MBJ_Aug08_2014

MBJ FOCUS Health Care Mississippi

35 YEARS

X 1979

www.msbusiness.com

{Section begins P 12}

» Celebrity visits lift spirits, create energy at Batson Children’s Hospital.

The List {P 19} » Cancer Care Centers Profiles {P 11} » WAPT’s Stuart Kellogg is the dean of Jackson television general managers Strictly Biz {P 10} » DREAM COME TRUE: Olde Towne Drugs opens in Brandon

Affordability is key

» A proposed plan to bring a flight to Orlando to Jackson, hinges on how low Allegiant can keeps its costs to stay in the capital city.

Story, P 9

2014

August 8, 2014 • Vol. 36, No. 31 • $1 • 24 pages

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August 8, 2014

I

Mississippi Business Journal

TEDx could be big for Jackson

By TIM MASK For the MBJ

Any of you who are familiar with much of the work I do or the efforts in which I am involved know that I am a huge advocate of Mississippi. I see our potential and all the innovative aspects of our society and it gets me really excited about the future. I’m the first to say we should stop with the knee-jerk apologies and pointing out the negative. That being said, sometimes you have to call a spade a spade.

Once again, we’re in last place.

TED (Technology, Entertainment and Design) and the TEDx conferences (independently organized TED licensed events) are a global phenomenon that have showcased some of the most creative thinkers and innovative ideas of our time. Hundreds of TEDx conferences have been held throughout the United States and thousands worldwide. Every state in the country has hosted at least one TEDx event. Every state, that is, except one. You guessed it.

Yes, Afghanistan has hosted a TEDx conference.

But not Mississippi.

That changes as of Nov. 6. A consortium of public and private organizations and companies, as well as dedicated volunteers, have come together to make TEDxJackson a reality. While we may be the last state to host a TEDx event, we’re dedicated to hosting the best.

I didn’t want to write this piece as just a trumpet piece for TEDxJackson. I wanted to focus on the impact of a TEDx conference for our state — the economic, cultural and marketable impact.

(In case you’re wondering, it is against the rules of TED to name a TEDx event after a state. It has to be specific to a city, neighborhood, region, etc.).

First, let’s look at the economic impact. There is a school of thought that says that TEDx conferences have no real economic impact on an area. Beyond a one-day boost of food sales, residual retail sales and potential overnight hotel stays, this is correct on the surface. The real economic impact of TEDx in general, and TEDxJackson in specific, isn’t going to be hospitality tax revenue. Rather, the impact comes in the currency of gray matter. Ideas. Energy. Kinetic ideation. TEDx speakers are curated to ensure that

See

TEDX, Page 8

Tim Mask is one of the organizers of TEDxJackson.

Photo special to the Mississippi Business Journal

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4 I Mississippi Business Journal I August 8, 2014 SPECIAL REPORT: PAYDAY LENDING

Training emphasized way to double fees on loans

By TED CARTER ted.carter@msbusiness.com

Just how does a payday lender get double fees off a $200 payday loan to a borrower who is paid monthly?

The answer is in an October 2012 training document prepared by Madison’s All American Check Cashing and is part of a practice that has the company in hot water with state regulators.

Central to the practice is keeping the amounts of each loan at the state’s allowable first-tier level of $250 or below and setting a 14-day repayment on a borrower whose source of source income arrives monthly. On first-tier loans, fees of up to $20 per $100 are allowed, as is a 14-day required repayment period.

These lower denomination loans are the only type lending All American says it does. State law allows lenders to issue a combination of the firsttier loans up to the state’s loan cap of $500, a limit that includes both the loan amount and fees.

Lenders who make the $400 loans can collect up to $87.80 in fees ($21.95 on each $100). The catch is that lenders who lend more than $250 in one loan must give the borrower 30 days to repay, thus having the company’s money removed from cash flow for a prolonged period.

The practice detailed in the training document shows workers how to gain nearly the same in fees, $80 in this instance, while lending only $200 at one time. It further advises limiting the loan duration to 14 days but spreading the fee repayment over 30 days.

The practice is cited in a June cease and desist order the Mississippi Department of Banking and Consumer Finance issued to All American Check Cashing. The order specifically demands a stop to all lending under what All American calls its “Monthly Lending Program.”

Under this policy, which bank examiners say the company outlined on its intranet, employees are illegally directed to accept only the fee on a postdated deposit check and “further instructs them on how to illegally roll a check during the middle of each month,” the cease and desist order states.

The order notes All American designed the program especially for borrowers who get monthly paychecks, pensions or government benefit checks.

Payday lenders require borrowers to be employed or show proof of receiving regular income. They also must have a bank account and leave a “delayed,” or post-dated, personal bank check as security.

The cease and desist order came after state examiners showed up at 15 of All American’s 41 Mississippi stores in response to complaints that reportedly came from former employees of the 15year-old payday lending company owned by Michael Gray of Madison. All American initially refused access to its transaction records, though it later relented.

The Banking Department said its investigation of All American’s lending practices should take several weeks. As with an examination of any state-licensed lender, specific findings will not be disclosed but any violations discovered and penalties will be posted on the department’s website, the department says.

The 2012 Mississippi Check Cashers Act authorizes the banking commissioner to revoke or suspend a license of any payday lender who “has aided, abetted or conspired with an individual or person to circumvent or violate” the Check Cashers Act. As an alternative, the commissioner can set new conditions for a license renewal or place the license holder on probation.

Banking Commissioner Jerry Wilson says the department has a handshake agreement with All American that neither it nor the company will speak publicly about the investigation while it is underway.

Here is the scenario the All American training document sets forth: A customer comes in on the 3rd of the month and pays off his advance from the previous month. The lender immediately start selling him on getting part of his money back today, whether it is $100 or $200. When he returns on the 15th, he will use his remaining credit line to get another advance and use that to pay off his advance from earlier in the month. If he were to get $200 at the first of the month, he must bring in $40 to put with his new $200 advance in order to be able to pay it off.

Ultimately, however, success for the store comes from the customer leaving with the $40 he brought in and an entirely new loan and fees to cover the one from the 3rd of the month.

See

TRAINING, Page 5

Lawmakers await feds’ move to repair payday lending flaws

By TED CARTER I STAFF WRITER ted.carter@msbusiness.com

The chairs of Mississippi’s legislative committees with jurisdiction over payday loans concede the state’s 2012 Check Cashing Act may need some repairs. But with the federal government set to take control of payday lending rules, doing the fixes now could be a waste of time, they say.

“I’m waiting to see what they do,” said House Finance Committee Chairman Henry Zuber III, referring to the Consumer Financial Protection Bureau, a threeyear-old watchdog agency created by the Dodd Frank Wall Reform and Consumer Protection Act. Sen. Gary Jackson, chairman of the Senate Business and Financial Institutions Committee, said he expects the federal bureau “will take a fairly strong stance in the near future,” perhaps as early as November.

Zuber and Jackson say the CFPB’s rules will be so sweeping that states will be left largely to decide whether to allow payday lending and set caps on fees short-term lenders charge borrowers.

Of particular concern to consumer advocacy groups is a provision in Mississippi’s 2012 Checking Cashing Act that established two tiers of loans, the first tier applying to loans of $250 or below and the other to loans that when combined with fees do not exceed $500. The lower tier allows a 14-day repayment period and the second a 30-day one.

Payday lenders, including one under investigation by the Mississippi Department of Banking and Consumer Finance, have been able to lend the higher second-tier amount and apply a 14-day loan period by issuing more than one first-tier loan at a time.

Drafters of the 2012 law did not anticipate this practice, according to Jackson. The law intended to limit the borrower to a single tier-one loan, “not several of those” at the same time, he said.

Attorney General Jim Hood said otherwise in a 2012 opinion, though Hood conceded the practice would seem to “circumvent the new statutory limits.”

“The way the law was interpreted, we might as well have not done anything,” Jackson said.

But with the CFPB likely to enact new enforcement rules before the end of the year and the Legislature not convening until January, applying fixes “would be redundant,” he added.

Paheadra Robinson, a lawyer and director of consumer protection for the Mississippi Center for Justice, said it is a “cop-out” for legislators to put off a fix in anticipation of the Consumer Financial Protection Bureau making one.

“They are saying they can't do anything for the people who are being fleeced. That is unacceptable,” she said.

The Center for Justice expects it will be at least six months before the CFPB initiates new rules.

When the CFPB does act, the measures are likely to be stringent, however.

August 8, 2014

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Mississippi Business Journal

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Fast food, specialty eggs propel Cal-Maine

By TED CARTER ted.carter@msbusiness.com

Right now is a good time to be cornering the egg market.

Americans have a growing national appetite for nutritionally enhanced organic eggs and are forsaking cold cereal and yogurt in favor of picking up a hot egg breakfast at traditional lunch stops like Taco Bell and Subway. And the egg aisle is a must stop for shoppers at dominant food retailers Walmart and Sam’s Club.

Overall U.S. consumption numbers have climbed just slightly since 2010, growing from 2.519 billion dozen to 2.547 billion dozen in 2013. But the percentage of “heavy egg” eaters grew from 38 percent to 45 percent from 2009 to 2013, a rise that accounts for the decline in “light” consumers of eggs from 32 percent to 21 percent, the American Egg Board reports.

The increase in heavy egg eaters can explain Egg Board consumption numbers that show individual U.S. consumers bought 2.1 cartons of eggs a month in 2009 and 2.4 cartons in 2013.

The numbers also show Jackson’s CalMaine Foods has been the biggest beneficiary of the growing egg demand.

In the fiscal year just ended, the publicly held company set a record by selling more than half of all eggs bought in the United States. Those 1.014 billion dozen eggs sold marked the first time any domestic or world egg supplier has surpassed annual sales of over one billion dozen eggs, the company said in a July press statement.

“It’s a good milestone for us,” said Tim Dawson, Cal-Maine vice president and CFO, in an interview last week.

He cited recent acquisitions, the growing specialty egg market and increasing demand from both commercial users and individual consumers.

Through producers in 16 states and purchases from independent producers, CalMaine sells eggs in half of the states. “We sell from the Sun Belt all the way up to New York,” Dawson said, putting company-produced eggs

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The whole thing hinges on the store persuading the customer at the start of the month to take out a $200 advance, accompanied by $40 in fees and at mid-month getting him to take out a new loan to cover the old one and its fees. With this, his fees become $80 on a loan that never exceeded $200.

It works this way, according to the training document: At mid month, the customer is able to bring in only $40 because he does not get paid until the first of the next month. The store has the customer pay off the outstand-

Courtesy of Cal Maine

Large fans keep air circulating at the production facility at Cal-Maine Farms in Edwards.

at about three-quarters of the total.

