing the finish line!

There are five companies in the program’s market validation segment: AppEase, FAVORYT Brand, Fridge Jerky, Unext, and the Urban Cultural Arts- Art & Event Center.

Over the last several weeks, these businesses have diligently worked to intelligently populate their business model canvas, understand how to articulate value, market sizing, turn assumptions into part of the financial model, and more.

Come out and see the companies pitch their progress to the community at Pitch Night on Thursday, May 26 from 6-8 p.m at the Urban Hub in Downtown Green Bay.

28 Collective IMPACT | Spring 2022

To learn more: Contact Lamarr Banks, Urban Hub Community Manager, at lbanks@greatergbc.org or 920.496.2114.

INAUGURAL MEMBERS (140 YEARS) Johnson Financial Group Sanimax USA LLC

MAY 2022

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Wisconsin, Inc. Fox Communities Credit Union 30 years The Volunteer Center of Brown County 20 years H.J. Martin & Son, Inc. 15 years Metzner’s Culligan Quality Water, Inc. CN Heartland Business Systems Apartment Association of Northeast Wisconsin, Inc. 10 years Vandervest Harley-Davidson of Green Bay Rhyme 5 years Oak Park Place of Green Bay Copper Rock Coffee/Copper State Brewing Company Green Bay Water Utility BConnected, LLC – Appleton

VIEW OUR MEMBER DIRECTORY

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JUNE 2022

JULY 2022

35 years BE’s Refreshments REALTORS® Association of Northeast Wisconsin West Shore of Green Bay LLC

30 years Lakeland University, Inc.

30 years Clarity Care Curative Connections

15 years Graymont Howard-Suamico Business & Professional Association

50 years The Konop Companies

25 years Mc Dermid Accounting & Consulting LLC

40 years CliftonLarsonAllen LLP

25 years Technology Architects, Inc.

15 years Apple Creek Campground Fox Valley Metal-Tech, Inc. Perret Homes Inc. Seroogy’s Chocolates 10 years Pizza Ranch Remedy Intelligent Staffing

10 years Greater Green Bay Habitat for Humanity ReStore 5 years Duck Creek Vineyard and Winery Einstein Project Familia Dental NEWCAP, Inc. Pella Windows and Doors of Wisconsin

5 years Ashwaubenon Community Center Kewaunee School District Main Street Commons NEW Fusion Dance & Performing Arts Wisconsin Early Autism Project

Spring 2022 | Collective IMPACT 29

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