Klc biz 2 16 by Kelso-Longview Chamber of Commerce

Volume 8, No. 2

February 2016

Business Kelso Longview

Calendar Wednesday

February 3 – 7:30 a.m. Education Foundation Committee LCC Student Center 210A Conference Room

Thursday

February 4 – 7:30 a.m. Ambassador Committee Canterbury Park

Tuesday

February 9 – 5:30 p.m. Business After Hours Foster Farms Hosted at the Red Lion Hotel & Conference Center 214 Pacific Ave. S., Kelso

Monday

February 15 – President’s Day Office Closed

Connection Chamber of Commerce

New president carries Chamber spirit in her heart

ack in 2007, the Kelso Longview Chamber of Commerce presented Julie Rinard with its Spirit Award. “It said I represent the spirit of the Chamber and I just loved that.”

Rinard’s enthusiasm for the community where she was raised and calls home, and her zeal for the Chamber that supports it, is evident in her dedicated service and the countless ways daily she sings its praises through her words and actions. Rinard has been involved in the Chamber through her employers for 30 years.

Tuesday

“Every Chamber member has this circle of influence and it’s dynamic,” she said. “Community engagement is very powerful.”

Thursday

Rinard’s first encounter with the Chamber came as an administrative assistant through then-Columbia National Bank. She thanks Bob Lund and Barb Brusco for encouraging her to get involved. She jumped in, attending a Business After Hours event and quickly began creating connections and making lifelong friends. She instantly became an active Chamber member.

February 16 – Noon Board of Directors Longview Country Club 41 Country Club Dr., Longview

February 18 – 5:30 p.m. Lower Columbia Professionals Caps, Corks & Cupcakes Five Don’s Brewing 1158 11th Ave., Longview

Every Monday

Legislative Briefing Breakfast – 7 a.m. Red Lion Hotel & Conference Center 214 Pacific Ave. S., Kelso

Every Wednesday

Chamber Connections KEDO/1400 AM – 3-4 p.m. Stream live at www.threeriversradio.com Local guest and current events

“I got to be on the ground floor of the Ambassador’s Committee, which we modeled after what Vancouver was doing,” she said. “Our Ambassadors are thriving now. They are the high energy face of the Chamber.” She was also instrumental in the fundraising galas and auctions and was one of the first co-hosts of the Chamber Connection radio show. Chamber CEO Bill Marcum said his first encounter with Rinard was through the Ambassadors when he moved to Longview, the first time, in 1992 and was working for The Daily News. “I joined the Chamber’s Ambassador group, got my red coat and started my Chamber service,” he said. “Julie impressed me then and I thought she would be president of this organization one day. Little did I know then that, 20-plus years later, I would be CEO for the Chamber and Julie would now fulfill my expectation as president; I look forward to a great year with Julie at the helm.”

Please see Rinard, page 3

Now Accepting Nominees 2016 Pillars of Strength & Crystal Apple Business & Education Awards Please take a moment to nominate educators, businesses and individuals who you feel should be recognized for their outstanding work in our community Education Categories LCC: Higher Education Teacher of the Year Higher Education Classified/Support Person of the Year K-12: Administrator of the Year Teacher of the Year Classified/Support Person of the year Workforce Best Practice Company Best Practice Individual Achievement Business Business Person of the Year Small Business of the Year Large Business of the Year Small Non-Profit of the Year Large Non-Profit of the Year Go to: www.kelsolongviewchamber.org under “Applications” tab for nomination forms and criteria Deadline for nomination submissions: March 23, 2016

Kelso Longview Business Connection

February 2016

Rinard, from page 1

❞

In the year ahead, Rinard said, she, the board and the staff are embracing a set of goals that include: ensuring long-term financial sustainability; ramping up support for downtown Kelso and Longview; moving to become more relevant for larger industry needs; engaging a new generation of owners and employees, as well as businesses; improving event attendance; and advocating for shopping local.

Julie impressed me then and I thought she would be president of this organization one day. Little did I

“The Chamber offers so many benefits,” Rinard said, quickly ticking off how the Chamber gives small businesses a voice and marketing avenue in the community, as well as how it collaborates with large companies and extends Chamber benefits to their many employees. “The partnership is so important.”

know then that, 20-plus years later, I would be CEO for the Chamber and Julie would now fulfill my expectation

Rinard tries to attend most Chamber events.

as president; I look forward to a great

“It’s a very diverse group and you don’t know who you are going to see or when you will make a connection you might otherwise have missed.”

year with Julie at the helm.

Between Chamber events, her busy job as Gift Planning Manager for Community Home Health & Hospice, and her work with the Kelso Rotary, Rinard finds time to continue her education, visit children and the elderly with her adopted longhair Dachshund and, just recently, venture into the 4H arena.

Chamber CEO Bill Marcum of course, a chance encounter with someone at the Chamber’s Business Boot Camp seminar on boardmanship.

“I’ve been approved to be a 4H leader, teaching kids to sew,” she said, passing on the skills and lessons her grandmother, mother and aunts shared with her as a young girl.

“It’s an opportunity to be a voice, to help the community,” she said.

And, how did she come across this opportunity? The Chamber

This feature was written for the Kelso Longview Chamber by Brenda Sexton.

Kelso Longview Chamber of Commerce Team

Facilitating Growth Through Leadership and Action

Bill Marcum, CEO Karen Sisson, Project Manager Amy Hallock, Bookkeeper

We are a membership based not-for-profit organization. Join us today!

Kelso Longview Business Connection is published monthly by the Kelso Longview Chamber of Commerce. 105 N. Minor Road • Kelso, WA 98626 • 360-423-8400

Resources • Access • Partnerships

To advertise, call Bill Marcum, 360-423-8400 or e-mail bmarcum@kelsolongviewchamber.org Ad Deadline: 20th of each month.

1452 Hudson St. • US Bank Building Suite 208 • Longview, WA 360.423.9921 www.cowlitzedc.com

Connect with Legislators Legislative Briefing Breakfast Begins Monday, January 25, 7am, RED LION and continues each Monday throughout the Legislative Session

Each week contact is made with our local legislators, either in person or by conference call, for an update on the bills and issues currently under consideration. Gary Chandler from the AWB is our main source of information as to what is going on in Olympia from a business perspective. As a business, you often feel the impact from some of the decisions made by our State Legislators on your ability to do business in Washington State. These breakfast briefings give you an opportunity to discuss personally with your elected officials issues that impact your business and seek options that provide for better business operations in Washington. Two major issues to be addressed during this session that WILL affect your business: Statewide Minimum wage ($12 - $15) and Predictive Scheduling. What is that? Come find out! Be heard!

January - April Legislative Update Breakfast Mondays RED LION, Birch Room 7:00 a.m.

May - December Legislative Committee Meetings First Monday of each month Location for 2016: Teriâ&#x20AC;&#x2122;s Restaurant - 12:00 Noon

Kelso Longview Business Connection

February 2016

Government Affairs Committee

Politics as usual in Olympia By Ken Grams Chair – President/CEO, KinetiQ Group

tive Day and Hill Climb for Association of Washington Business (AWB). First, Governor Jay Inslee welcomed a diverse group of employers, chamber of commerce members, and numerous Washington business leaders. Governor Inslee said he was “thrilled” about “…the great leadership many, many business leaders are showing across the state about voluntary energy efficiency and carbon-reduction measures already taken by employers.” However, the Governor next addressed his controversial carbon cap regulation being worked on by the state Department of Ecology. Regrettably, such a policy will raise the cost of energy – fuel, natural gas and electricity – immediately impacting the costs to consumers. The AWB day included important discussions about issues facing employers and the state’s competitiveness, including minimum wage (impacting large and small business), predictive scheduling (part-time employers beware), carbon limits and regulations. These hot issues will not only impact you, but families in the state of Washington for generations. We can’t afford politics as usual and it’s time to be heard!

In recent musical history, lyrics, song titles, and album names have referenced “Politics as Usual”. From Jay-Z (song and lyrics, 1996) to Dh Next Up (album, 2015), we typically have not heard positive themes. A song of certain hope by Ludacris in 2008 entitled “Politics as Usual” included the lyrics, “’Cause Obama is here…The world is ready for change cause Obama is here!” While most of US were hoping for change, many may be still waiting for it when it comes to politics. Apparently “politics as usual” originates with the rise of one of our most storied chief executives: Andrew Jackson and his rematch against John Quincy Adams in the bitter, brutal election of 1828. General Jackson, whose toughness earned him the nickname “Old Hickory,” knew he needed an overwhelming force against the “elitists,” who had denied him the White House in 1824. Result: the modern presidential campaign and party system. Okay, okay… enough of the history lesson. So, a few members of your Government Affairs Committee recently, eagerly went to Olympia for the 2016 Legisla-

Kelso Longview Business Connection

February 2016

CEO’s Message

Building Bridges 2016, presented by KapStone, spans wider audience By Bill Marcum CEO – Kelso Longview Chamber of Commerce

can this not help your business be more successful? Thank you to these fantastic sponsors.

This will be my fourth year with the Building Bridges Expo. The past four were planned as a Business-to-Business Expo for the most part. This year, Dawn Smith with Cowlitz County Tourism and I have decided to partner to make this event even better. In the past, Dawn has put on a Tourism Expo a few days after the Building Bridges Expo. She has 20-plus tourism related businesses from around Cowlitz County attend. She also invites concierges from Portland to Seattle to attend to see what our area has to offer in the way of tourism, things to see and things to do. This year we are merging the Business Expo with its 80-plus business participants with the Tourism Expo. The goal – combining both events into one will generate more interest, more attendance and greater visibility for our participating members.

