Wichita Business Magazine Fall 2023 Issue

NEW SPACES, NEW BUSINESSES

Interior Designer and Architect Emma Schlittenhardt is crafting harmonious atmospheres with her businesses, Hardt Design and Bocote.

EMPOWERING BUSINESSES WITH SOLAR ENERGY SOLUTIONS

Jeff Hohnbaum of Hutton shares solar energy solutions for business owners and decision-makers to consider.

LEADING THE WAY IN SURGERY

Wichita Surgical Specialists’ President and CEO, Alex Ammar, shares the company’s legacy and commitment to remaining the backbone of surgery in the community.

CREATING A STRATEGIC VISION

Jaimie Garnett, owner, consultant and facilitator, shares tips on creating a strategic vision for your company.

GRIT, GLAMOUR & GROWTH

Plagued by challenges, Nicole Campos built Bling Glamour into a chain of women’s boutiques with a team of 155 employees dedicated to kindness.

GAME CHANGER

Phylicia Thompson moved her online and mobile business, 2 Beatz Boutique, to its first storefront with support from The Garages, a retail incubator program.

BLOOMING TALENTS, BLOOMING BUSINESSES, BLOOMING WICHITA

The W. Frank Barton School of Business shares the exciting progress of the Bloom Strategic Plan and its focus on innovation.

A LEAP OF FAITH

Ashley Humlicek, owner of Humlicek Family Dental, shares her entrepreneurial journey that brought her to Wichita just four years ago and discusses her plans to expand.

FROM PIXELS TO PROFIT

Tim Kolling, partner with Compass Marketing & Advertising Partners, shares how businesses can harness the power of digital advertising.

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Williams

Hope Dimick Amy Geiszler-Jones

Lisa Loewen

Samantha Marshall

Eric Smith

Valerie Williams

Aaron Cooke

Braden Dimick

Aaron Patton

Fernando Salazar

Cassandra Stevens

Jaimie Garnett

Jeff Hohnbaum

Tim Kolling

Cordell Dimick

With mandated lockdowns and limited employees in the workplace during the 2020 pandemic, many home and business owners realized they needed to update their spaces.

That’s when Interior Designer and Architect Emma Schlittenhardt decided it was time to start her own design studio to do what she calls “crafting harmonious atmospheres.”

“When we were forced to spend time isolated inside our homes or working from empty offices, one thing became clear to me: Our mentality begins in the atmospheres we create,” she says on her website for Hardt Studio.

WICHITA ENTREPRENEUR CREATES NEW SPACES, NEW BUSINESSES }

Schlittenhardt’s mentality these days is growing her design firm and expanding into other business ventures.

Emma Schlittenhardt at Hardt Studio.

AMY GEISZLER-JONES AARON PATTON

Photo by AARON PATTON

W I L D W I L D

After working remotely from their homes for the past three years, Schlittenhardt and her staff are opening a brick-and-mortar location at the Waterfront commercial development near 13th Street and Webb.

The design studio will occupy the second floor of the space formerly occupied by the popular women’s boutique GM Clotheshorse, which closed in August 2020 due to the pandemic. Schlittenhardt’s newest venture, a design showroom, will occupy the main floor.

Branded and operated separately from Hardt Studio, the showroom is intended to be a resource for consumers and other designers looking for well-crafted décor elements ranging from countertops and flooring, Schlittenhardt said. The showroom will be called Bocote, after a resilient, high-quality Brazilian wood of the same name.

To help set her apart from other interior designers, Schlittenhardt — who earned a bachelor’s degree in interior design from Rocky Mountain College in Colorado — finished her master’s degree in architecture from Southern Illinois University in December. In January, she became co-founder and partner at Net Zero Architects, which has offices in Wichita and in Waco, Texas.

The degree means she can expand into more commercial projects, including those that are new construction or total renovations that require the involvement of an architect. As an architect, Schlittenhardt said, she can ensure the project will meet code and compliance regulations, such as fire safety sprinklers and ADA compliance.

“My goal is to bring a unique take to the design style of Wichita, whether that’s with buildings or homes on the exterior or the interior,” she said.

In early August, Hardt Studio acquired another Wichita company, Heaven at Home ICT, which will further expand the company’s capacity. The merger brings additional expertise in organizing, staging and interior design as Heaven at Home ICT owner Megan Feeney joins Hardt Studio.

Early in her entrepreneurship experience, Schlittenhardt recognized the value of networking to build and grow her business. She joined the Wichita Area Builders Association (WABA) and Business Networking International (BNI). The latter is the world’s largest referral and networking organization, according to the BNI website. Members of chapters are industry-exclusive, allowing only one representative of a particular industry to join. Wichita has several chapters.

“And I just really focused on reaching out to every contractor, real estate agent and builder that I could find, and seeing who needed the services that I had to offer,” she said. “I’m very particular about my contractors because I expect them to treat the client’s home as they would their own and do the utmost high quality of work.”

She’s participated in the past two annual WABA Home Shows, and in 2021 and 2022 her firm won the category of best interior designer in The Wichita Eagle’s annual crowd-sourced Best of Wichita ratings.

Schlittenhardt has a strong online presence, providing design advice and tips in a weekly blog on her website and posting project updates and inspirational ideas frequently on Instagram.

“There is nothing more exciting than somebody reaching out to me and saying something like, ‘I found you on Instagram and loved your work.’ Like it almost makes me cry because it’s just so flattering to me that somebody who has never met me can follow me on social media and decide that they want to use me,” she said.

“Her work is fresh, different and doesn’t look cookie-cutter,” said Don King, one of her clients.

King, the retired, former owner of King Construction in Hesston, and his wife, Elizabeth, the longtime president and CEO of the Wichita State University Foundation, hired Schlittenhardt to redesign and refresh several areas of their 15-year-old Wichita home, including their dining room and pool house.

King, whose company built bridges, understands the issues of working with contractors, and was impressed with Schlittenhardt’s project management skills, as well, “pushing things along and getting her contractors to do things expeditiously.”

Her enthusiasm for her work also was evident, King said. “She brought new ideas for us to consider, and she was full of energy.”

Schlittenhardt realizes the significance of helping someone create a new space. It’s what she loves best about her work, she said.

“I love the satisfaction of helping people create their dream space. And a lot of times, they’ve been waiting to do this for 20 years. There’s joy in getting to see their reactions when those spaces are completed.”

Photo by AARON PATTON

Photo by AARON PATTON

“

“Our mentality begins in the atmospheres we create.”

- Emma Schlittenhardt Interior Designer, Architect, and Owner Hardt Studio and Bocote

Empowering Businesses with Solar Energy Solutions

The need for new energy solutions is at the forefront of the minds of commercial and industrial clients, and it’s easy to understand why. According to data from the US Bureau of Labor Statistics, the average cost of electricity in the United States has risen by a staggering 22% since 2020. Simultaneously, recent legislation has created long-term tax credits and incentives for renewable energy, including solar power. On top of that, the cost to manufacture and install solar photovoltaic (PV) systems continues to decline.

