My background is diverse, my experience deep and my education cutting-edge. I have spent the past 15 years building a proven track record by helping companies create comprehensive and solid marketing plans and campaigns that work and bring results. Quite simply I do what I promise, my follow-through is impeccable and my portfolio is second-to-none.

 

Thursday
Mar052015

Oh, My Word(s).

We Are Wenatchee Part II from Voortex Productions on Vimeo.

I've had the privilege of working on some pretty amazing projects in the past year, but if I'm being honest, I'd admit that writing the "We Are Wenatchee II" script takes the cake. Without a doubt.

The good folks at the Wenatchee Valley Chamber of Commerce came to me last summer and asked if I'd collaborate with the crew at Voortex Productionsand write the script to the second installment of the "We Are Wenatchee" series. If you haven't seen the first video, it's nothing short of amazing. It's gone viral and has been watched in over 150 countries. Talk about big shoes to fill.

So, I began to wrestle with it. I love this place for a million different reasons, and I was being asked to sum up what makes this valley amazing in roughly three minutes. I'll be honest and say that I struggled, and not because I didn't know WHAT to say, but because I wanted to make sure I said it right.

I stared at my computer screen. Nothing. I scrubbed my house. Nothing. I went for long runs in the foothills. Still nothing.

And then I went to Maui. And because I had nothing on paper and a deadline, I did the unthinkable and brought my laptop with me. To my surprise, the words wouldn't stop. And because I'm being honest, I will admit that I wrote the entire script in a matter of about 10 minutes while sitting on the balcony of our condo overlooking the Pacific Ocean. I wrote the script to the video designed to capture the essence of my favorite place, from my second favorite place.

And there you have it. Sometimes inspiration strikes at unexpected times, in unexpected places. But thank goodness it did, because collaborating on this project is one of my highlights of recent memory. It has been an honor to say "We Are Wenatchee."

Tuesday
Mar032015

Data Driven.

I'm currently working through a year-long project with AdventureWenatchee to get to the heart of what tourists think of the Wenatchee Valley. This project has been contracted by the Wenatchee Valley Chamber of Commerce, and frankly, I'm ecstatic to be working on this.

For years, I've sat in a variety of meetings where very intelligent people discuss various ways to attract tourists. We make assumptions about who they are, where they're coming from, and what they think of our valley. We've done our best to make sound business and marketing decisions designed to attract these visitors, but it has largely been based our best guesses.

That's about to change.

This project will answer the questions we've been asking for years. By the end of 2015 we'll have answers to questions such as:

Where are visitors coming from?
How long are they staying?
Where are they staying?
What do they do when they're here?
What do they like about the Wenatchee Valley?
Where could we improve?

These answers will be provided to the Wenatchee Valley Chamber of Commerce and will be used to guide their marketing strategy. There are also potential impacts to business and industry development.

It's a fascinating project, and I can't wait to see what our tourism customers have to say.

Thursday
Jan012015

Resolute.

Now that 2014 is safely in the rear-view window, I can come clean and say that it was a challenging year. It was full of life lessons, and I realized early on that it was my job to be open to what those lessons might be, and control my behavior in situations that were sometimes uncontrollable.

It was a year that brought death, but also rekindled connections with long lost family members.

It was a year packed with fun experiences and travels, and a need to walk the fine line between work and play.

It was a year that taught me to gladly let go of friendships and people that don't invest in me, and invest fully in those which do.

It was a year that presented some professional risks, and big rewards.

For me, 2014 was a year of pretty tremendous growth- both personally and professionally. I am reminded that change causes momentum, and momentum causes friction. And for all of the lessons presented in 2014, I am grateful.

And now, with the wisdom earned over the past 12 months, I look forward to 2015 and have resolved to focus on the following:

Focusing on the behaviors of others, rather than their words. There is great wisdom in the old adage that says "Actions speak louder than words."

Navigating the waters between personal and professional balance. This has been a life-long struggle for me, and while I don't expect to master it in 2015, I'm sure going to try.

I will also invest in my business by upgrading to a media management software package that will allow me to do a better job of monitoring the online and print presence and reputation of my clients. I'm particularly excited about this one.

Reminding my husband every day that he truly is the greatest man I have ever known.

Doing more yoga. Oh, and for the record, the Bird of Paradise pose that I vowed to learn? Nailed it.

I have a good feeling about 2015. Wishing you peace, happiness, and conquered resolutions in the New Year.

Sunday
Dec142014

An Open Letter To All Media Reps

Dear Media Reps,

Man, you have a tough job. I know, because I've walked in your shoes. Today's media world is so incredibly fragmented, and you're all clamoring for business. You, my friends, are the ultimate "hustlers." And I mean "hustlers" in a very loving, respectful way. Because you work your tails off and deal with hourly, daily, weekly, or monthly deadlines. Just thinking about what you do makes me tired.

But here's the thing: As someone who purchases a fair amount of advertising, what I need from you are answers to my questions. I need the answers because I'm trying to make valid, strategic marketing and advertising decisions, and I cannot include you in those decisions if you don't give me the information that I need.

So, when I ask about market share, circulation, web traffic, ANYTHING, please give me the answers to my questions. The truth is simple: I'm trying to include you. But I can't include your station/publication/website/blog/billboard/whatever if I don't have that information. I cannot, in good faith, make decisions based on things like your center spread now being in color. Or the limited number of commercial breaks you're now taking. Or your revamped website. I love all of that as much as the next person, but when it comes to the "who's in and who's out" decision, it doesn't pass the test.

So, on behalf of all of those sitting across the desk from you, I implore you: answer our questions. Please. Be truthful and prompt in your responses. Because we're working on deadlines, too.

Sincerely,

Jennifer

Friday
Nov072014

Zephyrs.

This week I had the privilege of volunteering at a career fair. I was asked to speak to the 2000+ high school students about the ins and outs of owning your own business. I chose to focus on the "ins."

I was asked to participate as a favor to a colleague, but quickly realized that this was just as much of an opportunity for me. In my world- the crazy world of marketing, that is- just about every client I have worked with wants to reach this younger demographic, but has no idea how to do that.

Things have changed considerably in the past few years in terms of marketing to this group, and they're likely changing again as I write this. So, when students approached and interviewed me, I took the opportunity to also interview them. Here's what they said:

1. We will only listen to you when we feel like listening to you.

2. Whatever it is you're saying to us, it had better be good. And it had better be worth our time, or we'll tune you out before you even get started.

3. We use social networks that you don't yet fully understand. And we use them because you don't yet fully understand them. As soon as you figure them out, we're gone. Like zephyrs.

4. Facebook is for "old people."

This was not new information, but a great reminder. And so I would like to thank all of the teenagers in America for job security. Because if it were easy to reach this group, which, by the way, has one of the highest rates of discretionary income, I might be out of a job.

Hooray for zephyrs.