The Beat - Summer 2018

SUMMER 2018
IDEAS FOR MARKETING AND CREATIVE PROFESSIONALS
Jason
Feifer
Entrepreneur Magazine’s
Editor-in-Chief
DISCUSSES
THE FUTURE OF
THE CONTENT
BUSINESS
Liven Up Your Events
with Live Event
Sketching
The Value of a Core
Values Statement
Let’s Chat...About
Chatbots

H T
Giveaways!
From our Cover Story:
10 Lucky winners will receive a
complimentary one-year subscription to
Entrepreneur magazine! Gain leadership,
marketing and sales insight from like-minded
business owners and entrepreneurs.
Brands We Love:
Love grazing on healthy snacks during your
busy day? Register to win three complimentary
snack boxes from graze.com, and read our
review of Graze’s marketing on page 13.
Freebies from this issue:
Page 3: Order Irresistible Mail from USPS to get your
own samples of the unique marketing pieces designed
to showcase today’s marketing innovation.
Page 5: Check out two specialty mailer
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REGISTER
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Scan the QR code or visit:
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WELCOME Summer 2018 01
Welcome to the latest issue of THE BEAT!
EXPERT OPINION
Read insights from the following
contributors in this issue:
longtime fans of Entrepreneur, Harvard
Business Review, and Inc., we reached
out to Jason Feifer, Editor-in-Chief of
Entrepreneur, for our cover story. He responded
in the middle of the day, in under five hours.
Yes, we were impressed. As you read his
story you’ll come to learn, among other
things, that he builds his reputation on being
accessible, being responsive, and listening
to his audience and readers. He gave a very
thought-provoking interview and we’re sure,
as marketers, that you’ll look at media outlets
slightly differently once you’ve read this story.
Chatbots, artificial intelligence, and
machine learning. Do they make you curious
or nervous? More brands than ever before
are finding ways to interact with consumers,
gather data, and have intelligent (yes, we
said intelligent) conversations online—all
without a living, breathing human being on
the other end. From lead-generation bots
to after-hours bots and
frequently asked questions
(FAQ) bots, brands are
seeking to enhance the user
experience while capturing
contact information, asking
qualifying questions, and
integrating data back into
their marketing automation
or CRM platforms. Check
out our story on page 4.
John Falconetti
CEO, Drummond Press
One of our readers tipped us off to an
annual Paper Fashion Show event held in
Denver, Colorado, by sending us a picture
of an exquisite dress made completely of
paper. We were hooked! We contacted
the dress designer, Brielle Killip (Principal
of Blue Linen Creative), who shared
information about the show, her history
of designing entries each year, and the
community the show supports. Designers
create fashions from paper donated by
paper mills and coordinated by Spicers
Paper. The fashions are showcased on a
grand runway and voted on by a panel of
judges. This all volunteer-organized event
helps support a local nonprofit community
organization that provides after-school arts
programs for at-risk youth. Don’t miss this
fascinating story on page 16.
Our featured giveaways for this issue tie
into our review of graze.com’s marketing
and our cover story. We’ll be
giving away 10 complimentary
one-year subscriptions to
Entrepreneur magazine and gift
certificates for graze.com snack
boxes. Don’t forget to register at
drummond.com. As always, we
love to hear your feedback and
story ideas. Keep those marketing
wheels turning!
Jason Feifer
Jason Feifer, Editor-in-Chief of Entrepreneur
magazine, discusses the future of media
and content. (Page 6)
Brielle Killip
Principal of Blue Linen Creative, Brielle shares
her experience designing an entry for the
Denver Paper Fashion Show. (Page 16)
William Warren
William Warren, Founder and Principal of the Sketch
Effect, shows us how live sketching can add interest to
your next conference or company meeting. (Page 2)
Follow us online facebook.com/Drummond Press linkedin.com/company/the-drummond-press-inc
THE BEAT is printed on 100# Gloss Cover/100# Gloss Text paper
01 Welcome
Letter from the CEO, plus a selection
of the key contributors writing in
this issue.
02 Insights
Ideas, opinions, news, and trends.
06 Cover Story
Jason Feifer shares candid insight into
what makes for a great story and what
you can learn from media outlets.
12 Core Values
Holly Lebowitz Rossi writes on the power of core values and
how it supports your culture through internal marketing.
14 Brands We Love: graze.com
We were impressed by their healthy approach to snacking and
their marketing, including engaging contests, guest bloggers,
social, and direct mail.
16 Interview: Brielle Killip
She went from graphic designer to fashion designer for the annual
Denver Paper Fashion Show, creating a dress constructed of paper!
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Holly Lebowitz Rossi
Tim Sweeney
Stephanie Walden
Trish Witkowski
Design: Diann Durham
©2018 All Rights Reserved
Printed and distributed by Drummond Press
www.drummond.com

