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.

 

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.

Wednesday
Oct292014

Hatchling of Paradise.

Two months ago, I very publicly stated my intention to "master" the Bird of Paradise yoga pose before the end of the year. I like a good challenge, and bending myself in strange ways ranks right up there with things like riding a unicycle and taking up hunting. (Author's note: While I'm game to try a yoga pose and ride a unicycle, there is no foreseeable way I would ever take up hunting. So, it's really nota good comparison, but does add emphasis. You get the idea.)

Allow me to enter Exhibit 1, The Bird of Paradise:

Two months ago, this is where I started, which we will agree to refer to as Exhibit 2:

But, in the last two months, I've really been holding up my end of the deal. I've taken a private yoga lesson with the world's best yoga teacher. (Author's note: a yoga teacher is technically called a "yogi." See the things that I've learned?!). I've also been practicing. A lot. Most of this practice is done alone, in a dark room, with the curtains drawn, and a steady stream of positive self-affirmations. But some of it is done before the gawking and confused eyes of my husband and son, who are simply trying to figure out what in the hell I'm doing. But most of this yoga is done with the help and involvement of my dog, who is convinced that this pose is best done under his careful guidance and supervision. I would imagine this could be distracting, but the great news about not really know what you're doing is that you don't know if you've been distracted. So, ultimately, my Bird of Paradise may incorporate a dog. But, as the yogi says, it's "my yoga, my way."

I wouldn't say I have it. I wouldn't say I'm even close, but I'm at least now upright with it. As of today, I'd say I'm right about here, also known as Exhibit 3:

 But with a dog involved.

Tuesday
Oct212014

Vice Princess.

I have recently made a career shift, and it feels pretty darn good. For the past 8 years, I have worked part-time with a regional economic development organization. The work was interesting, (most of) the people were wonderful, and this gig allowed me to learn an entirely different world of business. While working with this organization, I continued to maintain my own freelance marketing business on a part-time basis. As you may have guessed, I thrive on diversity.

This organization is funded, partially, by the federal government. As time marched on, I found myself spending more and more time completing forms, scopes of work, and meeting federal reporting requirements and less time doing the meaningful work that I had come to enjoy so much. My attitude was beginning to sour, and I knew it was time for a change.

I left this organization last month, and decided to take my own advice and focus on what I know and love- marketing, PR, event planning, and communications. I've had a ball expanding my own business. The clients are diverse and fantastic, the work is fun, and it's a privilege to help these businesses realize meaningful results. I am one over-the-moon gal. Life is too short to not do what you love.

With this change, several new opportunities have presented themselves. Earlier this month, I officially joined the team at AdventureWenatchee as a partner and Vice President. Or, as my family likes to call me through fits of laughter "Vice Princess." I get to apply my "business brain" to one of my favorite industries- outdoor recreation. Jackpot!

Now my days are filled with teaching, helping clients with marketing, PR, and event planning efforts, working with fascinating people, and dreaming up creative ways to grow outdoor recreation in the greater Wenatchee Valley. My role with AdventureWenatchee is just one part of what I do, but it's pretty darn fun. And the potential is most definitely there. Here is the official press release announcing the newest Vice Princess...

AdventureWenatchee has added Jennifer Korfiatis as a partner to its organization. She will act as an owner and vice president for business development, the company announced Wednesday.

Korfiatis, owner of Jennifer Korfiatis Marketing and former executive director of the Economic Development District of North Central Washington, also serves as an adjunct business and communications professor at Wenatchee Valley College. She will oversee strategic initiatives for AdventureWenatchee, a Wenatchee-based outdoor sports promotion company. She joins co-owners Steve Maher, and Joel and Michele Rhyner.

We are growing as a company and Jennifer brings excellent skills and community ties to the organization,” said Maher, AdventureWenatchee president. “As an endurance athlete herself, she has a keen understanding of the industry and its strengths and weaknesses in our region.”

I’m thrilled to have the opportunity to bring my marketing and communications experience and background to an organization that focuses on a passion of mine —outdoor recreation,” Korfiatis said. “I moved to the Wenatchee Valley 19 years ago for the recreation, and it’s an honor to work with partners who hold the same values.”

AdventureWenatchee promotes Wenatchee Valley sports endurance events and provides services to event organizers and community groups. Its clients and partners include the Wenatchee Marathon, TedDriven, Leavenworth Winter Sports Club, Mission Ridge Ski and Board Resort, Wenatchee Valley Velo, Tour de Bloom, Wenatchee Row &Paddle Club, Mission Ridge Ski Team, Wenatchee Valley Chamber of Commerce, Chelan County and RunWenatchee.

The company was founded in 2013 by Maher and the Rhyners.

Tuesday
Sep092014

Intervention Time.

I would like to request an intervention. But first, before you start hatching plans, I want the really dramatic kind. The kind where we can only speak while holding the therapy pillow. The kind where people are hysterical and demands are lobbed into the air like missed shots from the top of the key. And here's why...

I have a major problem, and I fully recognize it, which I believe is the first step. When our beloved  amazing-and-fourth-member-of-our-family, Pearl, passed away earlier this year, I spent a fair amount of time at the Wenatchee Valley Humane Society taking dogs for test drives, and usually while crying hysterically. I followed blogs about dogs. I trolled dog websites. And when we found our new “son” Zamperini, we were over the moon. We always said that we’d know our dog when we met him, and that’s exactly what happened. He’s a freak. But he’s our perfect freak.

All of this is very normal, and the perfectly acceptable behavior of a grieving dog mom.

 

But this is where it gets weird.

 

I can’t stop. I try to stop, and I can’t. I still visit the WVHS with alarming frequency. I review the list of adoptable dogs before I go to work. I still follow the blogs. And I show up to walk specific dogs with the very clear presented intention that I am there to adopt that very dog. Except that I’m not.

 

Now, mind you, I don’t stand in the way of anyone else adopting my pretend new pet. I’m not placing holds on them, and I’m not “really” claiming them as mine. If that is your perception of my behavior, frankly that’s your problem.

 

There is no way, under any circumstance, that we can adopt another dog. First, we don’t have the room. Second, we can barely manage Zamp. And third, my husband would very likely leave me. And I would be the single mother of a pre-teen and (at least) two dogs. Not pretty.

But you see, dear reader, I speak about them like I know them. Oh, Booster? He’s very shy. I think someone was mean to him and he’s timid around males. And Jarvis? Well isn’t Jarvis just the life of the party?! He’s most definitely a contender. Poor little Muffasa... he is simply misunderstood and frankly a bit overwhelmed by kennel life. I think a quiet home would be best for this little guy. These are the words that come out of my mouth- to friends, the WVHS staff, and volunteers. I sound like a maniac.

 

I see friends at the shelter who are doing legitimate volunteer work. IMPORTANT work. And I strut by, out on a walk, with my pretend new dog.

 

And I imagine myself adopting these dogs- the current obsessions are Jarvis and Booster, though last week it was Darrington- and we will go for trail runs and eat bologna and I will pack them around in a Baby Bjorn while a Michael Bolton soundtrack plays in the background. Zamp will love them. The universe will balance. Our yard will expand. I can find a way to earn extra income to pay for all the additional bologna. It’s ridiculous. And a bit alarming.

 

And so, dear reader, I implore you: If you see me at the WVHS taking a dog out on a walk (I’m not a legitimate volunteer) slap the leash out of my hand. And if you are within earshot of me talking about these dogs like they’re mine- ALL MINE!- slap me. Please.

 

So there. The first step is in the books.