The company nationwide employs more than 2,000 workers. It has about 60 people at its Jackson headquarters and dozens more at a pair of production complexes in Edwards and Mendenhall, home to a breeder farm and hatchery, which produces laying hens that are shipped to Cal-Maine producers around the country, Dawson said.

“We control the development of our hens very carefully,” he added, and put Cal-Maine’s number of layers at about 31 million.

Modern climate-controlled production facilities help to keep down mortality among layers and increase production. And more efficient feed sources have kept production costs in line, Dawson noted.

“We’ve continued to be more efficient with our ability to produce eggs. We can produce more with less food.”

And less wastage, he added. “We’ve become much more careful about wastage.”

Cal-Maine sold 948,000 million dozen eggs in fiscal 2012-2013 before hitting its onebillion-plus level in fiscal 2013-2014. “I think a lot of this is due to breakfast being served at fast-food and quick-service restaurants that generally includes eggs,” Dawson said.

In addition to a growing preference for Omega-3 enriched organic eggs, consumers

are also relying on non-specialty eggs as one of the most inexpensive sources of protein, he noted.

Having Walmart and Sam’s Club as destinations for its products help, as well. The two retailer account for “30 percent of our business,” Dawson said.

It all translates to an attractive bottom line for Cal-Maine, which started life as Adams Enterprises under Fred R. Adams in 1957 and became Cal-Maine in a 1969 merger with Dairy Fresh of California and Maine Egg Farm.

Earnings last fiscal year climbed 115.24 percent, according to CNN Money.

Shareholders have seen a 17.58 percent share price increase in the current fiscal year.

Shares have ranged from $43.65 to $81.91 the past 52 weeks, closing Tuesday at $72.99.

Acquisitions have been a big part of CalMaine’s growth story. The Mississippi Business Journal reported in April that the company had made 17 acquisitions since 1989.

In a significant move announced in July, Cal-Maine said it is in a joint venture for specialty egg sales with Hickman’s Egg Ranch Inc. of Buckeye, Arizona. Hickman’s Egg Ranch has been family-owned and operated since 1944 with processing operations located in Arizona, Colorado and California, and ca-

pacity for about 6 million laying hens. Hickman’s ranks among the top 20 family egg farms in the United States.

While sales and revenue trends are upward, Cal-Maine cautions shareholders that market prices for wholesale shell eggs are volatile and outside the company’s control.

Fast-food restaurant consumption and favorable news on egg consumption from the medical community are market pluses.

But they do not guarantee continued sales and revenue growth, not with ever-changing medical findings and a population that could move away from high-protein diets at any time, Cal-Maine notes in its most recent 10-K filing with the Securities and Exchange Commission.

The filing also cautions that Cal-Maine’s reliance on large customers, the top 10 of which account for 68.5 percent of sales this year, make it vulnerable to the loss or reduced purchases by one or more larger buyers.

“Increased competition could result in price reductions, greater cyclicality, reduced margins and loss of market share,” CalMaine says.

Meanwhile, there’s that world record to celebrate. It’s not every day you corner over half the egg market, Dawson said.

“I think we’re a good Mississippi story.”

ing loan by taking out another loan of $200 and tells him to keep the $40 he brought to cover fees on the previous loan. “Customer writes another check for $240 to receive cash from buyback on check from” the 3rd of the month, the document says.

In its training scenario, All American says it wins even if the customer fails to come in to either pay or get a new loan to cover the old one. “That’s fine,” the training document says. Process the check the customer left at the 3rd of the month. If his account can’t cover the check, assess him a $30 non-sufficient funds fee.

“Money will be collected when the customer comes in on the 1st or 3rd of the month.”

On arrival at the loan store at the start of the month, the customer will owe a substantial sum that in addition to principal and fees includes an extra $30 late fee on each $100 of unpaid debt.

“The $20 becomes $50 and the $40 fee becomes $70 — almost as much on a $480 fee check for a $200 advance,” the training document notes.

Mississippi law prohibits charging a late fee or collection fee on “on any deferred deposit transaction as a result of a returned check or the default by the customer in timely payment to the licensee.” The payday lender can, however, charge a processing fee for a returned check. The lender is also al-

lowed to pursue a legal judgment against the customer for the amount of the check.

In the previous scenario, the illegal rollover occurs when the customer is assessed the new fees without having paid off the original loan, said Paheadra Robinson, an attorney and the Mississippi Justice Center’s director of consumer protection.

Mississippi’s statute is specific on the rollover issue: “No check cashed under the provisions of this section shall be repaid by the proceeds of another check cashed by the same licensee or any affiliate of the licensee.

A licensee shall not renew or otherwise extend any delayed deposit check.”

A member of the Mississippi Press Association www.mspress.org

200 North Congress, Suite 400 Jackson, MS 39201-1902 Main: (601) 364-1000 Faxes: Advertising (601) 364-1007; Circulation (601) 364-1035 E-mails: mbj@msbusiness.com, ads@msbusiness.com, photos@msbusiness.com, research@msbusiness.com, events@msbusiness.com

Website: www.msbusiness.com August 8, 2014 Volume 36, Number 31

ALAN TURNER Publisher alan.turner@msbusiness.com • 364-1021 ROSS REILY Editor ross.reily@msbusiness.com • 364-1018 WALLY NORTHWAY Senior Writer wally.northway@msbusiness.com • 364-1016 FRANK BROWN Staff Writer/Special Projects frank.brown@msbusiness.com • 364-1022 TED CARTER Staff Writer ted.carter@msbusiness.com • 364-1017 LISA MONTI Contributing Writer mbj@msbusiness.com • 364-1018

MBJPERSPECTIVE August 8, 2014 • www.msbusiness.com • Page 6

OTHER VOICES

Ole Miss’s struggles with race are also Mississippi’s stuggles

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he University of Mississippi’s long-standing struggles with racial issues have hardly occurred in isolation. In a very real sense, its trials and transformations have been those of the entire state.

It was not the university in isolation that insisted on fighting the admission of James Meredith as the first black student at any historically white educational institution in the state in 1962. That futile battle was fought at the insistence of and with the full force of the white political establishment behind it. Ole Miss was merely the highly symbolic battleground.

Similarly, Ole Miss’ recognition that the school’s long association with symbols of the Old South, coupled with the official resistance and violent rebellion surrounding Meredith’s admission, was a hindrance to its future viability as a nationally recognized institution of higher learning. And it has mirrored the wider Mississippi struggle to overcome a negative image shaped by a violent racist past.

The university still stands in for the state as a whole as it continues to struggle with issues of race and inclusiveness. Any Mississippian, whether associated with Ole Miss or not, can respect and appreci-

ate the university’s willingness to deal openly and honestly with very difficult, sensitive and emotional issues.

The most recent round of discussions in this vein were prompted by an incident in which the statue of Meredith on campus – itself a symbol of the university’s coming to terms with its past – was desecrated by a couple of students. Chancellor Dan Jones on last week released a plan that outlines steps the university will take to create “a more inclusive and welcoming environment.” SpeSee

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BOBBY HARRISON Contributing Writer mbj@msbusiness.com • 364-1018 TAMI JONES Advertising Director tami.jones@msbusiness.com • 364-1011

» THE OUTSIDE WORLD

» INSIDE MISSISSIPPI

Schools not delivering Jefferson’s Vision

MELISSA KILLINGSWORTH Sr. Account Executive

melissa.harrison@msbusiness.com • 364-1030 VIRGINIA HODGES Account Executive virginia.hodges@msbusiness.com • 364-1012 TACY RAYBURN Production Manager tacy.rayburn@msbusiness.com • 364-1019

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CHARINA RHODES Circulation Manager charina.rhodes@msbusiness.com • 364-1045 MARCIA THOMPSON-KELLY Business Assistant marcia.kelly@msbusiness.com • 364-1044 SUBSCRIPTION SERVICES (601) 364-1000 subscriptions@msbusiness.com Mississippi Business Journal (USPS 000-222) is published weekly with one annual issue by MSBJ 200 N. Congress St., Suite 400, Jackson, MS 39201. Periodicals postage paid at Jackson, MS. Subscription rates: 1 year $109; 2 years $168; and 3 years $214.

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Entire contents copyrighted © 2014 by Journal Inc. All rights reserved.

» HOW TO WRITE Letters to the editor are one of the most widely read features of the Mississippi Business Journal, and they give everyone a chance to voice their opinions about current affairs. We’re interested in what you think and we welcome Letters to the Editor for publication. Here are the guidelines: >> Letters should not exceed 300 words in length as a general rule. >> All letters must bear the writer’s address and telephone number. Street addresses and telephone numbers will not be published, but may be used for verification purposes. Letters may not appear without the author’s name. >> Form letters, thank you letters and letters to third parties generally are not acceptable. >> Letters must be typed or e-mailed. >> Letters must conform to good taste, not be libelous and not involve personal attacks on other persons.

>> All letters are subject to editing, and become the property of the Mississippi Business Journal. >> Letters can be sent to The Editor, The Mississippi Business Journal, 200 North Congress, Suite 400, Jackson, MS 39201, delivered to the newspaper during regular business hours or e-mailed to editor@msbusiness.com. They may also be faxed to Ross Reily at (601)-364-1007.

» CORRECTIONS The Mississippi Business Journal takes seriously its responsibility to provide accurate information, and will correct or clarify articles produced by the editorial department if we have made an error or published misleading information. The correction will be placed in the perspective section.

If you see inaccuracies in Mississippi Business Journal news stories, please report the mistake via email at editor@msbusiness.com.

he foundation of civil society is education.

“If a nation expects to be ignorant and free, in a state of civilization, it expects what never was and never will be,” said Thomas Jefferson, author of the Declaration of Independence, our third President and champion of public education.

Jefferson believed education of all citizens to be essential to both liberty and civil society. “I know no safe depositary of the ultimate powers of the society but the people themselves; and if we think them not enlightened enough to exercise their control Bill Crawford with a wholesome discretion, the remedy is not to take it from them, but to inform their discretion by education.”

Jefferson knew uneducated children could become the bane of America. “If the children are untaught, their ignorance and vices will in future life cost us much dearer in their consequences than it would have done in their correction by a good education.”

While Jefferson asserted the merits of public education, it was Horace Mann who led the fight to establish free public schools. In Public Education in the United States (1919), noted educator Ellwood Cubberley wrote, “he will always be regarded as perhaps the greatest of the ‘founders’ of our American system of free public schools. No one did more than he to establish in the minds of the American people the conception that education should be universal, nonsectarian, and free.”

