VO L 2 0 #3 J un e / J ul y 2 0 1 2
Published by the Green Bay Area Chamber of Commerce for Chamber members
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the business application of pinterestOpportunities to capture part of the online craze
VIDEOEXPLOSION marketers get the picture on the tool’s value
employee engagement-
Authenticity and branding from the inside out
GREEN BAY’S SUPERIOR BUSINESS MAGAZINE FOR MORE THAN A DECADE
Create your own moments of glory. Make your event historical.
Memories.
Celebrations.
Connections. Dreams.
weddings • trade shows • corporate luncheons
Lambeau Field is the ideal place to hold special events. Accommodating and inviting, all guests will be assured a legendary experience. Includes exquisite catering and a championship staff. Group sizes available: 5 to 1500 © Green Bay Packers, Inc.
anniversary parties • cocktail receptions • meetings
Call the Lambeau Field Special Events Team today!
920.569.7515
Lambeaufield.com
Are you in the know? Make sure you're in the loop. Sign up to receive any/all of the Chamber's FREE e-newsletters at
titletown.org.
14 Global Locations
MEGTEC Systems, Inc.
…proud to be an employer in Brown County for over 40 years, providing innovative solutions for our customers involved in: Advanced Materials Processing
Environment, Climate & Energy
Printing & Packaging Applications
MEGTEC’s global headquarters is located in a 365,000 sq. ft. facility in De Pere, Wisconsin, and is a center for excellence in Engineering, Manufacturing and Service.
www.megtec.com • info@megtec.com
Every child. Every need. Every day. 130 Second St., Neenah (920) 969-7900
Make sure your insurance plan includes Children’s Hospital of Wisconsin Pediatric specialists and subspecialists from allergy to urology. Fox Valley’s top-level intensive care nursery. • The only hospital in the region that treats children exclusively and has pediatricians on site 24/7. • Inpatient care, specialty care and neonatal intensive care in the Fox Valley. • •
It’s easy to see why Children’s Hospital of Wisconsin means the best care for kids. And just in case your child ever needs more, we’re your connection to Children’s in Milwaukee, rated one of the best in the nation.
chw.org/foxvalley
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Contents.
FEATURES
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Volume 20, #3 | June/July 2012
The business application of Pinterest How to capture part of the online craze
12 Video explosion -
AN
Why videos are moving to the top of the marketer's toolbox
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Employee engagement Authenticity and branding from the inside out
06 BBJ DEPARTMENTS
04 VIEW POINT 06 TECH WATCH USERS YOUTUBE 24 BUSINESS SPOTLIGHT CLOSING THE SITES PERFORMANCE MESSAGE VIRALFACEBOOK SUCCESSFUL 26 BOOK REVIEW marketers 24 get the picture28 MEET A MEMBER ONLINE on the tool’s value FRIENDS SKYPE 30 CHAMBER BRIEFS ADVERTISING DIGG TWITTER PERFORMANCE GAP 32 CHAMBER NEWS LINKS PINTEREST LINKEDIN 16UNDERSTAND LEADERSHIP 12
stay in the loop on crime VIDEOEXPLOSION LIKES
EMPLOYEE
WEB
SOCIAL MEDIA GOOGLE+
ORGANIZATION
MYSPACE
SHARES
RSS FEEDS
LEADER
VISION
MEMBER
NEW REFERENCE
JOURNEY
DECISION
COMPANY
ROLE MODEL
VALUE
NETWORK SERVICE STRATEGY
ADVERTISERS VISIT THE GREEN BAY AREA CHAMBER OF COMMERCE AT:
titletown.org
01 LAU N C H F I LM.com 02 M E GTE C 23 Green B ay Metro 07 Express Convenience Centers 21 Network Health Plan 02 Children’s Hospit al of Wisconsin 27 Keller Inc. 25 K I 31 Camera Corner Connecting Point B ack Cover Cellcom Inside B ack Cover TD S Inside Front Cover Lambeau Field
PRESIDENT Laurie Radke EDITOR Lori Kaye Lodes GRAPHIC DESIGNER Dana Jacobson
The BBJ is published bimonthly by the Green Bay Area Chamber of Commerce, PO Box 1660, Green Bay, WI 54305-1660. The BBJ is supported entirely by advertising revenue from member companies of the Green Bay Area Chamber of Commerce. For information about the advertising rates and deadlines, contact Sales at 920.593.3404. The BBJ (USPS 010-206) is published bimonthly for $18 a year by the Green Bay Area Chamber of Commerce, PO Box 1660, Green Bay, WI 54305-1660. Periodicals postage paid at Green Bay, WI. POSTMASTER: Send address changes to The BBJ, P.O. Box 1660, Green Bay, WI 54305-1660. PH: 920.593.3423. Copyright© 2008 Green Bay Area Chamber of Commerce
VIEW POINT TEXT Laurie radke
Partners in Education & Leadership –
Keys to workforce development We recently wrapped up another successful Partners in Education Golden Apple Awards, the 19th of that amazing program that brings together business and education to honor exemplary educators. But if you’re like many people, you may not realize that the Golden Apple Awards is only one piece of our Partners in Education and Leadership programs at the Chamber. And that while the Partners in Education staff of five individuals is focused on efforts in career development, leadership and drug-free lifestyles, these efforts are part of a “greater goal.” These efforts roll into a Chamber-wide focus and commitment to the much more encompassing business issue of workforce development. Starting with students That’s where Partners in Education and Leadership programming, in particular, come in. Our staff’s efforts are primarily focused on tackling issues in the K-12 and post-secondary settings that, if not addressed, carry over into the workplace. Partners in Education brings together representatives from the 10 area school districts, post-secondary institutions and business representatives to have candid discussions about what today’s students need to become successful employees and community members tomorrow. Most formally, this occurs with the Partners in Education board of directors that is composed of superintendents for the 10 area school districts, CEOs/owners of various businesses and other business leaders. While post-secondary schools have the explicit mission of preparing graduates for the workforce, K-12 education provides the groundwork with verbal and mathematical literacy, communications and critical thinking that are needed for employment. “First and foremost, the [board of directors] gives us an opportunity to dialogue with business partners to see what their expectations are for young people coming out of our schools,” says John Zegers, superintendent of the West De Pere School District. “It’s another branch of communication that serves as a barometer so we can see what our kids need to accomplish and learn in school to ensure they are successful in business. And in this economic time and environment, it’s critically important that education is embraced by all our business partners so we can provide the best product possible for them in the future.”
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That’s a thought resounded by Gary Lofquist, former CEO of MCL Industries. “Partners in Education has been an invaluable connection for MCL Industries,” says Lofquist. “The ability to connect with educators and administration through participation in Partners in Education has brought about a common understanding of the challenges employers face in bringing on new employees, as well as the challenges the schools face in developing workforce-ready skills in today’s educational environment. Opportunities for collaboration have created new ways to address these issues.”
Gary Lofquist, former CEO, MCL Industries
Partners in Education programming and offerings Here are a few specific examples of the Chamber’s workforce development efforts at work: •
Educator recognition through the Golden Apple Awards, and ongoing educator involvement in our Golden Apple Academy, which all past Golden Apple Awards recipients become a part of.
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Scholarships. Annually, we provide approximately $20,000 in scholarships to students in the 10 area school districts that are part of Partners in Education. These include anywhere from 13 to 17 $1,000 5/12 Scholarships (for students enrolled in fifth grade who stay on course with school and successfully graduate from 12th grade, to be used for post-secondary education); four to six Technical School Scholarships at $1,500 each; and a Drug Alliance Scholarship for $500. We also coordinate the providing of the Brian LaViolette Scholarship for $10,000, although those funds are administered independently of Partners in Education.
Altogether, these are significant funds to encourage students to pursue the post-secondary schooling of their choice, be it in a four-year comprehensive university, technical college degree or different post-secondary institution of their choice. •
Career exploration through programs such as Careers on Wheels, a unique and exciting program for third-or-fifth-graders (depending on school districts’ curriculum and choice). Cars, trucks, tractors, emergency vehicles and people representing a variety of careers visit the school, giving students an opportunity to examine, explore and learn about a variety of careers “on wheels”. We complement this with educator-focused efforts like Cake & Careers, a series of exploration opportunities where educators visit and tour area businesses giving them the opportunity to learn about “behind the scenes” job opportunities. This series is designed to assist educators in helping students explore the many obvious and some not-so-obvious career possibilities.
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Work-based learning including our Youth Apprenticeship program that targets high school juniors and seniors from our 10 area school partners, offering a two-year program to give students a jump-start on a career of their choice in one of 15 industry areas. Students apply as sophomores; as juniors and seniors they continue their core classes at their high school, attend career-focused college-level courses through NWTC and participate in hands-on training at an area business 10 to 15 hours a week. “We participated in the Youth Apprenticeship program, leveraging the talents of the new workforce and their mastery of computer skills in the CAD arena,” says Lofquist.
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Youth leadership development occurs through Brown County Teen Leadership, an annual program that has graduated 500 students to date. The 2011-2012 class involved 24 students from seven school districts. The program’s purpose is to build and strengthen emerging young leaders with skills, knowledge and experiences that prepare them to be effective partners for positive change in Brown County. Brown County Teen Leadership (BCTL) is offered to high school sophomores during the academic year. There are eight full-day sessions between October and May, and participants also complete a community-based project as part of the program. At the completion of the program year, participants are encouraged to apply their knowledge and skills by participating in various community initiatives.
