PR, Marketing + Advertising

Guerilla marketer helps small-budget companies

When Cheryl Walters was laid off from her corporate marketing gig last February, she was a victim of the same mindset she describes as the most common misconception about her field: thinking it’s not important. Marketers, Walters says, are often first to be cut in rounds of layoffs. Yet, “You don’t need to do big branding campaigns like [Procter & Gamble] to be effective. You do need to do something,” she says. After the layoff, she launched her own marketing firm, CheronaWorks, to address the marketing needs of smaller companies in a variety of industries. She specializes in budget-conscious work; many of her clients are just starting out, like Walters herself, or don’t have a marketing staff. “I respect that clients don’t want to spend a lot of money,” she says. “I make sure I don’t give them any costs they can’t handle, and I’ll be honest if they do something and I think it’s a bad investment; I’ll tell them not to waste their money.” CheronaWorks offers marketing services from direct response mailings to websites and email campaigns. Like so many startups, Walters is currently finding new clients through referrals and, of course, marketing herself. She says she uses social media to connect with local companies with marketing needs – and frustrations. “When I’ve had to do marketing to drum up business, I’ve had luck with social media. I look for people who are looking for help or seem frustrated or are just blatantly posting that they need something,” she says. Walters says her most common requests are designing logos and websites for new businesses or those “ready to move beyond their WordPress site.” By Robin Donovan

Latest in PR, Marketing + Advertising
Guerilla marketer helps small-budget companies

When Cheryl Walters was laid off from her corporate marketing gig last February, she was a victim of the same mindset she describes as the most common misconception about her field: thinking it’s not important. Marketers, Walters says, are often first to be cut in rounds of layoffs. Yet, “You don’t need to do big branding campaigns like [Procter & Gamble] to be effective. You do need to do something,” she says. After the layoff, she launched her own marketing firm, CheronaWorks, to address the marketing needs of smaller companies in a variety of industries. She specializes in budget-conscious work; many of her clients are just starting out, like Walters herself, or don’t have a marketing staff. “I respect that clients don’t want to spend a lot of money,” she says. “I make sure I don’t give them any costs they can’t handle, and I’ll be honest if they do something and I think it’s a bad investment; I’ll tell them not to waste their money.” CheronaWorks offers marketing services from direct response mailings to websites and email campaigns. Like so many startups, Walters is currently finding new clients through referrals and, of course, marketing herself. She says she uses social media to connect with local companies with marketing needs – and frustrations. “When I’ve had to do marketing to drum up business, I’ve had luck with social media. I look for people who are looking for help or seem frustrated or are just blatantly posting that they need something,” she says. Walters says her most common requests are designing logos and websites for new businesses or those “ready to move beyond their WordPress site.” By Robin Donovan

My Soapbox: Jay Finch, Socstock

Cleveland native Jay Finch, 26, moved to Cincinnati to join The Brandery's 2012 class. The Villanova honors grad studied economics at Cambridge and Harvard before Goldman Sachs snagged him post-graduation. He gave all that up to start his "market ministry," Socstock.

CODE aims to crack city’s creative manifesto

For four days in October, local creatives will launch a rebranding of Cincinnati as an international hub for design. CODE, which stands for Cincinnati Open Design Event, debuts Oct. 18-21. The event is a four-day creative conference showcasing local designers and tastemakers. The brainchild of AGAR (formerly Ionic Collective), CODE brings together international firms like LPK and Landor, as well as a bevy of freelancers and other professionals who call Cincinnati home. Over the course of four days, CODE participants will carve out Cincinnati’s creative manifesto, intent on solidifying the city’s international reputation, and build on that reputation. CODE partners include Mitchell’s Salon and Day Spa and Navarro Photography, along with sponsors like LPK and 4EG. It is part professional education and part creative collaboration with plenty of opportunities for networking and socializing. Andrew Salzbrun, AGAR managing partner, says, “CODE creates a unified place where local designers can really stake their flag in ground.” CODE’s educational component will be held at the LPK Brand Innovation Center on Garfield Park and will feature a series of talks and sessions. Professionals from large firms to small will present, as will representatives from the University of Cincinnati and Miami University. The daytime sessions are organized into tracks, including style, consumer marketing and entertainment, with topics ranging from fashion to branding to film and back again. Speakers will highlight how to leverage local design and keep working on the creative edge. The goal is brash and bold: create Cincinnati’s design manifesto. While sessions form the framework for daytime activities, the evenings bring a whole new level of networking with peers. Spearheaded by AGAR, event and experiential marketers that are responsible for some of the coolest events around, the CODE evening lineup includes custom designed cocktails during the Creative Directors Happy Hour, and Rocktober on Fountain Square in partnership with 4EG. The event concludes with a City Flea-inspired Freelance Market and evening fashion show. “The creative talent in this city is as good or better than you’ll find anywhere,” says Salzbrun. “CODE gives our city a chance to showcase that talent.” Tickets cost $125 for all three days, and can be purchased online. By Deidra Wiley Necco