Jefferson’s vision was that schools would impart both knowledge and morality, core components of See CRAWFORD, Page 7

PERSPECTIVE

August 8, 2014 I Mississippi Business Journal

»FINANCIAL PLANNING

It’s a matter of trusts

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hen asked to whom he intended to leave his assets at his death, one of our clients responded, “I plan on spending my last few thousand dollars on my casket.” Another client quipped, “If I have a nickel left over, then I miscalculated!” Despite the occasional one-liner about spending their children’s inheritance, however, most people tend to have a desire to leave behind some funds for future generations. They frequently express a hope to benefit others through a bequest of their residual Mark Blackwell wealth that represents a lifetime of work and saving. Unfortunately, grantors also express concerns about leaving too much money to heirs too young to handle it wisely; concerns about heirs with blended families and spendthrift spouses; concerns about making provisions for heirs that haven’t been born yet; and other concerns about who may eventually receive the inheritance and whether they will honor the distribution or blow it. A trust account is one way to ensure that the grantor’s desires regarding the distribution of his or her assets are followed after the grantor has passed away or, in some cases, during the grantor’s lifetime.

In its simplest form, a trust is an investment account that is governed by a legal document which stipulates how the account will be administered and how distributions from the account will be made. Establishing the trust may impart income tax or estate tax relief to the grantor or his or her estate. The major parties involved in the trust are the grantor who contributes the funds to the trust and determines its major provisions; an attorney who drafts the document according to the grantor’s objectives; a trustee who manages the trust after (and in some cases, before) the grantor’s death; and beneficiaries, who will receive the proceeds of the trust at some stipulated point, either all at once or over time, depending on the grantor’s stated wishes. The term of the trust may be multi-generational or it may end at a stated time – when a beneficiary turns thirty years old, for example. The beneficiary need not be a person, either. It may be a charitable organization, school or other entity for which the grantor wants to provide.

We’ve even witnessed trusts set up to provide for the grantor’s pets after his death!

Generally, during the tenure of the trust, the grantor states the purposes for which distributions may be made. Frequently, these provisions state that the trust may meet the “health, education, or welfare” needs of the beneficiary and leave it up to the trustee to evaluate each request from the beneficiary, but others are much more prescriptive regarding allowed expenses. Trusts

provide the flexibility the grantor requires to structure the account to meet his or her particular desires.

Another participant in the function of a trust is the corporate trustee whom a grantor may designate to administer the trust during his lifetime or after his death. One benefit appointing a corporate trustee is the assurance that a trained trust advisor with a fiduciary responsibility to act in strict accordance with the trust’s provisions is providing professional guidance in the establishment and continued administration of the trust. Another benefit to appointing a corporate trustee is that it may aid in maintaining family harmony. For example, in cases where a trustee is concerned that family members may turn on one another when money becomes a factor in their relationship, having a corporate trustee making decisions based strictly on the grantor’s stated guidance can help prevent family in-fighting.

The costs of trusts vary by provider, but some charge no more than the amounts they do for any other type of investment account. In other cases, there may be a small up-charge or a cafeteria style cost structure for the particular services provided on behalf of the trust. For example, there may be an additional monthly fee for paying recurring bills on behalf of the beneficiary. Generally, though, the most common structure is a “wrap” annual fee that covers most of the regular costs of managing the trusts and provisions for additional one-time charges for unusual, labor-intensive functions, like settling the estate upon the grantor’s death.

This year our legislature and governor passed the Mississippi Qualified Disposition in Trust Act which, among other provisions, allows persons to establish trusts, access the funds during their lifetime, and receive creditor protection for the trust assets. These are protections that have been afforded to persons in a few other states for some time, but they are new in Mississippi. Existing trusts will need to be rewritten to take advantage of these new asset protection provisions. New trusts need to comply with each of the requirements of the new legislation, but doing so allows the grantor to gain significant advantages over past trust provisions.

It is still true that “you can’t take it with you,” but a trust relationship may provide you a way to manage the distribution of your estate according to your unique needs and desires. Trust accounts provide heirs with capital to help fund educations, first homes, and daily living expenses, among other financial needs. And, perhaps most importantly, they provide grantors the peace of mind that comes with knowing that their loved ones are provided for after the grantor’s death.

Mark Blackwell is the Mississippi Area Executive for Regions Private Wealth Management. He can be reached at mark.blackwell@regions.com.

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» RICKY NOBILE

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civil society. Mann agreed with Jefferson’s vision but worked hardest to establish the practice of a free education for all.

Ideally, both Jefferson’s vision and Mann’s practice would be the birthright of every American. Sadly, the practice has persisted while the vision has dimmed.

What evidence shall we focus on?

Low educational achievement levels?

High drop-out rates? Students who don’t know the words to the Pledge of Allegiance or the National Anthem, much less what they stand for?

Violence and immorality among school age students?

Or bad teachers, bad administrators, lack of resources, poor facilities, etc.?

Or us?

We have allowed cruel administrators, wimpy parents, frenetic dogooders, and foolish officials to

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cific actions will include creation of a vice chancellor-level position to promote diversity and inclusion, as well as an assortment of steps designed to balance the remaining names and symbols of a racially unjust past with greater historical context and with an increase in those of a new and more open era.

The name Ole Miss isn’t going away.

But even to have a discussion of its appropriate contextual usage, given the term’s origins in the context of slavery, took unusual fortitude by those involved. University leaders came to the

destroy discipline in our schools. We have allowed zealots, educationists, and political correctness to confound and contaminate coursework in our schools. We have allowed regulation, taxation, transportation, dietetics, and athletics to dominate and obfuscate the obsolete organization of our schools.

Some say the fix is to pass a constitutional amendment to better fund the current system.

Others say the fix is to quit holding students hostage in bad school districts, allow teachers to incorporate discipline and work with learning, and authorize schools to offer early childhood education and extend school hours.

As Jefferson warned, our civil society depends on making the right choice.

Bill Crawford is a syndicated columnist from Meridian. He can be reached at crawfolk@gmail.com

right conclusion: Ole Miss is a term of affection that in its contemporary context doesn’t have a negative connotation, and is too much a part of the university’s identity to cast aside.

No doubt there are alumni, students and others who think the emphasis on these issues is unnecessary or overwrought. But what better place than the state’s oldest institution of higher learning to wrestle with the oldest dilemma facing Mississippi and Mississippians: Coming to terms with our state’s racial past, and charting the best course for a future freed from a preoccupation with it.

— Northeast Mississippi Daily Journal

8 I Mississippi Business Journal I August 8, 2014 NONPROFITS

How not to turn a profit — the right way

BY WALLY NORTHWAY wally.northway@msbusiness.com

Jeffery Duplessis has a passion for nonprofits. After spending some 20 years in the media, he is now communications and training coordinator at the Mississippi Center for Nonprofits in Jackson helping others launch their charitable concerns.

He said he finds his work immensely rewarding, but has seen too many individuals who have started working toward opening a nonprofit only to stumble. Duplessis’ advice to others looking to establish a nonprofit organization is simple — stay true to the cause and be prepared to see the process through to the end.

“I can’t tell you how many people have called me over the years and said they need a job and want to start a nonprofit,” Duplessis said. “That is not the right way to begin. You have to be passionate about your cause — to make a difference in your community. You are going to have challenges. If you are not committed, those challenges can become brick walls. You have to be passionate, persistent and patient.”

So, what are the steps to starting a chari-

For more information, visit the Mississippi Center for Nonprofits’ website at www.msnonprofits.org. table concern? The first stop is the Secretary of State’s Office.

Nonprofits operating in Mississippi must obtain legal incorporation through the SoS. In addition, the SoS must approve the prospective nonprofit’s right to solicit money.

Gaining approvals usually takes less than a month and each requires a $50 fee.

After clearing the SoS, the next step is to craft a nonprofit plan. This is similar to creating a business plan for a for-profit concern, but there are differences. For instance, a prospective nonprofit must outline its bylaws, which spells out exactly how the nonprofit will operate. This can take time, though the Mississippi Center for Nonprofits and other organizations offer a bylaws template at no cost.

The prospective nonprofit must also choose a board of directors, a process that

requires time and forethought. Duplessis said it is important to create a board whose members are in unison with the mission of the nonprofit, but who also offer diversity.

Landing board members with, say, expertise in accounting, finance and/or law will give the nonprofit much-needed brainpower when it is up and running.

The bylaws also need to spell out the details of funding — how will money be solicited and from where are key questions that must be answered.

With the SoS’ blessing and the bylaws in place, prospects then must meet federal requirements. Step one is to obtain an employer identification number. This is, in essence, a Social Security number for businesses, and generally takes two months or less to obtain.

Prospective nonprofits also must get taxexempt status from the IRS. This final step is not required, but an organization without tax-exemption will be limited in their fundraising ability. “Without it, you are limited to conducting cupcake sales and those kinds of things,” Duplessis said.

There is good news here. The IRS has required nonprofits looking for 501 (c)(3) sta-

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Continued from Page 3

topics are ideas worth spreading. TEDx audiences are curated to ensure that people intrigued by evidence-based solutions and hungry for innovation are brought together for a concentrated experience.

The event is meant to inspire and motivate. Inertia for education and entrepreneurism are inevitable products. The theme of TEDxJackson is “Fertile Ground.” This is a reference to all the potential that Mississippi holds and what will germinate from seeds of ideas. Think of TEDxJackson as a fertilizer.

Which leads me to the second point of impact — cultural. I said earlier that I hate the knee-jerk apologies and “aw shucks” mentality that a lot of us have when we’re out in the wider world. We’re a very humble society. We can keep our humility, but it wouldn’t hurt to dilute it with a bit of swagger. Texas was a Southern backwater 100 years ago and Silicon Valley was full of apple trees (not AppleTM trees). You wouldn’t know it to talk to Texans or Siliconians though. We have a lot of great, innovative and worldchanging things happening in Mississippi, too. We Mississippians need to know about these things and not be hesitant to evangelize it. Magnolias and catfish are great and certainly a intricate part of our culture, but so are aerospace and polymer science. We should be able to speak flaw-

tus to file Form 1023. However, in June the IRS began offering a 1023EZ. That change means that prospective nonprofits must fill out a three-page form as opposed to the 12 pages that were once required.

Still, the IRS step is not quick or cheap.

Approval can take three to four months, and the fee is $400.

“This is where passion comes in,” Duplessis said. “There are going to be frustrations. Not everything is going to be in your control. For some, merely filling out the application can be frustrating and stressful.”

For those who find all of these steps too much to undertake, the Mississippi Centers for Nonprofits offers consultants who can help with part or all of the process. It is not free, but can save peace of mind and help insure that all of the requirements are met.