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The Partners in Education Drug Alliance is a coalition of health care, businesses, education, law enforcement and community groups that work collaboratively to bear on the issues of youth drug and alcohol abuse. The program is funded by a grant from the State of Wisconsin Department of Health Services and the Chamber, and is primarily focused on youth alcohol and drug abuse. The Drug Alliance has been instrumental in the LIFE of an Athlete program in Brown County, compliance checks at area businesses and coordinates several area events to raise funds for safe post-prom and post-graduation parties. The alliance plans to become even more diverse, innovative and interactive to create a complete prevention-based educational series to cater to the various needs of area schools.
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Healthy living/obesity prevention through our collaborative LIVE54218 initiative. Live54218 began as a challenge from the Green Bay Press-Gazette to its readers across Brown County — how could we think boldly about changing our
community? The overwhelming response from the community was to address the growing childhood obesity epidemic. Recognizing that we needed to focus not only on our kids, but more so on changing our entire community, Live54218 was created around simple recommendations we could all live every day. Our mission is to create environments in the community that support and promote all residents daily in consuming 5 fruits and vegetables, drinking 4 bottles of water, having less than 2 hours of screen time, participating in at least 1 hour of physical activity and sleeping 8 hours a night. The undertaking’s approach is three-fold: Development of a countywide network for obesity prevention to focus on prioritizing and implementing evidence-based strategies to transform the community environment into one that supports and promotes health. Second, a strong focus on education, marketing and outreach to raise awareness, encourage individual behavior change and engage the entire community in making Brown County healthy. And third, establish an infrastructure for coordinated data collection countywide around obesity-related behaviors and outcomes. Moving onto the existing workforce In addition, the “Leadership” part of Partners in Education and Leadership at the Chamber also addresses needs of the existing workforce including leadership and professional development. These are individuals who need new skills and knowledge so they can do their present job more effectively, respond to changes in the workplace or job, assume more responsibilities or prepare for the next “level” of occupation. •
The Leadership Green Bay program graduates 40 individuals annually; nearly 900 to date. This program selects a limited number of participants from diverse backgrounds to participate in a series of nine all-day educational and informative sessions over a nine-month period. During the sessions, the group is introduced to community challenges. Witnessing these needs and issues firsthand inspire the group to create small group projects that address some of these challenges. In the process, participants learn everything from consensus building to conflict resolution to time management, and are exposed to an array of leadership styles and experiences that make them more confident employees. At the end of the program, these leaders volunteer for positions on committees and boards in nonprofit agencies throughout the community. Businesses that support their employees’ involvement in the program – both by contributing the tuition and accommodating their time investment – are engaged in workforce development.
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Current young professionals, a group that focuses on the newest entrants to the workforce. The whole premise of Current, now at 910 individual members and 60 corporate members, is to attract, engage, develop and retain young talent in the Greater Green Bay area. Young talent is defined as the “creative class” of individuals 21 to 40. Each month, Current hosts lunch n’ learns on relevant topics in the name of professional development; executive breakfasts and workshops offer up an executive who shares a personal story and his or her organizational strategy, followed by a workshop that provides an in-depth professional development opportunity relevant to personal growth and employer needs.
I encourage you to stay tuned to the Chamber’s communication in the next few months as we unveil our evolving programming and efforts in the name of workforce development.
BBJ JUNE/JULY 12 |
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TECH WATCH TEXT AL PAHL
WCAN
means businesses can stay in the loop on crime For $12, you make your business, community and home a safer, more well-informed place. That’s the nominal cost for a business or individual to join Wisconsin Crime Alert Network (WCAN), a Wisconsin Department of Justice program that disseminates information provided by law enforcement around the state with two goals:
“Targeting is important so that agencies reach the parties they need to, but also, so as not to reach the people they don’t,” Muraski emphasizes. “People start getting information overload. If I get all of this communication and none of it seems relevant to me, then, I will ‘check out’ and not read it. If it is meaningful to me, then I am more likely to read it and take action if I can.”
Agencies can send faxes, emails or text messages (your choice), providing preventive information or seeking help investigating a crime.
Attorney General J.B. Van Hollen sees the same thing at the state level. “We know people get deluged with stuff. They get hammered with phone calls, junk emails, whatever. You then tend to ignore all of them. We wanted to make sure information gets to those who want it,” he tells Tech Watch in a one-on-one telephone interview. “We want them to get the information relevant to them. We were very concerned about targeting and limiting it, because we want the productivity to remain high.”
When an individual signs up, geography is pretty much the only identifier, but it’s an important one, since law enforcement can choose to send information to a targeted area. When businesses sign up, they provide not only their location, but also the type(s) of business(es) they are in. And therein lies one of the real beauties and strengths of this system.
Law enforcement can send preventive-type information, perhaps of a scam targeting either a business category or a geographic area. For instance, officers may warn of unscrupulous traveling contractors in the wake of a storm in certain areas. Or, they may seek information from businesses, the general public or other agencies in the wake of a crime or incident.
“If we see a pharmacy scam here, we send an alert to pharmacies in either the whole state or an area we choose,” says Green Bay Police Lt. Jeremy Muraski. “Another example is banks and financial institutions. If we’re aware of a scam targeting them, we’ll send something only to them. It is very targeted. We very efficiently share information with people whom it might impact.
“They can decide if they have information to disseminate to the public, perhaps seeking more information, but they also use it among themselves,” Van Hollen says. “They may alert other agencies, then get a call back and, together, piece together a case. This can really help in collecting information.”
(1) (2)
Help prevent you or your business from being the victim of a scam or crime; Help law enforcement solve a crime.
“It is really well-thought-out, in terms of how it is broken down. And if you look at all of the business categories in the system, if you can think of one, it’s probably in there.
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Law enforcement does have other tools with which to communicate with other agencies, but no single tool that lets them communicate, with one message, across the state, with both the public and fellow agencies simultaneously.
Green Bay Police and other agencies already use Nixle, a service free to civilians, which allows authorities to transmit, typically, either publicsafety or crime alerts. No matter where you live in Green Bay, one message fits all. And the message stays local. “Nixle is a great conduit for us to interact with the local community,” Muraski says. “We use it for safety alerts, major traffic problems. Media pick them up, but local residents also get real-time alerts, like, ‘Maybe you should avoid a certain traffic route.’ It’s very effective, but we’re only reaching local people.
Within weeks of being operational, dozens of alerts were issued by member agencies, including important information about thefts, missing people, counterfeit money and home invasions, among other incidents. •
In a theft case at a Chippewa Falls hospital, an alert went out with photos of suspects. Within a half-hour, local police were receiving tips about a main suspect, who was arrested.
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In late January, the Lake Delton Police sent out an alert to identify the owner of approximately 50 antique items recovered from a 2009 case. Despite the fact the theft occurred so long ago, a WCAN alert resulted in the Sauk County Sheriff’s Department phoning within five minutes, identifying the antiques’ owner.
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Earlier in January, the Sun Prairie Police sent an alert concerning gas station drive-offs totaling $1,100. They had a suspect and were looking to learn if other jurisdictions had encountered similar thefts to which he could be tied. Several departments responded, to confirm similar incidents involving the same suspect, who was eventually charged with 25 counts of theft.
“WCAN is an excellent network for the entire state. You can have law enforcement communicating with each other, but also with various community members.” The bottom line OK. But, does it work? “Minnesota solves a crime a day because of their system,” Van Hollen offers. “Think about the cost savings – not just the dollars, but in terms of money not spent in further investigation, and also the human costs saved by preventing crimes. So personally, and fiscally, it’s a winner.” The Wisconsin program started in December. “We haven’t been using the program all that long,” Muraski says. “There are some successes we know about, but how do you prove a negative? We send a message to watch for a certain scam or behavior. We warn you to look out, so you don’t fall victim to that crime. It’s hard to prove when that is successful. We believe if you can prevent crimes in the first place, that’s better than a reactive response.”
Van Hollen says law enforcement seems pleased that DOJ provides the framework, but allows the local agencies to use WCAN as they see fit. “We don’t dictate how it works. We help them but we don’t do it for them,” he explains. “They can’t individually run the program. Somebody at a macro level has to establish the program. But they decide how to use it, including content. There is local control, and they are grateful for that. It is one more tool that helps them, makes their job easier.”