We have two deadlines to secure your booth or table space. Early deadline is February 19. Booth space is $250 for Chamber members and $350 for non-members; table space is $150 member and $250 non-member. After February 19 prices go up to $450 for booth space (member) and $550 (non-member); table space is $250 member and $350 non-member. So don’t delay, call us today and save $100 to $200 or go online at www.kelsolongviewchamber.org and get signed up. We are estimating more than 100 businesses participating. From 5:30 to 8 p.m. we will be giving away baskets and gift certificates provided by many of the booth and table venders, nearly one every 10 minutes will be given away. Light hors d’oeuvres will be served and beverages will be available. Come celebrate a true business to business after hours... there will be no cost to attend the event. You might even get to ride a bull, zipline the expo, fish in a trout tank? Who knows how much fun you will be able to have during a full day at the Business and Tourism Expo.

KapStone again this year will be our Presenting Sponsor, and I would like to specifically thank Rosemary Purcell and everyone at KapStone for their support of our many Chamber events during the year, and their support of many, many community events as well. Your support and generosity is unmatched. The event is planned for Wednesday, March 9, from 3 to 8 p.m. at the Cowlitz County Conference Center. Our Major Sponsors are Twin City Bank, Prographyx, Millennium Bulk Terminals, BiCoastal, PeaceHealth, Koelsch Senior Communities and KUKN, KLOG and The Wave. All of these sponsors are in their fourth year of sponsorship and see great value in this event.

% 20 OFFIDE STOREW

Our Media Sponsors are KUKN, KLOG and The Wave, Valley Bugler, Columbia River Reader, Minuteman Press, Global Images Graphic Design and Marketing, My Agency, Prographyx and BiCoastal Media. Each of these sponsors assist the Chamber with marketing the event with radio spots, newspaper advertising, graphic and logo design, social media advertising, banner advertising and signage. They also all contribute a $500 gift certificate toward the $5,000 media kit we raffle off to one of our booth or table venders. That’s $5,000 of professional assistance from 10 different professionals in 10 different areas. How

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March 9, 2016

3:00 pm - 8:00 pm

Building Bridges BUSINESS & TOURISM EXPO

COWLITZ COUNTY REGIONAL CONFERENCE CENTER

Up to $200 off for early sign up.

We proudly announce the fifth annual Kelso Longview Chamber of Commerce and Cowlitz County Tourism Business and Tourism Expo. Our goal is to showcase the businesses of Cowlitz County. NOW is the time to sign up to be one of the over 80 businesses showcasing who they are and what they do. Again, this year we will offer a chance for one of our booth or table holders to win a Multimedia Packaged valued at close to $5,000 that can be used for local newspaper ads, radio spots, web design and graphic design. We will also be giving away baskets of goodies provided by our sponsors and vendors. Sign up today to have a booth, a table space or to become an event sponsor!

Booth Space (36 Available)

Includes 2 lunch tickets â&#x20AC;˘ extra tickets $15

Chamber Member

Non-Chamber Member

(any area Chamber Member)

$350 before February 19 $550 after February 19

$250 before February 19 $450 after February 19

For information on joining the Chamber visit: www.kelsolongviewchamber.org/members/become-member

Table Space (84 Available)

Includes 2 lunch tickets â&#x20AC;˘ extra tickets $15 each

Chamber Member

Non-Chamber Member

(any area Chamber Member)

$250 before February 19 $350 after February 19

$150 before February 19 $250 after February 19

For information on joining the Chamber visit: www.kelsolongviewchamber.org/members/become-member

Additional Sponsorship Packages Available Includes booth space, logo on all printed material, logo on website, banner at event and all advertising.

Call today 360-423-8400 or register online www.kelsolongviewchamber.org Major Sponsors:

Media Sponsors:

Kelso Longview Business Connection

February 2016

Lower Columbia College

Beaming with Red Devil pride By Chris Bailey President – Lower Columbia College

use or create online options in lieu

It’s a great time to be a Red Devil!

that the use of OER saved our LCC

of expensive books. It was estimated students approximately $200,000 already this year. This was a

In early January, Lower Columbia College (LCC) made a timely submission of proposal for a new vocational building. We are now awaiting the system-wide scoring of the nine statewide proposals to see if we make the legislative capital funding list. We hope to hear the scoring results on February 19. The construct would be a 50,174 square foot addition to the campus replacing several older campus buildings currently on the campus.

project started by individual faculty and staff members who wanted to do right for students. This year, we also used technology to increase our advising processes. Whereas, it used to take weeks to assign new students their advisors, it now takes only minutes to do so due to

Lower Columbia is also making a huge commitment to public safety. The administration has been working with faculty and staff all year to improve our campus security/safety and our safety training. This month, the college formally committed up to $750,000 in reserves, capital, and operating money for door hardware, an access system, and a campus notification system to address these important interests.

an application created by members of our own campus staff. This makes sure early advising happens! The technology also increases the opportunity for interactions between students and their particular advisors. Please feel free to contact me if you have any questions or con-

Meanwhile, campus faculty and staff continue to find new ways to reduce barriers for our students. Some of our faculty are providing “open educational resources (OER),” where instructors

cerns about our state and nationally recognized institution. We are Red Devil Proud!

Kelso Longview Chamber of Commerce Board of Directors Julie Rinard, President Community Home Health & Hospice

Joel Hanson, Past Past President KLOG/KUKN/The Wave

Michael Julian Kelso Theater Pub

Lance Welch, President Elect PeaceHealth

Chris Bailey Lower Columbia College

Bianca Lemmons Cowlitz County Title Company

Linda DiLembo, Vice President Three Rivers Mall

Clayton J. Bartness, DC Longview Chiropractic Clinic

Neil Zick, Treasurer Twin City Bank

Ken Botero Longview City Council

Michael Claxton, Legal Counsel Walstead Mertsching

Bob Crisman Gallery of Diamonds

Diane Craft, Past President Koelsch Senior Communities

Wendy Hutchinson Millennium Bulk Terminals

Frank Panarra Foster Farms Tom Rozwod NORPAC/Weyerhaeuser Ted Sprague Cowlitz Economic Development Council Steve Taylor Kelso City Manager Dennis Weber Cowlitz County Commissioner

Apply Now! Deadline March 23rd! The Kelso Longview Chamber of Commerce recognizes that the skills required for businesses today typically demand post secondary education, and has identified that many students in our area are in need of financial assistance in acquiring additional education after completion of high school. As a business organization, benefiting from the contributions the educational system has provided us, we need to assist students in their endeavor to improve their skills for the workforce of tomorrow. Students can apply for the Maria Harris Scholarship or the Lower Columbia Professionals Scholarship on the Kelso Longview Chamber website: www.kelsolongviewchamber.org/applications/scholarship-information AMOUNT It is the intent of this program to award scholarships in the amount of $500 or more. As the funds for these scholarships are based upon the voluntary contributions of our members, the actual amount is dependent upon the level of contributions to the scholarship fund. CRITERIA  The scholarship is to be used at a post secondary institution for tuition (includes trade schools).  The student/applicant must be a resident of Cowlitz County.  The student/applicant must demonstrate financial need (Marie Harris only).  The student applicant must have a cumulative G.P.A. of 3.25 or better.  The student applicant must submit 3 letters of Character Reference from a parent or family member, a friend or community member and one educator. Letter should address character, personality, and academic or community involvement.  The student applicant must describe future education goals, plans for financing your education and community involvement.  The scholarship award must be used within one calendar year of the following term.

Kelso Longview Business Connection

February 2016

Cowlitz Economic Development Council

Outdoor recreation matters By Amy Renfranz Community Engagement and Events Coordinator – Cowlitz Economic Development Council

It’s well known that facilities like trails and safe places to bike and walk benefit a community in many ways. Bicycling and walking events can

The Cowlitz Economic Development Council’s (CEDC) strategic plan incorporates “quality-of-place” strategies like leveraging Mount St. Helens as a major destination. There are a lot of exciting quality-of-place projects under way in Cowlitz County with many partner groups and individuals – you might be one of them. Thank you for realizing that there is a direct connection between the economy and the quality of the place in which we live.

also stimulate local economies. One such event, “Tour de Blast” contributed $31,900 to the local economy in September of 2015. These dollars were spent by cyclists and their families, most of who were from outside of the county, before, during, and after the event. Special events like Tour de Blast are often seen as “soft” contributors to the economy, but there is data to show that outdoor recreation in Washington has a significant effect. Indeed, the recreation market is unquestionably one of the largest markets in the state for moving income from urban to rural areas and building sustainable jobs in rural Washington State. Most outdoor recreation related expenditures trickle down to local economic sectors. Overall, investment in outdoor recreation infrastructure yields high returns throughout the entire state. Furthermore, outdoor recreation and quality places help to protect natural resources, water quality, wildlife habitat, and the aesthetic beauty of our area. It’s a win-win situation. Of course, “quality-of-place” extends beyond outdoor recreation opportunities. What makes a place good? The availability of family wage jobs, environmental sustainability, economic growth, a quality education system, housing opportunities, positive health outcomes, and a strong sense of community are all contributors to our place and are items the CEDC strives to support. If you know of a project that we should be involved in, please let us know. We look forward to working with you to make the most of this terrific place that we get to call “home.”

Graph from Economic Analysis of Outdoor Recreation in Washington State, 2015

Kelso Longview Business Connection

February 2016

‘

‘Becoming one of the Best of the Best ...’

By Chuck Nau Retail Consultant and Sales and Management Trainer Murray & Nau, Inc.

