VO L 2 0 #2 A pr i l / M a y 2 0 1 2
Published by the Green Bay Area Chamber of Commerce for Chamber members
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IT'S A BUYER'S MARKET
From “location, location, location” to “price, price, price”
DIY BANKING -
Financial institutions empower consumers in managing their financials
Financial institutions
Get active
Educating the community
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
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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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
We’re all in this business together. You know when you run a small business, time moves pretty fast. You need health care coverage that can keep up. We know small businesses play a big role in a healthy economy, and they deserve all the support we can give them. That’s why UnitedHealthcare is proud to be the exclusive choice for health care coverage for the Green Bay Area Chamber of Commerce.
INNOVATION. TECHNOLOGY. GROW HEALTHY.
© 2011 United HealthCare Services, Inc. Insurance coverage provided by or through UnitedHealthcare Insurance Company or its affiliates. Administrative services provided by United HealthCare Services, Inc. or their affiliates. Health Plan coverage provided by or through UnitedHealthcare of Wisconsin, Inc. UHCWI551324-000 2
| BBJ April/may 12
Contents.
FEATURES
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FINANCIAL WELLNESS -
Volume 20, #2 | April/May 2012
Financial institutions get active in educating the community on fiscal responsibility
14 CONSUMER MOVEMENT
Financial institutions evolve to empower consumers in
managing their financials
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IT'S A BUYER'S MARKET -
It used to be “location, location, location,” but now it's “price, price, price.”
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06 BBJ DEPARTMENTS
Financial institutions 04 VIEW POINT evolve with the times 06 TECH WATCH
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20 BUSINESS SPOTLIGHT 22 SPOTLIGHT ON THE ARTS 24 MEET A MEMBER 26 CHAMBER BRIEFS 28 CHAMBER NEWS
ADVERTISERS VISIT THE GREEN BAY AREA CHAMBER OF COMMERCE AT:
titletown.org
01 Children's Hospit al of Wisconsin 02 M E GTE C 02 UnitedHealthcare 17 Camera Corner Connecting Point 17 Green B ay Metro 18 Network Health Plan 21 K I 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
Ambassadors pave the way Advocate. Mover. Servant. Steward. Green jacket. All these synonyms for a Chamber ambassador apply, just as they have for the past several decades our Chamber has had an ambassador program. Also known as the “green jackets” for their bright green coats and equally vivacious personalities, the 30-plus Chamber ambassadors who are part of our Chamber ambassadors club are volunteer stewards of our organization. And we wouldn’t be who we are without their assistance. I can speak to that on a personal and professional level, as I served as a Chamber ambassador in the late 1980s. At the time, I was in charge of a new branch of Lakeland College, and becoming an ambassador sounded like a great way for me to give back to the community while also networking the new branch to the community at large. I instantly had access to a whole group of people who helped me network and really integrate the branch with community leaders. Twenty years later, I still stay in touch with people from that group. At the most elemental level, ambassadors are the face of the Chamber. They represent a dedicated and vested level of engagement that we look for in our members. These are people who give of their own time to share our vision and passion for strengthening the business community. They are key liaisons between the Chamber and the business membership. The green jackets wear many hats; they call on Chamber members to an4
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Joleen Allard, owner of the Newcomers Service and advisor to the Newcomers and Neighbors Club
swer questions or provide insights on the benefits of membership, serve as hosts and hostesses at key Chamber events, act as “connectors” at networking events by bringing new people into conversations with each other, and help to celebrate the business community’s growth by attending ribbon-cuttings and groundbreakings. Ambassadors are busy business professionals, juggling the jobs for which they are paid alongside the outreach they do on behalf of the Chamber. They log many hours participating in on-site member visits as part of Operation Thank You, make new member calls to answer questions on membership benefits, make other retention calls to member businesses, attend monthly meetings to stay on top of the many events and offerings from the Chamber and mark their calendars to attend as many Chamber events in their ambassador capacity as they can. It’s all part of the job for which the only “pay” comes in the form of a jacket adorned with thank-you flair (pins) every year, a sense of pride and appreciation from the Chamber for their role in business development, serving the 1,200-plus businesses that are members of the Chamber. (Oh, and the fun of serving as Chamber hosts at the Business After Hours, Jacqueline Smith, sales manager for Airport Business Expo, Chamber Settle Inn and Extended Stay Residence Golf Classic and other key Suites Chamber events.) Perhaps the best people to speak to the program are those who have been an integral part of it for years. Joleen Allard, owner of the Newcomers Service and advisor to the Newcomers and Neighbors Club, has been an ambassador for more than 25 years. Her father, a former post-
master, pointed her to the program — he said it was the best opportunity for her to network and teach people what she did. “It’s absolutely proven to be the case,” says Joleen. “It has helped me to stay connected with the community and to know what’s happening, as well as form great connections.” Connections are at the very root of the ambassador program for member businesses. “I love going to functions and seeing familiar faces and new faces and bringing them together,” she says. “The green jacket is so neat because I can put that on, walk into a room and feel comfortable saying, ‘Have you met so and so?’ or ‘Who would you like to meet today?’ I call it being a glorified ‘hostess with the mostest.’” Joleen has seen the benefits come full circle, as more people learn about Newcomers and she receives referrals from people who say, “People told me to contact you.” “I believed that if I went into this for the right reasons, it would leave a good, firm lasting impression and people would network for me. And they have.”
The same rings true for Jacqueline Smith, sales manager for Airport Settle Inn and Extended Stay Residence Suites, an ambassador for about 20 years. She joined the ambassadors club as a way to learn about the business community after moving to the area from Minneapolis. Along the way, she has particularly enjoyed kicking off many new businesses and small businesses in the area at groundbreakings and ribbon-cuttings, as well as promoting the Chamber’s vast and varied benefits. “In [my current role], I have an opportunity to talk to people who are relocating. I really enjoy the education part of the Chamber, as I’ve gotten involved in Partners in Education and have learned a lot about what the school systems here offer. It’s such an important component for people who are considering relocating,” she says. We here at the Chamber realize that our offerings are diverse — from economic development to education, government affairs to leadership development. Who better to speak to the Chamber’s benefits than those who have one foot in the business community and one inside the Chamber? To our 30-plus hardworking Chamber ambassadors, thank you for helping us to bring these two worlds even closer.
Ambassadors club members Joleen (Farah) Allard, Green Bay Area Newcomers and Neighbors
Charles Pelky, Heritage Hill State Historical Park David Racine, Yang Insurance Agency LLC
Brian Brost, NBC26 & MYNEW32 Rick Rodriguez, Infinity Technology Inc. David Gardner, MetLife Ann Ross, Globe University Dr. R. Susan Hensley, ProCare Chiropractic Clinic of Green Bay Ltd.
Lynn Schad, Wisconsin Public Service Corp.
Terry Hetzel, Oneida Tribe of Indians of Wisconsin
Jacqueline Smith, Airport Settle Inn Inc.