BBJ JUNE/JULY 12 |
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Business application of Opportunities to capture part of the online craze Jennifer Hogeland TEXT SUBMITTED PHOTOGRAPHY
To reach tech savvy, social media starved consumers, most companies have incorporated Facebook, Twitter, LinkedIn and Google+ into their marketing plans. But just as they were getting comfortable with these tools, another social site pops up and creates a commotion. Pinterest has more than 10 million subscribers and is the fastest growing of all social media sites, explains Dana VanDen Heuvel, president and owner of MarketingSavant. This site is also holding the interest of viewers. “Of all the social sites, Pinterest is where people are spending the most time per visit with an average time per session of almost 16 minutes. Facebook follows with 12 minutes per visit,” adds VanDen Heuvel. The buzz is motivating businesses to get on board as they search for every opportunity to get consumers’ attention. One local company that offers its products exclusively via its online store was already using social media tools to reach customers. When the owner began using Pinterest, MarketingSavant suggested using the online bulletin board to also broaden her business reach. With products only available through her online store, she was looking for ways to drive traffic to her website. In just a few months, she saw amazing results. Pinterest came in third for bringing traffic to her website, bumping Facebook to number four. The top two are organic searches and typing in the web address. Discovering Pinterest The success behind Pinterest is the old adage, “A picture is worth a thousand words,” suggests Audrey O’Hern, project coordinator at Prophit Marketing. People are inspired by what they see. For those who haven’t explored Pinterest, be prepared to be wowed. (And to give up a few hours.) Note – to begin, users must be invited 8
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to join Pinterest. Most request invitations from a friend or directly from the site. Pinterest is a virtual pin board that allows subscribers to find, organize and share some of the interesting images or videos they’ve discovered online or created themselves. It saves a user’s collection of “pinned” images on a pin board until the user wants to reference them in the future. Images can be pinned from anywhere. This site replaces the method of ripping eye-catching photos out of a magazine and displaying them on a bulletin board hanging on the wall. Each image or video links to the original website so the user has the option to visit the source with a click or two of the mouse, although much of the source information is also visible on the thumbnail of the image. Pinterest is the brainchild of Ben Silbermann, an Iowa native. His mission was to connect everyone in the world through the ‘things’ they find interesting. While the site allows users to basically choose how they want to be marketed to, it also has a social component. MarketingSavant employees Pam Schmitz and Kerry Geocaris created a book dedicated to businesses interested in “hopping on the Pinterest train.” They explain the social aspect of Pinterest comes into play when subscribers begin following people and sharing their pins with their network of friends. VanDen Heuvel adds, “It is uniquely meeting the psychology of the social media user.” When MarketingSavant compiled the Pinterest e-Book earlier in 2012, Pinterest users were 97 percent women. The most recent data suggests it has migrated to 80 percent women. “We are seeing demographics shift rapidly – that isn’t something you usually see so quickly,” adds VanDen Heuvel.
Dana VanDen Heuvel MarketingSavant
Kerry Geocaris MarketingSavant
Business possibilities VanDen Heuvel found practical applications on Pinterest for some of his clients, especially those in very visual businesses. He says, “Any pin on Pinterest that is repinned from a different site provides a direct link to the source. In terms of driving traffic, we see it driving a massive amount of traffic to sites.”
“Of all the social sites, Pinterest is where people are spending the most time per visit with an average time per session of almost 16 minutes. Facebook follows with 12 minutes per visit.” — Dana VanDen Heuvel, president and owner, MarketingSavant
Big name retailers and businesses like Home Depot, Pottery Barn and Better Homes and Gardens quickly jumped on Pinterest, showcasing everything from light fixtures and bedspreads to any DIY project imaginable. “This is a way for businesses to really allow their customers to get to know them in a visual, fun way,” adds Geocaris, marketing director for MarketingSavant. She explains that while an e-commerce component wasn’t built into Pinterest, there are ways to use the site as a virtual storefront. Items can contain prices, encouraging interested browsers to head to the originating website. The social media site allows businesses to enhance a brand image, connect with customers and conduct market research. Pinterest is also fully integrated with Facebook and Twitter. That way, if a business user pins something, it can then post to their Twitter or Facebook accounts automatically, gaining followers in the process. Pinning items to LinkedIn can also enhance business awareness.
“Social media is really about interacting with your customers and building that relationship. You don’t want to be pushing products on everyone; you want to have that relationship so they want to follow you. Do your promotions second.” — Kerry Geocaris, MarketingSavant
Lisa Reitz, director of media relations at Prophit Marketing, adds, “Just like Facebook, users can ‘like’ a pin or comment. The pinner has the ability to respond to the comment.” This simple step allows the company to make a connection and build credibility. BBJ JUNE/JULY 12 |
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“Just like Facebook, users can ‘like’ a pin or comment.” — Lisa Reitz, director of media relations, Prophit Marketing
Lisa Reitz Prophit Marketing Dana VanDen Heuvel People are finding a way to fit Pinterest into their lives.
Audrey O’Hern A picture is worth a thousand words.
“That is an example of how brand loyalty develops.” — Audrey O’Hern, project coordinator, Prophit Marketing Audrey O’Hern Prophit Marketing
Kerry Geocaris This is a way for businesses to really allow their customers to get to know them in a visual, fun way. Lisa Reitz To be more pinable, images need to be associated with the site.
Those who are pinning or repinning a company’s products become a valuable resource. VanDen Heuvel says, “It gives us an idea about what people are talking about with a particular product and what language they are using. It won’t replace the focus group, but it can provide a tremendous opportunity to learn about our own brand and a product category.” Consumers are also able to locate a company’s products by using Pinterest’s search function.
Commitment required to build loyalty Because the main point of Pinterest is to drive traffic and build awareness, VanDen Heuvel challenges businesses to have a rational reason for placing each pin and to start pinning images from where they’d like to drive business. He adds, “Approximately 80 percent of all images on Pinterest are repins. It is shared or viral content, so whatever you put on this visual network should be things you want to spread.”
Certain businesses are a no-brainer – home, arts and crafts, and style and fashion. The other categories getting attention on Pinterest are food and inspiration.
O’Hern suggests novice pinners start on a personal level. Once familiar with Pinterest, consider if the business has appropriate content to pique the interest subscribers. Then, develop a strategy. Geocaris warns against jumping in and creating boards without a plan. She says, “You want to take time to populate and maintain those boards.” Her next piece of advice is pin images that fit the strategy. The image should always link to content that is already online – a website, blog or an advertisement online.
Businesses that don’t have a tangible product are encouraged to explore other opportunities to drive traffic to their website. If your company relates to a particular lifestyle, consider the possibilities. Geocaris suggests thinking about the business and the knowledge that could be shared. She reveals how a law firm used Pinterest to showcase their lawyers. Each had a board, displaying his or her interests. “Its a clever way for viewers to get to know each attorney,” she adds. Other boards included creative ways to set up a home office and organizing finances at home.
To build credibility, Geocaris advises clients to showcase who they are first and promote second. “Social media is really about interacting with your customers and building that relationship. You don’t want to be pushing products on everyone; you want to have that relationship so they want to follow you. Do your promotions second,” she says.
O’Hern brainstorms how a heating and cooling specialty business could promote energy savings or caring for the unit. Reitz reminds businesses that to be more pinable, images need to be associated with the site.
O’Hern explains how she found a recipe on Pinterest. Because she is interested in that style of cooking, she heads directly to the website when she’s searching for recipes. “That is an example of how brand loyalty develops,” she adds.
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“Pinterest has more than 10 million subscribers and is the fastest growing of all social media sites.” — Dana VanDen Heuvel, president and owner, MarketingSavant
Pinterest is viral by nature so if a business pins something of interest, it won’t take long for it to get attention. But how do companies know if they are having any success on Pinterest? The site doesn’t have metrics built in but it is possible to see how many people pinned, repinned or commented on an object. Businesses can also review their own web analytics to see the traffic coming into the site and where it goes.
With all the social media sites vying for a person’s time and attention, Pinterest continues to be in the lead, reveals VanDen Heuvel. He adds, “People are finding a way to fit Pinterest into their lives. They are adding it into their routines and what they are doing.” Some businesses have resisted joining the social network with concerns over copyright images and having enough time to maintain the boards. Geocaris explains Pinterest does require a commitment to keep up with the boards, but it is one of the most user-friendly marketing tools. “The interesting thing about Pinterest, unlike Facebook and other channels, is that it doesn’t have business restrictions on it, which also means it doesn’t have business features yet,” says VanDen Heuvel. “They’ve had terms of service change, but by and large, no stipulations exist on what you can and can’t do from a business standpoint, even with contests and promotions.” Because Pinterest is still in its infancy, change is inevitable. “I think Pinterest will eventually come out with rules, regulations and policies, but now we are finding it is a good tool for driving traffic and it fits well with how consumers operate online. We are in the mode of testing and capitalizing while we can,” concludes VanDen Heuvel.
st CHAMBERGOLFCLASSIC 31 ANNUAL
Monday, June 25, 2012 | Royal Scot Golf Course and Supper Club
One course, 18 holes of golf. A full day of networking opportunities with a worthy client, prospective client or star employee. $150 per person/$500/foursome* includes 18 holes of golf with cart, free putting contest, use of driving range, contest and prize on every hole, refreshments on the course, continental breakfast, lunch, steak fry cookout and raffle/door prizes.
CALL 437-8704 TO REGISTER TODAY! * Sorry, no refunds on entry fees.This is a rain/shine event.
BBJ JUNE/JULY 12 | 11
COVER STORY
VIDEOEXPLOSION marketers get the picture on the tool’s value Jennifer Hogeland TEXT SUBMITTED PHOTOGRAPHY
“As marketers, we need to engage people where they are spending their time.” — Dana Kohlbeck, account manager, Coalesce Inc.
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Dana Kohlbeck, account manager at Coalesce Inc., pictured with Jason Kobishop, a designer at Coalesce reviewing a video storyboard.
With the amount of time people are staring at a screen each day – televisions, computers, iPads and smartphones – and the social component that these tools offer, the world of video has exploded. According to comScore.com, 181 million U.S. Internet users watched nearly 40 billion videos of online content in January 2012. Videos are moving to the top of a marketers’ toolbox as they try to reach these consumers. “More and more people are spending time online and, as marketers, we need to engage people where they are spending their time,” says Dana Kohlbeck, account manager at Coalesce Inc. “But if you are going to do video well, you must have great content, and that requires creating a strategy.” Endless opportunities Videos are used in new product launches in place of a press release, as a product demonstration or to reinforce a message about a brand. They engage people in ways photos and text alone can’t, bringing faces, voices and personality to a business while demonstrating its knowledge and expertise.