THE CASE FOR SOLAR

Business owners in Kansas have reached an opportune moment to explore solar energy for their facilities. The US Energy Information Center reveals that Kansas has the second-highest retail cost per kilowatt-hour of electricity in the central United States. Moreover, Kansas boasts the sixth-highest average sunlight hours, making it an ideal location for harnessing the power of the sun.

When decision-makers of businesses, governments, and organizations make energyrelated decisions, a variety of factors come into play. Unsurprisingly, financial factors are a leading consideration. As financial incentives have caught up to environmental motivations, solar energy has become a sound investment. Solar power offers a clear cost-saving advantage over traditional electricity sources. This financial benefit is driving many entities to switch to solar, as it improves their bottom line and allows for cost savings that can be redirected to other critical areas of their operations.

The environmental impact is another crucial consideration. Solar energy is a clean, renewable source of power that helps reduce carbon emissions and minimize reliance on fossil fuels. Transitioning to solar allows businesses to demonstrate their

JEFF HOHNBAUM LEADER, HUTTON FACILITY SERVICES & HUTTON ENERGY SERVICES

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commitment to sustainable practices and position themselves as leaders in their industries. This not only appeals to eco-conscious customers but also helps meet regulatory requirements and boosts brand reputation.

Grid support is also a vital factor to contemplate when exploring solar energy solutions. Solar power systems can offset electricity usage during peak demand periods, contributing to a more stable and reliable energy infrastructure for all users. By generating electricity locally, organizations alleviate the strain on the grid during high-demand hours. This grid support function of solar energy helps them meet their sustainability goals while simultaneously enhancing the overall resilience of the power grid.

Finally, solar energy can offer back-up storage power. When paired with battery-backup systems, solar installations can store excess energy generated during the day and utilize it during times of low sunlight or power outages. This capability provides businesses with an added layer of reliability and ensures uninterrupted operations, which is critical for companies that rely heavily on technology and continuous power supply.

Hutton Energy Services install solar panels to help organizations to meet sustainability goals and enhance overall resilience of the power grid.

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WHERE TO START

When contemplating the adoption of solar energy, business owners typically start by asking whether it’s a viable option for their operations. Hutton Energy Services (HES), a turnkey commercial solar services provider based in Wichita, guides businesses through this process to help them make informed decisions. Here’s a step-by-step approach that businesses typically undertake:

1. Energy Consumption Analysis: HES conducts a detailed analysis of a business’s energy consumption patterns, examining their electricity bills and identifying peak usage periods. This analysis provides insights into the potential benefits of solar energy, such as offsetting high electricity costs during peak demand times.

2. Financial Evaluation: HES assists owners in conducting a comprehensive financial evaluation, considering the upfront costs of solar system installation, available incentives and long-term cost savings. This evaluation helps determine the return on investment (ROI) and the payback period for the solar project.

3. Energy Resilience Analysis: HES helps business owners evaluate the benefits of battery-backup systems and assess the impact on their operational reliability. Understanding the potential for uninterrupted power supply during outages or grid disruptions allows owners to make informed decisions about investing in solar energy storage solutions.

4. Consultation with HES: Engaging with HES’ experienced solar experts, business owners receive personalized consultations. HES assesses their unique requirements and provides tailored recommendations, ensuring that the solar solutions align with the specific needs and goals of the business.

By following this systematic approach, business owners can make informed decisions about whether solar energy is a good fit. The expertise and knowledge they provide ensure that businesses maximize the benefits of cost savings, environmental responsibility, energy security and reliability while navigating the complexities of solar energy adoption. As the leading provider of full-service turnkey PV solar installations, HES empowers businesses in Kansas to harness the benefits of solar energy.

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THE WAY IN SURGERY Leading

ERIC SMITH AARON PATTON

For Wichita Surgical Specialists, P.A. President and CEO Alex Ammar, surgery runs in his blood.

Ammar recalls gathering for brunch with his family every Sunday growing up, where his mom would cook Mediterranean food and his whole family — sisters, cousins, uncles, including famed Wichita surgeons George and Jim Farha — would be in attendance.

“I got educated whether I knew it or not,” said Ammar, of the experience, looking back fondly at that weekly family tradition.

Ammar, a Virginia native who has been in Wichita since 1974, credits his uncles and mentors, George and Jim, in part for influencing him to become a surgeon and take up practice in Wichita.

DEVELOPING A MEDICAL HUB IN KANSAS

Wichita Surgical Specialists (WSS), founded in 1963 by Lebanese immigrants and brothers, George and Jim Farha, is celebrating 60 years in operation. When it was initially founded as the Wichita Surgical Group, the Farhas built it into one of the largest private surgical practices in the country at the time and played a major

role in Wichita’s development as a medical hub in Kansas.

Fast forward to today, Wichita Surgical Specialists is the largest surgical group in the area and features 35 physicians, 12 surgical specialties, seven locations and about 110 additional staff members. Ammar has been with the group for 41 years, including the last 25 as its leader.

“We are basically the backbone of whatever happens in surgery in this community,” Ammar said.

In the six decades in Wichita, the surgical group has only had two CEOs (George Farha and Ammar) and two administrators (Joan Gerber and Kari Clark).

“That’s pretty remarkable in this day and age. I’m proud of that,” Ammar said. “It’s been a very stable group.”

INVESTING IN EDUCATION

From the beginning, George and Jim were passionate about teaching and saw it as an investment in the quality of medical education. So, when the opportunity came along in 1971, George jumped at it, being instrumental in bringing to Wichita the University of Kansas School of Medicine and its department of surgery. George was the first chair of the surgery department and taught

at the school for more than three decades. In 1986, the school established the George J. Farha Library. Ammar, the second and current chair of the surgical department since 1998, indicated that many of the physicians with WSS are teachers in the surgery department today.

“We are instrumental in education,” Ammar said. “Without our group, if it were to ever go away, it would be a tremendous setback for not just Wichita but the surrounding area and a lot of the state.”

In all, the surgical teams at WSS have mentored more than 3,000 medical students and trained more than 250 surgery residents.

“Our hires, surgeon-wise, are a bit more scrutinized than you typically might find,” Ammar said. “One of the reasons is we’re intimately involved in the education system of medical students and residents here. We know when we hire people, we’ve been training them for five to 10 years. It’s a totally different situation with someone you interviewed for an hour and then tried to make the best decision you could. We can get the best people.”

OFFERING QUALITY & TECHNOLOGY

WSS offers top-notch surgeons in many areas, including vascular, cardiovascular, general, colorectal, breast, trauma, weight loss, liver, burn, critical care and neurological surgery.

As for the most difficult type of surgery?