Amy Hobbins, Journeys Unlimited
Becki Starry, Shorewest Realtors
Al Jamir, Camera Corner/Connecting Point
David Stauffacher, Echo Marketmedia
Betty Kittell, Denmark State Bank
Nancy Steffel, The School That Comes to You
Carol Lagerquist, University of Wisconsin – Stevens Point
Dan Terrien, Woodward Radio Group Anh Tran, Prophit Marketing
Sue May, Heartland Business Systems/ Avastone Technologies Jim Mayefske, Broadway Automotive Ford Hyundai on Military Avenue
Andy Vande Hey, Vande Hey Company Inc. Wendy Willems, Quick Signs Jacquelyn Wilson, A Better You
Stephanie Nies, Big Apple Preschool & Day Care Center
Lynn Zettel, UnitedHealthcare Group
Deanna Novak, National Railroad Museum
Lisa Zeise, Cineviz
Patrick Olejniczak, Kress Inn/F.K. Bemis Center
Travis Zielinski, Citizens Bank
BBJ April/may 12 |
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TECH WATCH TEXT AL PAHL
FBO wows with aviation technologies You know you’re in a high-tech environment when you walk into Jet Air’s primary men’s room at Austin Straubel International and there’s a real-time video news display built into the mirror. While there is no doubt technology was a cornerstone of Jet Air Group’s $3 million 2010 expansion prior to receiving a 2011 Business Recognition Award for growth, this fixed base operator (FBO) didn’t add one-third more employees (41 full- and part-timers, currently) into its 80,000-square-foot facility solely because it retrofits really cool, efficient glass cockpits into aircraft (more on that later). Jet Air’s growth and continuing success is due to the vision of its four principals, which led to diversification, new partnerships and the largest hangar in Northeastern Wisconsin. Plus, cookies every day and barbecues on Packers game days. “The most important factor was the four of us are all involved in aviation,” says Chief Executive Officer Alan Timmerman. “Between us, there are 12 or 13 aircraft, including the flight-school airplanes. We all own personal aircraft and company aircraft. We read a lot about aviation and where it’s going. We knew what the direction was. We knew glass panels, Cirrus, simulator training. There’s where the future of aviation is. And helicopter training. Helicopter training makes us unique.” Pre-expansion planning included plenty of in-person research. “We talked to a lot of pilots; people who come into our FBO and pilots (there are about 12) who work for us,” Timmerman recounts. “We wanted to be a top-tier FBO. That was our goal.” 6
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The experience of pilots (think: private and corporate, more than commercial) here begins with plenty of place to park. There’s about 500,000 square feet of ramp space. Indoors, pilots begin in the 5,000-square-foot lobby and have access to private sleeping rooms; a huge (and technology-laden) conference room; and computers for weather, communication, flight planning or just for fun. They can even get a flight physical; one of the partners is a doctor. Pilot preferences and predilections led to those must-have cookies. People come to Jet Air to become pilots. There’s ground school, in-flight training and a room-sized simulator where three overhead projectors create the world outside your cockpit on three of the four walls. Trainers can place their pupils anyplace in North America and introduce any weather, traffic or equipment scenario — or combination thereof. Jet Air recently partnered with Lakeland College, near Sheboygan, to offer Wisconsin’s only four-year college aviation program. “We have been surprised at the demand (for training),” admits Timmerman, although his recent research showed demand, for pilots is up 20 percent nationally. “Piloting as a career is in demand and piloting for fun is in demand. “We have eight people in private-pilot ground school right now,” he notes. “We have a young girl from Taiwan and a gentleman in his 60s. A lot of people wait until they get older. We also have a kid who just turned 17. We helped him get his license when he was 16. Now he’s working on his instrument rating. He wants to be a commercial pilot. When he goes to college, he’s going to have a big head start on other students. He’ll graduate (high school) this spring and be an instrument-rated pilot.
“We had a young man in here last summer. He says, ‘I have 21 days of leave from the military. I want my pilot’s license.’ We helped him get his license in 19 days. He really applied himself. He was out here 10, 12 hours a day. Every chance he got, he flew, in all kinds of conditions. We were very proud of that.” Clearly Timmerman lights up on people, but just as quickly, he’s back into the technology and hardware, showing his visitor Jet Air’s 22,100-square-foot maintenance hangar, the smaller of the firm’s two hangars. At 100 feet wide and 28 feet high, its door accommodates even regional jets. Between the in-floor heating and the two Big Ass (actual company name) fans, installing engineers guaranteed the partners they’d be able to maintain hangar temperature between the ceiling and floor within one degree.
choices. Communication and navigational equipment are modernized as part of the project, which can take months to plan and execute, depending upon the aircraft and options desired. Jet Air technicians, currently booked until June on such projects, removed 100 pounds of wire from one aircraft — nothing short of amazing, when you consider (A) an individual wire is pretty light; and (B) 100 pounds is significant if your plane only weighs 2,200 pounds.
The hangar this day features a Cirrus SR22, built entirely from composite materials. Its technology includes: •
an enhanced vision system that combines visible and infrared light to show pilots terrain, landmarks and cloud buildups, as well as possible equipment, people or animals wandering across the landing strip;
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one of the few systems certified by the FAA for single-engine aircraft that permits pilots to legally fly into known icing conditions (most small planes’ systems are designed to buy time for exiting such conditions);
•
the only airframe parachute in the world. A pilot in an unrecoverable position (or a passenger with an unrecoverable pilot) pulls an emergency handle that brings deployment of a 55-foot-diameter parachute that lowers the plane to earth (46 people have done this, 24 times, according to the Cirrus website).
Jet Air sells, services and trains people on the Duluth-made Cirrus aircraft and is becoming a Cessna pilot-training center as well. The FBO’s diverse menu includes helicopter training and rental (“the helicopter industry is really growing — EMS, law enforcement, logging — and we want to be a part of that”); fixed-wing charter (see sidebar), air ambulance (“we can be wheels up in 30 minutes”); repair, maintenance, storage, fueling; marketing and operating the airport’s USDA-approved sterilizer, which can handle international trash from either planes or ships; equipment calibration (for their own and other companies’ torque wrenches and various precision tools); and the avionics business. In addition to the Lakeland partnership, Jet Air teamed with the Green Bay Packers, becoming its preferred FBO. That means game-day handling of scores of planes connected to the visiting team, the Packers, their fans and their other partners. Generally those pilots hang out at Jet Air — hence the barbecues. And even though the barbecues feature a festive atmosphere and some cool giveaways, the coolest technology, perhaps, at Jet Air is the avionics replacements. Technicians replace a plane’s analog gauges, dials and hard-to reach controls with a “glass cockpit.” The highlight of the new dash is two portrait-shaped glass panels, with the left panel showing your artificial horizon (your attitude), overlaid with vertical rolling displays showing airspeed and altitude, and a prominent compass. The right glass panel is a multi-function display of the pilot’s choosing, which can have as many or few overlays as desired. Traffic, terrain, routing, weather and airport diagrams are among the most common
Think air charter is too expensive for your company? Let’s let Jet Air Group Chief Operating Officer Alan Timmerman take us through a possible scenario. You have to get six of your executives to a meeting in Lansing, Mich. How might you do that commercially? They’d show up at Austin Straubel International Airport one and one-half to two hours before the scheduled departure, because of screening. Maybe the commercial plane would depart on time, maybe not. Let’s say your group is in the air one hour to Detroit. They would then sit on their hands for a minimum of 35 minutes. Maybe they are there for an hour or more. Then they would fly 40 more minutes. Fare? $400 something each. Book it at the last minute and it’s maybe $800 something each. Contrast that with a charter: Let’s say wheels up at 8 a.m. That means your group doesn’t have to arrive at Jet Air until 7:55 a.m. They board with no security hassles or delays. They are free to use their laptops and other equipment their total time en route, which is only a 45-minute nonstop flight. No connections. No waiting in other airports. Return trip? When the meeting ends, they go directly to the charter aircraft and depart ASAP. Total investment: About $2,400. And if your CEO gets a text en route, requiring him to be in Louisville, not Lansing, he tells the pilots and they redirect. Pretty sure Southwest doesn’t do that. BBJ April/may 12 |
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Funding the Advance Brown County BROWN COUNTY MICROLOAN PROGRAM INITIATED 2011 EXPANDING BUSINESS THROUGH LOCAL SOURCES
MicroLoan Program Jennifer Hogeland TEXT SUBMITTED PHOTOGRAPHY
Now, a full year since its inception, the Advance Brown County MicroLoan Program has approved 12 loans and lent community businesses a total of $475,000. Fred Monique, vice president of economic development at Advance, created the progressive program. It is one of only a few microloan programs in the state. The Advance Brown County MicroLoan Program offered through the Green Bay Area Chamber of Commerce is geared to entrepreneurs and small businesses seeking to create, improve or expand their business opportunities. These businesses typically don’t have access to more traditional forms of financing. Monique put the program together and reached agreements with 12 local banks for Advance to borrow various amounts of money. These are interest-only loans with principal due in the 10th year. The pool reached $525,000. The program recently added Citizen’s Bank as its 13th financial partner. Inspired by the credit crisis and banks being forced to tighten their loan policies, the program allows area banks to still have a hand in assisting the community. “It is sometimes difficult for Fred Monique, vice president of Advance any financial institution to provide credit for startup businesses. This program allows us to be part of, along with other community banks, providing credit to businesses in our community,” says Jill Feiler, president of Denmark State Bank. Baylake Bank also got involved in the microloan program to support area businesses. Paul Northway, regional president of Baylake Bank adds, “As a banker you play a variety of roles in the community, and 8
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one of those is supporting the needs of small businesses. This was a cooperative way we could be involved with other banks in town to pool resources and have credit made available. We think it is the right thing to do. Supporting small businesses makes sense for the community.” Beyond being the right thing to do, Monique explains that under the federal regulations banks are audited as part of the Community Redevelopment Act (CRA). Banks are audited annually on if they are contributing to or involved in the development of the community. “Each of the banks that participate can take credit for all of the loans in our portfolio at their annual review with federal auditors,” he says. “We believe it is a very innovative approach to helping banks out — allowing them to take credit for their work in the community and to get people out of their lobbies that aren’t profitable for them.”