“A video has an ability to convey an emotional appeal that a static ad doesn’t,” says Kohlbeck. “It brings an entertainment aspect to the sales process. It can be quite appealing and effective.” Companies are getting creative with the use of video. Clips are posted to a website, YouTube, Facebook or other avenues to showcase a product, share customer testimonials, introduce their staff, offer an online tour of a facility or make a personal plea to complete a survey to “tell us what you think.” There are no limits. Just like traditional media, television, radio and billboards, there is the option to buy media online in the form of online banner ads and online advertising. “It is the same idea that good content with a strong message is being sold as space or time for the consumer to view,” says Kohlbeck. Shelly Young, director of video production and motion graphics at Arketype in Green Bay, explains the rise in video production is also because clients are now understanding there is a duality of video. She says, “For such a long time, companies viewed corporate videos or TV spots to be quite costly and believed they only had one purpose. That never really has been the case. The wonderful thing about video is it can be multipurpose. You can take a 30-second TV spot, rework it, embed it in an email blast as a link or use it on your website as a tease to hopefully
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“To be successful, you have to focus on the content and creativity and consider how the message can be presented effectively.” — Shelly Young, director of video production and motion graphics, Arketype
inspire viewers to dive deeper into the website. All of this can be planned prior to shooting and editing the original tape.” Young reveals they get creative with their media buying, even breaking 30-second television spots into 10- or 15-seconds clips. “To be successful, you have to focus on the content and creativity and consider how the message can be presented effectively,” adds Young. While video is all the rage, it doesn’t make sense for all industries trying to reach their customers. “You have to look at where they are spending their time,” adds Kohlbeck. “Each situation should be looked at individually.” While video has seen a huge spike, it isn’t completely replacing other forms of advertising. “Our economy and budgets are making us take a look at where our clients’ dollars are being spent and what is the best multi-purpose tool they can use to get their message across,” says Young. Young admits she’s drawn to videos but feels there are still very engaging ways for companies to engage their audience with a still image or strong headline on a billboard. She adds, “I think all of it has its place.” Video is often one component of a campaign – one method to get a message or product in front of the desired audience. “If it is a product launch, a demo video is great, but you are still going to want that sell sheet to help with the sales process. Video helps to reinforce your message,” says Kohlbeck.
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Jerry Murphy, executive director for New North, reveals they’ve been using video for nearly five years. Their first experiment with the marketing tool was at a youth summit. He says, “The logic for using video for a formal presentation was there was an awful lot of information, and in order to compress it we had the advantage of editing and concentrating the message.” In the past, individual presenters would often take them off their timeline or off course. While they had compressed the information on the video they were still able to maintain the credibility of the person and the testimonial. “From an efficiency standpoint you get a more purposeful, directed message because you can control it through a creative editing process,” adds Murphy. New North is currently experimenting with video to introduce a complex project. Murphy explains the intent is to reduce a 20-to 30-minute conversation into a three-minute video. Rather than a talking head, they will use illustrations to guide viewers through the video. A short script will be voiced over, hitting on the major messages. “The illustrator will take the complex subject and draw characters, symbols, arrows and flow charts so the audience can listen to the story but will also see the reinforced image visually,” adds Murphy. He explains that because the project requires the call-to-action of three distinct audiences the video serves an introduction to the subject. The follow-up conversation can be personalized to each individual. Murphy says, “The video will show someone the whole concept, but most of my follow-up conversation would be about them and the role I want them to play.”
Screen shot image of the “Fast Forward 1.0” video that New North debuted at May 24’s THINC! Conference in Oshkosh, Wis. View at http://youtu.be/IXaUwQCm43c
Engaging viewers While video equipment and editing software have become affordable, Kohlbeck and Young warn not everyone should try on the filmmaker’s hat. The magic to successful video centers on how the message is constructed. Kohlbeck says, “It still comes down to the content and creativity and how that message is presented effectively.” Young adds, “Video is an art form, just like anything else. What makes effective video is something that moves the audience – it causes them to laugh, cry or become angry. Any emotion we want to get from the audience comes from how the message is crafted.”
“The objective of the video is to target an audience, not all audiences.” — Jerry Murphy, executive director, New North.
condense it to be a tease.” Some video, like documentaries, could hold the audiences’ attention nearly for two hours. “The objective of the video is to target an audience, not all audiences,” says Murphy. “In most cases, the messaging in the video feed has to be enough to motivate viewers to do something else. It will often leave you with questions, but they should be good questions, motivating viewers to search out more information because they are curious.”
Kohlbeck suggests whatever type of video is being shot, creators have to keep strategy in mind. “Know your audience and who is looking at the video,” she adds.
The challenge with video is the viewer is in control. “They can turn it off or fast-forward through it. If you don’t capture your audience almost immediately, they are going to move onto something else,” says Young. She explains the basis of a good video is keeping the viewers interested so they hear the entire message.
Murphy explains there is a genuine difference between the messaging of videos done on your own. He says, “The big fear there is you would think it was funny or it was very focused, and you could be terribly wrong. In being wrong, you not only don’t accomplish the intent of your outreach, but you also damage the brand you are trying to establish.”
As with any strategy, measuring the results of the marketing tool provides valuable information. Murphy suggests the outcome shouldn’t be just a measure in sales but from a marketing perspective – if you got viewers to do what you wanted them to do like pick up the phone or visit a website.
Video success is measured by keeping viewers engaged. While there is no magical length, making an impact shouldn’t take long. Young suggests most online videos should stay under two and a half minutes. She says, “If you have an online message that needs to be longer, figure out a way to
Online analytics have become so sophisticated that companies can see if viewers are engaged in the entire video or where they are losing their audience in the message. “This has become just as important as the number of clicks to start the video,” concludes Kohlbeck.
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Employee engagement Authenticity and branding from the
OUT inside
NANCY BARTHEL TEXT
Patrick Hopkins, president of Imaginasium Inc. (standing), pictured with (from left to right) Jessica Bruenig, project coordinator; Anne Bronsveld, writer; Jacob Yahnke, production artist; Kelley Rudolph, graphic designer; Michelle Bailey, account manager; and Jessie Polman, account manager.
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Mike Milligan (center), president of Legato Marketing and Communications, pictured with John Corpus, Ashley Leatherberry, Nicole Hangartner and Jennifer Gallagher.
It’s that something special that takes a good business and makes it great. “Employee engagement” is more than a buzz word. This simple, yet profound way of doing business can stop employee apathy in its tracks. Instead, you’ll find employees invigorated, providing more ideas that propel the business forward and cooperating to create fulfilling and meaningful careers. In the end, it brings greater success to the corporate culture as a whole. Simply put, if your employees feel they are listened to and have a sincere role in the business’s success, look out: You might just have inspired an army of brand ambassadors ready to tell your business’s story to all who they meet. Patrick Hopkins, president of Imaginasium Inc., enthusiastically quotes from a white paper Gallup Inc. did on the topic that discovered a strong relationship between employee engagement and financial performance of a company. The August 2009 study entitled “The Relationship Between Engagement at Work and Organizational Outcomes” can be summed up this way: There’s a direct correlation between the level of employee engagement in a business to its overall composite performance in so many areas including customer loyalty, profitability, productivity, turnover, safety, absenteeism, shrinkage and quality. Higher employee engagement means better performance. On the flip side, lower employee engagement means worse performance in all areas. Imaginasium helps companies in growth and transition use communications to build a strong internal culture and powerful brand experiences.
They do this by aligning employee actions with external customer interactions. “We are a brand experience firm,” says Hopkins. Their strategic communication consultants, culture specialists and creative team builds alignment and engagement among leadership, marketing, human resources, organizational development, operations, sales – and customers.
If you think employee engagement isn’t important, you’re wrong, says Hopkins. “It’s the lifeblood of your company,” he emphasizes. What Hopkins brought to Imaginasium when he joined the company was a strong background in public relations and marketing, and a distinct learning experience with a high-profile Wisconsin company. It was there that he says he saw firsthand the “huge disconnect” management had with employees. Management would make plans and set goals, but employees didn’t feel ownership in what was going on. And it showed. For some reason he says they would listen to him when he offered what he saw as “common sense advice,” explaining to them that what management thought was going well wasn’t being accepted at all during water cooler conversations. Imaginasium has added the position of director of internal alignment to its team, and currently Hopkins holds that position. “It’s a whole new service stream,” he explains. Its purpose is to help businesses execute communications internally to make sure people are onboard with how the business is moving forward before communications go external. Employee engagement is an investment in the future, he says. “You have to make a plan around it. You just can’t have it by accident,” he says. In the end, it makes for an exciting corporate culture that will be fluid as a BBJ JUNE/JULY 12 | 17
“Educating and training employees to share your brand message is critical. Every employee is a potential ambassador of your message and your brand.” — Mike Milligan, president of Legato Marketing and Communications
The best-performing companies know that an employee engagement improvement strategy linked to the achievement of corporate goals will help them win in the marketplace.” Above: A video is a great way to get employees involved in your brand. Here, an employee from Southwest Health Center, one of Legato’s clients, acts as a patient in its employee engagement video. Watch it at southwesthealth.org.
business and its brand move forward. “If people care about what’s happening out there, they’re going to be more engaged,” says Hopkins. “You have to make employees feel part of the process,” adds Mike Milligan, president of Legato Marketing and Communications, which specializes in health care marketing, public relations, and building brands and volumes for hospitals, clinics and other health care entities. Its work takes them throughout Wisconsin, Michigan, Illinois and Florida. He says it’s key to ask their opinions and tell them when you’re going to implement their ideas.