• She is an account manager, not a salesperson. She is our point person for all of our contacts or dealings with her company and any related supplier. She’s enthusiastic and likes what she is doing, she’s honest, and acts in her company’s behalf when she should and our interests when she should. She anticipates problems that may occur and works to minimize their impact on our working relationship. • He is prepared whenever he works with us, understanding the value of time, using ours and his efficiently and effectively. He is familiar with our budgets, calendars, sale events and the overall decision making process. He is always thinking in terms of a plan or strategy, has an objective in mind, and rarely, if ever, discusses just one opportunity or solution. • She sells from top to bottom, including everyone involved in the planning and decision making process. She helps solve our marketing challenges and problems, overcoming obstacles, and building on our successes. She keeps our entire team aware of any changes (at her company, with the company, in the market, outside the market) and regularly reviews with us her overall company story. Last but not least, a topnotch sales or marketing consultant doesn’t sell. Rather, he rolls up his sleeves and works to understand what his client is trying to accomplish. Helping them realize their goal and strategies through creative problem solving develops a long term partnership between his company and the client’s organization that benefits them both.

When business is tough to get and the economic environment continues to be challenging, we may often find ourselves asking the question, “Will this be an effective option, whether a product or service offering, for my client?” Maybe we are asking the wrong question. The better question might be, “Am I being an effective (solution offering) sales or marketing consultant for my client, particularly now, in this constantly changing economic environment?” How do you know? Who would you ask? During 30-plus years of interacting with retailers, small business owners, service providers, product managers, ad agency decision makers, senior management and others involved in the buying and supplying process, I have had many discussions about what is expected of a superior (...and successful!) sales or marketing consultant. It did not matter if these were local store owners in small markets or national retailers and ad agencies – the following qualities consistently surfaced as benchmarks of a topnotch sales or marketing consultant. • She is knowledgeable about us – our company, our products, our history, our people and the way we are organized, our customers, and our goals and strategies to achieve them. She is an idea person, helping us visualize how her offerings can best be utilized to fill our needs. She thinks strategically...challenging us with more strategic ideas and possibilities. • He gives reasons why his company’s products, including but not limited to, web sites, both his and others, should play an important role in our marketing strategy. He supports his reasons with research, testimonials, special features and opportunities. He involves us in understanding the value of his product or service offerings. He continually feeds us promotional material, updated market information and new product rollouts (social and mobile media possibilities) thereby positively reinforcing our involvement with and investment in many of his company’s offerings.

© Murray & Nau, Inc. Chuck Nau of Murray & Nau, Inc. is a Seattle area based publishing consultant and sales and management trainer. He has been a speaker for and conducted advertising, marketing, management and sales training workshops with newspapers, niche publishers, publishing groups and press associations, throughout North America. Comments and questions are welcome and may be directed to Chuck via e-mail: murnau@nwlink.com. or at 425603-0984.

Kelso Longview Business Connection

February 2016

PeaceHealth

Keeping our hearts healthy By Carol Wegdahl Occupational Health Coordinator – PeaceHealth Occupational Medicine We’ve all seen the movie scenes where a man gasps, clutches his chest and falls to the ground when having a heart attack. In reality, a heart attack victim could easily be a woman, and the scene may not be that dramatic.

cal Center. “Instead they may experience shortness of breath, pressure or pain in the lower chest or upper abdomen, dizziness, lightheadedness or fainting, upper back pressure or extreme fatigue.”

“Although men and women can experience chest pressure that feels like an elephant sitting across the chest, women can experience a heart attack without chest pressure,” said Dr. Nieca Goldberg, medical director for the Joan H. Tisch Center for Women’s Health at New Your University’s Langone Medi-

Even when the signs are subtle, the consequences can be deadly, especially if the victim doesn’t get help right away. Al-

Please see PeaceHealth, page 13

Keep your heart happy Who do you love with all your heart? Turns out the same people who warm your heart can help keep it healthy too. They inspire us to stay heart healthy. If you need more support in your pursuit of heart health, PeaceHealth is here with screenings, nutrition advice and teams of specialists who never miss a beat.

Learn more at peacehealth.org/heart.

#hearthappy

Kelso Longview Business Connection

February 2016

PeaceHealth, from page 12

Take a minute and treat yourself to a short film by Elizabeth

though heart disease is the No. 1 killer of women in the United States, women often chalk up the symptoms to less life-threatening conditions like acid reflux, the flu or normal aging.

Banks and share it with the women you love. This short film is

Many women think the signs of a heart attack are unmistakable, but in fact they can be sometimes confusing. You could feel short of breath, “as though you ran a marathon, but you haven’t made a move,” Goldberg said.

youtube.com/watch?v=_JI487DlgTA

entitled, “Just a Little Heart Attack,” and is both hilarious and informative. It can be watched on YouTube at https://www. You can also subscribe to Heart Insight magazine and a monthly e-newsletter that delivers helpful articles and the latest news on keeping your heart healthy.

“Many women I see take an aspirin if they think they are having a heart attack and never call 9-1-1,” Goldberg said. “But if they think about taking an aspirin for their heart, they should also call 9-1-1.”

For more information for American Heart Association classes contact PeaceHealth Occupational Health at 360-414-2332 and ask for Carol.

EstatE Planning & EldEr law

WALSTEAD MERTSCHING

Attorney Michael A. Claxton

AT TO R N E Y S AT L AW

Walstead Mertsching provides advice and a variety of estate planning services and issues involving the elderly, including:

A Full Service Civil Law Firm for 89 Years

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CIVIC CENTER BUILDING, 3RD FLOOR 1700 HUDSON ST., LONGVIEW, WA

(360) 423-5220 Longview www.walstead.com

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Let’s step up and make our businesses look great to the many friends and guests that visit our community each year.

Mint Valley Golf Course

Does Your Business Have Curb Appeal? Your company’s curb appeal goes a long way toward winning customers over and growing revenue. Even if you are not a retail business your curb appeal sends a message to passer-buyers about the quality of your work. Your business appearance projects an image to potential customers and local residents making them more or less inclined to visit or otherwise support your business.

Win the Mayor’s Award for “Best Curb Appeal” All Longview businesses are eligible to win a Mayors award for Best Curb Appeal Improvement. During the months of June-July 2014, you can nominate a business that has made the be best improvement by posting a “before” and “after” photo. Go to our Facebook page: Make Longview Beautiful. Those visiting this page can “Like” the one they feel has made the best improvement. The one with the most “Likes” wins! Visit this page often and make sure you vote.

Thank you!

Go Here & Vote!

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1 - 3 Issues 4-7 Issues 8-10 Issues 12 Issues $110 $90 $70* $50* $175 $140 $105* $75* $205 $170 $140* $100* $325 $290 $245* $190* $625 $570 $480* $400*

Dimensions 2" x 2.5" (*Includes ad on website) 4" x 2.5" (*Includes ad on website) 4" x 5.25" (*Includes ad on website) 4" x 10.5" (V) or 8" x 5.25" (H) 8" x 10.5" (*Includes ad on website)

All ads include full color and any design work. Deadline is the 21st of the month prior to publication. Digital files: high resolution PDF, Tiff and JPEG. Non-Members of the Kelso-Longview Chamber of Commerce please add 30% to above rates. To advertise or request additional information please contact Karen Sisson at 360-423-8400 or ksisson@kelsolongviewchamber.org or CEO Bill Marcum at 360-423-8400 or bmarcum@kelsolongviewchamber.org

kelsolongviewchamber.org

Kelso Longview Business Connection

February 2016

County Commissioners

Addressing homelessness in Cowlitz County By Joe Gardner County Commissoner

providers and citizens at large. When decisions are being made about funding allocations, those members who have a conflict of interest are not involved in the review process (e.g. a member representing CAP would not take part in allocation decisions if CAP had applied for a grant). The group only makes recommendations to the Commissioners; the Board of Commissioners ultimately approves where the funding goes.

Over the past year, in discussions around town, you have probably heard a lot about homelessness. Out of these discussions several questions continue to come up. This article will (hopefully) provide some answers to those questions.

WHAT IS “COORDINATED ENTRY?” As required by the Department of Commerce, Coordinated Entry represents a centralized “front door” where information on available services is ready to efficiently match homeless and at risk for homelessness households with appropriate service agencies. The program utilizes a standardized assessment process designed to ensure everyone has fair and equal access to available services based on a vulnerability assessment. Coordinated Entry streamlines access and referrals to services, while also reducing the number of new entries into homelessness by offering prevention and diversion resources during the assessment process. The goals of the program are: 1) to help people find the right service quickly, by reducing or eliminating redundancy in the system; 2) to eliminate opportunities to abuse the system; 3) to provide referrals for Rapid Rehousing rental assistance, and; 4) through data collection, provide insight on how to improve services. A successful coordinated entry system depends on the cooperation of all area services providers.

WHERE DOES COWLITZ COUNTY MONEY TO ADDRESS HOMELESSNESS COME FROM? Cowlitz County does not use your property taxes to address homelessness. The largest source of this funding comes through the collection of Document Recording Fees. These fees are collected when legal documents are recorded, for example, home sales and property deeds of trust. The collection of Document Recording Fees is state-mandated and the money collected is considered restricted funds that may only be used for addressing homelessness. The majority of state funds are managed by the Department of Commerce and returned to local governments through grant contracts. WHAT IS THE HOUSING FIRST! COALITION? “Housing First!” is based on the premise that people have a better chance at employment and becoming self-sufficient when they have stable living quarters, their own address and a telephone number. Cowlitz County’s “Housing First! Coalition” was established in 2007, to encourage cooperation across the County among agencies who dealt with homelessness; thus reducing silos and focusing on each agency’s areas of expertise to eliminate duplication of services. Cowlitz County’s “Housing First! Coalition” is made up of approximately 30 people from across Cowlitz County representing cities, the County, various charitable organizations, health care

We cannot afford to ignore the issue of homelessness in our community. We need to work together as we strive to meet the needs of our most vulnerable population. Communication between service agencies is the key to any success we will have from a public system-wide perspective. Let us not forget, however, that as individuals, we can all find a way to help those in need. Each of the agencies in our community depends on volunteers and private donations as well. The people of Cowlitz County have always looked out for each other, and right now the need is as great as ever.

