IABC St. Louis Blog

Measuring Up | Event Recap

Businesses that build their sales through public outreach (advertising, PR, direct mail, digital, trade events) have long sought to quantify the effectiveness of their expenditures.For decades, the marketers used a “swim lane measurement” philosophy whereby each channel’s efforts were measured in isolation. This simplistic view of marketing resulted in each channel’s results usually being vastly over and under represented. The IABC St. Louis guest speaker for November, Ross Toohey, shared his view that marketers’ goal should be to measure the synergy of all outreach efforts and not the individual program effects. Ross is CEO and President of 2E Creative, a St. Louis agency that works with clients to answer the What, How and Why of their clients. He shared with the St. Louis gathering his three-step process to leverage the “Big Data” that abounds in every organization into meaningful communications plan: Centralize, Analyze, Optimize. Centralize Collect and quantify the data that’s available with a focus on the signals vs. the noise. Look at factors that affect your results — prior marketing plans, broad market conditions, and competitive actions. How did customers respond and how did your organization respond? The answers are somewhere in that data! Analyze Here’s where Ross suggests you do some “war-gaming.” Test your theories on customer behavior, tweak the strategy and tactics, then test again. Part of this process includes assigning a measure of elasticity to the different business drivers. That means determining what size of an effect does one driver (i.e., TV ads) have on another metric (internet search, clicking an ad, etc.). Optimize Take the results of steps 1 & 2 to learn, adjust... read more

Nov. 21 | FREE Coffee & Career Conversation for Students

College students in the St. Louis area, majoring in marketing, public relations or similar business communications field, have you heard of IABC St. Louis? International Association of Business Communicators (IABC) St. Louis is the organization to help jump-start your career. And now is the time to make connections and get to know people. Our business communicators cover the gamut – from internal communications, marketing, and digital media, to writing and public relations, investor relations and more. Connect with people and hear firsthand what it’s like to work at agencies vs. a corporation vs. a non-profit organization, all of varying sizes and specialties. Coffee with us can be your ticket to a rewarding career! We’re here to help you: Network Learn about available IABC resources that can help you land a job Explore the discounts and benefits we offer students Ask questions and get answers Oh, and enjoy coffee – on us! Join us Saturday, Nov. 21, 2015 10 – 11: 15 a.m. St. Louis Bread Co. (Panera) 10336 Clayton Rd, St. Louis, MO 63131 Get Directions Let us know you’re coming! Register for this FREE event by emailing info@iabcstl.org by Tuesday, Nov. 17. If you can’t make it but want to connect with an IABC professional, email info@iabcstl.org. Read more about students and IABC... read more

Nov. 19 | Measuring Campaign & Communication Effectiveness

Modern communication professionals face a constantly shifting and expanding spectrum of media, communications channels, and data sources. Learn how to adopt the right tools and tactics to effectively measure communications and marketing performance and outcomes. Join us as the team from 2e Creative discusses new integrated techniques for monitoring marketing results, attributing value to communications activities, and optimizing programs based on real-time data. Where: Maggiano’s Little Italy Get Directions When: Thursday, Nov. 19 Agenda: 11:30-12:00 – Networking 12:00 – Lunch served 12:10-1:00 – Presentation Meeting Fees:* $30 – Members $40 – Non-members $20 – Students *No-shows will be billed their registration fee at the per-person meeting cost unless IABC St. Louis is contacted 48 hours prior to the event. Register Now! About the Speaker Ross Toohey, President and CEO, 2e Creative, Inc. Ross is President and CEO of 2e Creative, an integrated brand communications and creative strategy firm with expertise in life science, healthcare, medicine, and technology. Named 2015 “Small Agency of the Year” by Medical Marketing & Media, and 2014 “Impact Agency of the Year” by Advertising Age and Modern Healthcare, 2e’s client roster includes global brands like Siemens Healthcare, Abbott Laboratories, Alcon Laboratories, Sigma-Aldrich, Zimmer Biomet, and Pacific Biosciences. Ross serves as President of the Business Marketing Association, and is a founding partner of Startup Weekend:HEALTHbio, a global event focused on life science and medical... read more