No matter the size of your business, employee engagement is important. So what’s a good way to make your corporate culture live and breathe it? Milligan recommends forming a group made up of influential people in your organization and getting them talking. They need to be from all facets of the business, he says, from maintenance to sales and office staff to management. “If you do it the right way, it’s also a mechanism to receive information too,” he says. You’ll soon learn what’s working and what’s not working. “The key is you actually do something with that,” he says. Imaginasium is in the business of helping other businesses identify their brands, adds Hopkins. A business with too many of what he calls “rock stars” isn’t what you want. Instead when you hire people, “make sure it’s a culture fit,” he says. At Imaginasium there isn't just one person on an account, there's a team. And an engaged team means a strong end result for the client. Think “servant leadership,” continues Hopkins.
Business sometimes forgets that its employees are customers too, he says. Focus on your internal communications first; then you’ll find success with your external communications. “Educating and training employees to share your brand message is critical. Every employee is a potential ambassador of your message and your brand,” says Milligan. “Arm them with information to share. Advertising has its role, but only after employees believe, understand and are comfortable with sharing your desired messages.”
Servant leaders achieve results for their organizations by giving priority attention to the needs of their colleagues and those they serve. Servant leaders are often seen as stewards of their organization’s resources including the human, financial and physical. At Festival Foods, servant leadership is lived at every level of the business, explains Mark Skogen, CEO. The company currently has 16 stores throughout Wisconsin, with the 17th opening in Neenah later this year.
“By having engaged employees, you potentially have thousands of employees serving as the eyes and ears of your organization,” he continues. “They bring important items to management’s attention that might not have been discovered otherwise.”
In the grocery business, it’s very important to have an engaged team of associates, says Skogen. The goal is to make for a better shopping experience for the customer, and the entire Festival Foods team takes ownership in that, he explains.
Employees who don’t believe in what’s going on can negate a lot of hard work and plans, says Milligan. If they don’t believe in what was decided on in the board room, employees won’t deliver on it.
“I don’t think we dwell on talking about employee engagement as much as servant leadership,” says Skogen. Servant leadership, he says, removes barriers and obstacles in a business and allows employees to realize they have influence over the common good of the business. It’s all about “onboarding,” explains Skogen, and it begins with a one-hour orientation program. Festival Foods’ underage employees are asked to bring a parent along to the program. “We set the tone for what matters around here,” he says. And there’s a lot more to it than stocking shelves. An example is its10-floor-tile policy. If an associate is within 10 tiles of a customer, that person will know the associate is ready to help.
Gallup Inc. puts it this way: “The world’s top-performing organizations understand that employee engagement is a force that drives performance outcomes. In the best organizations, engagement is more than a human resources initiative — it is a strategic foundation for the way they do business. Research by Gallup and others shows that engaged employees are more productive. They are more profitable, more customer-focused, safer and more likely to withstand temptations to leave. 18 | BBJ JUNE/JULY 12
Mark Skogen, Festival Foods CEO, with Sue Waelchli, assistant store director at Festival Foods De Pere. Photo by Corey Wilson, Green Bay Press-Gazette.
“We celebrate success, we get lots of emails,” he says. Recognition is “critical” to a business’ success, Skogen emphasizes, noting how important saying thank-you is to associates. At Festival Foods they “huddle up” and gather everyone around to read those letters of recognition for jobs well done with employees greeted with applause. An important annual event for the corporate culture at Festival Foods is its Festival College. Each winter about 250 of the company’s leadership from department managers on up attend the two and a-half day event held in the Wisconsin Dells. There they talk about servant leadership. “It’s the same darn message every year,” says Skogen. The company currently has about 4,400 employees, and it’s an event that helps leadership have the tools they need to build their teams. “It sort of resets things,” he says of Festival College, adding, “They leave there fired up.” “People want to be on a winning team,” says Skogen, and it’s important for them to know that they can grow within the business. Not everyone who works for Festival Foods identifies what it is trying to accomplish as servant leadership, says Skogen, but he knows when people are asked questions like, “What’s it like to work here? Is it a good place to work, and how do you know that?” Festival Foods gets positive responses. And that’s what a business wants: employees who are engaged and onboard as brand ambassadors. And as a result Festival Foods’ ever-present goal of a great shopping experience for customers is met. And employees are thanked for their servant leadership in concrete ways. Notably is the “Dollars for Students” program that gives students
signed up for the program 50-cent match per hour that goes into a special fund. Last year Festival Foods gave $130,000 in education funds to employees.
“People want to be on a winning team.” — Mark Skogen, CEO, Festival Foods
At Prevea Health, a lot of attention is paid to corporate culture and employee engagement as well, says Deb Mauthe, senior vice president of human resources. Prevea Health, she says, takes a lot of pride in the members of its organization. She’s been part of the Prevea team since 1996, and it continues to be “very, very exciting,” she says. It all begins with Prevea’s mission statement: “We at Prevea pledge to our community to promote health and to provide the highest quality of health care in a caring and responsible partnership.” And with that mission, the goal is to live it through employee engagement, explains Mauthe. Part of that process is surveying employees to discern if they do feel engaged. At the heart of the survey is this statement: “I believe that Prevea is a great place to work.” In 2008 Mauthe says 90 percent of respondents agreed; in 2012 that employee satisfaction score was at 97.5 percent. Suggestions made in the survey matter to Prevea leadership, she continues, and as an example pointed out that a new employee review process came out of the survey as well as an increase in tuition BBJ JUNE/JULY 12 | 19
reimbursements to staff returning to school, plus Prevea added a college scholarship program for dependents of employees. “It’s very participatory,” she says of the survey, with the best ideas coming from staff.
The “Prevea Promise” is how customer service is done internally as well as externally. “It’s our road map, it’s our bible for service,” says Mauthe. (From left to right) Cindy Dimmer, Deb Mauthe, Amy Lewandowski, Patty Raisleger, and Teri Kranz. HR Developed by Eric Dordel, director of customer Team reviewing employee survey results. Missing is Stephanie Vanden Avond. Photo by Rob Carviou. service for Prevea, it reads: “The Prevea Promise is our collective internal and external customer service philosophy. Our patients and co-workers expect and deserve “It’s our privilege that people select us,” says Mauthe of Prevea Health. quality service. To deliver that, we each need to hold standard service The best of five-star hotels are all about hospitality, she says, and that’s values that can be measured across sites, departments and individual what Prevea is patterning itself after. Patients spend a lot of money on roles. The Four Promises of Listen, Understand, Share and Recognize their health care and it’s important they feel respected and welcomed. are essential to success. Whether you are patient care or support staff, An office visit alone can be the cost of a car payment. “That’s a sizable as our service cycle these promises are the foundation for excellence.” amount of money,” she says. “We have the privilege of taking care of these individuals,” and it’s all done through engaging employees through Employee engagement at Prevea begins with the interview process. The Prevea Promise, she says. There are 13 questions an applicant can expect during the initial telephone interview, no matter what position someone is interviewing for. In 2010 Prevea Health established its Prevea University program. It’s The questions speak to both internal as well as external customer designed to train current leaders but also to recognize leadership poservice. “Are you going to represent Prevea well?” That’s what they want tential for the future. Four course offerings are made every quarter to know, says Mauthe. addressing such topics as conflict management and finances. This year Prevea also added what it calls “Prevea L.I.T.E.,” a similar program to the And once employed new employees are not left to fend for themselves university that offers programs two times a quarter. Many employees — follow-up continues to make sure they are enjoying their job and have start out at an entry-level position and then find themselves in leaderthe tools they need to be successful. Recognition events during the year ship, she says. “We’re investing in our employees and we’re investing in reinforce Prevea’s appreciation for employees’ engagement. our future,” she emphasizes.
Mauthe says she knew employee engagement was working a couple years back when the company implemented a program that allowed employees to donate paid-time-off hours to fellow employees in need. “I remember this like yesterday,” she says. A registered nurse had been on maternity leave and then as her personal paid time-off came to an end, her mother was diagnosed with cancer. “She just couldn’t afford to be off work,” remembers Mauthe. It was around Thanksgiving with Christmas and New Year’s looming, and so many employees had saved time off for the end of the year. The request went out: Could anyone donate hours? “I just saw the hours coming in … tears were just running down my face,” says Mauthe. “I will be really honest with you, it speaks to the culture of this organization.” Prevea University L.I.T.E program, Appreciating Differences, presented by Paula Manley, service line director for Prevea. Photo by Teri Kranz 20 | BBJ June/july 12
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BBJ JUNE/JULY 12 | 21
Getting your message through NANCY BARTHEL TEXT SUBMITTED PHOTOGRAPHY
Are you trying to figure out how to cut through the “clutter” of all the political advertising to get your business’ message out? Join the club.
Marla Maney, brand engagement manager for Imaginasium Inc.
“This is an incredibly difficult year for us,” says Marla Maney, brand engagement manager for Imaginasium Inc. Not only has it been the Wisconsin gubernatorial recall election, but the presidential election campaign has changed the marketing and public relations landscape as well, she says.
In case you didn’t know it, political campaigns can purchase advertising at the cheapest rate, says Maney, and they purchase lots of it. Try purchasing time during the 6 p.m. news these days, and if your business can get it, expect to pay the higher rate associated with supply and demand. Stacy Allen, director of brand strategy for Insight Creative Inc., agrees there’s certainly been more media clutter to cut through. If you still want to advertise on television or radio, you may need to consider media outlets other than the top-rated stations in your market to get more for your dollar, she says. Look at the big picture to get your message out. “Sharpen your focus,” recommends Allen. Most of Insight Creative’s clients, she says, “use a nice mix” of outlets to get their message out. Think creative and non-traditional, yet never forget the basics of public relations.