Kelso Longview Business Connection

February 2016

Kelso

Longview

Keeping in touch with citizens

Creating choices for the creative

By Mayor David Futcher

By City Councilmember Ken Botero

It seems sometimes that people in the community are under the impression that we don't want to hear from them as we govern. I promise that nothing is further from the truth. Government is nothing more than a conglomerate of its citizens, so good communication is paramount in increasing our effectiveness.

Greetings for the new year and all of the positive ideas, dreams, and successes in store for all of us. The city of Longview has a focus on creating a “Quality of Place” for the future and I would like to ask – why do people, especially talented, creative people, who have many choices, opt to locate in certain places? What draws them to some places and not others?

The city uses many different mechanisms to try to reach out to the community. Perhaps you know about some of these tools:

Economists have paid a great deal of attention to the location decisions of companies, but they have virtually ignored how people, especially creative people, make the same choices.

• The Open Budget tool (http://budget.kelso.gov) gives you access to the details of the city's budget, showing the funding sources and uses of your money, including trends over time. It’s updated monthly to provide the latest information.

Generally, we can think of “Quality of Place” as cutting across three dimensions: a.) What’s there? The combination of the built environment and the natural environment, a stimulating, appealing, setting for the pursuit of creative lives.

• The city’s website (http://www.kelso.gov) provides all the forms you need to interact with the various departments of the city, online utility bill payment, and council packets with the same information the city council uses to make their decisions.

b.) Who’s there? Diverse people of all ethnicities, nationalities, religions, and social orientations, interacting and providing clear cues that this is a community where anyone can fit in and make a life.

• Council meetings at 6 p.m. the first and third Tuesday of each month provide an opportunity for citizens to address the council regarding their opinions or concerns. The meetings at City Hall are open to all. If you don’t want to attend live, you can watch on KLTV channel 29, or on the KLTV website, where they stream our meetings live and also archive them for later viewing.

c.) What’s going on? The vibrancy of the street life, café culture, arts, music, the visible presence of people engaging in outdoor activities – altogether a lot of active, creative goings on. A “ Quality of Place” can be summed up as an interrelated set of experiences. Many, like the one’s mentioned above provided by the street level scene, are dynamic. You can be more than a spectator, you can become a part of the scene, you just need to put forth the effort and partake in the beautiful new Longview Downtown Streetscape, and let the businesses know of your desire to make Longview that “Quality

• Follow the Facebook pages for Kelso City Hall, the Kelso Police Department, and the Kelso Public Library to keep up on the happenings around town. If you’re really bored, follow the mayor, too. Do you have other ideas for effective outreach? I'd love to hear your suggestions.

Please see Longview, page 17

Kelso Longview Business Connection

February 2016

Longview, from page 16 of Place” we keep hoping for. The street buzz is there for your use if YOU desire, or you can retreat to your home, or some other quiet place such as our beautiful parks and the gem of southwest Washington, Lake Sacajawea, or take a walk on one of the many trails in the Longview area.

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Creative people enjoy a mix of influences. They want to hear different kinds of music, go to art events at the Columbia Theatre, Stageworks, the college and our local high schools. They want to socialize with other people and trade their views. So I invite all of you, business owners, citizens, creative individuals and citizens in general, join in and prove to ourselves that this time next year we can brag about being the “Quality of Place” of southwest Washington.

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Kelso Longview Business Connection

February 2016

Business Toolbox

You…an entrepreneur? By Jerry D. Petrick Certified Business Adviser The work I do is some of the coolest there is; working with really fascinating people, from a variety of backgrounds, with different skills and resources who share one key attribute: they have tapped into, or are in the process of tapping into, something we ALL have access to – the entrepreneurial mindset. In this article I will share some perspectives about entrepreneurship that may challenge conventional wisdom and even your own beliefs about entrepreneurs (perhaps even yourself) and how “they” think. I often hear people speak of entrepreneurship as a birthright; that you either have “it” or you don’t - in other words, that entrepreneurs are born not made. Think of it in terms of a horse and jockey – the idea is the horse; and the person is the jockey. We think all we need is a good horse (we don’t need to learn to ride) – the reality is the reverse; a great jockey can win with virtually any horse. So, a great entrepreneur can be successful with just about any idea. I would like you to consider a different way to think – what if...we adopted the belief that entrepreneurship can’t be taught but it CAN be learned? In my experience, the entrepreneurial mindset is available to all of us – it requires us to learn and use different skills; to approach the world differently. This explains how it is that people from very different circumstances AND those who have essentially the same resources, skills, and opportunities can and do accomplish widely different levels of success. So, what is “entrepreneurship”? From my perspective (and for the purposes of this writing): Entrepreneurship = the active practice of the Opportunity Discovery and Validation Process. Since it is a process, there is a set of activities and skills which can be learned and practiced by anyone in virtually any situation – in short, it is a WAY OF THINKING – A WAY OF APPROACHING THE WORLD – in or outside the world of business.

When I talk with business owners they often comment, with frustration, that they wish their employees were more entrepreneurial, creative, dedicated, and displayed more “ownership” for the business. My sense is they are saying they want their employees to adopt or demonstrate a different mindset – the mindset of an entrepreneur. So if this process can be learned and these skills acquired, how does a business owner facilitate and mentor their team members to use this new mindset? Here are some of the key ingredients of an entrepreneurial mindset: THE POWER TO CHOOSE Life is not a lottery. The ability to choose the way we respond to our circumstances is fundamental to the entrepreneurial mindset. It is our choices rather than our circumstances that will ultimately shape our lives and businesses. Ask yourself, is what I’m thinking: a belief, an assumption, or a fact? Are you reacting or responding? Entrepreneurs respond to their circumstances rather than react to it. Where is the control? Is the locus of control internal (yours to exert and use) or external (outside of you or your firm)? Recognizing where the control lies will help you know and understand your opportunities. RECOGNIZING OPPORTUNITIES Problems are often opportunities in disguise. Entrepreneurs are problem solvers and the secret to their success lies in their ability to identify problems and find solutions. Look for simple solutions – Sam Walton (Walmart) and Bill Gates (Microsoft) applied simple, low cost solutions to customer problems – no need to get fancy or expensive. Engage in “opportunistic adaptation”. Uncover unforeseen opportunities through interaction and observation with cus-

Please see Petrick, page 19

Kelso Longview Business Connection

February 2016

Business Toolbox Petrick, from page 18

5. How many people have this problem?

tomers, experimentation and adaptation of your ideas to respond to the circumstances.

6. How will you reach potential customers? (marketing and

IDEAS INTO ACTION Think big. Start small. Act fast. Approach your ideas as unproven assumptions rather than established facts. Entrepreneurs are action oriented and they tend to focus their time and energy on things they can change rather than things they cannot. Try this process: 1. 2. 3. 4.

sales) 7. Will your customers buy your product or service (What is your brand? What will they pay for your offering)? 8. How will your customers buy your product or service (online, through partnerships with existing business, stand alone store)? 9. How can you test these assumptions in the real world?

Describe the problem being solved or need being fulfilled Describe your idea for a product or service Describe solutions currently available How is your product or service different?

(quickly and cheaply!) Final thought: In the true entrepreneurial spirit, I encourage you to: “Do what you can, with what you have, who you know, from where you are!” To learn more about the Entrepreneurial Mindset read: “Who Owns the Ice House?” by Clifton Taulbert and Gary Schoeniger. This article was prepared by Jerry Petrick, Certified Business Adviser for the Washington State University Small Business Development Center (SBDC) in Longview. He provides confidential, business advisory services by appointment. He can be contacted jerry.petrick@wsbdc.org

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Kelso Longview Business Connection

February 2016

Council of Governments

Transportation planning – A brief outline As part of the public outreach effort the CWCOG has set up a community survey on bike and pedestrian needs and desires. To provide input you can go to https://www.surveymonkey.com/r/G76T8BD to participate in the survey.

By Bill Fashing Executive Director – Cowlitz-Wahkiakum Council of Governments The Cowlitz-Wahkiakum Council of Governments (CWCOG) is the Metropolitan Planning Organization (MPO) for transportation in the Longview/Kelso/ Rainer Metropolitan area. As such it is responsible for the transportation vision or the community. Key components include consideration of possible strategies, input by diverse parties and viewpoints, collaboration of transportation relevant agencies and open and meaningful public involvement.

Active Transportation is one of four emphasis areas in the 2040 Regional Transportation Plan (RTP) that includes the long-range transportation plan for the metropolitan area. Other emphasis areas include Freight Transportation, Roadways and Public Transportation. Later this year the CWCOG will embark on an effort to solicit input on long-term strategies needed to ensure adequate Freight Transportation. The membership of the Kelso/Longview Chamber of Commerce is strongly encouraged to engage in this discussion as we kick if off in the coming months. The four emphasis areas serve to provide focus in the analysis of the regional transportation gaps and needs, and the development of next steps. These emphasis areas are intended to support and build upon RTP goals. They were established with the recognition that many of the next steps developed under each strategy will further the intent and direction of the RTP vision, goals, and policies. According to the Transportation Planning Process Briefing Book from the Federal Highway Administration the role of the CWCOG / Metropolitan Planning Organization includes the following roles: 1. Establish a setting for effective decision making Establish and manage a fair and impartial setting for effective regional decision making in the metropolitan area 2. Identify and evaluate transportation improvement options Develop transportation improvement options and use data and planning methods to evaluate whether those options support criteria and system performance targets. Planning studies and evaluations are included in the Unified Planning Work Program (UPWP).

