Bold Moves

Throughout my career, I’ve had the privilege of collaborating with exceptional designers who possess the unique ability to breathe life into text through their design. They are not merely executors; they are visionaries who can transform my scribbled sketch on a post-it note into a compelling piece of marketing collateral. At the heart of this process lies a fundamental marketing philosophy: content drives design.  This principle is not just a matter of preference; it is a strategic imperative. Here’s why: 1. Content drives a positive user experience. Imagine your next marketing campaign as a theme park. Before building the roller…

Strategic, goal-driven and impactful content propels your brand forward — amplifying brand awareness, generating a trail of leads and ultimately elevating your revenue to the peak of success. It serves as the compass and map that guides your audiences through the buyer’s journey. The linchpin? A marketing team that navigates the terrain with the precision of a cartographer and the creativity of an explorer.  There is an art and science to transforming your internal marketing team into a content powerhouse. Here’s an overview of how to get started: Define Clear Content Goals We’ve all been there: marketing teams churning out content…

Imagine this: You’re in the middle of building a groundbreaking multichannel marketing campaign for a new product launch. Suddenly, your phone buzzes with an urgent message. One of your flagship events in California is going to be cancelled due to severe weather and you need to draft an email and social media post immediately to update participants. Welcome to the world of a marketing leader, where strategic vision often collides with the daily fire drills. Marketing leaders navigate a unique work environment. We have to be experts at balancing high-low work. We need to be both strategic architects, crafting long-term…

Below is my keynote from the May 2023 Central Michigan University PRSSA banquet. Welcome PRSSA students. Today we celebrate your achievements this school year and your bright future in public relations. As you prepare to launch your career, I want to help you build on the foundation you constructed here at Central Michigan University. And parents … I bet you came here today to get two answers: One, what is public relations? And two, will my child make enough money so they don’t have to move back in? I’m sure you have big plans for their bedroom. And I’m here…

“Did you make a mistake?” As my friend and I carefully scaled our way down the steep gravely trail in the Quiraing Mountain Pass in Scotland, we assured the woman we were just coming down the trail. It was too steep to walk down, especially as our hiking boots slipped in the gravel and sand. Instead, we crab-walked, holding on to the larger stones as we scooted down. Once we were safely at the bottom, the woman continued down her own much easier path while a local with a white German Shepherd — who had been watching us from a…