Using social media is a good way to target your message, say Allen and Maney. If you’re not already using social media like Facebook or Twitter, or even email campaigns or web banner advertising directing the consumer to your website, consider getting onboard. “We’ve never had this opportunity before,” Maney emphasizes, explaining that she’s encouraging clients to “ramp up” their use of social media. And don’t be intimidated: “You don’t have to be an expert right away,” Maney says. Social media is one way to make sure your brand goes to your target audience, she says. The important thing is to think through your social media campaign and ask the question, “How do you want the target audience to react?” With helpful tips and information supplied through social media you want the consumer to consider you a trusted resource, says Maney. People don’t want to be “marketed to” anymore, she adds. “They want to have a conversation,” she says. Other ways to get your message out might be through a sponsorship, she says. For example, if you’re a business whose target audience is the health-conscious runner, consider sponsoring the marathon. Brand engagement “is all about the brand and what the consumer feels about your company,” says Maney. And as a brand strategist, Allen says she helps clients find their “brand personality.” Insight Creative’s clients run the gamut from retail to manufacturers to a bakery. Besides social media, you shouldn’t shy away from the traditional press release to get your name out, says Allen.
David Troup, CEO of DMiNTERACTIVE, is a proponent of the press release – but with a twist. Play it right and not only might the meStacy Allen, director of brand strategy for dia pick up your release, but it may improve Insight Creative Inc. your Google ranking as well. Online marketing including keyword campaigns and search With several months until the November election both Maney and Al- engine optimization is among the agency’s specialties. len agree the best thing to do is plan. Already last year Maney says she expected this political season to be “crazy” as she looked ahead Major corporations can easily spend $600 to $1,200 per press for clients. release to have it distributed to the appropriate outlets, says Troup, especially those that deal internationally. But with a limited budget, So if the political campaigns have so many traditional advertising spots even the small business in Northeast Wisconsin can make an impact tied up, what’s a business to do? with press releases.
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Sharpen your focus.
Have a conversation.
Troup’s recommendation: send yourself an “alert” at the end of the week to remind yourself to think about your business and the industry you’re in, and then ask, “What happened that was noteworthy?” Then turn to your keyboard and write an informational press release about what’s trending, posting it on your website and, when appropriate, personally distributing it to local media outlets. Here’s where “keywords” are important, says Troup. For example, a restoration company might post a press release about “mold.” Use of that hot topic word just might jump your Google ranking enough to increase consumer interest in your business and have you sought out as an expert by local media, he says. “Put in compelling content,” he emphasizes.
Use strong keywords.
“So many businesses don’t look at press releases that way,” he says. Troup says DMiNTERACTIVE has reaped success the past four years with the “Ask the Expert” spot on WTAQ-AM radio, a Midwest Communications member station. Its twominute spot plays numerous times one day each month. He says the spots are effective because he follows the advice he gives to clients: use strong keywords.
David Troup, CEO of DMiNTERACTIVE
Try not to be part of “the noise,” Troup emphasizes. Be memorable, like “a nine-volt battery,” he says, explaining, “You need to jolt them” with your message.
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BUSINESS SPOTLIGHT TEXT Dana vanden heuvel, Marketingsavant
LIKES USERS
YOUTUBE
CLOSING THE
SITES PERFORMANCE EMPLOYEE GOOGLE+ MESSAGE VIRAL
WEB FACEBOOK SUCCESSFUL
SOCIAL MEDIA PERFORMANCE GAP ORGANIZATION
MYSPACE
SHARES
RSS FEEDS
LEADER
ONLINE
MEMBER
ADVERTISING DIGG TWITTER JOURNEY DECISION
UNDERSTANDVALUE
LINKS
COMPANY
Once considered a novel set of marketing tools and channels, social media has evolved from an experimental phenomenon used by only the most adventurous organizations to a must-have set of tools that every marketer and business owner is challenged to deploy effectively. Moreover, organizations are investing thousands to millions of dollars in their social media programs. So the question we need to ask is, “How do those same organizations realize the elusive return on investment from their social media efforts?” As an organization that holds conversations with nearly 200 different companies each year, we’ve noticed a clear “social media performance gap” between the best performing brands and everyone else using social media. This article shares a few of the key points that differentiate the leaders from the laggards in social media. You’ll find that the recommendations are based on insights gleaned from current research and range from the mundane to the bemusing. 1. Understand what social media actually does Business owners certainly know what social media is. We’ve all heard the data points about how social media dominates consumers’ time online, but what does that all really mean? Companies diligently charge ahead with Facebook pages, Twitter feeds, blogs and YouTube videos with the hope that social media will drive leads like direct response, result in click-thrus like email or build awareness like an ad campaign. The fact is the cumulative power of social media can be far greater than all of those if it is understood and channeled appropriately. The lesson: Put your consumer behavior hat on and really look at how your customers use social media and how you can better fit your brand into their social lives. Understand that social media is more akin to an investment that
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FRIENDS
VISION
SKYPE
LINKEDIN ROLE MODEL
NETWORK SERVICE PINTEREST
NEW REFERENCE
LEADERSHIP STRATEGY
builds in value than it is to traditional advertising, which simply shows up in the expense column. The long-term visibility of blogs, the life of a YouTube video and the shared content from Facebook, Twitter and Pinterest can bring marketing value for months, and even years. 2. Map social media to the customer decision journey For the small to medium business, consumer decision journey mapping is likely not on the top of your to-do list, but stay with me for a moment. We must understand that the customer really does want help in making decisions. In the annual IBM CMO Study, we learned that marketers often believe that consumers interact with their brand on social media to join a community or feel connected to the brand. Rather, when asked, consumers have little interest in relationships with brands or companies beyond the merely transactional. The lesson: If you want to boost your social media success rate immediately, focus on helping your customers make purchasing decisions with as little friction as possible. Post a video to help answer a question or a blog post that educates consumers on how to make the best decision, simply and quickly. 3. Stop the random acts of social media A “free-for-all” random path of execution is what often happens in companies without both a sound social media strategy and consistent executive support. When companies commit random acts of social media they end up wasting time and money, and have little to show but a few minor successes with no real way to replicate those successes.
On the other hand, there are organizations that have closed the performance gap start with a defined (and written) purpose and destination for social media. They shape their program around the social media tools that support their vision.
2.
The lesson: Start with a strategy and stick to it. Even taking the time to put together a strategy based on your current state and desired future will deliver a dramatic improvement over continuing to pursue social media at random.
5. Get educated and stay up-to-speed on social media
4. Measure performance – Connect social media with business outcomes The most frequently asked question in nearly every workshop we’ve ever conducted is, “How do I measure the ROI of social media?” The shortest path to social media ROI is through your existing web analytics and metrics tracking. It’s important that you have a firm grip on accountability of all digital marketing channels, starting with web analytics. The lesson: Establish your KPIs (key performance indicators) using these three qualities required in order to be effective in determining the success of your social media program. 1.
KPIs must explain how social media marketing adds value to the business.
3.
KPIs must be aligned with strategy and prove that marketing is focused on the success of the business. KPIs reflect a fact-based, disciplined approach to strategy and execution of your social media strategy.
Wait for it…there! Social media just changed. Again. Yes, social media moves quickly. New tools, new platforms, changes to existing platforms are just a few of the things that have changed in the recent weeks while you weren’t paying attention. One of the most significant gaps between the top performers in social media and the also-rans is their level of expertise and comfort with social media. Chances are, someone in my class is one of your competitors – are you up to speed? The lesson: Get smart about social media by attending courses, conferences and stay sharp by attending webinars and reading white papers. Trust me, your competitors already are doing all of these things.
Dana VanDen Heuvel is president of MarketingSavant, a social media marketing consulting and training firm. Reach him by telephone at 888.989.7771 or at www.marketingsavant.com.
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BOOK REVIEW REVIEWED BY Jeanette Jacqmin, Librarian, BROWN COUNTY LIBRARY
small business
big vision:
Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did It Right AUTHORS Adam Toren and Matthew Toren
PUBLISHER Hoboken, NJ; John Wiley & Sons Inc.; 2011 Recent acquisition at the Brown County Library
BIG VISION delivers a wealth of real-world knowledge and current insight on which to build and grow your business: • • • • • •
Why having BIG VISION is so important The value of rethinking your business plan Why you should develop/acquire collaborators instead of investors How you can use social media for laser-sighted marketing Becoming an expert=icon while maintaining social responsibility Transforming your business,180 degrees if necessary
What would you like to see on the horizon for yourself? Do you have a BIG VISION, one you would like to see made into reality? According to the Toren brothers, that big vision, inspirational spark or overwhelming feeling of huge future possibilities is the one universal trait common to all entrepreneurs. In this book, they take you through the steps to turn your big vision into a real business guided by their business experience and that of numerous other successful entrepreneurs. Each chapter contains advice and instructions on how to construct and grow a business, and concludes with a mini interview of a successful individual who had a vision that grew into a thriving business. Why is having a big vision so important? It’s the crystal ball of your future, a description in a high-level sense of what you are building. To begin, the Torens strongly recommend creating a one-page business plan based on this vision that will become the main internal working document for your business, as well as a concise financial summary should you seek outside funding. They see the vision plan as a fluid document, one to use and review on a regular basis, especially in making decisions on building your business. In constructing your plan, they suggest you should do all the research — the market, competition, planning — but to rethink doing a huge, detailed plan. Quoting a study that suggests companies starting out with complex plans fared no better statistically than those that had no written plan, they lead you through the development of a one- to three-page plan that is practical, light and easy to review, built around five “bullet points” with each connecting to preceding specific objectives you have set.