“Ultimately, if you look at the impact this program is having on the community, you can measure it in terms of payroll, sales tax and real estate taxes paid.” — Fred Monique, Advance
Because the Green Bay Area Chamber of Commerce doesn’t pretend to be bankers themselves, they brought in a commercial lending expert. Marianne Dickson, director of the Advance Brown County MicroLoan Program, has 25 years’ experience overseeing lending operations. She is at the heart of the application process and keeps regular contact with the program’s clients. Individuals approach Dickson with a business plan. If she and Monique deem it worthy of going forward, a loan write-up is prepared and presented to the loan committee. A representative from each bank participating in the program sits on this committee. “The microloan program allows you to give a more beneficial look at each of the applicants,” says Northway. “Because it is a pooled program you are able to accept a little more risk than if you were one-on-one.” Monique explains that while he and Dickson are able to say no to someone in the application process, they aren’t able to approve loans on their own. He says, “It is the sole responsibility of the loan committee to make the decisions on the viability of the borrower’s request.”
Dickson suggests that in many of the situations these are character loans. She adds, “We can be more flexible. We look at economic feasibility and if we believe the person can make the business work.” Once a business is approved, the loan is handled as it would be at any financial institution. Borrowers are required to make monthly payments of principal and interest. Monique reveals all borrowers are current. Dickson adds, “I try to get them ready to be a traditional bank customer. I want them to have that discipline.”
Small business orientation “A community bank is really a small business itself,” says Carl LaVeck, executive vice president of Denmark State Bank. “We understand small businesses and what it takes to be successful.” LaVeck goes on to say community banking is the lifeblood of many communities. While these banks comprise 21 percent of the banking industry assets, community banks with fewer than $10 billion in assets made 58 percent of outstanding bank loans to small businesses. Marianne Dickson, director of the Advance Brown County MicroLoan Program
“We can be more flexible. We look at economic feasibility and if we believe the person can make the business work.” — Marianne Dickson, Advance
The program has turned down fewer than 10 applicants to date. Craig Aderhold, market president for Heartland Business Bank, says, “I haven’t been surprised by the demand, but I have been surprised by the high quality of candidates we have seen apply for the program. I attribute this to the great vision of the program and getting local banks to support it.” The loans range from $5,000 to $100,000. There are no restrictions on the way the funds are used; it just must be a for-profit business. Monique shares two significant success stories as result of the program. Stacey Spencer received a microloan to purchase Stadium Bakery and doubled her sales in its first six months. Machinist Jaime Vesser borrowed money to purchase a milling machine and is currently filling orders for machine operators in the area. “Ultimately, if you look at the impact this program is having on the community, you can measure it in terms of payroll, sales tax and real estate taxes paid. Borrowers are filling vacant buildings, which are now back on the tax roll.” When Monique first conceived of the Advance Brown County MicroLoan Program, he envisioned it would eventually transition to be a Small Business Administration (SBA) certified lender. To be considered by the SBA it needed to become an intermediary microloan lender for at least 12 months. Now that it has fulfilled the time requirements, Dickson is putting together an application to become certified. Monique says, “That will allow us to borrow federal money, up to $3.5 million. Also, for every dollar we borrow from the federal government we get a 25-cent outright grant to provide technical assistance and training to the companies to which we are lending.”
The impact of community banks is felt locally. Jill Feiler, president of Denmark State Bank, adds, “The majority of our shareholders live and work in Northeast Wisconsin. All of our customers live here, and the deposits that we take in are lent right back into the community.” While Denmark State Bank supports the Advance Brown County MicroLoan Program, it also uses other resources to assist the small business community including the USDA’s Business and Industry Guaranteed Loan program. This program was designed to improve the economic and environmental climate in rural communities. It provides loan guarantees up to 80 percent of the amount of the original loan and is ideal for startup businesses or those light on capital. “Community banks fund the program,” says LaVeck. “It isn’t a subsidy program, often referred to as a ‘jobs program,’ because it definitely stimulates jobs.” The loans are paid back to the bank, and a separate fee is paid to the USDA for the guarantee. LaVeck adds, “It is a very successful program that is administered by USDA. It costs the government very little money because the banks fund it, and the guarantee fee provides revenue for the government to support the program.” The Business and Industry program is available to any lender. Denmark State Bank promotes the program to its clients to expand the amount it is are able to lend. “Smaller community banks have some limitations on how much they can lend to any one customer,” adds LaVeck. “By use of the government guarantee that amount expands and we are able to give that customer the working capital to increase the number of jobs in the community and to help the local economy.” With the government guarantee, banks are often able to offer better terms. LaVeck reveals the only real drawback for banks is that the program is challenging to establish.
BBJ april/may 12 |
9
COVER STORY
financial Wellness –
Financial Institutions get active in educating the community on fiscal responsibility Jennifer Hogeland TEXT SUBMITTED PHOTOGRAPHY
There is a common expression that it takes a village to raise a child. The same comparison could apply to one’s finances.
Trantow reveals her team was surprised to discover children’s drastically different understandings of money. She says, “As financial professionals we really need to remember how to target groups appropriately. We have to find creative ways to touch kids early so they understand the value of a dollar.”
Terri Trantow, market president and private client group managing director for U.S. Bank, suggests a variety of professionals have their hands in an individual’s or a business’s finances — accountants, bankers, insurance agents and investment brokers — all to assist with what seems to be especially challenging today … becoming financially fit.
S.T.A.R.T. Savings Program S.T.A.R.T. (Savings Today and Rewards Tomorrow) Savings Program is another program offered by U.S. Bank to educate and incent customers to grow their savings account. “It is focused on getting adults to save,” adds Trantow.
The trend in banking is to set up programs and to offer services that teach fiscal responsibility. With group seminars and personal attention, banks have responded to the community’s cry for help. No family or business is alike, so banks rely on a variety of tools to address their clients’ financial needs. Following are a few programs offered by area banks. Moneyville The Neville Public Museum brought the traveling exhibit Moneyville to the area. After sending out a plea to financial organizations, U.S. Bank responded and became a major sponsor of the exhibit. “It is a hands-on exhibit that builds on a child’s money and math skills while promoting economic literacy,” says Trantow. A mock money factory, bank and stock market are designed to teach kids economic concepts and problem-solving strategies that can be used in real-life decision-making with regards to money. “We like to support programs that educate self-sufficiency, especially training in personal financial management,” adds Trantow. She explains the Moneyville exhibit allows U.S. Bank to not only educate community youth but also the bank’s employees involved. Over the exhibit’s life, U.S. Bank employees will lead presentations with interactive activities as they teach children how to save money.
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To participate, individuals must have a checking account through which money can be transferred into a savings account each month. Once $1,000 is in the savings account, U.S. Bank gives the customer a $50 VISA gift card. If that $1,000 is still in the savings account a year later, they receive a second $50 VISA gift card. “Many banks offer rewards when you open an account, but we are looking to teach our clients how financial decisions impact their future. The extra $50 incentive causes people to think twice.”