The Center offers regular workshops to help ease the pain. The next scheduled event, titled “The Right Way to Start Your Nonprofit,” will be held from 9 a.m.-3 p.m. at the Center 201 West Capitol Street, Suite 700, in Jackson. The cost is $139, which includes what Duplessis calls the “Bible of nonprofits,” a publication that spells out the entire start-up process in detail. lessly and passionately about both aspects and the synergy between them that makes us Mississippi. TEDxJackson will give us a wider platform and higher podium to help amplify that message.

Amplification segues into the final point I wanted to make about the impact of TEDxJackson — our marketability. I’m an advertising guy, so I’m especially sensitive to this one. We must be ambassadors of our own innovation, but we must also be able to leverage a message across communications platforms to change what other people think about us. Change starts from within, but isn’t truly realized until it is recognized from the outside.

Marketability is what will help Mississippi reverse our brain drain. Marketability is what will bring next-generation companies to our state. Marketability is what will inspire our young people to be great entrepreneurs. There are many, many marketable aspects of Mississippi, and TEDxJackson will be another avenue to showcase these, and one that will have the innovation version of the Good Housekeeping Seal.

The overriding spirit of TED is “ideas worth spreading.” TEDxJackson will plant these seeds in our fertile ground and help grow the Mississippi of tomorrow. Yes, we are the last. But we will be the best.

Tim Mask is a vice president with Maris, West & Baker Advertising and a co-organizer of TEDxJackson. www.mwb.com @timmask

August 8, 2014

I

Mississippi Business Journal

Affordability is the key Jackson-Orlando service depends on how low Allegiant can keep its costs

By TED CARTER ted.carter@msbusiness.com

Prospects for Jackson Medgar Wiley Evers International Airport landing ultra-low-cost carrier Allegiant Air for service to Orlando hinge on how well the airport can help the carrier shave its operating costs at the airport.

A U.S. Department of Transportation grant subsidy the airport expects to receive would ease the cost burden early. But the Las Vegas-based Allegiant wants to ensure it can continue operating at Jackson-Evers and offering its deeply discounted fares after the subsidy expires after the first year, Allegiant spokeswoman Jessica Wheeler said last week.

A deal the Jackson Municipal Airport Authority green-lighted July 28 authorizes airport staff to seek the federal DOT Small Community Air Service Development Grant and reach an agreement with Allegiant for two weekly non-stop flights to and from Jackson to Orlando/Sanford International, a small airport in the Central Florida city of Sanford about 15 miles north of Orlando.

Jackson lost direct service to Orlando with the June departure of Southwest Airlines.

Airport Authority CEO Dirk Vanderleest emphasized that neither the grant nor a deal with Allegiant is firm. Authority officials have voiced confidence in getting the U.S. DOT grant, however. The desig-

nated carrier, in this instance Allegiant, can use the grant for everything from marketing and start-up costs to covering airport carrier fees.

The grant is the same one by which the airport gained service to New York City. “We feel fairly confident that we will be equally successful this year,” airport spokesman Gene Moore said in June.

Moore said in an email the airport was expected to file its grant application last week. “These grants are usually awarded during the first quarter of the federal fiscal year following the date on which the application is submitted.,” Moore said. “Therefore, if JMAA receives this grant, the funds will be expected during the first quarter of federal fiscal year 2015 which begins Oct. 1, 2014.”

Meanwhile, the Airport Authority must come up with ways to lower Allegiant's Jackson-Evers' operating costs. Otherwise, a deal won't happen, said Wheeler.

“Our business is focused on very low costs and very low fares,” she said. “We need the airport as a partner in helping to keep our costs down.”

The loss of Southwest Airlines and its annual $800,000 in revenues to Jackson-Evers has led the airport to raise fees to carriers twice in the last 10 months. A new budget that begins Oct. 1 may include a further increase.

CEO Vanderleest insisted in an interview in early July that commercial carriers at Jackson-Evers have op-

erating costs within airline industry averages.

Wheeler said Allegiant will not raise its ticket prices to cover the higher price of doing business at Jackson-Evers. “Our product offering is a low-cost, non-stop flight. We are not going to sacrifice our brand and what we are built on.”

The critical issue, she said, is that Allegiant can offer the Orlando service at a cost it can afford once the DOT subsidy expires. It does not make sense to come to Jackson and pull out when the grant ends, Wheeler noted.

“We don't want to intentionally go into a market and know that after this grant expires we would have to leave the market.”

Airport officials say DOT could renew the grant, provided it has the funds.

Allegiant serves 96 airports large and small across the country. “Each airport is set up differently the way they structure costs,” Wheeler said.

Vanderleest, in briefing Airport Authority board members last week, cautioned that Allegiant is quick to leave an airport if expectations are not met. “If they like it, they will stay; if not, they pull out,” he said.

“I think that is probably a fair assessment,” Wheeler said.

“If it works, great. We will be there. If not, we will not hesitate to move on and do something else.”

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10 I Mississippi Business Journal I August 8, 2014 SMALL BUSINESS PROFILE

SENATE RACE

McDaniel challenges GOP runoff loss to Cochran Mississippi state Sen. Chris McDaniel, the tea party-backed challenger who lost a primary runoff to U.S. Sen. Thad Cochran, has formally asked the state Republican Party to overturn the June 24 election results and declare him the winner.

But McDaniel faces high legal hurdles as he extends this midterm election year's most bitter fight between tea party factions of the conservative movement who backed him and the traditional GOP powers who helped Cochran win by 7,667 votes, a margin of 1.8 percentage points.

HEALTHCARE

Natchez hospital making employee pay cuts NATCHEZ — Natchez Regional Medical Center has announced a 10 percent salary reduction for all employees and managers while upper and some middle management-level workers will see a cut of 20 percent. The hospital says it is trying to shore up its finances to until it is turned over to new ownership. Community Health Systems is expected to finalize the purchase by Sept. 30. NRMC Chief Executive Officer Donny Rentfro said employees making less than $9 an hour will not be affected.

EDUCATION

Delta State College of Business plans expansion CLEVELAND — Delta State University is asking the state to approve to new degrees — a Bachelor of Business Administration in Health Care and a Bachelor of Business Administration in Applied Business — in its College of Business. Billy C. Moore, dean of the College of Business, said a proposal will be submitted to the state College Board this fall. The College Boards approves new programs and degrees at the eight public universities.

— from staff and MBJ wire services

Olde Towne Drugs open in Brandon

BY WALLY NORTHWAY wally.northway@msbusiness.com

Dreams do come true — just not always on schedule.

Ask Anna Claire Heindl, Pharm.D., owner of the new Olde Towne Drugs on West Government Street in Brandon. She is all smiles these days, and why not. Olde Towne Drugs, which is both a full-service and compounding pharmacy, provides hormone replacement consultation and offers a throwback soda fountain with malts and milkshakes to boot, represents a career goal for Heindl.

The Brandon native personally selected the pharmacy’s furnishings and decor — searching Anna Claire Heindl the Internet for old medicine bottles and other touches, even bringing flooring from her home.

However, getting from concept to opening proved a challenge. For a time, nothing seemed to go right. Construction delays, wrong equipment and other issues challenged Heindl’s willpower.

“There were a lot of tears,” she remembered, “but you just have to keep going. Now, I couldn’t be more excited.”

It has been an interesting journey for Heindl. After attending both Hinds and Holmes community colleges, she went on to the University of Mississippi where she earned her Pharm.D. “I chose to be a pharmacist because I love math and chemistry, and it is a great profession for women,” Heindl said.

Heindl did rotations at several pharmacy sites, including Marty’s Pharmacy & Compounding Center, where she was introduced to the practice of compounding. After two-plus years at

Courtesy of Olde Towne Drugs

Olde Towne Drugs is a full-service and compounding pharmacy that provides hormone replacement consultation and offers a throwback soda fountain with malts and milkshakes..

Marty’s, Heindl helped open a new compounding drugstore in Ridgeland called Rx Remedies, where she was exposed to hormone replacement therapy.

However, her aspiration was to open her own pharmacy.

“I guess I got tired of building my dream for someone else,” she quipped.

Early in 2014, she got her chance.

Heindl leased space in a lifestyle center in Brandon, adjacent to an equally new TrustCare Express Medical Clinic. It seemed ideal, and planning got under way in March with a target opening in June.

Unfortunately, the delays pushed Olde Towne Drugs opening back to July. Heindl and her five-person staff worked hard to get the word out about

the delayed opening, even going as far as to place fliers on vehicles’ windshields in all the communities in Rankin County.

The pharmacy officially opened July 8. A ribbon-cutting ceremony will be held Aug. 20 at 10 a.m.

Heindl remains upbeat despite the delay. She said Olde Towne Drugs is now “perfect — better than I ever dreamed it would be.” Heindl set a conservative early goal for Olde Towne, telling her bank she only expected to fill six prescriptions her first month. “We met our goal,” Heindl said with a huge grin.

For more on Olde Towne Drugs and Heindl, visit www.oldetownedrugs.com.

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KEMPER COUNTY — Mississippi Power will convert from coal to natural gas or retire several units at plants in Mississippi and Alabama, as part of an agreement with the Sierra Group to end litigation over construction of a coal-fired power plant in Kemper County.

Robert Wiygul, the attorney for the environmental group, said it will drop regulatory challenges before the Public Service Commission and legal appeals pending in local and state courts. It also is dropping its appeal pending before the Mississippi Supreme Court on whether it is constitutional for Mississippi Power to recover costs before the Kemper plant is running.

Ed Holland, Mississippi Power president and CEO,

said the changes are needed to comply with new federal environmental standards. By next spring, Mississippi Power will stop using coal at Plant Watson in Gulfport, he said.

At Plant Sweatt in Meridian, the company commits to retire two of the existing natural gas units, repower with more advanced technology or convert to an alternative non fossil-fuel source, no later than Dec. 31, 2018.

And at Plant Greene County, Mississippi Power will cease coal operations and convert two units to natural gas no later than April 16, 2016.

— from staff and MBJ wire services

August 8 2014

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Mississippi Business Journal

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11

»BUSINESS PROFILE: STUART KELLOGG – GENERAL MANAGER, WAPT TELEVISION

The dean of Jackson television

S

TUART KELLOGG, General Manager of WAPT in Jackson, can point to a somewhat extraordinary accomplishment in the world of broadcasting and media: He’s been on the job in Jackson for 23 years. During that time, he’s seen many changes in Jackson, as WAPT has emerged as the market’s No. 1 station in a variety of measurements.

Stuart started his broadcasting career doing weather in Syracuse, New York, where he had graduated with a degree in broadcasting from Syracuse University.

“Doing the weather, I came to realize that I really wasn’t very fond of the weather in Syracuse,” he said.

“That’s one of the snowiest places in the country, and the winters are long.”

The preference for a warmer climate, and the opAlan Turner portunity to become a reporter, soon led him to Mobile, Alabama, and New Orleans, with other career stops in Iowa and Oklahoma, which resulted in his serving as news director. Finally he went into general management and he moved to Jackson.