Creating Space in Communications | Event Recap

Sigma-Aldrich chief of staff Kevin Krosley suggests that effective communications is based on the ability to “create space” in the minds of the audience. He offered techniques to create space in 3 different environments. Public Speaking Brainstorming One-on-one Conversing Public Speaking In a speaker-audience setting, Krosley suggests that the speaker first engage the audience individually to “create a space” where they want to hear, see, absorb the presentation. This can be done by offering a riddle, the answer to which should be revealed in the course of the presentation. Krosley also suggests presenting a series of questions that the audience can participate in answering. The best use of this technique involves questions where the answers are not what the audience expects, more so even when the audience gets the answer wrong at first. Krosley referenced an effective TED Talk by Prof. Hans Rosling as an example. Brainstorming Here Krosley suggests doing a private collection before public sharing. Challenging the group to privately collect thoughts on a topic and write them down. Then invite folks to offer suggestions to the discussion. This, Krosley maintains, helps ward off the opportunity for “groupthink” and hyper-focusing the group discussion on the first topic offered. People are better prepared and the brainstorm is more fruitful and varied. One-on-one Conversing Krosley suggests that in one-on-one conversations, try to “break the pattern” that the partner expects. He offered four questions that can spur dialogue in four different “conversation spaces:” Are you having fun? To create an emotional space. Are you learning something? To create an intellectual space. Are you making a difference? To create a productivity space.... read more

Oct 21 | Public Speaking: Engage & Create Spaces for Learning

From sweaty palms to cracking voices, public speaking can be unnerving. It is, however, a crucial skill for the business communicator to master. Some individuals seem to have a natural ability to gain the attention of their audience and present information in such a way that it is retained long after it is first communicated. Kevin Krosley, Chief of Staff at Sigma-Aldrich, is one of those people. Join us Wednesday, October 21 for lunch and an informative yet humorous presentation by Kevin Krosley where you will learn techniques for effective public speaking that include: Building anticipation and structuring your speech to reveal the important information you want your audience to remember Integrating storytelling into your presentation to capture the attention of your audience and foster learning Creating and delivering more engaging and impactful presentations Register Now About Kevin Krosley Chief of Staff at Sigma-Aldrich Since 1993, Kevin has served in a variety of operations, research, strategy and staff roles within the Company with a focus on corporate strategy, senior talent development and other complex systems. Kevin helped develop Sigma-Aldrich’s Advanced Improver Program, which trained more than 300 managers, directors and vice presidents as well as a number of local nonprofit executive directors, in the best approaches to leading organizational and system improvements. In 2011, Kevin took a one-year sabbatical to serve as an executive coach to nonprofit organizations serving needs locally and globally. He worked with more than a dozen executive directors on issues of personal leadership effectiveness, strategy, team building and organizational development. He returned to Sigma-Aldrich in 2012 to take the Chief of Staff role. Kevin holds... read more
October is IABC Member Month!

October is IABC Member Month!

October can be a challenge. Planning for 2016 has begun, yet there’s still a plateful of 2015 work to be completed. Not to mention, the Q4 frenzy you’ll certainly be whipped into in T-minus 3… 2… 1… To help ease some of the end-of-year stress, IABC global headquarters is offering special deals and even a contest for new, returning and existing members as part of Member Month in October. Act fast though, because these deals are one-time-only offers. New members As is tradition, $40 application fee will be waived Additionally, new members will be offered a 10% discount on their member dues Sign up online now! Returning members New this year! Members who have lapsed, but rejoin in October 2015, will get a 10% discount on their dues Renew today! Existing members Current members who refer new or returning members to join IABC will be entered into a drawing to win a VIC (Very Important Communicator) World Conference registration package. The package will include: A complimentary registration to World Conference 2016 in New Orleans One ticket to each of the ticketed events Drinks with the IABC executive board chair Reserved VIC seating for you and three friends during keynote sessions. Members will receive one entry for each new member who joins and lists that person as the referral. To be eligible, instruct colleagues, students and other professionals you’re referring to fill in the “Referred by” field with your name when they sign up online. Why join IABC? We’re glad you asked! Check out the perks and prestige enjoyed by IABC members in St. Louis and around the... read more