Terri Trantow, market president and private client group managing director for U.S. Bank
Employee Edge Baylake Bank offers an educational topic series for the employees of its business clients. This program, Employee Edge, offers informal learning sessions during which they discuss everything from understanding a credit score to saving for college or preventing identity theft. “All of the topics are aimed at financial well-being,” adds Paul Northway, regional president of Baylake Bank. “We educate people in hopes of putting them in a better place financially.” Baylake Bank has found these lunch and learn sessions have deepened its relationships with business clients. Northway says, “At the end of the day, we know healthy employees are better, more productive employees. This is true in terms of general health as well as financial wellness. Individuals that are financially healthy are also happier, more productive employees.” Northway attributes the sobering effects of the economy for the success of Employee Edge. “I think the economy has really taught everyone they had a thing or two to learn,” he adds. “Ladies Night Out” Throughout the year, M&I, a part of BMO Financial Group, offers seminars on various topics such as retirement planning, college funding, first-time home buying, preventing identify theft and more. “We offer these events to educate our clients, to keep them informed on current trends, to make them aware of the financial solutions we offer and continue assisting them to meet their goals,” says Meg Stapleton, district market manager, personal banking at M&I. Meg Stapleton, district market manager, personal banking at M&I
In early 2012, M&I hosted a “Ladies Night Out.” The evening featured information on personal wealth, networking, image building and fashion. “Everyone who attended came away with helpful information to apply to their personal financial situation, enjoyed time networking with other women, got some fashion tips, and had a fun night out,” adds Stapleton. Youth presentations Employees of Denmark State Bank visit the local high school and speak to business classes about budgeting, saving and maintaining good credit — critical financial matters students need to understand before moving into adulthood.
As an agricultural bank, Denmark State Bank lenders get involved in Future Farmers of America (FFA). Jill Feiler, president of Denmark State Bank, says, “A few of our agricultural lenders work with FFA in the middle school and talk about ag financing to future farmers. They discuss what they need to do in order to get credit in the future.”
Jill Feiler, president of Denmark State Bank
Moneyville is on site at the Neville Public Museum until May 6, teaching kids and their families an opportunity to explore the history, science, math and economics behind money. Exhibits help to develop important math skills including understand numbers, measuring and comparing, finding patterns, interpreting data, and thinking and reasoning.
Working together Not every client has time in his or her day to attend a program. Or, assistance is needed immediately. Individuals and businesses rely on their bank to keep them financially healthy. “Most people perceive financial matters as complex and oftentimes overwhelming,” says Stapleton. Because of M&I's brand promise, “Making Money Make Sense,” bankers simplify offerings, educate clients on what’s available and recommend the next course of action based on individual goals. The development and recent rollout of its “Helpful Steps” programs was designed to support clients in achieving their financial goals by educating them on ways to save automatically, get out of debt sooner, prepare for the unexpected and keep tabs on their money, explains Stapleton. “Helpful Steps for Parents” supports parents as they funnel their knowledge of money to their children. Learning continues as clients analyze their finances from home. Online calculators are valuable available-when-needed tools for clients planning for a major purchase or dreaming to become a millionaire.
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“Given the financial turmoil in recent years, I think there have been so many mixed messages and a lot of fear factors out there. So often people don’t understand their financial matters, and they don’t know where to turn.” — Terri Trantow, market president and private client group managing director for U.S. Bank Having a trusted advisor in one’s pocket is priceless. Meeting oneon-one allows financial institutions to have a holistic perspective on an individual’s or business’s unique financial situation. “If a commercial lender is working with a business that came to us and what they were looking for wasn’t feasible from a financing perspective, rather than telling them we can’t help them, we explain ‘there are some things we could do today’ or ‘this is what you need to focus on to make it a possibility in the future,’” says Trantow. By being active in financial planning she’s found those businesses come back when they are in a better place financially. “We certainly work with these clients to make sure they are managing their finances, and we do the same with our consumer clients,” adds Trantow. “We want our clients to have a road map to where they need to be.” To be sure they are offering the best possible advice, U.S. Bank employs S.O.S. — a second opinion service. Bankers provide further recommendations or visuals to clearly depict a client’s financial situation.
“We utilize S.O.S. for a lot of different things,” says Trantow. “Our mortgage lenders may question if it makes sense for a client to refinance their home. We step back and consider if it is a financially smart decision. We try to educate clients with every interaction.” Community banks also put a priority on education. “As a community bank we have strong relationships with our customers. And we are continually working with our customers, educating them from a business and consumer standpoint about lending or about how to improve their cash flow,” says Feiler. One of the biggest benefits of choosing a community bank is the decision-making and servicing of loans is done locally. Customers call Denmark State Bank directly – no long holds from a loan—processing center. “Many community banks are will- Paul Northway, regional president ing to review of Baylake Bank character, family history, spending and banking habits,” adds Carl LaVeck, executive vice president of Denmark State Bank. “Larger banks are strictly looking at the numbers. They have no knowledge of the lender.”
“At the end of the day, we know healthy employees are better, more productive employees. This is true in terms of general health as well as financial wellness.” — Paul Northway, regional president of Baylake Bank
Mary Borlee, VP-group banking coordinator at Baylake Bank, presents Employee Edge topics at Prophit Marketing, Green Bay.
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Getting involved Beyond designated programs or one-on-one attention, banks do their part to become involved in the community. Knowledge is shared through financially oriented volunteerism. U.S. Bank employees actively participate in Junior Achievement. “The key is continually repeating the message of financial responsibility,” says Trantow. “You have to keep exposing children, and adults, to the concepts — how to apply for a loan, how to balance a checkbook — or they are more likely to forget it.”
Craig Aderhold, market president for Heartland Business Bank
Mary Borlee, VP-group banking coordinator for Baylake Bank
Craig Aderhold, market president for Heartland Business Bank, explains their employees share its expertise by serving on local boards. M&I bankers are active in the community, and employees hold leadership positions within non-profit organizations. “They actively share their time and talents to better their communities. We take our community responsibilities seriously and support our employees’ commitments both with time off and with financial support,” says Stapleton. Denmark State Bank employees build relationships with their customers and interact with these individuals through community involvement. “We are very active and very committed to the community,” says Feiler. “We get our hands dirty. This goes from the board of directors to management to every staff member at Denmark State Bank. And we are very proud of that.”
Educational value When asked why it’s important to teach financial responsibility, Northway suggests everyone has lessons to learn. Business owners spend their time focused on developing their company, while individuals admit they haven’t taken the time to study up on finance 101. The pressure is on. “Given the financial turmoil in recent years, I think there have been so many mixed messages and a lot of fear factors out there. So often people don’t understand their financial matters, and they don’t know where to turn,” adds Trantow. “I think there is a desire to learn. We’ve always educated our clients, but it has been even more heightened with the economic times we are finding ourselves in.”
Carl LaVeck, executive vice president of Denmark State Bank, volunteers at Breakfast on the Farm.
“As a community bank, we have strong relationships with our customers. And we are continually working with our customers, educating them from a business and consumer standpoint about lending or about how to improve their cash flow.” — Jill Feiler, president of Denmark State Bank
Most money matters can be taught foundationally — how the dollar grows or how stocks change. But, bankers bring education to a personal level whenever possible. U.S. Bank attempts to figure out where clients stand today, where they want to be in the future and discover a way to close that gap. “We need to teach our clients how to make their money work for them,” says Trantow. From a business standpoint, education makes for better businesses. “The success of the local businesses is the success of the community,” says Feiler.
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Financial institutions evolve with the times Lee Marie Reinsch TEXT SUBMITTED PHOTOGRAPHY
We Americans are an industrious group. We’re our own CPAs, our own IT departments, our own bank tellers. If there’s something we can’t fix ourselves, we chuck it and buy new. But some things we usually just can’t or shouldn’t do. Which is why many institutions — such as banks, credit unions and real estate companies – have become hybrids of the DIY/have-it-done-for-you concept. They’re empowering us do some stuff ourselves, but say they’re there to hold our hands through others.
those things to light – those ways that we can help people save more money or earn more interest or whatever it might be,” Kritzeck says. Why we’re not there Among the many reasons we aren’t in the bank are that we can bank by phone, ATM, or grocery store branch, and we can solve our mystery withdrawals at 2 a.m. through the 24-hour call center. For example, remote deposit capture, a relatively new technology for businesses, allows businesses to deposit the day’s sales without heading into the bank. “It’s where our business customers end up being their
“If you are not in the banking industry or the finance industry, you might not be aware of all the things going on, so it’s really our job, too, to bring those things to light.” — Maranda Kritzeck, financial center manager with Baylake Bank
DIY banking Financial institutions have given us lots of reasons to be fairly independent – direct deposit, online banking, debit cards, electronic billpay, iPhone apps. But along the way, they’ve found that customers still have plenty of needs, even if they don’t see our smiling little mugs regularly. “People aren’t coming to the bank every single Friday to cash their paychecks,” says Maranda Kritzeck, financial center manager with Baylake Bank. “But when they do come to the bank, they’re really looking for our help, and they’re looking for solutions for some other finance (issues).” Maybe they want help freeing up some cash or consolidating some of their debt. Or they know they need to start saving, but they’re not really sure how to start. They want back-to-the-basics budgeting advice, Kritzeck says, and in the process bankers are becoming trusted advisors. And that’s crucial for smart and informed consumers as the financial industries evolve and change. “If you are not in the banking industry or the finance industry, you might not be aware of all the things going on, so it’s really our job, too, to bring 14 | BBJ April/may 12
own teller stations, so they can make all their deposits from the comfort of their own desk,” says Rebecca Edler, chief operations officer at Bank of Luxemburg. The feat’s accomplished with Maranda Kritzeck, financial center manager with Baylake Bank an individual scanner for which the business customer pays a small fee. The scanner electronically sends the images of the checks to the bank, saving mileage and time. “[Businesses] don’t have to have the additional person on staff for payroll purposes or the inconvenience of somebody leaving their office to drive to the bank to make that deposit,” she adds. Remote deposit capture makes sense for businesses that receive a volume of checks — rental companies, retailers, insurance companies, etc.