Along the way, he met and married his wife, Beth, in Mobile, and it so happened that Beth was a native of the Jackson area, so that may have had some influence on his moving to Mississippi.

Whatever the reason, Stuart felt that “he had come home” in the ways that mattered.

“I really came to love Mississippi,” he said. “The people here are friendly, caring, and above all, accessible. I discovered early on that people were always ready to talk, whether they were company CEOs, senior government people, or anyone else. That was such a refreshing change from what I had seen in some other places.”

Stuart points out that although Jackson is only the 94th market in the country, “it’s one of the best dedicated news markets in America, with more coverage and commitment than many larger markets.”

He’s high on Mississippi’s future, pointing out that the state is “business friendly, with a great entrepreneurial climate, great resources, and many opportunities to build on technology, agribusiness, health care, and education.”

Asked what he through the challenges

“Sometimes, that makes it tough to recruit good candidates who have been exposed to that negativity. But once they come (to Mississippi), they tend to love it.”

Stuart Kellogg General manager, WAPT

ALAN TURNER / The Mississippi Business Journal

for the state are, he pointed out to the state’s “negative image” from people outside the state who really don’t understand what Mississippi has to offer.

“Sometimes, that makes it tough to recruit good candidates who have been exposed to that negativity. But once they come, they tend to love it.”

He also sees the challenges in education that Mississippi is facing, and from his point of view, “that’s really an important focus in the coming years.”

Asked what sage advice he might offer budding entrepreneurs and career seekers, he suggested that “Networking may be the single most important thing you can do, spending time getting to know people on a personal level, learning about their leadership styles, and sharing what you know with others. And always being willing to listen.”

WAPT is a major employer in the Jackson area, with 72 full time and 15 part time employees. The station is a part of

Hearst Television, which owns 29 TV stations in markets from Boston to Honolulu, and Stuart says “it’s really a great company to work for.” Given his tenure with the company, he’s most likely one of its prime cheerleaders.

Contact Mississippi Business Journal publisher Alan Turner at alan.turner@msbusiness.com or (601) 364-1021.

AN MBJ FOCUS: HEALTH CARE MISSISSIPPI

FOR THE CHILDREN:

Miss Mississippi Jasmine Murray, left, of Columbus and Miss Mississippi’s Outstanding Teen Grace Munro of Ocean Springs play with Kaydon Triplett of Weir during a July 14 visit to Batson Children’s Hospital..

August 8, 2014 • MISSISSIPPI BUSINESS JOURNAL • www.msbusiness.com

PI

: Celebrities can lift spirits, create buzz During one of Eli Manning’s visits, he spoke with a young man who’d just sustained an athletic injury. “That young man was no longer the teenager in a cast, he T’S NOT UNCOMMON to see was an athlete talking to another athlete, photos or footage of celebrities, athand a famous one at that,” said Michelle letes or representatives of organizaRevord, Batson’s director of Pediatric Edtions visiting children in the hospital.

The special guests go to meet with the ucation Services.

When a visit is scheduled, hospital peryoung patients, deliver toys and other sonnel go to each of the four patient floors, gifts or make donations to the hospital. Whether the visits are high profile telling patients about the special guest and or low key, they all must follow hospi- asking if they want to visit. “It’s totally up to tal rules designed to protect the patients. If a them whether they want to have visitors,” Hospodor said. child or a child’s family don’t want to take The celebrity visits liven up the hospital part in the visits, their wishes are followed. routine and change the atmosphere.

“We (Public Affairs) have to walk a re“It puts a little buzz on the floor. Even the ally fine line and we don’t ever want to nursing staff and doccross it,” said Jennifer tors get excited beHospodor, Assistant cause they know it will Director of Comget the kids excited bemunity Affairs, fore and after the Children’s Programs visit,” Hospodor said. at Batson Children’s “It’s not simply Hospital, the only about an individual or one of its kind in group coming to visit, the state. “The pait’s about healing, distient’s and family’s tractions, lessening wishes are always anxiety and most imour main concern.” portantly having fun,” Batson rarely resaid Revord. “Parents cruits visitors, see the smiles on their Hospodor said, maybe once a year, if Jennifer Hospodor, assistant director children’s faces and say a top athlete was of community affairs, Batson Children’s Hospital that brings joy. The hospital is suddenly coming to Jackson. not so scary after all — “Most of the time we for a little while anyway.” get contacted by a team but sometimes our Batson has about 150 beds not including staff and faculty know somebody who knows nurseries and has an average patient count of somebody,” she said. “That happens more 100. There is an activity room on each pathan you would think.” tient floor, a “safe” zone just for fun and never Recent visitors have included the new any treatment. “If visitors bring gifts or phoMiss Mississippi, Jasmine Murray, who tos to sign we ask them to bring 120 just to be made her first official visit after being sure everybody gets one,” Hospodor said. crowned to Batson. Football players from If photos are going to be taken during a Mississippi State and Ole Miss are regularly visit, the hospital gets HIPAA consent forms yearly visitors. signed by the patient’s family beforehand.

Hospodor said Batson has hosted everyHospodor said with rare exception visitors one from high school football teams and have only one goal — to brighten the pacheerleaders to Miss America. “Our visitors run the gamut. We get lots of sports figures and some rock music stars. I would say one See VISITORS, Page 14 or two big time celebrities a year.”

By LISA MONTI mbj@msbusiness.com

I

“The hospital is suddenly not so scary after all — for a little while anyway.”

Courtesy of Batson Children’s Hospital

HEALTH CARE MISSISSIPPI

14 I Mississippi Business Journal I August 8, 2014 HEALTH CARE PROFILE

Well-prepared » Terri Gillespie ready for challenge as top nursing officer at UMMC adult hospitals

By BECKY GILLETTE mbj@msbusiness.com

Terri Gillespie, the new chief nursing executive officer and chief nursing officer at the University of Mississippi Medical Center adult hospitals, comes to the task of supervising 2,500 nurses with personal knowledge of what it means to stand in their shoes on the front lines of nursing.

“Terri has a unique combination of skills earned through her experience as a nurse and a leader,” said Kevin Cook, CEO of the University Hospital and Health System.

Gillespie has 31 years of nursing experience, most of it with UMMC where she has worked as a staff nurse in the adult emergency department, nurse manager in the surgical intensive care unit and post anesthesia care unit, clinical director of adult critical care, and operations director

“I do think that the looming changes in healthcare and the need for agility for an organization to not only meet the challenges, but thrive during this period, will be a huge undertaking.”

Terri Gillespie Chief nursing executive officer, UMMC

of the eICU, the first electronic intensive care unit in the state.

She will be moving to her new position Sept. 1 from her current position serving as chief nursing officer and clinical services officer with UMMC’s Batson Chil-

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dren’s Hospital. Gillespie will succeed Dr. Janet Harris, who will move to a fulltime role as associate dean for practice and community engagement in the School of Nursing.

“I am thrilled to be able to pass the

baton for nursing leadership to Terri,” Harris said. “I know that the nurses here at UMMC will be in very skilled and competent hands. Terri Gillespie is a perfect leader to move the organization through the changes coming in the healthcare economic environment. She is extremely bright and articulate, with excellent clinical experiences in her background. She is passionate about nurses and the patients that they care for.”

Gillespie expects the transition to supervising the largest employee group at the UMMC adult hospitals to be quite seamless in many respects due to her having worked in the adult hospital for a number of years.

“Obviously, the role as chief nursing executive for the system will have a much See

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HEALTH CARE

Courtesy of Batson Children’s Hospital

Miss Mississippi Jasmine Murray and Miss Mississippi’s Outstanding Teen Grace Munro play with Samantha Neese of Pearl during a July 14 visit to Batson Children’s Hospital.

VISITORS

Continued from Page 13

Hospodor said with rare exception visitors have only one goal — to brighten the patient’s day — and they put in a good bit of effort to meet with the children and their families. “It’s a long visit,” she said. “They spend time in each floor’s activity room or go room to room. We don’t take visitors to one floor. They go to every floor, and sometimes stay longer in one room than they’re supposed to.”

Some visitors are even willing to skip publicizing their appearances. “We’ve

had groups come in and didn’t want coverage,” Hospodor said. “They said if you want to call the media, that’s fine. Then we make the judgment call. It’s important for us to get the story of the hospital out so sometimes we do decide to send a media alert out.”

Groups who raise funds for the hospital are encouraged to visit so they can see firsthand what their efforts are helping with. “It really makes a difference to be here and see what’s going on. It’s a totally different atmosphere and if you get them to see that, it makes raising money that much easier for them.”

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GILLESPIE

Continued from Page 14

broader scope than my current position and that in and of itself will be challenging, but a challenge that I am excited about,” Gillespie said. “I do think that the looming changes in healthcare and the need for agility for an organization to not only meet the challenges, but thrive during this period, will be a huge undertaking. This is most definitely a challenge for all nursing administrators.

“There is such a laser focus on value by consumers and governmental organizations that it will call for diligent work on

HEALTH CARE MISSISSIPPI

“I can’t tell you the number of lives I have seen saved or changed through (the transplant program). The life-saving component is pretty obvious, but the life-changing component is just as real.”

Terri Gillespie, Chief nursing executive officer, UMMC

maximizing the workforce while providing high quality, error-free care and an exceptional customer experience. We aspire to high reliability. We continually challenge ourselves to be better tomorrow than we were today.”

Some areas that Gillespie has championed during her career include organ donor awareness, transplantation and end-of-life care. She has been active in the Donate-Transplant collaborative for many years.

“I can’t tell you the number of lives I have seen saved or changed through this program,” Gillespie said. “The life-saving component is pretty obvious, but the lifechanging component is just as real. As for end-of-life care, that passion was fed by my numerous days as an ER and ICU nurse, as well as my personal experiences.

I think that given death is a natural part of life that all patients should be afforded a dignified death, as much on their own terms as is possible.”

When Gillespie started out in nursing, she didn’t give much thought to the administrative side. But as she took opportunities that were presented, she found that there are many different roles that can help patients.

“It is no more or less impactful than the front line nursing,” she said. “It is just a different role.”

While nursing shortages are a concern in some areas of the country, UMMC has been able to do a good job of attracting nurses, Gillespie said. Now the challenge is to make the environment one that makes nurses want to stay.

“The retention of nurses is not a guarantee,” Gillespie said, who has been named one of the 50 Leading Business Women in Mississippi. “We are in a very competitive market. That is definitely something I will have to keep an eye on.

We embrace shared governance as far as nursing decision-making. Front line nurses do definitely have a voice in decisions that are made that affect their work.”