“If you have a redo operation, those are much more difficult,” Ammar said, “regardless of what surgical specialty you’re in, because of all the scar tissue.”

WSS uses the most advanced technology in medicine, including robotics and stenting procedures.

“There are all sorts of uses for robots that actually allow the surgeon to sit at a desk and manipulate the arms of a robot and can be more precise with that than they can with their hands,” Ammar said.

Other big breakthroughs from WSS include performing the first kidney, pancreas and heart transplants in Wichita and being instrumental in starting the first Level I trauma center at Ascension Via Christi St. Francis, Ammar said.

“We have brought a lot of new technology and surgery to the city,” Ammar said, citing minimally invasive treatments and laparoscopic gallbladder surgery as other examples where WSS led the way.

Ammar shared how times have changed in his own specialty of peripheral vascular surgery, where fixing an aneurysm in the abdomen used to leave patients in the hospital for a week, followed by another couple of months to recover. Today, patients go home the next day and recovery is significantly shorter, he said.

“For me personally, I would say 75 percent of my practice was different when I retired (from being a surgeon in 2018) than it was when I started,” he said. “And that’s because of technology.”

GROWING COMMITMENT

WSS has withstood the test of time thanks, in part, to its growth. In 1996, Mid-Kansas Ear, Nose & Throat Associates merged with WSS. Additionally, WSS

Dr. George J. Farha and residents

From left, Dr. George J. Farha and Dr. S. Jim Farha.

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established new subdivisions in 2000 and 2007 with Breast Care Specialists and Vein Care Specialists, respectively.

Ammar will be the first to tell you being a surgeon isn’t always easy, as it sometimes requires long, stressful and unusual hours.

“There’s so much responsibility to the patient,” Ammar said. “Sometimes the risks are such that you may not be able to do well by the patient every single time. So, in that sense, it’s a demanding specialty. Not only physically, but mentally and emotionally.”

EVALUATING PATIENT OPTIONS

A positive to being a surgeon, and one of the things that interested Ammar initially, is that the reward can often be more immediate after treating a patient as opposed to other specialties that have to follow a patient long term.

And one of the misconceptions about surgery, Ammar added, is that a lot of people think all surgeons do is operate.

“They have to make a decision whether the patient needs an operation or not,” Ammar said. “For me personally, well over half the patients I saw never had surgery because, based on my evaluation, they didn’t need it.”

PLANNING FOR THE FUTURE

When the brothers Farha retired in the 1990s, Ammar said he spoke at their retirement celebration and referred to them as “Sweetheart George” and “Tiger Jim.”

“Dr. George would give you a blank check, and Dr. Jim would demand a 50% discount. Dr. George would hire, and Dr. Jim would fire. They complemented each other very well,” Ammar said of his uncles, and both were motivated by a mutual goal of caring for their patients.

Ammar retired from doing surgery five years ago, after performing about 15,000 operations. And for the past few years, general surgeon Brent Lancaster has been shadowing Ammar with the intention of taking over the group when Ammar retires. In the meantime, Ammar is optimistic about the future for WSS.

“I think you’re always going to need surgeons. We’re still a very viable group after all these years,” Ammar said of WSS, which also includes his son Chad, a vascular surgeon. “We’re independent; we’re not owned by anybody. We’re a private practice, and we intend to stay that way.”

Wichita Surgical Specialists.

“

“We’re intimately involved in the education system of medical students and residents here. We know when we hire people, we’ve been training them for five to 10 years. It’s a totally different situation with someone you interviewed for an hour and then tried to make the best decision you could. We can get the best people.”

- Alex Ammar

P.A. President and CEO Wichita Surgical Specialists

Strategic VisionCreating a

JAIMIE GARNETT OWNER, CONSULTANT & FACILITATOR FOR STRATEGIC GROWTH

J. GARNETT STRATEGIC BUSINESS CONSULTING

Regularly we find ourselves immersed in our daily work and personal life – and then one day we look up and go, “Wait, what!?” We realize we are ready for a new vision, a new goal.

So how do we live with intentionality? How do we find our vision and figure out the new path forward?

Throughout my professional career I’ve had the honor of providing leadership to complex community projects and smaller strategic efforts. I’ve worked with incredible solopreneurs, startups, non-profits and major corporations. I’ve had the rare opportunity to experience a wide variety of industries, team sizes and operational structures. And while these projects have all been unique in approach and goals, core similarities exist:

• All processes rely on the ability to bring people with diverse ideas together to define a common vision.

• A plan only works if it works for the team. Teams should have a plan, but people and teams need different types of plans.

• Flexibility is critical. A plan doesn’t have to be perfect – but you must get the big rocks right.

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DEVELOPING A PROCESS

You may be asking yourself, “How do I develop a process that fits my company, my team or my needs?”

The good news is, there are multiple options. If you already have an employee with the expertise, time and ability to lead a neutral process, this is a cost-effective option. Alternatively, hiring an agency, contractor or consultant that has strategic planning or technical expertise will prioritize your company planning process and bring a fresh perspective. All options will influence change, but your selection should reflect your expected ROI for your team and company.

While the deliverable of the planning journey is usually considered to be the final document or action plan, I challenge you to look at the planning process as an added value. It is an extraordinary opportunity to build trust within a team or company – one that can be leveraged for long-term team growth.

PREPARING FOR THE PROCESS

To maximize a strategic planning process for team building, I encourage you to evaluate these three key points (see graphic) prior to launching the process.

Some organizations work from a multi-page, formal strategic plan while others have a simple, ten-step roadmap for growth. In all scenarios, strategic planning is living with intent –understanding where you want to go and why. But it only drives results if the next step is action.

3 POINTS TO EVALUATE:

1.

Understand Historical Context

Has your team ever embarked on a planning process? If so, how did it go? Did the company use the plan? If not, why?

3. 2.

Start with Purpose

A clear purpose is essential to navigate the process and process participants. Ask questions of yourself and your planning team: What is our intended ROI? If we don’t have a plan, what do we stand to lose? Why does this work matter?

Identify Your Target Audience and End Goal

Who is this plan for? Put the end user in the center of the process. How will your team use this information?

GRiT, GLAMOUR GROWTH &

Whoever says business isn’t personal doesn’t know Nicole Campos. The story of Bling Glamour by Nicole, Campos’ chain of women’s boutiques, starts in the aftermath of a debilitating diagnosis that brought her flourishing marketing career to an abrupt halt. Despite being plagued by fire, flood and pandemic, Campos and her husband and Chief Operating Officer, Mark, remain focused on expanding their 27 stores to further their mission: To make customers feel better when they leave Bling than they did when they walked in.

BASEMENT BEGINNINGS

Before it was a chain of stores across Kansas, Nebraska and Oklahoma, Bling was simply Nicole selling purses from her basement. Her humble beginning was more than the start of a business, to Nicole, it signified a new purpose. After being diagnosed with a connective tissue disease, she was forced to leave her sparkling marketing career in Las Vegas and move back home to Scott City.