“It’s (remote deposit capture) where our business customers end up being their own teller stations, so they can make all their deposits from the comfort of their own desk.” — Rebecca Edler, chief operations officer at Bank of Luxemburg
Rebecca Edler, chief operations officer at Bank of Luxemburg
Smartphone applications for Android, iPhone and BlackBerry enable regular folks (not just businesses) to deposit checks remotely, using their phone’s camera, although the technologies aren’t exactly ubiquitous here yet.
According to the American Bankers Association, there are 15,000 more banks today than there were 10 years ago, although the number dropped in the last two years due to the surge in online banking. About 70 million Americans belong to a credit union according to the Credit Union National Association And it’s estimated that 70 million households do their banking online. Debit benefits Remember the days of writing checks to ourselves when we wanted a few bucks? We’d rush through the drive-thru and shoot the teller a personal check (“Pay to the Order of: CASH”), and away we’d go with our bowling money. Debit cards enable us to get cash without talking to a teller or filling out a withdrawal slip. They let us pay for goods directly from our checking accounts but with the convenience of a credit card. Free debit cards aren’t an automatic with financial institutions, but they can be found if you know where to look, according to some bankers.
iTunes downloads to super-users of debit cards with their customized checking accounts. But you do have to read the fine print to make sure you meet the qualifications, especially if your debit card gathers dust between uses, or you’re self-employed and don’t have an employer that direct deposits your paycheck into your account. (Direct-deposit seems to be a requirement in most of these plans.) Nicolet National Bank rewards debit card users with 3 percent interest paid on checking accounts with balances of up to $25,000. Jo Beno, vice president of private banking at Nicolet National Bank, says the stipulations include agreeing to e-statements instead of paper statements, using the debit card at least 10 times a month, and having direct deposit. “It’s been really popular with my clients,” Beno says. “A lot of my clients don’t want the paper (statements) so it’s a win-win. We’re all about saving money for the bank and for the client. We don’t have to process the paper, and they don’t have to process the checks. Many of those clients simply don’t write out many checks.” ‘A way to offer a free benefit to employees’ Payroll saver accounts certainly aren’t high-tech, but they’re yet more proof that banks and credit unions are paying attention to customer needs and the way we use our money. With a payroll saver account, employees of participating businesses can get in on a slew of special deals. Some financial institutions might snicker at someone with a microscopic checking-account balance, but Bank of Luxemburg pays
“A lot of my clients don’t want the paper (statements) so it’s a win-win. We’re all about saving money for the bank and for the client. We don’t have to process the paper, and they don’t have to process the checks.” — Jo Beno, vice president of private banking at Nicolet National Bank
“A lot of our competitors are charging some pretty significant fees for debit cards, and we do not,” says Edler. Her bank is part of an ATM alliance with around 75 other banks across the state and into Minnesota, so customers can get money in other places than Luxemburg.
that customer interest. With a payroll saver account, employees get a group rate on interest.
Many banks offer free online banking, which means customers can access their accounts through iPad, computer or iPhone.
“So if we are working with ABC business that has 15 employees who are all participating in that savings account, the person who has $500 in their savings account and the person who has $70,000 in their savings account receive the exact same interest rate,” Edler says. “This is a way that our businesses can offer pretty much a free benefit to their employees to help them save their money.”
Some systems, like Baylake Bank’s e-banking, allow for electronic person-to-person transactions. Some financial institutions, like Pioneer Credit Union, offer extras like merchant discounts, rewards points or
Jo Beno, vice president of private banking at Nicolet National Bank
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It’s a buyer’s market Lee Marie Reinsch TEXT
“You: Quiet, nonsmoking intellectual with tons of books; kids and small pets okay. Must love cooking and bubble baths. Me: 3 BR colonial with ample library and floor-to-ceiling bookcases, newly renovated kitchen and en suite bathroom with two-person hot tub. Quiet neighborhood, near schools.”
Investment properties used as collateral, split mortgages and investment portfolios as collateral can sometimes be put to work to help secure a loan. “(We) might start with an initial interview with (the loan applicant) if they think this is what they want to do, and by looking at the entire picture, we may come up with different solutions,” Beno says.
If you’re having a hard time selling your house, you may wish it could take out its own singles’ ad or join Match.com.
Sellers must be doing something right, at least according to the people who sell houses for a living.
It’s a buyer’s market out there. And even though prices and interest rates are lower than ever, that ideal buyer may be tearing his hair out in the loan officer’s office. “We’re dotting our i’s and crossing our t’s to a much tighter degree than we have in the past,” says Jo Beno, vice president of private banking at Nicolet National Bank. “It’s much more difficult to get things approved. We go through everything in regards to underwriting.” Those in the market should see a lender before they start looking for a house, advises Rich Starry of The Starrys, Shorewest Realty. “Sit down, get pre-approved, check credit scores, make sure (you’ve) got the proper paperwork,” Starry says. “There’s no sense in finding that dream home and getting an accepted offer and finding out 20 days later that you can’t get financing for it.”
“It used to be ‘Location, location, location’, but now it’s ‘Price, price, price.’” — Rich Starry of The Starrys, Shorewest Realty
That’s quite a change from 10 years ago when almost anybody could get financing, Starry says. “Each person’s situation is unique,” Beno says. “You look for other opportunities or other ways to assist your clients. We do want to make loans, we want to help our customers, so we look for ways to do that.” 16 | BBJ April/may 12
“You look for other opportunities or other ways to assist your clients. We do want to make loans, we want to help our customers, so we look for other ways to do that.” — Jo Beno, vice president of private banking at Nicolet National Bank
“Sales have skyrocketed,” says Sara Olejniczak, sales associate with Mark Olejniczak Realty. “January sales this year have doubled over last year.” In the past few years, potential homebuyers have been wavering, wondering if interest rates and home prices would continue to drop, Olejniczak adds. “The fence-sitters are no longer sitting, because everyone has just come to realize that, ‘Hey, I won’t see lower interest rates coupled with the values that we see now,’” she says.
Rich Starry, Shorewest Realty
The number of existing homes sold went up three out of the last four months, and subsequently, the number of unsold houses went down, according to the National Association of Realtors. That’s good news for sellers. (“Existing homes” includes single family homes, townhouses and condos.) But foreclosures and short sales composed 35 percent of those sales, according to the NAR. That’s good news for buyers; sellers, not so much.
“The sellers who try to price appropriately for what a buyer will pay, not what they want or need, are the successful ones.” — Rich Starry of The Starrys, Shorewest Realty
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The sellers who try to price appropriately for what a buyer will pay, not what they want or need, are the successful ones, Starry says. “The ones that sit out there and hope something falls in their laps, those are the ones that continue to take the price reductions,” Starry says. “It used to be ‘Location, location, location,’ but now it’s price, price, price. You have to create value, you have to create (a sense of) urgency among buyers. Otherwise they will buy the neighbor’s house. The best way to create urgency is to have a compelling price.”