As important as nursing is to her, Gillespie emphasizes that her family is the thing she considers the most precious in this life. She credits her husband, Michael, with being “the wind beneath my wings in all things.” They have four adult children, three boys and a girl, along with a daughter-in-law and son-in-law. Her family is rounded out with a 14-year-old Jack Russell, Sadie.

Gillespie got her B.S. degree in nursing from East Carolina University in Greenville, N.C., and a M.S. degree in nursing-executive track from the UMMC School of Nursing. She is enrolled in the Doctor of Nursing Practice program at the School of Nursing.

Gillespie will be overseeing nursing at five of the UMMC’s systems six hospitals: University Hospital, the flagship adult hospital providing primary and specialty care and the state’s only Level 1 trauma center; the Wallace R. Conerly Critical Care Hospital, which offers specialized intensive care for medical, cardiac, surgical and neuroscience patients and houses the state’s only bone marrow transplant unit; the Winfred L. Wiser Hospital for Women and Infants, which provides OBGYN services and advanced care for infants through the state’s only Level IV neonatal intensive care unit, plus the state’s only OB-GYN emergency room; the University of Mississippi Medical Center-Grenada; and Holmes County Hospital and Clinics.

CANCER CARE CENTERS Center Hospital Affiliation

August 8, 2014

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Address Services

Phone

Website

Alliance Cancer Center Clarksdale N/A

581 Medical Dr., Clarksdale, MS 38614 Radiation therapy, including XBRT & IMRT

(662) 624-8731

www.alliance-clarksdale.com

Alliance Cancer Center Greenville N/A

1514 E. Union St., Greenville, MS 38703 Radiation therapy, including XBRT & IMRT

(662) 334-6394

www.alliance-greenville.com

Anderson Regional Cancer Center Anderson Regional Medical Center

1704 23rd Ave., Meridian, MS 39301 (601) 485-5081 Medical oncology; hematology; radiation oncology; support groups; health screenings

Baptist Cancer Services Mississippi Baptist Medical Center

1225 N. State St., Jackson, MS 39202 (601) 948-6262 Medical oncology; radiation oncology; chemotherapy; stereotactic radio surgery; IMRT; brachytherapy; Cyberknife

Baptist Centers for Cancer Care-DeSoto Baptist Memorial Hospital-DeSoto

7601 Southcrest Pkwy., Southaven, MS 38671 Radiation oncology, including IMRT; consultation

(662) 772-2130

www.desoto.baptistonline.org

Baptist Centers for Cancer Care-Golden Triangle Baptist Memorial Hospital-Golden Triangle

2520 5th Street N., Columbus, MS 39705 Chemotherapy; radiation oncology

(662) 244-4673

www.goldentriangle.baptistonline.org

Baptist Centers for Cancer Care-North Mississippi Baptist Memorial Hospital-North Mississippi

504 Azalea Dr., Oxford, MS 38655 (662) 513-9650 www.northmiss.baptistonline.org Radiation, medical & surgical oncology; reconstructive & conservative breast surgery; HDR; IGRT; IMRT

Caring River Cancer Center N/A

133 Jefferson Davis Blvd., Natchez, MS 39120 (601) 442-1285 Radiation therapy consultation & treatment; new IMRT technology; brachytherapy

CMMC Cancer Care Center Central Mississippi Medical Center

1850 Chadwick Dr., Jackson, MS 39204 (601) 376-2074 www.centralmississippimedicalcenter.com Robert R. Smith Gamma Knife Center; radiation oncology; chemotherapy; IMRT; diagnostic services; radiation therapy

Columbus Hematology and Oncology, P.A. Private

425 Hospital Dr., Columbus, MS 39705 (662) 240-0650 Chemotherapy; immunotherapy; biologic response modifiers; surgery; radiation therapy

Forrest General Cancer Center Forrest General Hospital

301 S. 28th Ave., Hattiesburg, MS 39401 (601) 288-1700 www.forrestgeneral.com Medical oncology; radiation oncology & pain management; radiation therapy including IMRT; partial breast irradiation & prostate brachytherapy; chemotherapy; infusions, injections & blood transfusions; outpatient hospice; Cancer Registry

Memorial Cancer Center Memorial Hospital at Gulfport

1340 Broad Ave., Gulfport, MS 39501 (228) 575-1234 www.gulfportmemorial.com 20-bed oncology inpatient unit; radiation oncology; medical oncology clinic; infusion clinic; cancer registry; support groups; CyberKnife; ACS Cancer Resource Center

Mississippi Children’s Cancer Clinic Batson Children’s Hospital

2500 N. State St., Jackson, MS 39216 (601) 984-2700 www.umhc.com/childrenscancer Pediatric hematology; pediatric neuro-oncology; pediatric oncology; pediatric stem cell transplant program; CT/PET scan, MRI, nuclear medicine & other diagnostic services; radiation oncology; pediatric surgical specialties

Mississippi Gynecologic Cancer Group Baptist Medical Center

501 Marshall St., Ste. 600, Jackson, MS 39202 (601) 948-6540 Advanced gynecological cancer care; surgical treatment options for cancer/pre-cancer; complex pelvic problems; minimally invasive surgery including robotics; on-site chemotherapy suite; genetic evaluation & counseling

NMMC Cancer Center North Mississippi Medical Center

990 S. Madison St., Ste. 1, Tupelo, MS 38801 (662) 377-4077 IMRT; stereotatic radiosurgery; HDR; prostate seed implant

North Central Mississippi Regional Cancer Center Private (purchased by Greenwood Leflore Hospital)

1401 River Rd., Greenwood, MS 38930 Radiotherapy

(662) 459-7133

N/A

Northwest Mississippi Regional Medical Center Cancer Care 1970 Hospital Dr. Clarksdale, MS 38614 Chemotherapy; radiation; support services

(662) 627-3211

www.northwestregional.com

www.andersonregional.org www.mbhs.org

www.caringriver.com

www.chopa.org

www.msgcg.com

www.nmhs.net

SRHS Regional Cancer Center Singing River Health System

2809 Denny Ave., Pascagoula, MS 39581 (228) 809-5251 Radiation oncology; medical oncology; Cancer Registry; IMRT; brachytherapy

The Mississippi Cancer Institute Southwest Mississippi Regional Medical Center

1501 Aston Ave., McComb, MS 39648 (601) 249-5510 www.southwesthealthsystem.org CT simulation; 3-D treatment planning; IMRT; IGRT; cone beam CT; portal imaging; brachytherapy; nutritional, pastoral & social services

UMMC Cancer Institute University Hospitals

2500 N. State St., Jackson, MS 39216 (601) 815-6801 www.umc.edu Bioinformatics; bone marrow transplantation; breast, cancer genetics & genomics; chemotherapy; clinical trials; diagnostic services; drug discovery & developmental therapeutics; endocrine/pituitary; gastrointestinal; gynecological; head & neck, hematology/oncology; melanoma/skin; molecular cancer therapeutics; MRI; nuclear medicine; oral oncology,;PET/CT scan; radiation oncology; soft tissue/bone; thoracic/lung; tissue banking; urological; circulating tumor cells

Note: Information for this list was provided by individual cancer centers and other reliable sources. Please direct questions and comments to Wally Northway at research@msbusiness.com.

www.mysrhs.com

NEWSMAKERS

20 I Mississippi Business Journal I August 8, 2014

Thomas replaces Moore

Sullivan named associate director

Perry King "P.K." Thomas is the new director of development for Mississippi State University's College of Architecture, Art and Design.

Thomas succeeds Nathan Moore, who recently became director of corporate and foundation relations for the MSU Foundation.

A Tupelo native and Mississippi State alumnus, Thomas joined the university's fundraising staff in 2010 as assistant director of development for the Thomas James Worth Bagley College of Engineering. Prior to that, he was a district executive for Yocona Area Council of Boy Scouts of America and served two years as an MSU admissions counselor.

His two MSU degrees include a 2003 bachelor's in communication and a 2008 master's in physical education and sport administration.

Dr. Jeffery P. Holland, director of the U.S. Army Engineer Research and Development Center (ERDC) in Vicksburg, has appointed Patricia M. Sullivan to replace Alice Duke as ERDC associate director.

Duke retired at the end of April, capping off a career that spanned 31 years of service. Sullivan began her career with the ERDC in 1984 as a research civil engineer in the Geotechnical Laboratory of the Sullivan former Waterways Experiment Station. In 2005, she became an assistant technical director for ERDC’s Military Engineering business area, where she was responsible for integration of technical, programmatic and strategic initiatives in the areas of force projection and maneuver support. Prior to her current appointment, Sullivan was the ERDC executive staff officer, where she assisted in managing corporate strategic integration initiatives.

Sullivan holds a bachelor’s degree from Tulane University and a master’s degree from Mississippi State University, both in civil engineering. She is a member of several professional organizations, including the American Society of Civil Engineers, the Society of American Military Engineers, the Association of Change Management Professionals and the Association for Strategic Planning. She serves on the advisory boards for the Department of Advanced Technology and the National Science Foundation Historically Black Colleges and Universities–Undergraduate Program grant at Alcorn State University.

Sullivan has been named an Outstanding Technology Leader by U.S. Black Engineer magazine and as a Trailblazer by the Council of Engineering Deans of Historically Black Colleges and Universities, Lockheed Martin Corporation, and U.S. Black Engineer and Information Technology magazine.

In the community, she serves as youth minister for the Living Word Baptist Church, is on the board of directors for the Vicksburg YMCA, and is a member of Delta Sigma Theta Sorority Inc.

Hackshaw earns CSM Kathy Hackshaw, general manager of The Outlets of Mississippi, has earned her Certified Shopping Center Manager (CSM) credential.

Hackshaw brings 20 years of retail property management experience in arenas including asset management, budget allocation, policy and procedure creation and marketing to the Outlets of Mississippi where she is responsible for property operations, lease administration, budget administration, tenant communications and Hackshaw staff management.

Hackshaw earned her bachelor of arts degree in history from Wake Forest University and her prior career experience includes executive positions with Tanger Outlets, JTS Realty, O&S Holdings and Chelsea Property Group.

Jones elected to board Neel-Schaffer engineer Chris Jones, P.E., BCEE, F.NSPE, was recently elected to represent the Southeast Region on the board of directors of the National Society of Professional Engineers. Jones joined Neel-Schaffer in 1991 and works out of the company’s headquarters office in Jackson.

He specializes in the disciplines of water and wastewater.

Jones holds two civil engineering degrees from Mississippi Jones State University, a bachelor of science awarded in 1990 and master of science awarded in 1996.

Cowan made marketing associate Caroline W. Cowan is the new marketing associate for VIP Suites of Parkway Development Inc. in Ridgeland. She is a Texas native with experience in the hospitality industry. Cowan earned her degree in hospitality management at the University of Mississippi.