Source: The Transportation Planning Process Briefing Book, 2015 There is currently an ongoing effort to develop a comprehensive Bike and Pedestrian Assessment in the Metro Area and throughout the five-county regional transportation planning area served by the CWCOG. This assessment will assist in the enhancement of long and short-range transportation improvements priorities in the area identified as “active transportation.” Active transportation refers to any human powered transportation element from cycling to walking and skateboarding to moving in a wheel chair. Walkable communities are those where it is safe, convenient and comfortable to move around town in an active trip.

3. Prepare and maintain a Metropolitan Transportation Plan Develop and update a Long Range Transportation Plan (LRTP) for the metropolitan area covering a planning horizon of at least 20 years. MPOs prepare LRTPs using performance measures and targets.

Please see CWCOG, page 21 20

Kelso Longview Business Connection

February 2016

CWCOG, from page 20

MPOs coordinate with State and public transportation operators to establish performance targets that address perfor-

4. Develop a Transportation Improvement Program (TIP)

mance measures, as set forth in Federal law, related to surface

Develop a short-range, four-year program of priority transportation improvements drawn from the Long Range Transportation Plan. The MPO creates the TIP with spending, regulating, operating, management, and financial tools. The TIP represents immediate priority actions to achieve the area's goals and associated system performance targets.

transportation and public transportation. 6. Involve the public Involve the general public and other affected constituencies related to the essential decision making elements listed above. For more information on the various transportation programs

5. Identify performance measure targets and monitor whether implemented projects are achieving targets

and reports of the CWCOG go to www.cwcog.org.

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There’s a Difference. 21

Kelso Longview Business Connection

February 2016

Longview School District

Kelso School District

Five focuses for 40 for 200 planning

School boards serve the future

By Superintendent Dan Zorn

By Superintendent Glenn Gelbrich

Cowlitz County school superintendents presented five areas in need of future focus at the “40 for 2020” event on January 28. We have challenges before us that can only be solved through building strategies that involve our community partners who share our mission to serve all children. This event provided educators an opportunity to share common challenges and to continue to build the necessary partnerships to assure the success of all of our students.

I’ve heard it said that Hallmark has made everyday a holiday. That may be true. It also may be true that Hallmark has helped us remember to do something we were all taught when we were young – to say, “Thank you.” January was National School Board Recognition Month. In Kelso, across our state and around the nation, engaged citizens volunteer to serve on school boards. In that volunteer role, they set policy and provide support for systems of schools that serve our country’s future – the children of our respective communities.

The five focus areas of focus outlines in the “40 for 2020” event are explained below: 1. IMPROVING STUDENT AND STAFF SAFETY BY CREATING UNIFORM RESPONSES TO SAFETY NEEDS. We recognize that partnerships with law enforcement, government agencies, and the community-at-large are the best way to assure the continued safety of our schools.

Most school boards meet twice each month with a few exceptions. They develop and revise policy, set budgets, serve occasionally as a review panel for a variety of appeals processes, and hire and supervise the superintendent. They occasionally are faced with difficult and complex decisions and limited resources with which to address them.

2. IMPROVING THE RECRUITMENT AND RETENTION OF EDUCATORS BY PROVIDING A POSITIVE AND ATTRACTIVE “PLACE” FOR TEACHERS TO TEACH. The superintendents share a goal of making Cowlitz County schools the schools of choice for southwest Washington’s educators.

And they do much more. For example, they are frequent cheerleaders for our students and the staff members who serve in schools. They visit schools, attend performances, and cheer teams on in a variety of co-curricular endeavors. They preside at events and speak to a variety of clubs and associations.

3. IMPROVE GRADUATION RATES BY PROMOTING MULITPLE PATHWAYS TO GRADUATION THAT INCLUDE EXPANDED CAREER AND TECHNICAL EDUCATION (CTE) AND SCIENCE, TECHNOLOGY, ENGINEERING AND MATHEMATICS PROGRAMS (STEM). This challenge includes providing opportunities that meet the needs of our students bound for post secondary education and those who plan to immediately enter the workforce after high school.

Our school board members insist that they enjoy serving in this role and believe in the importance of their responsibilities. Although they are not financially compensated for what they do, they provide an invaluable leadership voice in our community. Ours do this quietly and humbly. In Kelso we have tremendous pride based on a collective commitment to serve our community. Our school board members are vivid examples of that commitment. So, to our school board and the school board members around our region, I offer my sincere, “Thank you.”

4. EXPAND OPPORTUNITIES FOR LITERACY DEVELOPMENT AND ACQUISITION AMONG OUR

Please see Longview Schools, page 23

Kelso Longview Business Connection

February 2016

Longview Schools, from page 22

is in assuring the academic health of our students however, we recognize the essential role we play in creating partnerships to help assure the mental and physical health of our children.

CHILDREN AND COMMUNITY. Literacy is the gateway to all other learning and is foundational to the success of our community. THE most important thing we do is to teach our children to read.

Good schools are essential to a strong economy, and our success provides a basis for the success of our entire community. We look forward to working with our community partners as we seek to improve upon the education we provide our students and ultimately create communities of choice for educators, families, and commerce.

5. CREATING AND EXPANDING UPON PARTNERSHIPS WITH THE MENTAL AND PHYSICAL HEALTH COMMUNITY TO ASSURE THAT ALL OF OUR COMMUNITYâ&#x20AC;&#x2122;S CHILDREN ARE READY TO LEARN. Our primary purpose

Kelso Longview Business Connection

February 2016

Business After Hours

Winner! Winner! Owner Joel Hanson awards Dorian Brebeck with a gift certificate. He and Russ Chittock, giving the thumbs up, were among the many prize winners at the Chamberâ&#x20AC;&#x2122;s January Business After Hours hosted by KLOG/KUKN/The Wave at the Kelso Theater Pub. More than 200 attended, enjoying a spread of Italian fare and cold beer and wine. A great time was had by all sprinkled with plenty of conversation and networking. Thank you Joel Hanson and team, and congratulations to Shawna Meredith, lucky winner of the Las Vegas trip.

See more photos on the Chamberâ&#x20AC;&#x2122;s Facebook page or click here.

Renee Kerr of Kerr Car Care, Jon Randall with Rely Local, and Sheila Richardson of ToledoTel found some comfortable seating and time to catch up. Francis Naglich, Mandy Lill and Troy Stariha of Ecological Land Services smile for our photographer.

Kelso Longview Business Connection

February 2016

Mind Your Own Business (at the Library)

Learn lessons from leaders By Chris Skaugset Director – Longview Public Library

Schlender and editor Rick Tetzeli. Based upon a hugely popular 2012 Fast Company article the authors have written a well-researched, and fascinating, book that gives a more balanced and nuanced image of Steve Jobs than seen in previous books. What’s perhaps most interesting about this books is their coverage of the years after he was fired by the company he helped found until his return 12 years later. Jobs was a man of passion, creativity, arrogance, and volatility that led to people often either loving or loathing him (or sometimes both). It is during these years away from Apple, that Jobs was able to learn to lessen his downside by becoming more patient and mature while better focusing on his strengths. Because of this he was able to lead Apple into becoming the technological and societal behemoth that it is.

It seems hard to believe but it’s already February. I’ve given plenty of reviews and suggestions for business-related titles, but most of them are about a specific theme of subject within the business world. I thought that for this month I would discuss a few of the many business leader biographies that the library has to offer. A business’s success, or its failure, is not always due to the specific product or the market, or any number of the other (too numerous to list here) possible reasons but is often due to the person, or persons, behind it in the first place. It’s their genius, drive, persistence, or other aspect of their personality and/or character that can make or break a business. There is much to learn, both from their successes and their mistakes, in their lives and their experiences. Below are a few of the library’s more recent business biographies. Come in and see what you can (do, learn, experience, etc.) today!

Finally, I’ll turn to something a little more fun in Rich Cohen’s “The Fish that Ate the Whale: The Life and Times of America's Banana King.” This is the crazy wild trip of a life that was Samuel Zemurray who came to the United States in 1891 and eventually became the owner of United Fruit Company. While this might not sound too exciting, in the early 20th Century United Fruit all but ruled several Central American countries due to banana exports. Once a poor immigrant buying ripe bananas off a New Orleans pier, Zemurray became the disgraced mogul of the much hated United Fruit Company. Along the way, he aided the creation of Israel; funded many of Tulane University’s buildings; and had a hand in the rise of Che Guevara and Fidel Castro. If that’s not enough to get you to pick up this book, I’m not sure what is.

One of the most interesting, and newsworthy, businesspeople in today’s world is Elon Musk. Technology journalist Ashlee Vance has written an excellent book about the PayPal, Tesla and SpaceX founder in “Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future.” From his unconventional, and difficult, upbringing in South Africa to his early start-up successes to SolarCity, the solar power company with a unique business model, Vance does a great job of elucidating this complex man covering both the highs and lows of Musk’s personality ranging from his vision, determination, intelligence, whimsy and ruthlessness. Musk is a man not out there looking for the next new business idea, but is actually trying to solve problems that have bothered him for years. This is a fascinating story about a fascinating man that has only really begun to be told.

There are certainly many lessons to be learned, or in some cases avoided, in examining the lives of present and past business leaders. I’ve shared with you today what I thought are well-written and well-researched, and sometimes downright fun, books about three of them: who they were, what they did, and how they did what they did. And don’t forget that you can find all of these, and much, much more at your local library today.