But destiny was waiting for Nicole. Moving home led her to meet and eventually marry Mark, who was unphased by Nicole’s diagnosis.

SAMANTHA MARSHALL AARON COOKE

Photo by AARON COOKE

From left, Mark and Nicole Campos, Brandi Ludowese, Jenny Gendron, Samantha McBride and Dee Hedges at Bling Glamour by Nicole.

“Mark was right there by me, no matter what,” she said. “He did not even flinch.”

When Nicole thought about rebuilding her career, she turned to something that had always brought her joy: shopping. She did research by picking the brain of the owner of a small boutique in Hays. Then, she set out looking for vendors, keeping things simple by focusing on purses.

Using makeshift “tables” made from overturned cardboard boxes covered with tablecloths, Nicole prepared her homemade retail store to welcome her Scott City neighbors. The response was instant. Customers came out in swarms to support Nicole –and snag a matching wallet-purse combo.

Six months later, Nicole signed a lease for her first storefront on Main Street in Scott City. The excitement at her ribbon cutting was tempered by Nicole’s health. Since she couldn’t walk to the front of the store, Nicole sat in a chair as the ceremony progressed. But her enthusiasm wasn’t diminished.

“I was still really sick,” said Nicole. “But as I kept going and really got obsessed with this new purpose, I started to get healthier.”

The Scott City store was the beginning of Nicole’s mission: Care for people.

“From the day I opened the store, every person who came in was my friend,” Nicole said. “To me, that’s faith based. I want to be able to show God and Jesus in a world that can be so hard.”

A BUDDING BOUTIQUE

Nicole continued to improve with more medical treatment. As she grew stronger, so did Bling. Soon, Nicole signed a second lease in Garden City and expanded her inventory to include clothing.

“The moment before I signed that lease was probably the most scared I ever was in this whole journey,” said Nicole. “I had no idea how to do two locations, but I was going to try.”

Once again, the response was immediate.

“Those western Kansas customers really helped us take off,” Nicole said. “They are still so close to our heart.”

Now a full-fledged boutique, Bling offered styles for every woman, regardless of age.

“If a granddaughter and grandma go shopping, everyone can get something,” said Nicole. “It’s all about the experience.”

Photo by AARON COOKE

Photo by AARON COOKE

Photo by AARON COOKE

Nicole also remains committed to keeping her merchandise affordable, enabling customers to purchase two or three items, instead of just one.

“It’s important that we can give the best prices, even if it dings us a little bit,” said Nicole. “I want people to feel like they can shop and take care of themselves and have something special to wear.”

The business model seems to resonate with customers.

“Once someone comes into Bling, they’re usually a repeat customer,” said Nicole.

FIRE, FLOOD AND FIERCE COMMITMENT

As she opened more stores, Nicole needed more help. While she had hired one employee and had her mom helping on weekends, she felt she needed Mark’s full-time attention to give Bling its best shot. Mark, who had just earned his master’s with ambitions of becoming a principal or athletic director, once again didn’t flinch when it came to supporting his wife. Putting his education career aside, he went “full on Bling.”

“He walked away from everything he loved and turned what I love into what we love,” Nicole said.

For Mark, it was a matter of putting in the work to make Bling a success.

“As Nicole’s dad says, ‘If it was easy, everybody would do it,’” said Mark. “Not everybody’s doing it, which means it’s not easy.”

When Mark joined the team full time, Bling had six stores and was poised for more. Then tragedy struck. A week before their largest sale of the year, their distribution center caught fire. All of their product was lost.

“That was the point where I should have given up,” said Nicole.

The next day, knee deep in calls with vendors and insurance agents, Nicole took an urgent phone call from her Garden City manager, who told her customers were showing up in droves asking how they could help.

“That support really built us,” she said. “The theme of building this company has been grit, and hard work and pushing through.”

Photo by AARON COOKE

From left, Brandi Ludowese, Jenny Gendron, Nicole Campos, Dee Hedges and Samantha McBride at Bling Glamour by Nicole.

When it Matters Most, Count on Us for ALL Your Needs...

HealthCare offers wide range of services

HealthCare of Wichta, the commitpeople’s lives isn’t just a company owned, and we put family first,” with his sister Jill Harrison the Wichita and Topeka Interim franchises. The Wichita franchise was parents, Don and Judy Stehley, been a leader in the home health

HealthCare offers four key areas of Wichita market, which covers surrounding communities. Those in-home; home health, both Medicaid certified in both; staffing, doctors offices; and personal services, from non-medical to work is in patients’ homes, home or in a facility,” said Jay. best to help keep people in their

own homes as long as possible, and we provide the services to enable that.”

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hospice services, and felt their loved ones were able

READY TO SELL YOUR

The family-owned business started when Don Stehley, who was a quarterback with Kansas State University in the 1940s, then a coach, and then with the KSU Alumni Association, came to Wichi ta to launch the Interim HealthCare franchise. Jay, who has a B.S. degree from Emporia State University in business administration, took over operations in 2001 after a 17-year career with PPG, an automotive paint and chemicals company.

Home Healthcare | Hospice Private-Duty

“Those kinds of responses from families help keep us going,” said Jay. “And it isn’t just Jill and I –our staff is dedicated and committed, and they all

Care

(Bathing, housekeeping, shopping, & medication reminders)

Staffing | Skilled Nursing

“I grew up in Manhattan, and was involved in sports like my dad,” said Jay. He played football for Butler Community College, and later attended KSU and ESU.

(Infusion therapy, wound care, & high-risk cardiac care)

Physical, Occupational, & Speech Therapy Chronic Disease Management

Jay and his sister launched the Topeka franchise in 2012, and Jill runs that operation while Jay concentrates on the Wichita location.

“We take it one client at a time and improve their situation,” said Jay. He noted letters from families who have benefited from Interim HealthCare’s

Hours/7

9920 E. Harry, Wichita, KS 67207 316-265-4295

With its diverse service offerings, Interim HealthCare has been able to meet a variety of needs in the Wichita market. In addition to meeting home health needs and hospice care for families, the personal care and support services can help individuals and families in even more ways, with non-medical help around the house, up to around-the-clock skilled nursing services.

And, Interim HealthCare also helps other arms of the medical field in Wichita through its staffing services, providing skilled workers for hospitals and doctors offices.

For more information about Interim HealthCare of Wichita, visit www.interimhealthcare.com, or call 316-265-4295.

121 W. Central, El Dorado, KS 67042 316-600-5190

525 N. Main St., Hutchinson, KS 67501 620-663-2423 | 800-593-4295

314 N. Washington, Wellington, KS 67207 620-359-1127

Through the aftermath of the fire, Bling continued to grow. The Wichita location was one of the early stores that opened in 2015.

“We knew we wanted to be here after visiting one holiday season,” said Nicole. “I remember thinking, ‘My goodness, how are we not here?’”