Cowan

Eleuterius

Jones

Kilduff

Miles

Strebeck

Community Bank names officers Community Bank has named new officers.

Marshall J. Eleuterius has been promoted to executive vice president for Community Bank in D’ Iberville. He has over 10 years of experience in the commercial lending industry. Eleuterius, a native of Biloxi, is a graduate of William Carey College. He is also a graduate of the Mississippi School of Banking and the Graduate School of Banking at Louisiana State University. Active in the business community, he is treasurer for Biloxi Main Street and sits on the board of directors for the Biloxi Community Development Corporation.

He is also a member of the Biloxi Businessmans’ Club, the Biloxi Bay Chamber of Commerce and the Biloxi Kiwanis Club. Eleuterius and his wife, Tasha, reside in Biloxi with their two children, Marshall Jr. and Meredith.

Bill Kilduff has been promoted to senior vice president for Community Bank in Ocean Springs.

He currently has over nine years of experience in the mortgage and banking industry. Kilduff, a native of Atlantic City, New Jersey, is a 2005 graduate of the University of Mississippi, earning a degree in banking and finance. He is also currently enrolled in the Louisiana State University Graduate School of Banking and anticipates graduation in 2016. Active in the community, Kilduff is a member of the Jackson County Chamber of Commerce, the Coast Young Professionals, the Rotary Club, Leadership Jackson County and the Ole Miss Alumni Association.

Seth Miles has officially joined Community Bank as an assistant vice president in the Hattiesburg main office. Miles has more than five

years of experience in the banking industry and was most recently employed as a personal banker with a different local bank. Miles, a Hattiesburg native, attended the University of Southern Mississippi where he earned a bachelor’s degree in banking and finance.

Joshua Jones has been promoted to vice president in Ellisville. He has been employed with Community Bank since 2009. Jones is a graduate of the University of Southern Mississippi, where he was a full-time student while working part time for Community Bank. He is also a 2014 graduate of the Mississippi School of Banking at the University of Mississippi. Active in the community, Jones is a member of the Ellisville Rotary Club and Westminster Presbyterian Church in Laurel.

Chris Strebeck has been promoted to senior vice president for Community Bank in Forest.

Previously, he has served as vice president in Hattiesburg and managed both offices there. He has been with Community Bank since 2003.

Strebeck, a native of Scott County, is a 2005 graduate of the University of Southern Mississippi, where he also received his MBA in 2007.

He is also a 2007 graduate of the Mississippi School of Banking.

Active in the community, he served on the Rotary Club in Hattiesburg and has now transferred his membership to Forest. Strebeck and his wife, Jessica, are in the process of building a new home in Forest, where they will reside with their two children, Ella Grace (5) and Rylee Kate (1).

Ziegler named Fellow

Van Kirk opens firm

Melissa Ziegler, a kinesiotherapy instructor in the School of Human Performance and Recreation at the University of Southern Mississippi, has been named a Fellow by the Medical Fitness Association (MFA).

Ziegler also serves as executive director of the American Kinesiotherapy Association (AKTA), a national nonprofit organization based in Hattiesburg.

Fellowship status is reserved for MFA members who are physicians, scientists and wellness professionals.

Selection is based on contributions to the medical fitness industry and demonstrated leadership in the MFA. Ziegler has been an MFA member for seven years and helped establish a conference relationship with the ATKA in 2008.

Local wealth advisor F. William Van Kirk Jr. has opened Van Kirk Wealth Advisors, a full-service independent financial planning firm in Gulfport. Van Kirk and his team have transitioned their practice to Stratos Wealth Partners, an independent, partner-owned and operated Registered Investment Advisor (RIA) firm with offices in 24 states nationwide.

A former vice president of investments at Stifel Financial Corp., Van Kirk has over 34 years of experience in the financial services industry. He is a client portfolio manager and runs two discretionary managed account models on behalf of his clients.

Broyles made interim VP Bill Broyles has assumed the role of interim vice president of Mississippi State University's Division of Student Affairs. Broyles is filling the vacancy created by the departure this month of Bill Kibler, who recently was named president of Sul Ross State University in Alpine, Texas.

Broyles will continue as the division's chief financial officer, a duty he has held as assistant vice president. A certified public accountant, he is an MSU alumnus with a bachelor's degree in accounting and a master's degree in business administration. Broyles came to MSU in 1979 as a financial manager in the university's auxiliary services department. Over the years, he also has served as assistant comptroller, associate director of the Student Health Center and assistant to the vice president for student affairs.

In 1999, he was honored with the Donald W. Zacharias Distinguished Staff Award, Executive Division, and in 2013, the MSU Friend of the Student Association Award.

For announcements in Newsmakers; Contact: Wally Northway (601) 364-1016 • wally.northway@msbusiness.com

August 8 2014

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» MISSISSIPPI LEADERS by Martin Willoughby

‘Be yourself’

Everyone’s leadership style unique, says Jackson lawyer

I

N FEBRUARY of 2005, I was practicing in a two-person law firm when my law partner and good friend Jesse Harrington passed away. It was a time of great difficulty, and I considered what path to next take in life. I distinctly remember someone sharing with me to not make any drastic changes for at least a year. That was great advice. Towards the end of that year, I had the opportunity to get to know a young talented attorney named Patrick McCraney. Patrick was several years younger than me, but had a great resume as an Ole Miss graduate and a law degree from Washington & Lee. He had recently served as president of the Jackson Young Lawyers and was building a reputation as a real estate and business lawyer.

The son of a prominent Jackson physician, Patrick was the youngest of four high achieving siblings. Out of law school, he had an entrepreneurial drive, which led him to explore some different avenues to combine his love of the law with his passion for business. Some may describe that entrepreneurial drive as an affliction, if so, it is one that I have suffered for most of my life.

With a similar drive to help businesses grow and prosper, Patrick joined my law practice and over the next several years built a thriving practice. Except for a brief

Up Close With ... Patrick McCraney

First Job: ”At 15 years old, I took my first real job as a grocery bagger at Jitney Jungle (No. 14) in Belhaven. Later that year, I landed my ‘dream job’ — a paper route with The Clarion Ledger. I delivered papers every morning throughout high school until I graduated and left for Ole Miss.”

Favorite Books: “I really love Michael Lewis. Anything he writes, I read.

I also like Malcom Gladwell, and I enjoyed Chancellor Robert Khayat’s book Education of a Lifetime.”

Proudest Moment as a Leader: ”Very difficult to say. I don’t know if I can identify any particular breakthrough moment; however becoming a father four times over is probably at the top of the list. This is the most important leadership role I will ever have.”

Hobbies/Interests: ”Anything in, on or around water — primarily fly fishing, but also canoeing/kayaking, water skiing and tubing with the kids. I also like photography, art and music.“

stint as a general counsel of a real estate company, Patrick focused on building his client base and continuing his leadership development including being a part of the inaugural class of the Mississippi Bar Leadership Forum and serving in leadership roles with Young Business Leaders of Jackson and the Capital Area Bar Association.

When I stepped away from practicing law day to day and assumed my current

role with Butler Snow Advisory Services, Patrick took the leap to form his own law firm which today is McCraney, Coco & Lee, PLLC. It is with great satisfaction that I have watched him develop as a leader in the law and build a thriving law practice.

I know first-hand how challenging it is to start a practice from scratch and juggle the demands of taking care of clients as well as running the operations

“You can’t truly lead others when the only perspective or viewpoint you hear is your own.”

Patrick McCraney, McCraney, Coco & Lee, PLLC

of a law firm.

Patrick credits his parents with modeling for him the qualities of a leader. He noted, “My father demonstrated consistency, priorities, faithMartin Willoughby fulness, discipline and compassion. He had zero fear of being ‘unpopular’ in our world if that meant doing what he believed was right for our family or our well-being/personal development.”

His mother also assumed multiple leadership roles in the community, and he shared, “She clearly demonstrated that leadership roles were to be embraced and you should serve when called upon if at all possible within the context of your schedule and priorities.”

For future leaders, Patrick encourages them to “Be yourself!” He shared, “You can certainly learn from and emulate others, but everyone’s leadership style is unique.

Lack of authenticity is very transparent and easily detected. As much as people are drawn to authentic leadership, they are equally repelled by disingenuous actions and attitudes.”Patrick also emphasized the importance of being a good listener and noted, “You can’t truly lead others when the only perspective or viewpoint you hear is your own.”

With four young children and a law practice to manage, Patrick keeps a very busy schedule; however as modeled by his parents, I expect that we will see continued commitment to leadership in his profession and the community.

Martin Willoughby is a business consultant and regular contributing columnist for the Mississippi Business Journal. He serves as Chief Operating Officer of Butler Snow Advisory Services, LLC and can be reached at martin.willoughby@ butlersnow.com.

Tale weaves in and out of real and unreal

R » The Beautiful American

By Jeanne Mackin Published by Penguin Books $16 paperback

eaders may be surprised to find they enjoy this book. I usually cringe at the historical fiction genre and probably wouldn't have read this book if I'd realized it falls into that category. But does it? One of the main characters, Lee Miller, was a real person and the other, Nora Tours, is not.

Certainly the book is full of real things that happened to Miller and set against a backdrop of real places and real events.

However, the story, as told from Nora's perspective, weaves in and out and all around the complexities of normalcy that afflict the fictional character. Which character is more real?

Lee Miller was a Vogue model in New York, friend of many luminaries living in Paris in the 1920s and '30s, and one of the most influential photographers of World War II.

The Beautiful American is real and yet not real in the way The Paris Wife is real and yet fiction. It has all the glamorous elements that spark interest in fiction: fashion, modeling, photography, Paris in the '20s and '30s, World War II and Europe's recovery.

Added bonuses are getting inside views of noted photographer Man Ray and the Surrealist photography movement and

the perfume industry of Southern France.

The story begins with Lee and Nora as young girls in Poughkeepsie, New York.

Their paths cross again in New York and Paris before the war and in London after the war. Personal sorrow shadows both women and their interwoven lives. Layers and layers are peeled away as the story is told.

They've shared the best and the worst that life can offer — jealousy, betrayal, sorrow, the horrors of war — and through decades forge a meaningful connection.

Mackin lives in upstate New York and teaches in the creative writing program at Goddard College. She is also the author of The Sweet By and By, Dream of Empire, The Queen's War, and The Frenchwoman.