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BOOK REVIEW REVIEWED BY Jeanette Jacqmin, Librarian, BROWN COUNTY LIBRARY
Locavesting: the Revolution in Local Investing and How to Profit from It AUTHOR Amy Cortese
PUBLISHER John Wiley & Sons Inc.; Hoboken, NJ; 2011 Recent acquisition at the Brown County Library: 332.6 CORTESE
All across the country residents are rethinking the way they invest and are banding together to save their small businesses and Main Streets, creating jobs and revitalizing their communities: • • • • •
New “crowdfunded” venture capital companies are using the Internet and social media to connect entrepreneurs with small investors; Grass-roots organizations like SlowMoney are creating new citizen-based funding models to finance local food and agriculture; Wisconsin is seeing the rise of new innovative cooperatives in rural areas including the multi-stake holder approach; Do-it-yourself public offerings are harnessing the financial power of employees, customers and the community at large and; Communities from Pennsylvania to Hawaii are working to bring back a local stock exchange.
Locavesting: The Revolution in Local Investing and How to Profit From It highlights why investing in business brings many values to a community: engaging in civil life thereby adding to its diversity, identity and independence; contributing prosperity by employing local workers and spending profits locally; recirculating the money in the community and creating the “multiplier effect,” which studies have shown generates three times more local economic activity than money spent by comparable nationally owned chain stores. And because the owners of local businesses have a stake in their community, they make decisions differently than their national counterparts. Local businesses can be very successful, but often get “left behind” and have difficulty securing capital for needed growth from traditional funding sources. The book highlights how community investors can help fill that need. Investing in a business in your own community and with which you are likely to be more familiar than one on the other side of the planet can make it a less risky than other investments. So why not invest locally? It’s not that easy to do. Securities laws enacted early in the 20th century make it difficult for small investors to directly put money into small businesses and for local small businesses to reach out to small investors in their communities. Cortese offers much-needed advice on financial innovation and highlights the creative ways that people are now coming up with to invest money in their communities, such as ad-hoc community capital deals, crowdfunding and direct public offerings. Also, the concept of a local stock exchange is being revived in some communities.
If you are looking for ideas, information on programs like those listed here and practical advice on how to successfully invest money in your own community so both you and your community can thrive, Locavesting can help. Cortese provides an excellent overview of the state of the economy and financial situation in the country and useful information on current local and regional activities by “citizen financeers” who are rethinking the way they invest to support local businesses, stimulate economic growth in their communities and, perhaps, build the nation’s economy from the local level up. Amy Cortese is an award-winning journalist whose work has appeared in the New York Times, Business Week, Mother Jones, Wired and many other national publications.
Other books on the subject
n Don’t Count on It! Reflections on Investment Illusions, Capitalism, “Mutual” Funds, Indexing, Entrepreneurship, Idealism, and Heroes John C. Bogle 2011 John Wiley and Sons Inc., Hoboken, NJ 332.6 BOGLE n The Great Reflation: How Investors Can Profit From the New World of Money J. Anthony Boeckh 2010 John Wiley and Sons Inc., Hoboken, NJ 332.6 BOECKH n No Fear Finance: An Introduction to Finance and Investment for the Non-Finance Professional Guy Fraser-Sampson 2011 Kogan Page Limited, Philadelphia, PA 332 FRASERSAMPSON G n The Vigilant Investor: A Former SEC Enforcer Reveals How to Fraud-Proof Your Investments Pat Huddleston 2012 Pat Huddleston II 332.6 HUDDLESTON n The Warren Buffetts Next Door: The World’s Greatest Investors You’ve Never Heard Of and What You Can Learn From Them Matthew Schifrin 2011 John Wiley and Sons Inc., Hoboken, NJ
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BUSINESS SPOTLIGHT TEXT Patrick Hopkins, President of Imaginasium
Winning in the Experience Economy Creating “Wow” at every touchpoint, every time
It’s ALL About The Experience! Get out a Sharpie, write that phrase on a white sheet of paper, and tape it somewhere you’ll see it a hundred times a day. Every time you lose a customer or key employee, get a complaint, get beat by a competitor or worry about lackluster growth, look at it again and ask yourself what changes you need to make to the experience you provide. During Bill Clinton’s first presidential campaign, Chief Strategist James Carville posted a similar sign in their “war room” to keep staff focused on what was important: “It’s The Economy, Stupid!” They knew that no matter what surprises or scandals surfaced during the campaign, an unwavering dedication to what really mattered to voters — a bright future — would beat their status-quo competition hands-down.
Sir Richard Branson built his entire Virgin empire on feelings and experience: “The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings — and feelings alone — that account for the success of the Virgin brand in all of its myriad forms.” In most organizations, the Experience happens pretty much by chance. But in the most successful ones, a lot of up-front thought goes into a myriad of details to actually design the Experience customers can count on. Think about Starbucks. Or Disney. Or Apple. They don’t leave much to chance in their dealings with the customer. Everything is carefully thought through, from the time they walk through the door, or book a ticket, hop on the website or contact customer service. Creating an outstanding experience isn’t rocket science. But it does take thought, insight, time and dedication to get it right.
They were right. That’s the mentality you need to thrive in the next decade. Service, quality and price don’t cut it on their own anymore. It’s the experience that matters. It’s the experience that keeps customers and employees engaged in a sustainable relationship. The experience beats product, service or expensive marketing every time. That’s the premise that Apple was built on: Think Different. Steve Jobs knew the experience was more important than the product, price or policy. It may be counterintuitive, but focusing on the emotional experience easily pays more dividends than does justifying the rational facts. Don’t get me wrong; that doesn’t mean service/quality/price aren’t important. It’s just that everyone says they have the best service, quality, price, people, etc. In fact, they’re the cost of entry into the buyer’s selection set. They expect it. If you don’t have at least a couple of those going for you, don’t bother. You’re not going to get the sale unless you’re willing to sell at rock bottom prices.
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“Everyone says they have the best service, quality, price, people, etc. In fact, they’re the cost of entry into the buyer’s selection set.” It’s not just the product you deliver that matters; it’s the whole package, including a lot of little interactions. Go to work tomorrow and try to view the place through a new customer’s eyes. Pay attention to what your parking lot looks like, what your signage says about you, and the first things you notice at your entrance. If you walked in not knowing anything about your company, what would you expect upon first glance? How does your receptionist greet people? Are your reading materials in the lobby up to date? How long do they have to wait? What kind of comforts & refreshments are available? Consider all the senses: sight, sound, touch, taste and smell.
And don’t forget the other customer touchpoints we sometimes take for granted. Things like invoices, proposals, thank-you’s, sales materials, manuals, business cards, letterheads, websites, trade show booths, spec sheets, site signing, packaging, personal/verbal touchpoints, etc. Anything you can think of where your team interacts with a customer. First, though, take some quality time with your team and your customers to figure out what really moves them. What will make them FEEL differently about your company. And if it does come down to service, quality or price, dig deeper to find out what about them makes you different. Describe the “why.” For example: •
What is it ABOUT your service that’s different from everyone else’s? Do you have some sort of program built around it that the customer can count on? How do you make it tangible to your customer?
•
Is your product truly higher quality than the competition? If so… so what? WHY does that matter to your customers? Do you have some sort of quality program built into delivery? Can you prove that it matters?
•
If it’s price you’re relying on, can you really offer the best price in good times and bad? Is it sustainable for the long-term? Do you have some sort of exclusive supply chain that the customer can count on?
Then, if you STILL can’t find something that differentiates you, invent one that you can own and authentically live up to. You might even be able to wrap it up into an exclusive guarantee of service, quality or price. That’s something that’ll resonate with customers…they’ll know they can count on a great experience with you, because you’re promising them something tangible. But that’s a last resort. Chances are, there’s something you’re overlooking that makes you special in the eyes of your customers. See if they’ll tell you or if a third party can research it for you. Then, build your brand and plan your experience offering from there. Invest in that experience every chance you get. The dividends are exponential.
Patrick Hopkins is president of Imaginasium, a brand experience company that helps medium-to-large organizations achieve their visions through work on internal culture and external marketing & customer experience planning. Learn more on his blog, Leader of the Brand at http://blog.imaginasium.com
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SPOTLIGHT ON THE ARTS TEXT Loraine o’dell SUBMITTED ART
Putting the ART in state-of-the-art technology The world is going digital and billboards are no exception. You’re cruising down the interstate at 70 mph. Billboards line the side of the road like pictures in a flipbook. One in particular catches your eye. Its colors are vibrant and crisp, making the company’s logo pop and stand out among the many other things competing for your attention along the drive. Then, just as quickly, the design changes, and you’re enticed by a new, but equally as vibrant, billboard.