While the Bling brand grew stronger through more stores and a larger team, it was not immune to more challenges. Two years after the fire, a flood caused the roof of their Hays store to collapse. But the Camposes weren’t discouraged.

“While it was terrible, we had been through so much worse,” Nicole said. “When you get through things you never thought you could, when the next thing happens, you’re like, ‘Okay, I can do this.’”

She took on a similar attitude when the COVID-19 pandemic temporarily closed Bling’s doors.

“I just counted a lot of blessings during that time,” Nicole said. “I don’t look back at it as a horrible time just for Bling; it was hard on everyone.”

Through the pandemic, Nicole said her Wichita customers showed incredible loyalty.

“As soon as things opened back up, we had so much support here,” said Nicole, who said she often gets greeted by name throughout the Wichita community. “I didn’t know we could ever find what we had in western Kansas. It just means the world to me.”

A SHINY FUTURE

Fifteen years after starting as a one-woman show, Bling now has 155 employees, including a director team of four. While the business looks a lot different than it did in the early days of her basement, Nicole still pulls her team around one singular focus.

“I want all of our stores to feel like that first Scott City store. I tell my team, ‘Make them wonder if they know you already because you’re so kind’,” said Nicole. “That’s an expectation that’s really hard to keep as we grow. But we attract employees who want to love people.”

Photo by AARON COOKE

Photo by AARON COOKE

“The theme of building this company has been grit, hard work and pushing through.”

- Nicole Campos Owner Bling Glamour by Nicole

Photo by AARON PATTON

FOR 2 BEATZ BOUTIQUE Game Changer

After tapping into a local retail incubator program, Phylicia Thompson was able to move her 2 Beatz Boutique from an online and mobile business to its first storefront in downtown Wichita this past spring.

Thompson and her size-inclusive women’s clothing boutique are part of The Garages, a customized mentorship and retail incubator program in which Fidelity Bank is a partner.

Five incubator spaces are located throughout the city; Thompson has set up her shop in the retail incubator space on the first floor of Fidelity Bank’s employee parking garage, called RISE Car Park, on Market between Waterman and English.

“They’re fantastic,” Thompson said of the program which she called “a game changer.”

“They paired me with mentors in the community who want to see my dream come to life in a space like this,” she said during an interview in her store with large windows that look onto Market Street.

“The goal is to grow the business. I’ve always wanted to do a brick-and-mortar store, and this helped me take the leap a little quicker.”

LAUNCHING A BUSINESS

Thompson started 2 Beatz as an online boutique in 2017, in her final year of college at Wichita State University, when she got tired of working in what she called “a dead-end job.”

“I knew there was more that I wanted to do and that I wanted to give to my community and the people around me,” she said.

A conversation with her dad, who had owned a thrift store, helped her hone the fashion retail concept.

“I love fashion. It creates community and conversation when you compliment someone on their outfit or accessories. It’s an easy opener to talk to strangers.”

Her love of fashion, she said, was inspired in large part by the reactions she witnessed when her mom, a seamstress, created prom and special occasion dresses for clients when her family lived in Chicago. They moved to Wichita when Thompson was in sixth grade.

“When they would put on that dress, it was like their attitudes before and after were completely different. They felt confident, they looked good. Having an impression on people like that was just really cool and beautiful to watch. I’m like, ‘yeah, I love that,’” Thompson said.

Coming up with a name for Thompson’s business was just as important as the career move she was making. In keeping with the family inspiration, the boutique’s name is an homage to her two children.

“In figuring out a name, I wanted it to be something meaningful to me. 2 Beatz is for two heartbeats, because of my kiddos.” }

Photo by AARON PATTON

AMY GEISZLER-JONES AARON PATTON

TRANSITIONING TO A STOREFRONT

After taking a brief hiatus from the online store, Thompson was ready to relaunch with a new concept in 2017: a mobile boutique that she could take to events and book for in-home fashion parties, which she did for several years. She purchased an old church van and converted it into her traveling fashion store.

“The mobile boutique gave me the opportunity to go out into the community and do different events and show customers the pieces in person. Like I said, fashion is a conversation piece and I wanted to be able to talk and meet people.”

It was a matter of good timing that when Thompson was looking into setting up a storefront she had a conversation with Michael Ramsey of Bokeh Development, a board member for The Garages retail incubator program. He encouraged her to apply to be part of the program.

Along with a customized mentor team, the program’s other benefits include business coaching, a $1,000 start-up investment, a $500 professional services allowance and tiered rent.

CURATING A SENSE OF POWER

While her boutique has goods that appeal to different generations, Thompson specializes in curating fashion pieces that create a sense of power for professional women, she said. She carries accessories, such as handbags, hats and jewelry, along with clothing ranging from petite to 3XL sizes. One can find items for office wear, denim and pieces for layering that are suitable for professional or social settings.

“I really try to focus on my girl — Who is she? What is she doing? Where is she going? — and I tailor the collections to that,” Thompson said.

As part of her dedication to provide a service to the community, Thompson displays artwork by artists represented by Mulberry Art Gallery, which has a strong focus on Black and other artists historically underrepresented. She sponsors a monthly pop-up shop for other creatives and retailers in her store. Through an effort she co-founded called Bringing

Photo by AARON PATTON

Photo by AARON PATTON

Photo by AARON PATTON

it Black, she also helps plan events and pop-up opportunities in the community for Black-owned businesses.

“I definitely want to do more collaborations as a way of paying it forward and helping other businesses,” she said.

For Thompson, taking her business to the next level has been exciting.

“I meet so many amazing people in the store, and like that same feeling my mom gave people, I love watching people come out of the dressing room and they’re cheesing and they’re looking at themselves, and they feel confident about what they’re getting,” Thompson said. “I love that. To have a space now, yeah, it’s been a game changer.”

Freedom to create your next masterpiece.

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Photo by AARON PATTON

BLOOMING TALENTS BLOOMING BUSINESSES BLOOMING WICHITA

A flower blooms when it flourishes and thrives. But those buds rarely blossom without nourishment and care. The same is true of students, faculty, staff, businesses and communities. They need to be cultivated and nurtured to help them reach their full potential. To bloom is to grow. To rise. To flourish. If cultivated, each bloom will be bigger than the last – building on itself and creating a full, rich and healthy ecosystem.

This commitment to fostering student success at Wichita State University is evidenced by the $60 million investment in Woolsey Hall, the new home for the W. Frank Barton School of Business, which is the home of real and applied learning. A place where students apply knowledge gained from faculty and business leaders while developing professional and life skills. The Barton School is among the top 1% of business schools worldwide holding double AACSB accreditation in business and accounting. The school is housed in a newly constructed, stateof-the-art building, Woolsey Hall, which serves as a cornerstone for challenging yet supportive learning environment. Woolsey Hall also features remarkable artwork, sculptures, gardens and The Promise Bridge, a 300-foot-long pedestrian bridge over the water in front of the building, serves as a physical representation of the school’s commitment to academics, research and industry.

