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  • strategy
December 21, 2018
21 Dec 2018

I Need to Develop a Strategy. Now What? The Winnie-the-Pooh Way Forward

Estimated Reading Time: 11 minutes

strategyGuest Post by Paula Newbaker

Aren’t word clouds great? They highlight what is important within a mishmash of related ideas. What stands out here? Vision, Statement, Mission, Goals, Organization, Strategic, Planning, Analysis.

When planning and strategizing for your entire brand or a specific campaign, all the above come into play.

Organization is paramount in moving from planning to developing, and then executing, the strategy.

As A.A. Milne, author of Winnie the Pooh, said:

“One of the advantages of being disorganized is that one is always having surprising discoveries.” 

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  • Influencer Marketing
December 4, 2018
04 Dec 2018

The 4-1-1 on the (Not So) New Marketing Trend: Influencer Marketing

Estimated Reading Time: 7 minutes

Influencer MarketingGuest Post by Dawn Buzynski

If you are a communications pro, I don’t need to tell you that influencer marketing is hot and could soon outpace traditional paid media spend. Everyone is jumping on the influencer marketing bandwagon because it’s all the rage, just like every other fly-by-night new trend. Funny thing is — it’s not really a hot new trend.

Influencer marketing has been around for over a decade with the rise in popularity of YouTube. But with the stratospheric rise of Instagram, influencer marketing is expected to become a $10 billion industry by 2020.

So, what is influencer marketing? In simple terms, influencer marketing is word-of-mouth marketing where third-party persons with an established and engaged audience share information about brands they like or don’t like.  

Influencer marketing does not equal an endorsement

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Heidi Sullivan

Heidi SullivanHeidi Sullivan is a global marketing and product management executive who specializes in transformational implementation of marketing programs, go-to-market strategies, product portfolio management and change management for rapid-growth SaaS businesses with in-depth experience in Marketing Technology.

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips

JenJennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.