Member Spotlight: Christopher Currington

Name: Christopher Currington Employer: Lumeris Title: Director of Public Relations and Communications How would you describe your role at your job? I am responsible for the company’s thought leadership and marketing communications to condition our market and generate leads. Once we have a solid prospect that meets our solution offering, I’m responsible for writing proposals and presentations that move the prospect along the sales pipeline. What do you like most about your job? The thing I enjoy the most is working with Lumeris’ subject matter experts and helping them with the development of marketing content for thought leadership. This includes messaging and content for editorial opportunities, blog posts, speaking engagements, LinkedIn profiles, and other social media outlets. These amazing people teach me more than I could ever imagine, and they make me a better communicator because of that. Why did you enter the field of communications as a profession? I entered communications because I like talking to people, and I like learning new things. I originally wanted to be a reporter because being on the “front lines” of communication was extremely exciting. However, life happens, and to be a reporter meant that I would likely have to leave the St. Louis region. I love St. Louis, so I stayed here and went into public relations and marketing communications instead of reporting. It’s probably one of the best decisions I made, because I have held positions in different non-profit and for-profit fields. Because of that, I’ve been able to learn many things about different subject matters, and I’ve been able to meet and work with some very talented people. Why... read more

Sept. 30 | IABC St. Louis Quill Awards Event

Join us on Wednesday, Sept. 30 for Sweet Success: the 2015 IABC St. Louis Quill Awards dinner and ceremony, presented by Towers Watson. We’ll unwrap award-winning communications filled with unique treats and enveloped in eye-catching packages. And we’ll do it at the newest, hottest, classiest venue in St. Louis: at The Caramel Room at Bissinger’s Historic Chocolate Factory. Don’t miss this sweet opportunity to mingle, dine and celebrate with the area’s top communicators from small and large agencies, design shops, and marketing and communications departments. When 5:15 PM to 8:30 PM Wednesday, September 30, 2015 Where Bissinger’s Caramel Room 1600 North Broadway, St. Louis, MO 63102 REGISTRATION IS NOW CLOSED Check back and follow us on Twitter for updates and pictures from the event. Thank you to our sponsors! Presenting sponsor Premier sponsor   Principal... read more

August 27, 2015 – How to turn dull, boring content into engaging material

When: Thursday August 27, 2015 from 11:30 AM to 1:00 PM CDT Where: BJC Learning Institute 8300 Eager Rd St. Louis, MO 63144 As communicators, we often are faced with the daunting task of turning dull, boring content into engaging material that people actually want to read. It may seem like an impossible undertaking, but in reality, it’s a skill that can be developed and put to use right away. Join us on August 27 for lunch and a lively discussion with two communication professionals, St. Louis Post Dispatch columnist Joe Holleman and BJC Health Care Assistant Editor Kathy Holleman, who have mastered this art and are happy to share their writing secrets with us! Register online now!   Joe Holleman writes the “Life Sherpa” column  in the Sunday Everyday section of the St. Louis Post Dispatch and hosts “Joe’s St. Louis,” an online feature on stltoday.com. In addition, he has written two books (Rollin’ on the River: The Story of the Admiral in St. Louis and Generation St. Louis) and has been a regular guest over the years on radio stations KMOX and KTRS and KMOV TV. Kathy Holleman has worked for BJC HealthCare for 19 years in public relations for Barnes-Jewish Hospital and now, as assistant editor for BJC TODAY, BJCnet and BJCTODAYOnline. She’ll share tips on making corporate news stories and press releases readable, even after they’ve gone through the corporate approval process. Kathy began her career in small market newspapers, covering everything from county board meetings to prison breaks, and learning never to cover 4-H livestock auctions in open-toed... read more

Member Spotlight: Nichole Burgdorf

Name: Nichole (Niki) Burgdorf Employer: Mercy Title: Communications Supervisor Favorite quote: “Your own reasons to make art are enough. Create whatever causes a revolution in your heart.” – Elizabeth Gilbert, from her forthcoming book, Big Magic. How have you benefitted from being an IABC St. Louis member? IABC St. Louis has helped me in many ways. One of the biggest is networking with local communicators. It’s so nice to know you aren’t alone in your struggles and I love hearing about others’ victories and learnings, as well as sharing my own – we have to stick together, right? I’ve also benefited from the committee work I’ve done, both for the Bronze Quill Awards and social media, which has stretched my skills beyond what I practice day-to-day. What possessed you to enter the communications profession? I studied both international business and English as an undergrad. Because I was a double major, I needed one extra credit hour in my last semester to graduate. I could choose between art history and public relations. I took the public relations class and I’m so glad! I was hooked immediately. This was a class where I could use what I learned in both majors, and it had the added benefit of being all about shaping how people think. (I’ve always been bossy, so it was a perfect fit.) When I took my second (and current) job, I went back for my master’s degree in public relations, where I got the core of my training, and I’m still in love, nearly 15 years after that first class. How would you describe your role at Mercy? My... read more

Categories

Archives