A collaborative effort For the staff at NextMedia, the artistic process for a digital billboard starts with the sales department. “I take direction from sales because they know the clients,” says Blayne Belter, senior designer at NextMedia. “I work best with a clean slate and minor direction.” From there, Belter says he looks at the client’s web presence to get a feel for its company, looks at similar businesses and then starts to pull pieces together.
“[A billboard] has a lot of the same concepts as fine art would. I still feel a sense of accomplishment when I’m done because I enjoy what I made.” — Blayne Belter, NextMedia
This vibrancy of color and “changeability” are features that only come with the beauty of digital billboards. Not only can businesses display their brand in bright, eye-catching color, but they can change their message as often as they’d like. “The main benefit of digital [billboards] is flexibility,” James Pilkington, account executive at NextMedia, says. “It’s about flexibility of design, the ability to use multiple creative pieces in a single period or a longterm campaign.” Next Media: James Pilkington, account executive (pictured left) and Blayne Belter, senior designer (pictured right) 22 | BBJ April/may 12
“Communication is key,” Pilkington says. “The sales people decipher what the true message is.” Not only is communication between design and sales important, but communication with clients is an absolute. “The biggest challenge is getting clients to understand that they can’t have everything on the board,” says Christine Rutchik, billboard ad sales at Jones Sign. “It’s overcoming what they want and what they need … figuring out what’s going to make them money.”
“It’s about flexibility of design, the ability to use multiple creative pieces in a single period or a longterm campaign.” — James Pilkington, NextMedia
Less is more Because billboards need to convey a message within a single glance, design and layout are key in making a billboard successful. “The billboards that are the most effective look as if they were the easiest to create,” Rutchik says. However, looks can be deceiving. Designers have a lot to take into consideration for a billboard to have an impact on someone while they’re driving 75 mph. Successful billboards typically have seven words or fewer. Because readability from a distance is important, big, bold sans serif fonts and contrasting colors like yellow and black or maroon and white work best. “It’s important to not give everything equal billing,” Belter says. “You don’t have a headline, image or logo the same size or nothing stands out.” Belter says it’s good to have one key element pop out from the rest of the design. “The whole goal is keeping the message clean and easy to read,” Rutchik adds. A change for the better The biggest difference between static billboards and digital is the ability to change digital billboards as often as a client needs or wants. If a client wants to promote a sale or a special event, it’s easy to change the billboard to promote that happening.
Jones Sign: Christine Rutchik, billboard ad sales
The Wisconsin Timber Rattlers have made their advertisements more effective with the use of digital billboards. “They’re a seasonal business and have time-sensitive needs,” Rutchik says. “Before digital, their ads were generic and sporadically placed throughout the markets … Now they run ads specific to the day … During games
Jones Sign digital billboard
they run a live score of the game. They have fantastic ads with different promotions every week. There’s so much flexibility for them.” Although it’s a great feeling for a business to see their logo displayed on a huge billboard, digital can take that display to the next level. “The one thing that digitals really do is create an impression, allowing you to refresh your ads [yet] keep the branding constant,” says Pilkington.
“The biggest challenge is getting clients to understand that they can’t have everything on the board. It’s overcoming what they want and what they need … figuring out what’s going to make them money.” — Christine Rutchik, Jones Sign
A work of art A billboard is a work of art, and the designers are the artists. But, unlike a painting or a sculpture, a billboard needs to serve a purpose beyond just being something beautiful for beauty’s sake. “With a traditional work of art, people are there to appreciate and enjoy it,” Rutchik says. “With a billboard, not only do they have to appreciate it, but it’s also calling people to action.” Like any work of art, a billboard designer creates the image you see. They choose the colors, layout and images to produce a finished product. “[A billboard] has a lot of the same concepts as fine art would,” Belter says. “I still feel a sense of accomplishment when I’m done because I enjoy what I made.”
BBJ April/may 12 | 23
MEET A MEMBER TEXT LORAINE O’DELL
Becki Starry
Realtor, Shorewest Realtors How long have you been a Realtor, how long have you worked for Shorewest and when did you team up with your son in the realty business? “Rich (my son and partner) and I have been Realtors for 11 years. We have been with Shorewest since September 2007, when the office first opened in Green Bay.” How has the real estate business changed since you started? “The industry has changed drastically, but we feel for the best. It is no longer good enough to stick a sign in the yard and hope the house sells. Today’s market requires a true professional to guide these buyers and sellers on the process and help create their success — not hope for it.” Why do you like working in real estate and for Shorewest in particular? “I love the business; no two days are alike. The challenges keep me on my toes, and the industry demands us agents to continue to get better. “Shorewest is a great team. The agents here are all professional and full-time agents, but most importantly, we all work as a team. The support Shorewest offers is immeasurable.” How did your billboards come about with capitalizing on your name as part of the creative? “Our billboards have been a big part of our brand awareness and supporting our professionalism. It’s a fun way to express ourselves in a non-assuming way.” What’s your favorite part of the job? “Helping people move forward. It may be a difficult life-changing situation or something that is extremely exciting for them. Either way, we can help, and that is gratifying.” How has being a Chamber ambassador and volunteer benefited you, professionally or personally? “Being a Chamber ambassador gives me inside knowledge of our business in Green Bay, new and existing. Being a Realtor, the opportunity to talk with business owners and local politicians is very beneficial.” What are some of your favorite Chamber events? “Business After Hours because one can get a tour of how businesses operate, [and] ribboncuttings are always such upbeat events because of the excitement generated.” As a child, what did you want to be when you grew up? “The best mom ever.” When you want a great meal in Green Bay, where do you go? “Chefusion and 1951 West.” What’s the last book you read? “Extremely Loud and Incredibly Close.” Who do you admire and why? “Father Willie VandeLoo. He is the most loving, caring person I know, next to my husband. His passion for his faith is evident in the way he relates to people.” If you didn’t live in Wisconsin, where would you want to live and why? “Belize because it is the closest place on earth to heaven.”
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TEXT LORAINE O’DELL
Scott Jandrin
Assistant manager, Associated Bank – Green Bay Main Downtown What is your role at Associated Bank, and what does a typical day look like for you? “I’m responsible for the ins and outs of the daily operations of the bank. On a typical day, I am in at 7 a.m. doing prep work for business customers, making sure we’re staffed, following up with customers and looking forward to the new customers I will meet that day.” When did your branch open, and how has it changed? “1874. It’s the oldest one in the Green Bay area and was originally known as Kellogg Bank. Associated Bank emphasizes the customer first. We want to separate ourselves from the bad reputation institutions have had over this last year. Employees make the impression on how customers and non-customers view Associated Bank. Having the right employees in place ensures we will be here for a long time to serve our customers.” How does your role at Associated Bank fit with your personality? “I’m huge on family. I also love community service, and Associated Bank gives me the flexibility to do that.” What’s the best part about your job? “The relationships I’ve made so far here allowed me to give back more to the community. I get to meet so many different people. Everyone is unique. I can reach out to give time to make the community a better place.” How long have you been a Chamber member, and why do you enjoy being a member? Jandrin has been active with the Chamber with previous employers but became active through Associated Bank this fall. “Moving forward, I want to be involved more heavily. I like that I get to network with different people. Different people bring different skills.” If you could go anywhere in the world, where would you go? “My wife and I enjoy the outdoors and our quiet time. I’d like to go to Lake of the Woods and get a houseboat for a week. Hopefully the weather would be 70s and 80s that week.” Who or what motivates you to do your best? “My family network. My family is well-known in the Green Bay area, so integrity is always brought to the table. There are so many good people in my family that I admire. I want to accomplish and be respected for the same.” What is your favorite spring/summer activity? “I’m a die-hard Brewers fan. I don’t miss a game. But when I’m not at a game, I like to listen to Bob Uecker on the radio around a campfire up north.” If you could only eat one food for the rest of your life, what would it be? “Sushi – I could eat that every day.” Where is your favorite place to relax? “I own land and a cabin in Marinette.” Where is your favorite place in Green Bay? “I shoot archery at Hunter’s Edge. I enjoy being around anyone or anything that has to do with hunting.”
