Guest Editor

Jos Anshell has been at the forefront of marketing in Arizona for more than 35 years. His knowledge and experience in strategic planning, marketing, and financial and operational management has provided that expertise to an impressive array of national clients such as Nintendo, Fender, Intel, Joe Boxer, US Airways, Grand Canyon University and many others.

Since selling his agency several years ago, Anshell has established a successful marketing consultancy called Marketing Forensics that helps owners, CEOs and CMOs realistically address the marketing changes that have occurred in the world in recent years and how that will impact their success and viability in the future. linkedin.com/in/ jos-anshell-6971254

Marketing Is the Message

Over this past year, the word “pivot” has become the buzzword as businesses responded to a new climate for commerce. Successful pivots are grounded in good communication — and that’s the realm of marketing.

I don’t know if you’ve noticed, but a few things have changed in the past 18 months. The key is survival; “thrival” is … the consumer. And if you you’re not listening to them, you’re in trouble.

In times like these, it’s not optional to listen to them — it’s mandatory. You don’t have the luxury of being successful just because you exist. Have you wondered in the past year why some companies in the same industry have gone out of business while others not only haven’t but may even have thrived?

One listened. One didn’t.

Listen to them. Find out what’s important to them now, not what was important yesterday. It›s not your product or service, it›s about what the benefit is to them to do business with you — today.

“That’s how we’ve always done it” yields road kill!

Marketing professionals need to “know the territory,” as goes the famous refrain from “The Music Man.” In this issue’s cover story, “Coming Back: How Marketing Will Build (Back) Business after COVID,” eleven leading authorities in our community offer perspective on what the market looks like today and what’s likely to drive it going forward.

Websites are key communication platforms for businesses to connect with their market. Getting visitors to one’s website is a long-standing issue marketers address. But another issue is getting users to stick on the site once they’re there — and that is what Raj De Datta discusses in the feature article “Lost in the Amazon.”

A second feature is an in-depth exploration of legal issues of reputation and what recourse business and individuals have when they are the victim of online defamation.

Regular departments educate on topics in commercial real estate, technology and healthcare — such as this month’s “Prep Now for Open Enrollment Success – 5 Steps to Ensure Success” that will help businesses get a solid start on the next open enrollment period.

Often the wild card in the magazine’s consistently valuable content, the Roundtable feature this month shares the replicable experience of a local business taking a collective, employee-up approach to help solve problems that has saved the company more than $2.5 million in the past two and a half years.

Always varied and always relevant, the content of In Business Magazine offers value to its readers. I’m pleased to help bring this month’s issue to you.

Sincerely,

EN NEGOCIOS

Manténgase informado sobre temas empresariales en español a través de En Negocios, artículos para los lectores de habla hispana en el área metropolitana de Phoenix. Visite inbusinessphx.com/ ennegocios para más información.

Stay informed on business topics in Spanish through En Negocios, articles for Spanish-speaking readers in the Phoenix metropolitan area. Visit inbusinessphx.com/ ennegocios for more information.

Jos Anshell

Managing Partner Marketing Forensics

Coming Back Means Business

As we come back and look at how marketing can help businesses of all shapes and sizes after COVID-19, we asked the marketing companies that participated in the cover story to design our cover — to compete for the front cover of this issue. Six of the companies submitted their cover to compete. See our special section on page 34 to see all the covers and learn how their inspiration resulted in their submission.

To head up this issue, we looked to Jos Anshell, a clear leader in the marketing field, to be our Guest Editor. With years of experience and having worked with so many of the companies involved in our cover story, we felt his expertise and lead of this issue was warranted. Thank you, Jos, for your insights and all that you continue to do to help Valley businesses market themselves. —Rick McCartney, Publisher

CONNECT WITH US:

Story Ideas/PR: editor@ inbusinessphx.com Business Events/ Connections: businessevents@ inbusinessphx.com Marketing/Exposure: advertise@ inbusinessphx.com

Visit us online at www.inbusinessphx.com

Photo courtesy of

DON’T MISS OUT!

Editor’s Note: This question generated response also from:

MARY VESELY

Employee Engagement and Inclusion Program Manager Fairway Independent Mortgage Corporation

Please visit August’s Feedback entry on our website to learn this business’s strategies and experience.