70-plus artists converge for Art Off Pike

Jim Guthrie and his wife Deanna Heil have lived in Newport for about 20 years. The dynamic duo of architects met while studying at UC’s DAAP. While they planned a life far west of the town of their alma mater, a poor job economy left them little choice but to bloom where they were planted. Now Guthrie, who works for Hub + Weber Architects, and Heil, who started City Studios Architecture in OTR, are in their second home and raising three kids, aged 16 to 10. Guthrie took over as chair of Art Off Pike this year. In anticipation of this year's festival Sept. 30, Soapbox asked him to share his thoughts about the event and its latest incarnation. Q: How did you get interested in Art Off Pike in Covington--I mean, you're a Newport guy, right? A. I attended AOP a few years ago for the first time. The second time I participated as an artist—I dabble as an inner-demon catharsis. I volunteered on the committee last year. And this year, I was thrust into the Chair position because I stood still when someone asked, "Who wants to be Chair?" Everyone else took one step backwards.  Q: Explain what it is for readers who haven't experienced it before.  A: Art Off Pike is an urban street festival celebrating artists and downtown Covington. It was created by the Westside Action Coalition (a neighborhood coalition) eight years ago as an event (an ice cream social) capitalizing on local artists living and working in Covington and has grown from there. This year, we'll have more than 70 artists displaying their wares for sale, between $10 to $400 generally. We'll also have an area for kids art activities called "Picasso's Playground" which will be run by area arts organizations. You'll find coloring, water color, collage, doll making, bubbles, ice cube painting, hooping, finger painting and ceramics. Q: What's new about the celebration this year?   A.    This year there will be coffee!!! And lots of food. Both of which were painfully absent last year. We've signed up Deeper Roots Coffee, C'est Cheese, Cafe de Wheels, Lime, Yankee Doodle Pretzels and streetpops. Q: What role have you played in the festival? A: I'm the chair ... so I do everything that I can't get anyone else to do. But mostly organizing and occasionally begging. We have a great committee of folks - Natalie Bowers with the City of Covington, Jean St. Jean with My Nose Turns Red, Joan C. Lee (community leader), William Dickson with Haney, Chris Henry (community leader) and Chris Meyer.?? Q: Can you talk about the AOP posters a bit?  A: The posters, and all the collateral material really, grew out of an effort to distinguish Art Off Pike from other art festivals.  We wanted to recognize the urbanity of Covington instead of apologize for it. We wanted to recognize the beauty in the grit. So, we made an effort to make every piece of collateral material as authentic and real.  We started out mailing "save the date" baggies to 100 of our best friends which contained hand stamped and numbered cards. We handed out business cards that were the same (stamped, signed and numbered). We walked around Pike and Seventh Streets in Covington (where the event is held) and took pictures of the cool things we noticed. We printed these images on corrugated cardboard.  Each poster is individually spray painted, signed and numbered. There are eight copies of five versions for a total of 40 (41 actually).  These were distributed to the area businesses and supporters that love us. I'm particularly proud of the posters and have to thank William Dickson and his firm Haney for helping us out.?? Q: When was the first time you heard about/went to Art Off Pike? What was your impression?  A: It was like a yard sale for artists. And there's a certain amount of cool to that. It wasn't pretentious. It was a community. We want to grow ... but we don't want to lose that.?? Q: Describe Covington's art scene and how Art Off Pike fits in with it.   A: Art and Culture are so important to cities - particularly the urban cores. You may have read recently that the Covington Arts District as a city designated zone no longer exists, but the arts initiative is absolutely alive ... just evolving, unrestricted by boundaries. Covington has recently been recognized by the governor's arts and cultural district certification. Covington's Mayor and Commission fully support the arts both personally (with their wallets) and politically. It's a recognition that Arts and culture do impact the bottom line economy. Covington is unique in that it has a city supported and staffed Gallery at AEC, but also many other arts organizations including Baker Hunt, Carnegie, Behringer Crawford, Madison Theater, Madison Event Center, concerts at the Basillica, the Ascent, public sculpture; and private groups like Bldg Gallery who regularly bring in international artists for shows and public art projects. AOP is the original arts event that Covington's Full Spectrum was based on. Capitalizing on all the artists - ceramists, painters, playwrights, musicians, singers, performers, living and working in Covington.  ?Q: Anything you think people should know about the art scene in Northern Kentucky that they don't know already?  A: It's there. I think the different incarnations, designations and zones and the disintegration of those zoning designations can confuse people. I think it's not where it needs to be; not where it will be. It has to come from within, and there are some energetic people working on fostering the artist community and it's going to happen (inside Covington joke).?? Do Good: • Show AOP some love on Facebook. • Make a day of it. Attend the festival Sept. 30. • Check out more Covington neighborhood action at the Center for Great Neighborhoods.   Compiled by Elissa Yancey  Follow Elissa on Twitter

LPK’s brand expansion for Knob Creek Rye gets noticed

The design for the original Knob Creek Bourbon was highly recognizable and considered legendary by the brand’s fan base, so design agency LPK’s work for the brand’s expansion, which includes Knob Creek Rye, was an exercise in restraint.  Read the full story here.