From a current business magnate, we turn to perhaps the last generation’s rock star business person, Apple co-founder, and driving force, Steve Jobs in “Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader” written by journalist Brent

Kelso Longview Business Connection

February 2016

Ambassador of the Month

Medack kicks off 2016 with honor Mortgage loan officer Carrie Medack of Diamond Residential Mortgage has been selected as the Kelso-Longview Chamber of Commerce’s Ambassador of the Month for January. Medack joined the Chamber’s Ambassador program in 1991 as a way to network with other business leaders. Her favorite Ambassador memories center around Walt Naze, longtime member for whom the Ambassador of the Year award is named. When Naze came on board there was an initiation process. She realled how they initated him into the group with a mock ribbon cutting at his business, complete with a fake, second-hand jacket and children’s safety scissors for cutting a ribbon. “We used to wear our jackets to the morning meeting,” she said. “Toward the end of the meeting, Walt removed his jacket and all he was wearing underneath was collar and cuffs, just like a Chippendales dancer. He had such a nice tan that we all assumed he was wearing a beige shirt.” In addition to her Chamber Ambassador duties, Medack is a member of the Kelso-Longview Elks, Ladies of the Elks, where, from time to time, she shows off her hidden talent at lip-sync performances. Chamber Ambassadors, known as The Red Coats, are an in-

tegral part of the Chamber of Commerce. The Ambassador team is made January up of active Chamber volunteers Carrie Medack whose responsibilities include meetDiamond Residential ing and greeting at Chamber events, Mortgage welcoming new members and assisting at ribbon cuttings and community events. Ambassadors juggle busy professional careers while making time to assist the Chamber at a variety of events year long. If you would be interested in wearing a red coat and representing the Chamber, contact CEO Bill Marcum at the Chamber office.

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February 2016

Longview Downtown Partnership

“Now what?” new challenge for downtown By Marcel Goulet President – Longview Downtown Partnership

dedicated to making Longview a “quality” place to live. Whether they come for a meal at a local restaurant, bargain hunting at many of our “vintage shops”, or maybe taking in an event at the Columbia Theatre or Stageworks Northwest our downtown is becoming more and more a “destination” for local residents and tourists alike.

The memories of the holiday season are already fading into obscurity and the new year, with January almost gone, is certainly in full swing. Plans and objectives, initiatives and goals are now, if they haven’t already, taking center stage as we look forward into a new and promising 2016. As I go about my business in the “newly renovated” Downtown Longview, I am talking to members of the community, people who are committed and

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Having said that, now that the City has just about completed the second phase of a three phase Downtown Streetscape project, it still begs the question; “Now what?” There are several dedicated business owners and community minded folks who want to continue to “grow” the opportunities and offerings that will attract more people to visit downtown and spend some time there. The Longview Downtown Partnership is working hard to promote our local businesses and encourage everyone in the city, and beyond, to come to downtown and look at what is “budding” right before our eyes.

Bianca Lemmons VP/Manager/LPO

Deanna Cornelison Escrow Officer

Shelby Caufman Escrow Officer

Linda Comley Escrow Officer/LPO

Leah Stanley Escrow Assistant

The Longview Public Service Group, which includes the Longview Outdoor Gallery, The Friends of Longview, the ARTS Group, and the Downtown Partnership, is always keeping an eye out for ways to beatify our downtown corridor. Whether it be through display of the great art pieces all along Commerce Ave or the installation of a reminder of our recent past by way of the Shay locomotive restoration, or perhaps the periodic presentations of the theatrical arts, we must keep spreading the word that Longview has a lot to be proud of, and, a lot to build on. So back to the question “Now what?” Let’s start that conversation amongst ourselves and let’s see where it goes.

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The challenge has been laid before us. Now what?

Kelso Longview Business Connection

February 2016

Bright Ideas!

Tips from Persuasion Advertising 101 By Russ Meder and Nate Yanez Owners – M-Y Agency To fully understand what persuasion is, it helps to begin with what it is not. Telling your son or daughter to turn off the TV, iPad or video game and they generally follow direction and do their homework as asked. Is that really persuasion? Not really. They still believe they should be able to watch or play as much as they like. Yes, you have influenced their actions – but it stemmed from parental authority, not the parents ability to change their beliefs.

Persuasion, meanwhile, requires the ability to alter not just action but attitude. The difference is subtle, but important: A cereal brand that slashes its prices may gain new customers, but it hasn’t fundamentally changed how it is perceived. It’s a distinction that gets at why persuasion can be so tricky, often requiring time, skill and a nuanced reading of multiple moving parts, and mostly patience. But for brands looking to make, improve or reconfigure their image with consumers, there are few tools more valuable. Here are three things to consider when attempting to craft a persuasive message:

Please see M-Y Agency, page 44

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February 2016

Chamber Connection

Life Works Wendy Keegen and Toni Ward with Life Works tell guest host Russ Chittock and listeners they are looking to fill a part-time position.

Diane Craft from Koelsch Senior Communities was promoting Januaryâ&#x20AC;&#x2122;s Breakfast with Frosty. Thumbs up to Tom Hayes, a partner with Five Donâ&#x20AC;&#x2122;s Brewing Co., who stopped by to let hosts Carey Mackey and Lonnie Knowles know the ale house is now open five days a week.

Kelso Longview Business Connection

February 2016

Chamber Connection

Work It Julie Nelson, American Workforce Group, invited members to a free L&I Risk Management Human Resources Consortium scheduled to take place in late January.

Kelso-based pet groomer Melia Meyer, owner of NW Muddy Puppy, wanted listeners to know she is at 1014 N. 19th Ave., or they can call for appointments at 360-562-7033.

â&#x20AC;&#x153;Your Chamber Connectionâ&#x20AC;? EVERY Wednesday Hosts of the Show: Carey Mackey, Red Canoe Credit Union ; Lonnie Knowles, Stewart Title, and Karen Sisson, Kelso Longview Chamber. Would you like an opportunity to be on Your Chamber Connection or to have more information about the qualifications of an open house or ribbon cutting? Contact Bill or Karen at the Chamber 360-423-8400

Stream live at www.threeriversradio.com Local guest and current events

Kelso Longview Business Connection

February 2016

Chamber Connection

Host Families Needed Margit Brumbaugh and Laura Aberlerde from the Lower Columbia College International Program are in need of host families for their longterm program. Call 360-442-2310 if you are interested.

Brooke Fisher-Clark has turned talent scout searching for folks to audition for the United Way of Cowlitz and Wahkiakum Countiesâ&#x20AC;&#x2122; The Ultimate Variety Show.

Kelso Longview Business Connection

February 2016

In The News

Chief Operating Officer steps us as Port’s new Interim Executive

stated Commission President Bob Bagaason. “We as a commis-

The Port of Longview Board of Commissioners unanimously voted to appoint current Chief Operating Officer Norm Krehbiel as Interim Chief Executive Officer at their regular Commission meeting January 26.

tinue to do well for the Port in this new capacity.”

sion have all of the confidence in the world that he will con-

“The Port is well positioned for growth and I am committed to leading this organization to its full potential,” stated Krehbiel. “I’m honored to lead a team so dedicated to the Port’s success.”

Krehbiel first joined the Port in 1993 as the Director of Facilities and Engineering, a role he held simultaneously with his role as COO. In this capacity, he managed the construction and maintenance of nearly 850 acres of infrastructure and development.

also serves on the Public Facilities District Board, Southwest

In 2008, he was appointed to the position of Deputy Executive Director and later the Chief Operating Officer.

Longview with his wife Denise.

Krehbiel, who holds a bachelor’s degree in civil engineering, Washington Regional Airport Board and holds various leadership positions within the local community. He resides in

“Norm is a steadying influence with a strong track record,”

Krehbiel replaces former Port of Longview CEO Geir Kalhagen who was released by the Board in early January.

The Friends of the Longview Library encouraging Curl Up with a Good Book Join the Friends of the Longview Library every Tuesday from LeeRoy Parcel Manager/LPO leeroy@cascade-title.com

10 a.m. to noon in the Longview Library Magazine Room to enjoy a warm fire, free coffee, tea, or cocoa and homemade cookies while you read. Curl Up with a Good Book will take place starting January 26 and continue through February 23.

Alison Peters Bonnie Woodruff Diane Kenneway Dennis Bird Escrow Officer/LPO Escrow Officer/LPO Escrow Assistant Senior Title Officer alison@cascade-title.com bonnie@cascade-title.com diane@cascade-title.com dennis@cascade-title.com

The Friends of the Longview Library is a non-profit organization that gives volunteer and financial help to the library. Individuals living outside the Longview Library District can earn a library card by volunteering time and cookies to the Friends of the Longview Library. If you are interested in joining the

Lindsey McTimmonds Marketing/Recording recording@cascade-title.com

1425 Maple St. Longview, WA 98632 360.425.2950 www.cascade-title.com

Connie Bjornstrom Receptionist/Typist connie@cascade-title.com

Friends, applications are available at the Longview Public Library. Please call Elizabeth Partridge at 360-442-5321 for more information.

Kelso Longview Business Connection

February 2016

Welcome Back!



We at the Kelso Longview Chamber of Commerce would like to give a SHOUT OUT and a big THANK YOU to the following loyal members for renewing their partnership with us.