“A lot of hard work and dedication went into the construction of the building. Connecting the Innovation Campus and the main campus, Woolsey Hall is not just the home of the Barton School, but the home of our entire business community,” said Rick Muma, president of Wichita State University.

Focused on market-driven, practical, realistic, and yet accessible business education, the Barton School is committed to helping students, faculty, staff, WSU and the greater Wichita community bloom.

A STRATEGY FOR GROWTH

The Barton School began a comprehensive strategic planning process in the fall of 2020 with the goal of revisiting the school’s cultural identity and engaging the Wichita community to develop a growth plan that would maximize the school’s potential.

The Bloom Strategic Plan emerged from data provided by more than 800 stakeholders including eight surveys, 19 listening sessions, three focus groups and 42 interviews with faculty and staff, students, alumni, public authorities, local and global business leaders, along with more than 3,200 hours of research and analysis.

The five-year plan includes renewed mission, vision and value statements. The Barton School’s new mission is “to challenge

AARON COOKE

Inside Woolsey Hall, the new home for the Barton School of Business. From left to right:

Bottom Row: Dean Larisa Genin, Manasasrihari Madanambedu, Maley Hansen, Fabiola Ayarza Anorga, Alyson Goodwin

2nd Row: Diego Nicolas Olmedo Benitez, Ali Alsaeed, Giselle Graciano, Derek Ast

Top Row: Manoj Ram Thanthaloor Krishnamaraja, Weston Engram, Guadalupe Torres, Iris Okere, Linh Lai

Photo by AARON COOKE

tomorrow’s business leaders to go beyond the status quo with sustained ambition.”

“This mission reiterates our promise to instill in our community the behavior required to innovate and the culture we want to nurture,” said Dr. Larisa Genin, dean of the Barton School. “Innovation starts in each of our minds; it comes from the desire to do more, be better and go further.”

Genin says that quest for innovation is what sets the Barton School apart from other business schools.

The first goal has already begun to take shape in the form of a revitalized Barton brand. This includes new imagery, iconography, a new way of communicating with stakeholders and a new logo that symbolizes the role that the Barton School plays in the lives of students, faculty, staff, alumni, donors and the community. The new Barton School logo includes an abstract “B” monogram made up of two homes. The internal home represents Barton School’s stakeholders’ origins, safety, support and values. The external home represents their challenges, adaptation and evolution.

“Together, they meet at the Barton School –whose doors are always open to those willing to be the best versions of themselves,” Genin said.

The new brand identity focuses on creating a remarkable identity that positions Barton School as the home out of home, but one that challenges stakeholders to surpass their expectations.

NEW SIGNATURE PROGRAMS

The Barton School’s Bloom Strategic Plan has already resulted in a set of new signature programs which have garnered support from the school’s stakeholders.

The Entrepreneur-in-Residence and J. Robert Young Executive-in-Residence programs were created to give Barton School students and other stakeholders opportunities to learn from industry leaders. Each semester, top executives, leaders and entrepreneurs deliver inspirational keynote presentations, provide unique mentorship opportunities to students, as well as exchange ideas with Barton School faculty and staff and host forward-thinking conversations with business leaders.

Past residents include

Tom Gentile, president and CEO of Spirit AeroSystems; Jon Rolph, president and CEO of Thrive Restaurant Group; Susan Thomas, founder and CEO of 10Fold; Basil Hourani, cofounder and executive partner of Capital7; and Tanvir Arfi, chairman and CEO of Banyan Technologies Group, among many others.

In addition, gifts from WSU alumna Peri Widener helped form an interdisciplinary program designed to develop the next generation of global female leaders through a transformational immersive experience that fosters an inclusive community for women majoring in business, communications and fine arts. Throughout the yearlong program led by the Barton School in collaboration with the College of Liberal Arts and Sciences and the College of Fine Arts at Wichita State University, students

The Bloom Strategic Plan focuses on six primary goals:

Alyson Goodwin, Giselle Graciano, Fabiola Ayarza Anorga, Ali Alsaeed, Dean Larisa Genin, WuShock, and Manasasrihari Madanambedu.

Photo by AARON COOKE

develop business and communication skills, artistic awareness, a commitment to social responsibility, cultural intelligence and a global mindset.

“I want this program to help build a new generation of business leaders with a world view,” Widener said. “I believe a multidisciplinary background can be a fundamental differentiator in making graduates successful in today’s complex world. This mix drives creative problem solving, effective communication and flexibility – all keys to successful leadership.”

A FOCUS ON STUDENT ENRICHMENT

As the signature student programs at the Barton School have begun to bloom, a new office was created to help them flourish. The Office of Career and Professional Development (OCPD) prepares undergraduate and graduate students to pursue quality internships and employment in their desired fields by linking academic programs to opportunities for more meaningful personal and professional lives. The OCPD works in partnership with WSU’s Shocker Career Accelerator to amplify its efforts while giving personalized attention for Barton students, employers and recruiters.

- Dr. Larisa Genin Dean Barton School of Business

“We’re not just focused on expanding the academic knowledge of students but to also prepare them for exciting professional lives, help them discover their passions and strengths, teach them life skills and push them toward securing their dream internships, jobs and careers. We are connecting their passions with desired professions.”

Dr. Larisa Genin and WuShock, the Wichita State University mascot.

Photo by AARON COOKE

“We’re not just focused on expanding the academic knowledge of students but to also prepare them for exciting professional lives, help them discover their passions and strengths, teach them life skills and push them toward securing their dream internships, jobs and careers. We are connecting their passions with desired professions,” Genin said.

Along with the new programs above, many of the other signature offerings from the OCPD include the Barton School Distinguished Speaker Series and Professional Edge, which teaches students life skills and competencies.

Another program that honors the legacy of the Barton School while enhancing it for the leaders of tomorrow is its reimagined, Executive Master’s in Business Administration (EMBA) degree. The revitalized program focuses on the latest industry

trends and content to prepare students for greater responsibilities at the executive level. Each student enrolled in the new EMBA program will be paired with a personal executive coach procured from a group of industry executives and business leaders who will guide them to discover their unique talents and develop a strengths-based approach to leadership and business challenges. These executive coaches will combine their experiences as successful leaders with guidance from Curt Coffman, a global strengthsbased thought leader and co-author of The New York Times bestsellers, “First Break All the Rules: What the World’s Greatest Managers Do Differently” and “Culture Eats Strategy for Lunch.”

Also, the Barton School of Business is launching its inaugural Hall of Fame to recognize, honor and celebrate the industry

“Connecting the Innovation Campus and the main campus, Woolsey Hall is not just the home of the Barton School, but the home of our entire business community.”