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If you need to raise money from an angel investor, venture capitalist or bank, there’s another section on developing a finance-centered plan, the first part of which, the executive summary, is the one-to-three page plan you have already developed. The Torens walk you through all the steps you need to take, including financials, SWOT analysis and a sales and marketing strategy. While the Toren brothers believe you should only seek financial help for things your company needs as opposed to things you might want, like a nice office space, they encourage you to find funding sources from people who are not only interested in seeing your business succeed financially, but who can offer their guidance and expertise as true partners. Another option: seek help from an “advisory board,” a team of professionals willing to offer their time and expertise instead of money. A substantial chapter focuses on “Laser-Sighted Marketing Through Social Media” as a way of getting your business information out there, something the Torens believe is no longer optional. Facebook’s demographic, for example, is larger than the U.S. population, and using sites like Twitter, YouTube, LinkedIn and others can be both cost-effective and very efficient in reaching your ideal customers. Your company’s presence in social media can target millions of leads, help you to manage customer feedback, build relationships with customers and other experts, and allow you to monitor your brand. Again, the Torens walk you through exactly what steps to devise a plan, create a content strategy, get people to buy, etc. They believe social media done right will bring visitors that feel they know you and trust you. Additional chapters offer excellent information about topics like contracting out to freelancers as opposed to hiring staff right away, achieving expert status in your field and marketing yourself, social entrepreneurship focusing on charitable or world-changing causes, and cultivating flexibility and ingenuity in your business to allow for transformation change as needed. Matthew and Adam Toren, brothers, investors and mentors, are “serial entrepreneurs,” growing and selling successful businesses and helping fellow businessmen along the way. “One thing we’ve learned through all our entrepreneural adventures is that good advice is priceless — and that’s precisely why we wanted to write this book.” .
Additional titles in the Brown County Library system
n Blog, Podcast, Google, Sell: The Complete Guide to Making Online Profit Cresta Norris. Kogan Page, Philadephia, 2012. Call # 658.872 NORRIS Download also available via OverDrive n Facebook Marketing: Leveraging Facebook’s Features for Your Marketing Campaigns (3rd Edition) Brian Carter and Justin Levy. Que Biz-Tech, Indianapolis, IN, 2012. Call # 658.872 LEVY, 2012 n Free Marketing: 101 Low and No-Cost Ways to Grow Your Business Online & Off Jim Cockrum and Sean Pratt. CD (unabridged). Recorded Books, Gildan Media Corporation, New York, 2011. Call # 658.8 COCKRUM
Let the Name Calling Begin!
Mark, anager Regional M Co-Owner
n Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect With Customers, and Create Products That Grow Your Business Now David Meerman Scott Wiley, Hoboken, N.J., 2011. Call # 658.872 MEERMAN n Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business David Siteman Garland and Erik Synnestvedt. CD (unabridged). Recorded Books, LLC. Gildan Media Corporation, Prince Frederick, MD, 2011. Call # 658.8 GARLAND
Tyler, Projec t Man ager Co-Ow ner
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FACES of Keller BBJ JUNE/JULY 12 | 27
MEET A MEMBER TEXT Katie stilp
Lindsay Leahy
Horticulturist, Green Bay Botanical Garden What does a horticulturist do? “Our main duties occur in spring and summer when things are actively growing. It’s mostly planting plants, weeding, watering what’s there. We also do mulching, cutting lawns and record keeping of all the plants we plant throughout the year so we can track them.” What’s a typical day like for you? “Every day is dependent on the weather. If it’s nice outside, we’re going to be out there working. During the winter, we have a light show from Thanksgiving through Christmas so a lot of time is devoted to setting up, working it and then taking it down. We also prepare for the next growing season, ordering seeds and planning the gardens with all the annuals we plant.” With what types of plants do you work? “Pretty much every sort of plant material you can think of that grows in Wisconsin. We have tons of perennials as well as trees and shrubs. In the summer we do a lot of displays with annuals. We start those from seeds in February, and we order from a lot of different companies from around Wisconsin.” Did you always know you wanted to be a horticulturist? “I’ve always loved to garden. When I was little I remember my dad handing me my first packet of seeds. Ever since [I’ve been] planting flowers every year and have been addicted to gardening, doing it on the weekends and in my free time. “I didn’t know you could get paid to garden until I got an internship with the Botanical Garden. I didn’t know how to apply what I learned in college to a real-world environment [until I interned here]. Every day is different, and it’s so relaxing to be outside with nature, listening to the birds and seeing the butterflies.” What hobbies do you have outside of work? “I like to do arts and crafts. Artwork has always been one of my passions, but it’s something I do in the winter when there isn’t a lot going on outside. In the summer I spend a lot of my free time outside doing projects in the yard at home. In the last year, I’ve also picked up running. I ran my first half marathon last year, so I want to do more marathons and races.” What’s the best piece of advice you have ever received? “My dad shared a quote that said something to the effect that we go through a lot of ups and downs in life, but whatever you do, don’t regret it. No matter what happens, you’re going to learn something from the experience.” What are you most proud of having accomplished? “Finding a job in the horticulture industry. There are a lot of seasonal jobs, but there aren’t a lot of permanent jobs, especially in Wisconsin.” What are your hopes for the future? “I would really like to get better at managing my time. I’m the type of person who always has to be doing something. But what happens is that I get caught up in all these little projects. One of my goals is to [become more organized] so I can spend more time with family and friends. The older I get, the more I realize how important friends and family are.”
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TEXT Katie stilp
Mike Schumacher
Landscape consultant, Vande Hey Company What does a landscape consultant do? “I meet clients and go over ideas, budgets, site designs and discuss outside projects the client is looking for as part of their landscaping — like a patio, plantings around the house, etc. It’s the starting point for the client.” How did you get in this line of work? “I started by working on the crews and worked my way up. I was a production supervisor, then the production manager for a number of years, and then transitioned more into sales. I’ve been at the Vande Hey Company for 29 years, and I went through technical college for landscape design and horticulture and I’m also certified in the landscaping industry.” What do you enjoy most about your job? “Meeting people and helping people. Landscaping is not a necessity. It’s a ‘feel good’ thing for people. It’s kind of like buying a car, getting people what they want and what they can enjoy. It’s a lot of long hours but it’s a lot of camaraderie with clients and that’s what I enjoy most. This is more than just a job to me. It’s who I am—landscaping is a part of me. I look forward to coming to work every day.” How has the economy affected the desire for landscaping? “The building industry has definitely slowed down over the last four to six years. But people are creating that vacation area in their own home instead of having a second cottage or traveling. They’re investing into their house by remodeling and upgrading what they have — nicer patios, outdoor kitchens, things like that.” What’s your biggest pet peeve? Why? “The general lack of the work ethic. I pride myself in coming to work and knowing that I’m going to follow a job all the way through. I try to instill that into my three kids as well. Talent doesn’t mean anything if you don’t outwork anybody.” What’s the most recent movie you watched? “I took my son to see ‘Moneyball’. I love sports. I love baseball because it’s been around for over 100 years and it’s a time-tested sport. I really enjoyed seeing the underdog compete and not make any excuses to beat the dollars in sports to be successful.” What’s your favorite thing to do on a rainy day? “I like to work out. I try to do — and I don’t — an hour of cardio a day. I just put music on or plug into the TV and just go.” What’s your favorite season? “Spring and summer. I’m not a big fan of winter. I like the long days of summer, and I like the daylight and the warmer weather. Summer is also when we get to install people’s dreams into their yards, so it’s a lot of fun to get the projects done and let clients enjoy them.” What are your hobbies? “I coached wrestling for 20 years, and I still stay involved by being a wrestling official, officiating high school wrestling and helping coach younger kids. During the winter I do a lot of that, and during the summer I try to get away with the family. We like to camp and get away with the kids.”
BBJ JUNE/JULY 12 | 29
Chamber briefs
ADVANCE
Join Advance for the Business Innovation Series: How to SCORE Funding for Your Small Business on Tuesday, June 12, at the Advance Business & Manufacturing Center, 2701 Larsen Rd., Green Bay. Attendees will meet a panel of lending experts at this fast-paced questionand-answer session. This presentation will bring together, in one place, a variety of finance professionals to explain the multiple kinds of funding available to business owners. Call 920.496.9010 to register; the cost is $10.
BROWN COUNTY TEEN LEADERSHIP
The Partners in Education Youth Celebration was held May 22, at the Meyer Theatre. Twenty-four students from seven school districts completed the program. Tad Taggart, West De Pere High School, served as class speaker. The Brown County Teen Leadership (BCTL) class of 2012 completed two community group projects: A PSA project focused on underage drinking and prom season aired in March/April 2012 on local television and a campaign on positive peer pressure with silicone bands that state “It’s MY Choice.”…Applications are now available for the BCTL class of 2013. High school sophomores during the 2012-2013 school year are eligible to apply. Applications are available at all schools and at titletown.org. For more information, please contact Dan Terrio at 920.593.3406.
current
The Current steering committee welcomes the following new board members: Robert Carviou, marketing and public relations director, Prevea; Erik Goerke, CEO, Alliance Management; Shanna Graykowski, vice president, U.S. Bank; Joshua Oliver, manager - IT, Humana Inc.; Jennifer Pollitt, chief of staff, City of Green Bay - Mayor’s Office; Timothy Sedabres, vice president finance – investor relations, Associated Banc-Corp.; Ginese Walker, operational development manager, Schneider National Inc.; Michelle Bailey, account manager, Imaginasium Inc.