— Lynn Lofton, mbj@msbusiness.com

22 I Mississippi Business Journal I August 8, 2014 » THE SPIN CYCLE

How to write headlines that could go viral WANT TO LET YOU in on a secret. The headline of this column alone, with proper placement and social sharing of course, could take this viral. In order to get a well-placed piece in the digital domain, you have to make it SHINE. KISSmetrics, a digital market research firm, analyzed what makes a good headline, and the results were insightful. The compelling thing about writing is that while clichés will change over time and distance, the basics of communication always remain the same. An intriguing method resulting from this pioneering research is SHINE – Specificity, Helpfulness, Immediacy, Newsworthiness, and Entertainment value. Here are the highlights: Specificity: Numbers are good, names, places and other details that inspire easily pictured ideas.

Helpfulness: It solved the problem when they clicked to your piece.

Immediacy: The headline should make the audience want to read further right now. People rarely go back to read things they bookmarked for later reading.

Newsworthiness: Say something they haven’t heard before.

Entertainment: Be humorous without being silly or cheesy.

Digital enthusiast Lenka Istvanova came up with a winning formula for the perfect headline as well, Numbers + Adjective + Target Keyword + Rational + Promise. Her example was 10 Bitchin Tips For Writing Irresistible Headlines, another would be 7 Things That Will Improve Your Life TODAY, which also adds the element of immediacy.

I

The Statistics In addition to using this checklist when you are crafting a headline, there are some numbers to keep in mind.

Roughly eight out of 10 people will read your headline, but only two out of those 10 will read the rest of what you wrote, according to Copyblogger.

People scan headlines just as they scan most text online, something we all know intuitively. They found the first three words and the last three words of a headline are the only ones noticed and remembered, while the rest were mentally discarded. Which means, of course, that a sixword headline is about as optimized as you can get.

Keep in mind that marketing is a subjective science where you can’t go strictly by the numbers or a formula. Creativity and striking a chord personally with someone can shatter all of the rules. Play with your headlines using both a six word limit and no limit, and see which get better results.

Measure Your Audience All of that advice is a great start to making your headlines sparkle and attract attention, but when it comes to a marketing campaign, it’s important to realize and track results.

It has to be quantifiable. To get the best data, you need to be able to cast widely and listen well.

By casting widely, I mean that sharing across numerous networks is a must. Blogs, Facebook, Twitter, Google+ and any other relevant sites should be part of the plan. .

It has been said that 90 percent of good writing is developing catchy titles or pithy headlines, and that’s absolutely the gospel truth. Today’s audiences have scan-through attention spans, bore easily, and they are constantly consuming more content. How do you hook them? First, and foremost, develop a creative, viral-worthy headline. But don’t forget that once you have the reader, only solid, wellwritten content will keep them tuned-in.

Today’s audiences have scan-through attention spans, bore easily, and they are constantly consuming more content.

How do you hook them?

7. The Fact | Statistic – Everyone loves facts and stats, much like tips and lists. As much as possible include compelling facts and statistics to engage your audience.

8. The Inspiring Tweet – Daily inspiration tweets are the rage, so jump on the wave. Offer motivational quotes, anecdotes and perspectives to bolster awareness. Make sure to credit the source.

Todd Smith

Coke Not It? Despite Flagging Sales, “Share A Coke” Campaign Shines Coke’s sales are flagging in the U.S. and abroad. And investors aren’t happy, reports The Wall Street Journal. David Winters, chief executive of the major Coke investor Wintergreen Advisers, has even launched a website, www.FixBigSoda.com. Fortunately for Cokes ad folks, its marketing doesn’t seem to be taking the blame — the ubiquitous “Share A Coke” campaign — which features Coke and Diet Coke cans with names or nicknames on them, has caused sellouts (time for more named cans, gang). Coke executives seem to think if they can push harder on store displays and drive impulse purchases, they’ll be fine. But some of this may be irreversible, particularly as Americans look for healthier diets and rethink how much artificial sweetener we consume. Coke may need to tweak its products 8 Tweets That Generate Audience Engagement To attract more engagement on Twitter and other social more than any messaging or store placement strategy. media platforms, you must strive for better, more compelling content. Some of the best content contains tips, lists, Golden Mic | Ebola Doctor Kent Brantley, rankings, help, solutions for problems and questions. Al- Colleague Nancy Writebol ways make sure to credit the author and use appropriate The bravery of medical professionals treating Ebola pahashtags. Here’s 8 tips to generate better audience engage- tients is as inspiring as that of any other hero. And the peril ment: they face is just as real.

1. The Sharing Content Tweet – start basic. Make sure to Two gravely ill American medical workers in Liberia who include the author’s Twitter handle so they get the credit were infected with the Ebola virus have been brought back and see you enjoyed their work, plus they may return the to the U.S. for treatment at Emory University. Dr. Kent favor! Also, add a relevant hashtag to build social exposure Brantly, and his colleague, Nancy Writebol, are nothing short – from folks searching for the content or if the author is of heroic. The two were working in an Ebola isolation ward tracking mentions. in Liberia to bring hope to hundreds suffering from the 2. The Problem | Solution Tweet – for those having prob- deadly disease. lems or negative results, offering help or a solution is golden.

The Ebola outbreak has killed more than 720 people in Whether it’s knowledge about a particular area or answer- West Africa and has a mortality rate of at least 60 percent. ing a question, tweet a link to your solution or other content There is no cure or vaccine, but doctors at Emory say they are that provides answers. You’ll boost audience engagement. “cautiously optimistic” that with proper care and close mon3. The Question Tweet – since social is a two-way con- itoring they can successfully treat Brantly and Writebol. The versation, it’s imperative to ask questions to stimulate in- Spin Cycle – and the world – wishes a return to health, Godterest. Whether asking trivial current event questions or a speed, to these valiant souls. Both are heroes who inspired question linked to an article, trend, topic or debate – you hope to a deadly crisis, and that’s the perfect prescription for are dialing-up digital dialogue. a Golden Mic! 4. The Retweet With Comments – avoid simply retweet- Each week, The Spin Cycle will bestow a Golden Mic ing other posts by copying the original tweet and adding a Award to the person, group or company in the court of pubshort comment. It makes the conversation much more per- lic opinion that best exemplifies the tenets of solid PR, sonal, human. marketing and advertising – and those who don’t. Stay 5. Offer Advice – the Twittersphere isn’t all about driving tuned – and step-up to the mic! And remember … Amplify traffic to your website. Tweeting tips, top lists, advice or in- Your Brand! dustry expertise is an optimal way to build credibility and leveraging audience reach.

6. Show Some Love – it’s a good idea to endorse tweets Todd Smith is president and chief communications officer of that are beneficial or align with your philosophy. Express Deane, Smith & Partners, a full-service branding, PR, marketing and adveryour appreciation for the content, and include the Twitter tising firm with offices in Jackson. The firm — based in Nashville, Tenn. — handle so the author sees your acknowledgement. They is also affiliated with Mad Genius. Contact him at todd@deanesmithpartmay turn right around and retweet your post. ners.com, and follow him @spinsurgeon.

SALES MOVES

August 8, 2014

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Âť JEFFREY GITOMER

Easiest way to make a sale? Start at the top!

I

f you’ve never been to the Guggenheim Museum in New York City you’re missing an exceptional experience and an incredible lesson in sales.

When you enter this Frank Lloyd Wright designed building, you’ll be immediately amazed by the rotunda exposing the entire museum. Art is everywhere and a giant ramp wraps around six floors of art treasures.

The question is where do you start?

The answer is simple: start at the top.

Same in sales.

I first wrote about this process 21 years ago in 1993. There was no Internet. Your cell phone was in a bag or hard-wired into your car. No email. Life was simple, but getting to the CEO was hard.

I wrote about starting at the top, and gave recommendations about how to contact the CEO’s “secretary� to get the appointment.

I asked the obvious (sales) questions: Why would you walk uphill when you can walk downhill? Why would you start at the bottom when you can start at the top?

Those same questions still apply today.

Isn’t it easier to make a sale when you start with the CEO? And today there are a dozen or more dif-

ferent ways to get to that same CEO than there were 21 years ago.

PICTURE THIS: You walk into a crowded museum (or a crowded sales environment) and you saunter over to an un-crowded elevator. You enter an empty elevator car and push the top floor button. Boom! Easier than you thought – same in sales – AND the CEO’s office is the LEAST crowded office in the building.

THINK ABOUT THIS: If you start on the first floor, at the lowest and easiest point of entry, whoever is in charge has to call upstairs to their daddy on the 2nd floor to find out if they can do business with you.

And depending on the size and deal, the guy on the second floor may have to call his daddy on the third floor. And of course the guy on the third floor may have to call his dad on the fourth floor, and so on up the ladder.

And of course the salesperson has to climb UP the ladder instead of walking down or climbing down the ladder. Complaining all the way.

Or worse, sometimes that salesperson will send me an email saying, “The guy at the bottom won’t let me talk to his boss� and wants to know how to get around him. The easy answer is: never start with him to begin with.

REALITY: Which is more powerful: Having to claw your way up the ladder and beg for permission or beg for the sale? Or having the CEO come down and tell that guy on the first, second, or third floor who he’s going to be doing business with?

That’s the difference between bottom-up and top-down.

GREAT NEWS: Enter social media, the Internet, blogging, YouTube, and a host of other search avenues. And enter your online reputation. All of these elements will determine whether you can earn a meeting at the top, or not.

REAL WORLD SCENARIO: “Hi, My name is Jeffrey Gitomer. I’d like to schedule a brief appointment with the CEO. Would you mind Googling me while I’m on the phone to determine my worthiness, look at my accomplishments, and perhaps check on my reputation. Now the administrative assistant Googles you to see if you deserve the meeting.

In the old days YOU had to convince the admin to get a meeting. Today, the Internet does the convincing for you. Gotta love it – unless you have no social media presence, no Internet presence, no Google presence, no blog, and no reputation to speak of. Salespeople, including you, can no longer BS their way into a C-level meeting. You either earn it, or you burn it.

Next week I’m going to Jeffrey Gitomer talk about the five things that CEOs are interested in.

HERE’S A HINT: They have nothing to do with your product, but they have everything to do with the CEO, or his appointee, buying your product.

But today’s lesson is not, “see you at the top.�

The lesson is: “start at the top.�

FOOTNOTE: I tweeted this AS I was walking down the ramp. @gitomer: Reputation is not about who you know, reputation is about who knows you! #gitomer #personalbrand #reputation More than 50 re-tweets and favorites. Gotta love it.

Jeffrey Gitomer is the author of “The Sales Bible�, “Customer Satisfaction is Worthless� “Customer Loyalty is Priceless�, “The Little Red Book of Selling�, “The Little Red Book of Sales Answers�, “The Little Black Book of Connections�, “The Little Gold Book of YES! Attitude�, “The Little Green Book of Getting Your Way�, “The Little Platinum Book of ChaChing�, “The Little Teal Book of Trust�, “The Little Book of Leadership�, and “Social BOOM!� His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at salesman@gitomer.com.

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