- Rick Muma President Wichita State University

Photo by BRADEN DIMICK

executives and business leaders who have gone above and beyond in making a significant impact on their communities and advancement of the Barton School. The honorees will be inducted into the Barton School of Business Hall of Fame during a grand event on February 17, 2024, at Mark Arts.

“The Barton School has both shaped and been shaped by many illustrious individuals,” said Dr. Larisa Genin, dean of the Barton School. “This recognition is the Barton School’s way of celebrating their successes and acknowledging their impact. And I know each inductee will serve as an inspiration for us all.”

GROWTH THROUGH LEADERSHIP

When Genin arrived as Dean of the Barton School at Wichita State in June 2019, she brought with her experience, passion and, most importantly, a commitment to collaboration. She credits the recent accomplishments of the Barton School to this team mentality.

“None of this would be possible without our team,” Genin said. “They’re the key to this success. Their intelligence, passion and dedication are what make the Barton School prosper. It’s important to provide a culture where all can thrive, and that’s what we’re doing.”

When Dean Genin was hired, WSU President Rick Muma expressed the importance of making connections with community business partners to increase applied learning experiences. In only four years, Genin and her team have nearly doubled the Dean’s Advisory Board to 50 members, adding members with broader backgrounds, experiences and identities. The “Fabulous 50” reads like the “Who’s Who” of the business world and represents the most diverse group of individuals in the history of the board. In addition, Barton School’s team has built bridges, in every sense of the word, by launching new academic programs, hiring top notch faculty and staff, creating new student experiences, and strengthening the School’s ties to the business community.

BLOOMING FUTURE

The investment in the Barton School is already producing budding new opportunities for students, faculty, staff, alumni, the Wichita business community and beyond. With a focus on innovative growth, an entrepreneurial mindset and a mission to go beyond the status quo, the Barton School is committed to blooming. Blooming the abilities in students, faculty and staff, the business community and the economic growth of Wichita.

Photo by AARON COOKE

“

“The Barton School provides students many opportunities to engage in meaningful experiences that allow them to grow and excel in the professional world.”

- Shirley Lefever Executive Vice President and Provost Wichita State University

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LEARN MORE AT WICHITA.EDU/EMBA

A LEAPof FAITH

A leap of faith and a lot of persistence landed Ashley Humlicek in Wichita just over four years ago. The move was an unlikely choice for the North Dakota native, who had only passed through the city once before. That decision would ultimately change the course of her life, taking her from recent graduate to full-fledged business owner in just a few short months.

HOW IT STARTED

Ashley’s husband, who she met while attending college at the University of Nebraska, was a Husker native, and the couple anticipated staying in the area after school. But when career opportunities fell short, Ashley decided to take a proactive approach to starting her dental career.

“When we were deciding where we wanted to start our life, we knew we wanted to be within driving distance of both of our parents, but we didn’t really know where,” Ashley explained.

Ashley started résumé blasting all over the Midwest. Two separate dentists in the Wichita area responded, but didn’t have any current opportunities. Fortunately, they both knew a local dentist nearing retirement and, based on what Ashley had told them, thought the two would hit it off.

And they were right.

One cold call and a few follow-up conversations later, Ashley and her husband packed up and headed south. Only two months after graduating dental school, she was now the proud owner of Humlicek Family Dental.

VALERIE WILLIAMS AARON PATTON

Ashley Humlicek is the proud owner of Humlicek Family Dental

Photo by AARON PATTON

MAKING IT MODERN

Ashley received the keys to her new dental practice in July 2019. While she waited for her license to arrive in the mail, she got to work, setting up her business and making it her own.

“Back in the ‘70s and ‘80s, people didn’t really come to a dental clinic for the experience,” said Ashley. “People nowadays want more than just a cleaning or routine visit. They want to get to know you. So, it was really important to me to create that environment. I wanted it to be warm and inviting.”

Ashley updated everything in the existing clinic, gradually turning it into the modern dental practice that exists today. She transitioned to digital charts and X-rays and updated the aesthetic of the clinic, incorporating blues and teals in place of the brown and neutral tones that had previously occupied the space.

Despite the massive overhaul, Ashley wanted to be respectful of patients who had been visiting the former dental office for the past several decades. Introducing the right balance of modern technology and innovative practices took careful consideration.

“Healthcare, in general, is transitioning from stomping out fires to now providing more preventative medicine,” Ashley said. “We don’t want patients to get to the point of having to stomp out a fire. So, education is huge.”

The clinic now offers digital impression scanners, a 3D X-ray machine, a 3D printer and all digital imagery. In the future, they hope to add a milling machine that will allow them to do crowns in-house.

Photo by AARON PATTON

Photo by AARON PATTON

WOMEN EMPOWERING WOMEN

Ashley’s vision for her clinic was to build a team of passionate women who work hard to make each other better. She has focused on building a group of unique and talented individuals who each bring their own strengths to the table.

“Just because I have a degree doesn’t mean I know more than any of my teammates,” she said. “We can all learn from each other. I want to empower them and by doing so, they own their role and they can coach me as well. Having that dynamic in our environment has made us the powerhouse that we are.”

Ashley also believes every person who joins her team should have a clear understanding of the morals and values she carries out in her practice.

“I think it’s important that everyone understands our morals and values because they’re choosing us just as much as we’re choosing them,” Ashley said. “In my life, God and faith come first, family and friends come second, and my practice comes third. I would never expect anyone to have the same religious values as me, but I think it’s important that they understand mine because I would never want to make them uncomfortable if that’s not something they value.”

That’s not to say Ashley doesn’t have set goals for her practice. The team evaluates retention and satisfaction goals monthly. But she strongly believes balance is critically important, and the more balanced her employees are, the more they are able to succeed — both in life and at work.

Photo by AARON PATTON

Humlicek Family Dental will break ground on a new dental office with expanded services, allowing them to accommodate more of the surrounding communities.

GIVING BACK TO THE COMMUNITY

In addition to her rockstar team and innovative approach to dentistry, Ashley believes Humlicek Family Dental stands out because of the involvement they have in the Wichita community. Her team has found ways to give back both in the dental field and outside of it. One example is their Nominate a Hero campaign, which gifted $30,000 worth of dental work to multiple people in need.

Being new to Wichita, Ashley believes giving back is the least she can do for a community that’s done so much for her.

“I have lived in other Midwestern states, and I have never found a more welcoming and supportive community than Wichita. I haven’t experienced a group of people so willing to help us with whatever we need. Now that I’m in a position to give back, I want to extend that same helpfulness and gratitude to the community that played such a huge part in our success.”

The Wichita Regional Chamber of Commerce has also been instrumental in helping Ashley get acclimated. Through plenty of introductions and a recent

nomination, Humlicek Family Dental was recently named the 2023 Small Business of the Year.