FEEDBACK QUESTION:

Let us know what you want to know from the Valley’s top business leaders. editor@inbusinessphx.com

For all past Feedbacks go online to inbusinessphx.com and see what Valley executives think on various business topics. How have you gotten the word out about, or marketed, your DEI policies and achievements?

LARRY HOFER

VP of People Services Cox Communications’ Southwest Region Sector: Communication

At Cox, we champion inclusion, reflect our diverse communities and empower our great people to build a better future together. This is our vision for Cox’s diversity, equity and inclusion efforts, and it reflects the thoughtful work of employees across our company.

We weave DEI into our culture, internally and externally, through various strategies and programs. These are awareness, inclusivity and operational excellence.

Awareness involves using employee newsletters, training and videos at employee meetings to drive deeper awareness and understanding of diversity, inclusion and equity as a business imperative.

We promote inclusivity by empowering employees to recognize, value and leverage diverse perspectives while fostering innovation through Employee Resource Groups where cultures, perspectives and backgrounds are celebrated, represented and shared.

To achieve operational excellence, we partner with key stakeholders to maximize business opportunities to ensure that DEI is woven into employee interaction with our customers, communities and suppliers. This commitment continues to show up externally through our advertising and marketing touchpoints.

Cox Communications cox.com As vice president of people services for Cox Communications’ Southwest Region, Larry Hofer provides leadership and strategic direction for human resources and development for more than 4,800 employees in Arizona and Nevada and has helped to transform the region, resulting in Cox receiving Best Places to Work recognition.

BARBARA KENNEDY

Executive VP and Chief Human Resources Officer Western Alliance Bank Sector: Finance

Diversity, equity and inclusion programs are more vital than ever, especially in a state as diverse as Arizona. At Western Alliance Bank, they’re a powerful tool that strengthens our team, helps us better identify and understand gaps, and allows us to be more responsive to clients’ needs.

We believe that word of mouth is one of the strongest communication instruments in our toolbox. Through robust internal communications, transparent reporting and purposeful education programs, we continually reinforce our DEI focus and forwardmoving traction to our workforce. Participating in these direct and meaningful conversations empowers our team to authentically share information about policies and achievements among peers, clients and other important groups.

Beyond sharing our policies and progress through public reports, we have also built strong relationships with organizations that work with underrepresented groups. With achievements such as 59% of all promotions being among women and 43% among ethnically diverse teammates in 2020, we collaborate directly not just on DEI recruitment and referral programs but also learning how we can continually improve our efforts.

Western Alliance Bank westernalliancebank.com Barbara Kennedy is executive vice president and chief human resources officer of Western Alliance Bank. With more than two decades of experience, she oversees human resources, training and education, talent development and recruitment for Western Alliance, which has more than 1,700 employees across the country.

BRAD SCHENCK

Senior Vice President, Southwest Division Leader JE Dunn Construction Company Sector: Construction

JE Dunn recognizes the value of having a diverse group of well-rounded professionals to encourage innovation and creativity and foster a culture of inclusivity by being intentional. We work with organizations, like the Associated Minority Contractors of Arizona, to help us promote diversity and inclusion. The first step is recruiting diversified talent. Our recruitment efforts are intertwined with programs that enhance our culture of inclusion, such as diversity forums for staff to share personal experiences and develop deeper relationships, along with more formalized training that focuses on how individual biases impact others.

Building a diverse and inclusive workforce means more than simply recruiting top talent; it also means mentoring the next generation by way of corporate scholarships and training programs that provide career accessibility to people of color. Last year, JE Dunn initiated a National Diversity Scholarship and internship, and this year’s recently announced recipient is currently attending the Del E. Webb School of Construction at ASU and interning at JE Dunn this summer. Maintaining a focus on workforce, workplace, and marketplace are the keys to inclusion.

JE Dunn Construction jedunn.com Beginning his career at JE Dunn Construction more than 30 years ago, Brad Schenck has held several key leadership positions within the company. Graduating from Iowa State University with a B.S. in Construction Engineering in 1989, Schenck has served with various organizations throughout his extensive career, including the Arizona Builders Alliance’s Legislative Committee, St. Vincent de Paul’s Advisory Board and GPEC NEXT.