AI Software evolves with tech marketing trends

In tech time, 10 years is forever, and if a privately owned software company reaches that milestone, it's through hard work and adaptivity. AI Software, in Kenwood, recently passed that 10-year mark, meeting market and economic challenges along the way. The company, headquartered in Cincinnati with another office in Arizona, was founded by high school buddies and Cincinnati natives Dave Ebbesmeyer and Ed Buringrud. The pair ran into each other after college and found they both were trying to start web development companies.  Teaming up, they began AI Software, offering development services including a signature content management system. They developed the system for non-coders at a time when those systems were far less ubiquitous than today. Now, AI Software has six full-time employees, two part-time employees and occasionally hires subcontractors. They continue to sell their SiteManager v5.0 content management system, but have added a full array of digital marketing products to meet client demand. In the last 18 months, the company has started offering content services as well. "Clients want a single point of contact for their web development and web and social media campaigns," Ebbesmeyer says. "We've become a place that handles companies' entire online web strategies. That could include an online web store or video,"  Expanding AI Software's services also has helped them compete against a crowd of freelancers, Ebbesmeyer says. "Freelance competitions still continues to be a bit of a challenge, but it's difficult for freelancers to offer everything," he says. This service shift has helped the company weather the economic downturn and subsequent sluggish rebound since 2008. "We do offer a great content management system, but our clients are less concerned about tech than they are about managing their web presence," Ebbesmeyer says. "We've really seen a lot of that in the last year. And because of the growth of that demand, we are adding talent to deliver things outside the scope of ones and zeros (the bedrock of computer coding language)." By Feoshia H. Davis Follow Feoshia on Twitter

X-Lab offers startups opportunities, expertise, community

In 2010, Xavier University’s Williams College of Business launched its X-LAB program (short for Xavier Launch a Business) in an effort to recognize on-campus opportunities for community engagement. The program is returning for its third year, and is accepting applicants until Sept. 7. The X-Lab program is designed for people (including students) in the Cincinnati area who are excited about their ideas, but may not necessarily have the skills to execute them in the business world. “A lot of people understand their ideas and are passionate about them,” says Joe Carter, director of the X-lab competition and a professor at Xavier University, “but they have no idea how to take the next step or how to run a business.” The program will accept 25 applicants from Cincinnati who are interested in starting their own businesses, social enterprises and nonprofits. The businesses and nonprofits are chosen based on the applicants’ ideas and the potential for local and national growth. After the X-Lab committee chooses the program’s 25 finalists, they are invited to attend free workshops conducted by local executives and Xavier students and staff. The free workshops teach applicants how to turn their ideas into actual businesses and nonprofits. “We teach them the components of the business model,” says Carter. “Like how to protect their intellectual property, identifying target audiences and marketing skills.” Then, the X-Lab committee will choose five finalists in the program and introduce them to potential investors and collaborators.  Carter says small businesses and nonprofits are important to the community because they help attract and retain jobs and talent in the region. He also says the X-lab members become a community of entrepreneurs, who work together to make their ideas successful. “We teach them how to run a business, and that builds confidence,” says Carter. “They also want to help one another and network, so it’s a positive experience for everyone.” By Jen Saltsman Follow Jen on Twitter

Gigit’s local job search targets tech-savvy creatives

Jay Hopper originally got involved in web design through a journalism job in the newspaper business. He eventually left his career as a newsman to join a local startup, Trivantis, as a web editor. He eventually became the company’s vice president of product management. Then, he launched a social network for automotive enthusiasts before finally deciding it was time to get what he calls "a real job." After failing at the traditional avenues, like Monster, CareerBuilder and LinkedIn, and doing some networking, Hopper says, “I just found that process really frustrating. I was looking for companies that would fit my skill set, passion and personality. I just started thinking, ‘Where are all these companies – the agencies, the software companies, the tech companies?’ I wished there was one place I could go and see all that.” He set out to create a website to meet those needs. The result, Gigit Jobs, lists tech, start up, creative and design job openings in the Cincinnati, Dayton Northern Kentucky and tri-state regions. The Gigit team manually reviews jobs that are posted, and while any company will be considered, positions posted must either come from a company that fits Gigit’s criteria or be a good fit in themselves. That means a web design job at the bank could work just as well as a business development position with a creative agency. The site is aggregator-friendly, which means that jobs posted there will also show up in job-search aggregators. The site's landing pages are currently active, with a full launch planned this fall. Hopper says he hopes the site will encourage techies and creatives to stay in Cincinnati rather than flee to stereotypically tech-friendly locales on either coast. By Robin Donovan

The New Revolutionaries: All Night Party mixes business, pleasure

From specialty pizzas to "HearPlugs," the musicians of The All Night Party know lots more than creative music promotion. With their help, local bands navigate the business of music in fresh, innovative ways.

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