So, what’s next for Ashley and Humlicek Family Dental? A new location and expanded services are in the near future. In the next few months, the dental practice will break ground on an expanded office that offers 16 patient rooms, space for additional dentists to come on board, and a spa section offering cosmetic services. The new clinic will be located near the intersection of 21st and 135th Street, allowing the team to expand their services to more of the surrounding communities.

From the left, Chelsea Fair, Andrea Fuentes-Gonzalez, Mai Nguyen, Ashley Humlicek, Greg Humlicek, Gabby Ribordy accept their award for Wichita Regional Chamber of Commerce 2023 Small Business of the Year.

Photo by AARON PATTON

Photo SUBMITTED

FROM PIXELS TO PROFIT

Unraveling the Secrets of Digital Advertising

TIM KOLLING PARTNER & MARKETING + MEDIA STRATEGIST COMPASS MARKETING & ADVERTISING PARTNERS

Before digital advertising, businesses using traditional media didn’t know how well their advertising was performing. While you can target your audience based on radio formats, TV networks and newspaper or magazine options, and you can always add in QR codes or ask your customers where they heard or saw you, digital advertising provides entire dashboards of tracking from impressions to click-throughs to trends of website visits and so much more.

Frankly, the level of granular and precise detail that can be captured, as well as the fact that you can target your audience at that same level of detail, can be a bit unnerving.

Don’t get me wrong, traditional media is still extremely important in a marketing mix, but to get your ad in front of consumers who are already showing interest in, looking for, and are ready to make a commitment to what you have to offer, digital advertising is the tactic that will give you a strong return on your investment.

When you start the digital marketing discussion it’s very similar to a traditional campaign. Who is your target audience? Where do we find them? How far will they travel to get to you? Where are they at in the purchasing journey?

After reviewing your target audience and goals, there are several types of digital tactics to consider:

TARGETED DISPLAY:

Targeted display ads allow advertisers to select specific demographics, interests, behaviors, or other criteria to reach a particular audience segment. This ensures that the ad is shown to people who are more likely to be interested in the product or service being advertised.

By targeting a specific audience, advertisers can tailor their ad content to resonate with that audience’s preferences, needs, or desires. This relevance increases the chances of capturing the attention and engagement of the target audience.

How does it work?

First, we decide what location you want to target. It could be determined by zip codes, county, state, city, radius around an address, etc.

Next we look for people who are looking for you. Through search targeting, we serve them your ad after they type in relevant search terms on search engines or on websites/apps, based on the criteria you set.

Using contextual targeting, we can see that they are reading information online that is related to what you do, even if they didn’t search for it, and begin serving them ads.

And of course, we add in retargeting. We have all been exposed to this. You know when you search for something online and visit a website to learn more. Then everywhere you go online you see ads for that type of product or business. Well, that’s what targeted display digital advertising does for you as well. Once they have been to your website, we really want to stay in front of them.

It’s important to note that we don’t just randomly buy specific websites and hope they reach our target audience. Instead, we capture individuals who are actively searching and align with your target criteria. Once we capture them, we make sure to follow them wherever their online journey takes them.

POLYGONING:

Polygoning technology is fairly new to the scene, and it really freaks our clients out. Not only because of what it can do, but also because of how well it works! Quite simply, we create polygons using the coordinates on any physical location and then target those individuals that have entered the polygon today or even in the past.

How does it work?

Have you ever thought, “Dang it, there were a lot of people at that event last month that were my perfect target. I wish I could have been in front of them.” Or, what if you could have the chance to advertise to everyone who has been in your store in the last two years and could give them a great reason to come back? Or, what if you could market to everyone who has been to all of your competition’s locations the last couple years and encourage them to come see you instead?

That’s polygoning!

Step #1: Audience Building

We pick the dates and locations where your targets have been in the past. Your location, your competitor’s locations, past occurring events, etc.

Step #2: Capture Mobile Device IDs

Almost all those people who were in those locations have cell phones. A cell phone has a mobile device ID just like the VIN number on a vehicle. We capture the ID from all those phones who were at the locations in step one.

Step #3: Match Profiles to IDs

Now that we have those mobile device IDs we can upload them into social media platforms like Snapchat, Instagram and Facebook, then find the profiles that correspond with the IDs.

After capturing the consumer on their phone’s social media and mobile apps, we continue to reach them when they open their Snapchat, Instagram and Facebook apps on their laptops, desktops and tablets.

Step #4: Market Directly to Your Target Audience

Just like that, you can talk to all those people from the past. We will put your ads in front of them on their social media feeds, on the apps they use and the websites they visit on their phone’s browser.

Those are just two of many digital tactics that you can use. There are many others like search engine marketing (SEM), over the top video

content (OTT), connected TV (CTV), IP targeting, YouTube targeting, and the list goes on and on!

One of the many benefits of digital advertising is that you can get very detailed reports about where your impressions are being served, how many are clicking through to your website, how long they are staying on your website, and how many different pages they look at on your website.

But just like traditional media…that old saying comes in to play. We can lead the horse to water, we just can’t make it drink. The biggest difference with digital advertising is, we can bring you a lot more of the RIGHT horses who are already thirsty for YOUR water!

Tim Kolling is a Partner and Marketing + Media Strategist with Compass Marketing & Advertising Partners. He has spent more than 29 years in the industry of marketing and advertising, with a specialized focus in digital marketing.

LEARN MORE, SECURE TICKETS & BECOME A SPONSOR: WICHITA.EDU/BARTONBEYOND

W. FRANK BARTON CLARK BASTIAN FRAN JABARA

BARTON SCHOOL OF BUSINESS

HALL OF FAME

BARTON SCHOOL OF BUSINESS

HALL OF FAME

SATURDAY, FEBRUARY 17, 2024 MARK ARTS

Join us as we celebrate the legacy of the inaugural Hall of Fame inductees, whose visionary leadership and outstanding contributions have gone above and BEYOND to help shape the W. Frank Barton School of Business. We honor their achievements and are inspired by their dedication to excellence.

School of Business. We honor their achievements and are inspired by their dedication to excellence.

and outstanding contributions have gone above and BEYOND to help shape the W. Frank Barton

SATURDAY, FEBRUARY 17, 2024 MARK ARTS

Join us as we celebrate the legacy of the inaugural Hall of Fame inductees, whose visionary leadership and outstanding contributions have gone above and BEYOND to help shape the W. Frank Barton School of Business. We honor their achievements and are inspired by their dedication to excellence.

Join us as we celebrate the legacy of the inaugural Hall of Fame inductees, whose visionary leadership

HALL OF FAME

BARTON SCHOOL OF BUSINESS

W. FRANK BARTON CLARK BASTIAN FRAN JABARA

LEARN MORE, SECURE TICKETS & BECOME A SPONSOR: WICHITA.EDU/BARTONBEYOND

W. FRANK BARTON CLARK BASTIAN FRAN JABARA

SATURDAY, FEBRUARY 17, 2024 MARK ARTS

WICHITA.EDU/BARTONBEYOND