BBJ April/may 12 | 25
Chamber briefs
current
Current welcomes new additions to its steering committee: Timothy Sedabres, vice president of finance – investor relations, Associated Banc-Corp.; Jennifer Pollitt, chief of staff, City of Green Bay – Mayor’s Office; Robert Carviou, marketing & public relations director, Prevea Health…In other news, Current is pleased to announce its partnership with RentSmart, designed to more effectively match young professionals with duplex and housing rentals. The partnership offers members and affiliates of Current who sign a lease using the RentSmart rental matching service through Current a personal reward of $100 and provides Current a referrer fee as well. Additionally, Current will be rewarded when members and affiliates refer other individuals who ultimately sign a lease.
GOVERNMENT AFFAIRS
The Public Policy Council heard Wisconsin Revenue Secretary Richard Chandler review recent tax changes, what’s happening at DOR and recent economic development initiatives. At the request of the US Chamber, the Council also took up the issue of support for reauthorization of the US Export-Import Bank, but this issue was tabled. Last year the Chamber supported the KI Convention Center expansion project and called on the leadership of our community to cooperate to find ways to expedite its completion. Civic and business leaders in February negotiated a deal to break the impasse on funding the project. The Council unanimously passed a resolution recommending that the Chamber support the package plan developed by community leaders to accomplish the KI Convention Center renovation, CVB funding and maintenance of county facilities. With the end of the biennial legislative session on March 15, a rush of activity has been taking place in Madison, and a long list of state issues were reviewed by the Council. 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 here: (http://www. titletown.org/communications/chamber-newsletter-signup)…The Northeast Wisconsin Chambers Coalition has agreed to our board’s suggestion that more time be taken to develop a legislative agenda that can be reviewed in detail by all six Chambers before approval. We plan to begin meeting in April to prepare an agenda that will be released in January for the next state legislative and US Congressional sessions…The communities pursuing metro fire service under the Ritter Forum on Public Policy’s report A Shared Vision: Metro Fire Department approved a request for quotes to jointly hire a national consultant to do an implementation plan. The RFQ was sent to eight consulting firms with responses due on April 2. A working group of municipal administrators and fire chiefs will meet to review the responses and discuss funding shortly after that…The Chamber’s partners at Bay Area Community Council, the United Way of Brown County and the Greater Green Bay Community Foundation are working with us to prepare and present a report of results of a community visioning conference, Brown County 20/20: Envisioning the Future held in February. More than 200 community leaders attended, including a number of board members, staff and other Chamber volunteers. The conference debated and prioritized strategies in response to the LIFE Study 26 | BBJ April/may 12
findings. The report on conference findings will be available late in April, and we anticipate that working groups will be formed to pursue some of the most promising ideas. Check out the conference website at http://browncounty2020.org for video clips of the conference and the conference report when it becomes available. View and download the LIFE Study at www.lifestudy.info.
LEADERSHIP GREEN BAY
Leadership Green Bay held its Diversity Session sponsored by Georgia-Pacific on March 13, including hosting several diversity circles as part of our curriculum along with many hands-on, interactive components exploring each person’s diversity. The program’s Marketplace Session is scheduled for April 10 at the Black and Tan in the Bellin Building, and will be followed by the annual Leadership Green Bay Fund-Raiser at St. Brendan’s Inn from 5 p.m. to 8 p.m. This is a great networking opportunity, with abundant food and great raffle prizes. Contact Jeanne Agneessens, 593-3412, to register and/or obtain raffle tickets…The program is now accepting applications for the class of 2013. If you are interested in more information, visit leadershipgreenbay.org or contact Jeanne at lgb@titletown.org.
Leadership Green Bay Diversity Session
MEMBER SERVICES
A great time was had by all who attended the February Business After Hours at the National Railroad Museum. The event was catered by The Marq. Tom Zalaski from Tom Zalaski Productions and
personality assessment. Julie Musial from The Growth Coach explained how they could use it to enhance their communications skills in both their business and personal lives. The Chamber ambassadors celebrated two ribbon-cuttings in February and one in March. Mark your calendars for the Business Recognition Luncheon and Showcase scheduled for Thursday, June 7, at the KI Convention Center, and check out our website at www.titletown. org for the list of this year’s award nominees.
PARTNERS IN EDUCATION BROWN COUNTY TEEN LEADERSHIP
Business Expo 2012
Brown County Teen Leadership held Diversity and Community Action Day April 3 at the Kroc Center…The annual Youth Celebration and program graduation is set for Tuesday, May 22, at the Meyer Theatre. Twenty-four students will complete the teen leadership program, representing seven area schools. More information on attending forthcoming…The weekend of March 10, a group of Brown County Teen Leadership members shot film for their group project: a public service announcement (PSA) on drinking and driving during prom season. The shoot was held at the St. Vincent Hospital Emergency Room and was produced in cooperation with St. Vincent Hospital, DuBois Formalwear, Flowerama and ComVideo Productions. With a tagline: Take it or leave it: It’s your choice, It’s your action, It’s your consequence,” the PSA is airing on local TV stations in honor of upcoming prom festivities.
P ARTNERS IN
EDUCATION
The Great Paper Airplane Toss at Lambeau 2012
WFRV-TV/Channel 5 spoke about “How to Manipulate the Media for Fun and Profit” at the February 2012 Business & Breakfast session. Business Expo 2012 “Leap to the Top of Your Game” was a sold-out show on Feb. 29 with more than 175 businesses showcasing their products and/or services. In addition to visiting the exhibitors, attendees also attended four seminars held throughout the day. Globe University was the site of the March 2012 Business After Hours. Attendees had an opportunity to tour the school and network with each other while enjoying refreshments and appetizers catered by Renard’s Country Elegance Inc. Attendees at the March 2012 Business & Breakfast had the opportunity to get a complimentary DISC
PARTNERS IN EDUCATION DRUG ALLIANCE
Thanks to the proceeds of the Mr. Titletown Competition/ForDRUG ALLIANCE malwear Fashion Show and the Great Paper Airplane Toss at Lambeau Field, the Partners in Education Drug Alliance awarded $400 grants to five area schools (Green Bay Southwest, Green Bay East, Denmark, Ashwaubenon and De Pere) for post-prom activities in mid-April. Additionally, winners of the Mr. Titletown Competition received post-secondary scholarships. Those recipients are: Mr. Titletown 2012 Joseph Leroy, Green Bay West High School ($500 scholarship); Runner-up Craig Leroy, Green Bay Southwest High School ($250 scholarship) and Mr. Monopoly Brad Ripp, Denmark High School ($250 scholarship).
BBJ April/may 12 | 27
CHAMBER NEWS
BlingPress celebrated its ribbon cutting on Feb. 23 at Element; pictured are Olivia Moran, Lance Peroutka and Derek Blaszak of Element, Jerry Moran, Susan Moran of BlingPress and Alex Moran.
28 | BBJ April/May 12
Business After Hours attendees got aboard the evening’s festivities at the National Railroad Museum on Feb. 8. Pictured from left from The Marq - Erinn Brown, David Christian, Jamie Kuklinski, Casey Zimmerman and Nick Hendricks. The ambassador pictured with them is Deanna Novak from the National Railroad Museum.
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The Chamber hosted a ribbon cutting at Tie-the-Knot on Feb. 10; pictured are Wendy Willems, Quick Signs; Dr. Susan Hensley, ProCare Chiropractic; from Tie-the-Knot: Melissa Sheffer, Shanna Allen, Mark Kilheffer, Brenda Kilheffer, Rachel Bleser, and Lorna Liegeois; Stephanie Nies, Big Apple Preschool and Day Care Center; Patrick Olejniczak, The Kress Inn; and Dan Terrien, Woodward Radio Group.
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Current hosted an After Five event on Feb. 7 at Three Three Five that was attended by (from left): Jode Draheim, Schwabe North America; Jennifer Ronning, Salon E'lan; Allison Kline, Sash and Bow Bridal Boutique; and Laura Mier, Windstream.
Tom Zalaski, Tom Zalaski Productions and WFRV-TV/Channel 5, hosted a public relations-focused presentation at February’s Business and Breakfast. He’s pictured with Darlene Albers, Community First Credit Union.
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GO TO www.titletown.org FOR THE LATEST UPDATES IN CHAMBER NEWS AND EVENTS
Culver’s in De Pere celebrated its ribbon cutting on March 9 with Ken Pabich, City of De Pere; and from Culver's: Craig Culver, Conroy Soik, Dianne Mayer and Mary Soik.
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