*American Medical Response *Beacon Hill Sewer District *Cascade Title Company *CCS *City of Kelso *City of Longview *Comcast Spotlight *Costco Wholesale *Cowlitz County *Cowlitz County CASA *Cowlitz County P.U.D. *Cowlitz County Title Company *Cowlitz Wahkiakum Council of Governments *David E. Houten, DDS *Diamond Showcase *Document Management Archives *Dorothy Bain Hanson *Emerald Kalama Chemical *Express Employment Professionals *Freddy’s Just for The Halibut *Gordon Sondker *Interwest Benefit Consultants *KapStone *Koelsch Senior Communities *L.G. Isaacson Company *Longview Memorial Park, Funeral Home & Crematory *Lower Columbia College *Miller Paint *onthemark associates *Pacific Tech Construction, Inc. *Port of Longview *Rodman Realty, Inc. *Steel Painters/Railco *Swanson Bark & Wood Products, Inc. *The Golden Palace *The Red Hat *Three Rivers Eye Care

*Walstead Mertsching, PS *Watkins Tractor & Supply Co. *Acupuncture Northwest *Budget Blinds of Longview *Columbia Bank *Columbia Funeral Service *Columbia River Carpet One *Columbia River Mill Outlet *Compendium Consulting *Continental Investors Services, Inc. *Cowlitz County Guidance Association *DeFrancisco Lampitt and Brado PS *DSU Peterbilt *Estetica Day Spa *Fire Mountain Grill & Summerland Catering Services *G L Booth – JG Davis & Associates *Green Hills Crematory – Cascade NW Funeral Chapel *Kay Green *Signature Transport, Inc. *State Farm Insurance – Scott Fischer *Teague’s Interiors *Diamond Residential *Applied Application *Broderick Gallery *American Legion *Coleman Cellular *Port of Woodland *Advanced Dental Services *All Out Sewer & Drain Services *Baker Lumber Company *Brusco Tug and Barge *Carl’s Towing Service & Repair *Carlson’s Heating & Air Conditioning *Cascade Natural Gas Corporation *Coldwell Banker Bain *Cole’s Appliance Repair *Comfort Inn

*Community Home Health & Hospice *Cowlitz Credit Union *Cutright Wholesale Plumbing Supply *Family Health Center *Industrial Packing *Interiors Plus *Life Works *Longview Housing Authority *Longview Orthopedic Associates *Longview Public Schools *McDonald’s of Longview *Pacific Fibre Products *Nipp & Tuck *Paperback Galore *Rush Insurance/Financial Services *Schlecht Construction *Somerset Retirement Home and Assisted Living *T.C.’s RV and Mini Storage *United Finance *Viking Automatic Sprinkler Company *Wasser & Winters Company *William (BJ) R. Boatsman *Errand Girl *American Family Kari-Ann Botero *Guild Mortgage *Interstate Wood Products, Inc. *Lower Columbia CAP *M & R Painting, Inc. *Mint Valley Federal Credit Union *Newrock Homes, Inc. *Northwest Auto Specialist, Inc. *Retirement Strategies *Simpson Timber Company *Superior Tire Service, Inc. *The OM Home *Triangle Bowl *Cowlitz County Chaplaincy *Biggs Insurance Services

Kelso Longview Business Connection

February 2016

Welcome Back! *Clay Bartness *Comcast *Dick Hannah Toyota *Fred Meyer, Inc. *Heritage Bank, Kelso *Heritage Bank, Longview *Hometown National Bank *Island Sun Tanning, Inc. *Kemira Water *Longview Engineering and Design *McCord Bros. Nissan Dodge *Millennium Bulk Terminals *Minuteman Press *Professional Communications Services *Servpro of Longview/Kelso *Sierra Pacific Mortgage *Sterling Insurance *Twin City Bank *U.S. Cellular *Waste Control Recycling, Inc. *Woodford Commercial Real Estate *United States Army *Lexi’s Pizza *B & B Air Conditioning & Heating – Entek Corp. *Bicoastal Media dba KLYK/KRQT/KEDO/ NEW COUNTRY *Columbia Theatre for the Performing Arts *Community Health Partners/Cowlitz Free Medical Clinic *Craig Stein Beverage *Dahl McVicker Funeral Homes *Frontier Rehabilitation & Extended Care Center *Gibbs & Olson, Inc. *Humane Society of Cowlitz County *Life Mortgage *Music & More D.J.s *Noelle McLean PS *Pacific Lumber & Shipping Co. *Papé Machinery *PNE Corp *Pro-Caliber Longview Motorsports

*Red Canoe Credit Union *Red Canoe Credit Union 30th *Red Canoe Credit Union Washington Way *Safway Services, Inc. *Searing Electric & Plumbing *Steel Chapel Longview Memorial Park *The Dog Zone *Utilize I.T., Inc. *Wal-Mart *Red Leaf Coffee *BA Design *American Red Cross *Animal Health Services *Suzanne Arnitz *Baxter Auto Parts *Behrends Body Shop *Bob’s Sporting Goods *Burger King *Collins Architectural Group *Country Village Nutrition Shoppe & Café *Day Wireless Systems *Esteem Salon *Ethnic Support Council *Fiesta Bonita Mexican Grill & Cantina *Foster Farms *Gallery of Diamonds *Global Images Graphic Design & Marketing *Hilander Dental *Hydraulic Service, Inc. *Kelso Rotary *Les Schwab Tire Center *Northwest Motor Service *Overhead Door Company of Southwest *Washington *Peter C. Wagner, D.M.D., PS *ProBuild *Propel Insurance *Shamrock Tavern *Shirley L. Smith *Stirling Honda *Sweet Spot Frozen Yogurt *Taco Time *The Daily News

*The Roof Doctor *Twin City Glass Co. *Twin City Service Co. *Weatherguard, Inc. *Wilcox & Flegel Oil Company *Workplace Wellness *WorkSource Cowlitz/Wahkiakum *B & R Mini Storage *Banda’s Bouquets *Be Cause Business Resources, Inc. *Best Western Aladdin Inn *Busack Electric *Calportland *Columbia Security *Copies Today Speedy Litho, Inc. *Cowlitz Container & Diecutting *Edward Jones-Nick Lemiere *H & S Enterprises *Habitat For Humanity Cowlitz County *Hart Radiator *Heartsong Massage *J. L. Storedahl & Sons, Inc. *Kaiser Permanente *Les Schwab Tire Center *Longview Timber Corp *Longview Urology *Ocean Beach Self Storage *P. T. Northwest *Pacific Office Automation *Papa Pete’s Pizza – Longview *PeaceHealth St. John Medical Center *Pets, Pawns & Imports *SW Washington Symphony *The UPS Store *TSYS Merchant Solutions *Washington State University Vancouver *Zip Local *Brown & Brown Northwest Insurance *Corwin Beverage *Cowlitz River Rigging, Inc. *Educational Service District No. 112 *Emergency Support Shelter *Employers Overload

ALL OR F NEW 6! 201

2016 Small Business

BOOT CAMP 2016 Series begins Friday, March 4 Friday Mornings ★ Lower Columbia College

7:30 am - 9 am ★ Heritage Room at LCC - Admin. Bldg. BOARDMANSHIP six pack March 4 Strategic and Succession Planning Facilitator: Erin Zeiger, Executive Director LCC Foundation March 11 Handling Conflict Facilitator: Jennifer Leach, WSU Extension Faculty and President of the Longview School Board. March 18 Financial Accountability Facilitator: Scott Davis, CPA, Davis and Associates, CPAs March 25 Working as a Team Facilitator: Frank McShane, Cascade Networks April 1 Facilitating and Leading Meetings Facilitator: Terry McLaughlin, Cowlitz County Assessor April 8 Role of the Board vs the CEO Facilitator: Gary Healea, PNE Corp.

BUSINESS BASICS 201 Six Pack Starts May 6

Pricing same as 2013! $

100 Members

★ $160 Non-Members

Boardmanship Boot Camp is perfect for those ❝ The boards who want to go to the next level. From basic board principles to finances to strategic planning, it has everything your board needs to make the next year what you want it to be. If you’re sick of just getting by and want to be an active board of directors to help your non-profit, I highly recommend this Boot Camp for you. Gary Chapin KLTV Board President

❞

360-423-8400

www.kelsolongviewchamber.org

Kelso Longview Business Connection

February 2016

Welcome Back! *Fairway collections *Futcher Group *Kelso School District *Kelso Theater Pub *Kelso-Longview Television, Inc. *KeyBank *Longview Early Edition Rotary *Longview Eye & Vision *Longview Physical & Sports Therapy *Longview Self Storage *Northwest Hardwoods, Inc. *Opsahl, Dawson & Company, P.S. *Renaud Electric Company, Inc. *Reprographics, Inc. *Solvay *Southwest Washington Blood Program *United Way of Cowlitz & Wahkiakum Counties *Willamette Dental *Anderson & Anderson Advisory, LLC *Berkshire Hathaway *Better Business Bureau *C's Photography *Cowlitz County Museum *Cowlitz Economic Development Council *Cowlitz Indian Tribe *Cowlitz River Dental *Epson Portland *Erickson Glass Co. *Estetica Day Spa *Fibre Federal Credit Union - Castle Rock *Branch *Guesthouse Inn & Suites *Kellogg Supply, Inc. *Longview Country Club *Lower Columbia Economic Development *Council *Motion Industries, Inc. *Mt St Helens Creation Information Center *N. W. Deli Distribution, Inc. *Pathways 2020 *Prestige Senior Living Monticello Park *Progress Center