GOVERNMENT AFFAIRS
The Public Policy Council held a round table discussion in April so that members could share the most important accomplishments and failures of the recent legislative session from the viewpoint of their industries and clients. At its May meeting the Council heard Wisconsin Manufacturers & Commerce President Kurt Bauer and Vice President Jim Morgan give their perspectives on the eventful 2011-12 state legislative session and the year ahead. A well-attended Business Development Round Table was held May 7 featuring speakers on recent legislation and new programs at the Wisconsin Economic Development Corporation that will aid businesses looking to expand. A variety of other local and federal issues of interest to business are also being tracked, and you can follow their progress in our monthly Public Policy News digest. Sign up at www.titletown.org/communications/ 30 | BBJ JUNE/JULY 12
chamber-newsletter-signup...The Good Government Council met on May 8 under new operating rules approved by the Chamber’s board of directors. Two new members have been added to the Council; state registration as a political action committee has been dropped; recommendations for candidate endorsements will now go to the Chamber board for review and approval. The Council recommended a position statement on the recall election to the Chamber board reiterating the Chamber’s opposition to improper use of the recall process…The Northeast Wisconsin Chambers Coalition, a group of six allied chambers in the area, met on May 14 to begin work on a Legislative Agenda for 2013 that will be released in January for the next state legislative session…Municipal administrators and fire chiefs from the five communities pursuing metro fire service under the Ritter Forum on Public Policy’s report A Shared Vision: Metro Fire Department met on May 17 to review scoring of five proposals from national consultants for an implementation plan and to discuss ways to pay for the plan…The Chamber’s partners at Bay Area Community Council, the United Way and the Community Foundation presented a report of results of our community visioning conference, Brown County 20/20: Envisioning the Future held in February. More than 200 community leaders attended, including a number of Chamber board members, staff and other Chamber volunteers. The conference debated and prioritized strategies in response to the LIFE Study (www.lifestudy.info) findings. The report on conference findings can be downloaded at www.titletown.org. The Chamber and our allies are digesting the report and organizing to pursue some of the most promising ideas.
LEADERSHIP GREEN BAY
There’s still time to secure your foursome for the Chamber and Leadership Green Bay’s Golf Outing on Monday, June 25. Unlike in past years, this one golf outing will be your only opportunity to golf with the Chamber and your fellow Leadership Green Bay grads! Please contact Marilyn Heim at 920.593.3419 to secure your foursome…On May 8, we graduated another successful class of Leadership Green Bay graduates. Many thanks to their employers, many of whom contributed financially and all of whom accommodated their employees’ monthly sessions so they could attend the class…Congratulations to the following winners of the Leadership Green Bay raffle drawn at the Leadership Green Bay graduation: Packers Jersey, Tiffany Ellingson; 46-inch TV, Lynn Jones of Bayland Buildings; Motorola Xoom tablet, Mike Marin (spouse of Leadership Green Bay graduate); Discovery Flight, Ryan Van Straten; and Wine Tasting for 10 at Von Stiehl Winery, Delisse Brunette. Between the raffle and the Fundraiser, we raised more than $6,700. Way to go, alumni!...Leadership Green Bay is still accepting applications for the 2012-2013 class, but time’s ticking! Visit leadershipgreenbay. org for an application and call Jeanne Agneessens at 920.593.3412 with questions.
LIVE54218 and PARTNERS IN EDUCATION
LIVE54218 seeks your votes to win Transform Wisconsin Grants. LIVE54218, Brown County’s approach to becoming the healthiest community in the nation, is an area effort to think boldly about changing the ongoing obesity epidemic. A community initiative, housed at the Green Bay Area Chamber of Commerce, our mission is to create
environments that support and promote all residents daily in consuming 5 fruits and vegetables, drinking 4 bottles of water, having less than 2 hours of screen time, participating in at least 1 hour of physical activity, and sleeping 8 hours a night. In order to create those healthy community environments, Live54218 is partnering with area organizations to apply for two Community Transformation Grants. To further broaden the reach and transform the entire county, Partners in Education is submitting an application to help youth stay tobacco-free. We can win an award in all three of these impact areas, and you can help us bring $480,000 into Brown County by going online to www. transformwi.com and voting for the Eat Smart Brown County, Get Active Brown County, and Tobacco-Free Youth Brown County proposals. After you finish voting, help us spread the word by encouraging your friends, family and colleagues to vote, too! We have until June 14 to rock the vote and show the rest of the state that Brown County wants to make the healthy choice the easy choice in the place where we live, learn, work and play. Eat Smart Brown County: We want to transform our community into a place where health, academic achievement and the economy are supported by increased access to affordable, healthy, local food – starting with the cafeteria…Get Active Brown County: We believe that every person in our community should have access to safe and enjoyable places to be active – from walking to school, biking to work, playing on a school playground, or sharing our gyms – we can get everyone up and moving…Tobacco-Free Youth Brown County: Through collaboration, we will renew and re-energize efforts to promote and support tobacco-free lifestyles amongst our youth!
an Athlete program through PIE, is also strongly active in his community and academically excelling in his studies. Runnoe will receive a $500 college scholarship…The PIE Drug Alliance is partnering with the De Pere Police to focus on underage drinking compliance checks at community events over the summer. As a result of grant funding, we will assist with the purchase of two ID card readers that will be available for other municipalities to use in their compliance checks.
PARTNERS IN EDUCATION
The Partners in Education Youth Celebration on May 22 honored a number of Chamber program graduates and scholarship recipients. These included the Youth Apprenticeship Class of 2012, new enrollees in the 5/12 Scholarship program, graduates of the 5/12 Scholarship program, Drug Alliance Achievement Scholarship recipient and graduate, Technical College Scholarship recipient and Brian LaViolette Scholarship recipient. Nearly $20,000 in scholarships were awarded at the celebratory event.
MEMBER SERVICES
A record crowd attended the Business After Hours at Jet Air in April. Activities at the event included a paper airplane making contest, drawings to try Jet Air’s new flight simulator and helicopter rides over Lambeau Field and downtown Green Bay. Delectable hors d’oeuvres and refreshments were served by Renard’s Country Elegance Inc… Wanda Truttmann-Sieber, Unishippers, talked about how Unishippers’ company culture creates a fun, healthy work environment at the April 2012 Business & Breakfast…The CP Center in Green Bay was the site for the May Business After Hours. Attendees could take a self-guided walking tour of the CP Center and then participated in a ribbon-cutting for the renovations of pediatric therapy provided by the 2012 Leadership Green Bay class!...The ambassadors celebrated four ribbon-cuttings in April and 10 in May. Many, many thanks to the Ambassadors – you are an amazing group!...If you haven’t already done so, there’s still time to make your reservation for a foursome in our 31st Annual Chamber Golf Outing Classic on Monday, June 25, 2012, at Royal Scot Golf Course and Supper Club. Check out all the details at titletown.org.
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PARTNERS IN EDUCATION DRUG ALLIANCE P ARTNERS IN
EDUCATION DRUG ALLIANCE
The Partners in Education (PIE) Drug Alliance is proud to announce Grant Runnoe, sophomore at De Pere High School, as the recipient of the 2012 Drug Alliance Achievement Scholarship. Runnoe, who is active in the Life of
Contact Michael: (920) 438-0507 Corner of Main and Monroe • Downtown Green Bay (920) 435-5353 • www.cccp.com BBJ JUNE/JULY 12 | 31
CHAMBER NEWS
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Pearce Wireless celebrated a ribbon cutting on April 24 at its location in Suamico. From left to right: Ann Ross, Valley Insurance Associates, Inc.; Jacqueline Smith, Airport Settle Inn, Inc.; Abe Eversman, Pearce Wireless, Verizon Wireless Premium Retailer; Curt Wainwright, Pearce Wireless, Verizon Wireless Premium Retailer; Justin Berkin, Pearce Wireless, Verizon Wireless Premium Retailer; Nancy Steffel, The School That Comes To You; Dan Terrien, Woodward Radio Group.
Locate Staffing celebrated its ribbon cutting on April 12 with (from left to right): Wendy Willems, Quick Signs; Dave Racine, Yang Insurance Agency, LLC; Jacqueline Smith, Airport Settle Inn, Inc.; Jonathan Bascue, Locate Staffing; Nicole Baumann, Locate Staffing; Betty Kittell, Denmark State Bank and Deanna Novak, National Railroad Museum.
On April 19, the Chamber hosted its Business and Breakfast featuring Wanda Truttman-Sieber of Unishippers, pictured at right. At left, Nancy Steffel of The School That Comes To You.
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Valley Advertising hosted a ribbon cutting on April 26. Pictured are (from left in back): Jacqueline Smith, Airport Settle Inn; & Dan Terrien, Woodward Communications Group. From front left to right: Wendy Willems, Quick Signs; Annette Walczyk (owner); Ashley Walschinski (apparel specialist); Paula Lecker (business manager); Dan Van Straten (sales director); Nancy Steffel, The School That Comes to You; & Carol Lagerquist, University of Wisconsin - Stevens Point. Not pictured ~ Bob Walczyk Jr. (owner).
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GO TO www.titletown.org FOR THE LATEST UPDATES IN CHAMBER NEWS AND EVENTS
Jode Draheim of Schwabe North American attended the Business After Hours at Jet Air on April 12.
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Green Bay Area Chamber of Commerce P.O. Box 1660 300 N. Broadway, Ste. 3A Green Bay, WI 54305-1660
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