*Red Lion Hotel & Conference Center *Riverview Community Bank *Sessions Plumbing & Heating, Inc. *Three Rivers Christian School *Timothy E. Nelson, DDS *Weyerhaeuser *Advanced Message & Dispatch *Beacon Hill Rehabilitation *Bob Beal Insurance Agency Inc. â&#x20AC;&#x201C; State Farm *Building Industry Association of Clark County *Cascade Networks, Inc. *Cascade Select Market *Columbia River Reader *Davis & Associates, CPAs, PS *Eldon Robbins Auto Sales, Inc. *Goodwill of the Olympics and Rainier Region *Longview Downtowners *Longview Pawnbrokers & Bail Bonds *North Pacific Paper Corporation/NORPAC *Performance Sheet Metal, Inc. *Prographyx *Snap Fitness *Stageworks Northwest *Stewart Title *Super 8 of Kelso/Longview *Three Rivers Mall *Youth & Family Link *Altrusa International Inc. of Longview-Kelso *Be Cause Business Resources, Inc. *Canterbury Inn *Columbia Ford Hyundai Nissan *Ecological Land Services, Inc. *Eoff Electric Company *Fibre Federal Credit Union - Main Branch *Jansen Flowers & Gift Gallery *KLOG/KUKN/the WAVE Radio Stations *Longview Radiologists, P.S., Inc. *Omelets & More *PeaceHealth St. John Medical

Center Foundation *Suburban Propane *Take Shape for Life with Brenda Courser *Teri's Restaurant *Dream Dentistry *Reality Homes *Longview Eagles *Service Master *Ricoh *Planet Fitness *WA Division of Vocational Rehabilitation OUR LATEST RENEWING MEMBERS *Acupuncture Northwest *Budget Blinds of Longview *Columbia Bank - Longview Branch *Columbia Funeral Service *Columbia River Mill Outlet *Columbia Wellness *Continental Investors Services, Inc. *DeFrancisco Lampitt and Brado PS *DSU Peterbilt *Fire Mountain Grill & Summerland Catering Services *G L Booth ~ J G Davis & Associates *Green Hills Crematory - Cascade NW Funeral Chapel *Kay Green *Lower Columbia Contractors Association *Signature Transport, Inc. *State Farm Insurance - Scott Fischer *Teague's Interiors *ASAP Business Solutions *My Agency *Area Agency on Aging Disabilities of Southwest Washington *Dino Doozer *Windemere Kelso-Longview

Kelso Longview Business Connection

February 2016

Welcome New Members

Chamber membership has its privileges Celebrate new Chamber members with us

Business Association with opportunities to promote trade through Chamber socials, special events and committee participation.

* Anti-Fraud Coalition of Cowlitz County * Gro-N-Control * Martin Enterprises Audio Services * Roland Wines

• Annual Meeting and Banquet • Networking Events • Committee Participation • Business Contacts • Quarterly Membership Meetings • Civic Representation • Monthly Business After Hours

• Legislative Representation • Issues Tracking and Information

Business Services include marketing for your business, referrals and access to Chamber publications and research data.

• Task Forces • Candidate Forums

• Mailing Labels • Membership Window Decals

• Legislative Update Breakfast

• Member Referrals

• Demographics Publication

• Ribbon Cutting

Packages

• Website Links • Member to Member Discounts

Basic Membership Package – $275 or $26 per month.

• Membership Directory

Bronze Membership Package – $500 or $46.66 per month. Silver Membership Package – $1,000 or $86.33 per month.

• Tax Deduction

Gold Membership Package – $2,500 or $211.33 per month.

• Newsletter

Platinum Membership Package – $5,000 or $416.66 per

• Business Card Display

month.

• Use of Chamber Logo

Diamond Club Membership Package – $10,000 or $834 per month.

Representation through action committees, candidate forums and up-to-date action alerts.

Nonprofit Package – $180 or $18 per month.

Join today! Call 360-423-8400 38

lineth ! d a e D h 15 Marc

2016 VISITOR & MEMBERSHIP GUIDE

Let businesses know about your business! ✔ Used year round by hundreds of local and out-of-area companies. ✔ A resource guide for the community. ✔ To provide resources and leadership for business success.

Space is limited - Call today! 360-423-8400

E DEAARLY Feb DLINE Save . 12 th

10%

on r ates belo w

Ad Sizes

Ad Rates Full Page ...................................$2,230 2/3 Page ...................................$1,595 1/2 Page ...................................$1,235 1/3 Page ......................................$935 1/6 Page ......................................$715 1/12 Page ....................................$505 Additional listings in directory .......$55

7.83”w x 10.34”h

Full Page

5.0833”w x 10.34”h

7.75”w x 4.625”h

2/3 Page

1/2 Page

All ads are full color at no extra charge. Premium placement including back cover, inside cover, page 2, 3 and 4: add 15%

5.0833”w x 4.625”h

1/3 Page

Mechanical Specifications Electronic Files • Should be emailed to bmarcum@kelsolongviewchamber.org • Please include your company name and publication in the subject line.

5.0833”w x 2.1875”h

2.4167”w x 2.1875”h

1/6 Page

Kels 2015 o Lon g

1/12 Page

Cha

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Com

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Logos, Images, Photos • Formats: JPG, EPS, TIFF, PDF • Resolution must be 300 dpi. Images from the internet cannot be used. Full Files • PDF format, 300 dpi, with fonts embedded Images for Scanning • Photographs (up to 8.5” x 11”), stationery, menus, business cards, etc. • Artwork for scanning must be clear and unmarked • Digital artwork is preferred as this will give a higher quality result.

Visit Play Wor k Stay

If you have any questions regarding acceptable artwork, please call 360-423-8400 or email bmarcum@kelsolongviewchamber.org

105 Minor Road Kelso, WA 98626

360-423-8400 www.kelsolongviewchamber.org

Kelso Longview Business Connection

February 2016

Ribbon Cuttings

Opening Sweitzer Drain and Rooter owners Erlyn and Kristopher Sweitzer announced the opening of their 24/7 business January 6.

New Owners Chamber Ambassadors congratulated new Triangle Tavern owners Bob Davis and Eric Pucci at their January 13 ribbon cutting.

Kelso Longview Business Connection

February 2016

Ribbon Cuttings

New Name

Trudy Custer, community relations manager, performed ribbon-cutting honors at Highland Place. The Kelso area home was formerly known as Crawford House. .

New Location Area Agency on Aging Disabilities of Southwest Washington showed off its new location at 1338 Commerce Ave., Suite 309, Longview for the January 11 ribbon cutting event. Kelli Sweet, community services supervisor and team performed the honors.

Kelso Longview Business Connection

February 2016

Lower Columbia Professionals

Meet and Greet It was an evening to meet and greet other Lower Columbia Professionals and LCP wanna-bes January 28 at Longviewâ&#x20AC;&#x2122;s Triangle Tavern. More than 50 members put their hands in the air to say hello and raise the roof for a good time.

Sock It to the Cold The Lower Columbia Professionals donated more than 300 pairs of socks to Homeless Connects. Pictured are LCP members Teedara Garn, Carey Mackey, Brooke Fisher-Clark, Shawn Green and Amy Hallock.

Lower Columbia Professionals Cordially invites you to

Caps, Corks & Cupcakes

All Proceeds go to Scholarships for Cowlitz County students for further education.

We will be pairing Cupcakes from Kristi’s Custom Sweets with wine from Roland Wines and beer from Five Don’s Brewing Co.

February 18th 5:30 p.m. to 7:30 p.m. Tickets: $25 per person Five Don’s Brewing 1158 11th Ave Longview, WA 98632

Please register at: www.kelsolongviewchamber.org

_____________________________

Kelso Longview Business Connection

M-Y Agency, from page 29 1. Know your message. In the early to mid 2000s, male grooming product company Old Spice’s marketing strategy revolved around projecting sex appeal – wear Old Spice, get the girl. The problem was Axe also already relied on that same message. That brand had a firm grasp on the “sexy” corner of the market. Certain messages can be a harder sell simply because a competitor is already selling them convincingly. Part of an ad executives job and the most enjoyable aspect of constructing an marketing and advertising strategy is taking the competition’s tactics into consideration. Persuading consumers isn’t structured like a debate. It’s rarely that clean. Instead, it’s a competition to gain attention, good will and dollars in a sea of competing voices. Considering Old Spice wasn’t successful at persuading consumers to buy its products by convincing them it had more sex appeal than Axe. So it re-calibrated and changed strategies. When trying to get there from one route, and not being successful, don't be afraid to try a different route. There is always more to learn from failure than there ever will be squeezed from success. Primarily because success breeds complacency. Why look a gift horse in the mouth right? 2. Know your audience.

February 2016

the former group, while messages from charismatic sources are a good bet for persuading the latter. Context MATTERS! The more engaged a person is with the topic and content of a message, the more likely he or she is to look past surface charisma to evaluate its objective strength. This should go without saying, but many make this mistake. Google or GoDaddy advertising during the Super Bowl finds the client disinterested in the message and glued to the image association, not their brand. This is the primary reason you will not see either of them in the Super Bowl during halftime this year. 3. Know your competition. Sophisticated persuasion would include a multi pronged approach. Using a campaign that employs both substance and a charismatic message, and leading with that will require your competition to follow suit, or to fall behind. They will need to beat your both on “looks” and “function”. Likely the second to do so will stay in that position in the consumer eyes. As people become more confident, it becomes increasingly difficult to change their beliefs. They will dismiss conflicting information and approach challenges with suspicion, which means competing brands must first erode consumer confidence before they can successfully sell their own message.

A message’s persuasiveness also depends on who is listening and how they are doing so.

Knowing what your competition is doing, how they are doing it, and more importantly what they AREN’T doing is paramount to creating a truly sophisticated persuading message.

Your potential clients/customers fall within a certain spectrum. Some scrutinize every message, others make quick judgments based on peripheral cues, but most fall somewhere in between. Fact-based messages from experts tend to resonate with

Being successful at persuasive advertising is a daunting task requiring, a clear strategy and message, with that message being applicable to your audience all the while watching your competition to stay ahead of the persuasion curve.