Summer 2018
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
VISUAL COMMUNICATIONS »
Live Sketching: Adding Visual Vitality to
Both Internal and External Marketing Efforts
Take a look at one company’s mission to elevate ideas through impactful visual learning.
w
e’ve all been there. It’s only
the first 10 minutes of the
corporate retreat, and you’re
already feeling your eyelids droop.
What if there were a way to liven
up these presentations? To actually
engage audiences with this type of—
let’s be honest—typically dry content?
Enter the Sketch Effect. The
company is bringing a dose of
whimsy and creativity to humdrum
trade conferences, brainstorming
sessions, and business presentations
everywhere through its inventive “live
sketching” process.
“We aim to elevate ideas through
remarkable visual communication,”
explains Founder and Principal
William Warren. “We make our
clients’ ideas more understandable,
memorable, and shareable through
the power of visual learning.”
The Sketch Effect offers two core
products: Sketch Effect Live and Sketch
Effect Video. Live sketching involves
sending illustrators to an event to
create real-time, often improvised
visual aids—tools such as graphic
recordings and interactive murals—
that complement presentations,
events, or meetings. The company’s
video service consists of unique
animations for everything from inhouse,
internal communication videos
to public, promotional explainer videos.
ELEVATING IDEAS
These products are helpful aids for
more than just explaining HR benefits
in a jazzy format. Live sketching has
a number of use cases for companies
of just about any size and scope. The
Sketch Effect works with entities that
run the gamut from large corporations
such as Delta Airlines and Home Depot,
to global consulting firms such as
Accenture, to regional events such as
the EIQ email marketing conference,
to scrappy startups.
In the hypothetical instance of a
budding blockchain start-up, for instance,
live sketching might be a useful
tool for explaining a complex concept
to investors. For a public-facing event,
creating a live sketch mural keeps
people thinking about a message long
after audiences have dispersed.
“People’s eyes light up” as they watch
Sketch Effect artists bring concepts to
life via ink and paper, says Warren. “It’s
different and it’s fun; but it serves a
practical purpose, too, because it helps
people latch onto ideas.”
There are a few ways the Sketch
Effect encourages information
longevity. The company’s clients
receive the physical output created
during their live sketch sessions and
are sent polished, digital copies of
images following the event. Warren
says he’s seen clients get inventive
with this collateral, framing the images
and displaying them at company HQ
or turning the sketches into physical
books and mailing them to event
attendees after the fact.
Integrating social media crowdsourcing
or an audience Q and A into
a live sketching session is another
unique tactic to add interactivity to an
event. For example, in the midst of a
conference, a Sketch Effect artist may
peruse Twitter for the event’s hashtag
and work attendee tweets directly into
the artwork. This approach cements
the transient nature of social media
into a longer-lasting, more concrete
visual tool, creating a snapshot of the
social conversations.
“As society becomes saturated
with digital media, there’s an authentic
element about something that’s
physical and created by a human
being,” says Warren. He notes,
however, that the Sketch Effect isn’t
“locked in” to an analog approach.
One of the company’s recently
released Sketch Effect Live products,
for example, experiments with digital
live sketching—artists sketch on a
tablet and beam drawings into a room
via screencast. The process bridges
the gap between the digital and the
physical without sacrificing the ethos
of the product.
Live sketching services prove
effective as a tool for improving
audience retention, says Warren. He
cites one large retailer who has been
working with the Sketch Effect for four
years; the retailer reports that adding
live sketching to its annual conference
caused audience engagement rate
scores to soar. Sketch Effect videos, too,
typically see much higher completion
rates than standard corporate videos do.
“The experience is part of our
service—part of the value that our
clients are getting,” explains Tereza
Omabuwa, Business Development
Coordinator. “It’s more than just a
visual you can post on social media;
seeing an artist work right there in
front of you and visualizing [an idea]
without any prep adds a real wow
factor. It’s kind of magical.” n

INSIGHTS Summer 2018 03
Ways to
Use Visual
Communication
Tools Effectively
One reason live sketching is so
effective, says Warren, is because it
adds an element of the unexpected into
otherwise stiff corporate settings. Plus,
he adds, “When is the last time you read
a 20-page PDF recap of an event?”
He’s got a good point. While there’s
no doubt about the power of visuals to
augment an event, course, or meeting,
getting the formula just right can be
challenging. Here are three things
to consider when employing visual
communication tools for either internal
or external marketing purposes.
1
THINK BEYOND POWERPOINT:
Even if live sketching isn’t up
your alley, it’s worth examining how
you can add creative flair to a visual
aid by employing interactive data
visualizations, props, memes, sensory
elements such as music or scents, or
short-form animations.
2
TELL A STORY: Completed live
event sketches display a clear story
arc delineated visually in a way that
draws the viewer’s eye from one data
point to another. This formatting helps
readers grasp the overarching message
immediately rather than requiring them
to sift through a jumble of text to extract
the main points.
3
ENCOURAGE ACTIVE
LISTENING: Active listening—
not just hearing information, but also
comprehending and responding
to it—has been proven to aid in
information retention. Visuals that
contain an element of interactivity or
audience participation encourage this
practice and allow speakers to truly take
command of a room.
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Summer 2018
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
TRENDING »
Are Chatbots a Marketer’s
New Best Friend?
Why Everybody Is Chatting about Chatbots
If artificial intelligence and machine learning are
today’s tech terms being tossed around the
boardroom, chatbot is the buzzword coming
up during creative brainstorming sessions.
The most advanced chatbots are fueled
by artificial intelligence and machine learning
for increasing levels of personalization. They
are often more intuitive for customers and
more cost-effective for companies than
a 1-800 service line, especially for simple
queries such as order status updates. But in
addition to customer service, there’s an entire
world of chatbot-use cases for marketing—
and it’s on the cusp of becoming the next big
thing.
Before rushing into this relatively new
technology, however, it’s important for
marketers to learn how to effectively deploy
bots in a way that will not only boost ROI, but
also add real value to customers’ experiences.
A few big brands are already getting inventive
with this exciting and engaging tool.
BRANDS USING BOTS
As algorithm shifts—which are notoriously
subject to the whims of the gods that be in the
social media universe—make it increasingly
challenging to organically reach customers via
traditional newsfeeds, bots provide a beacon
of hope. According to an article on the Social
Shake-Up blog, the normal open rate for
marketing email is about 20 percent; however,
for Facebook Messenger bot conversations
between brands and customers, that rate
rockets fourfold to 80 percent. Click-through
rates on Messenger stretch into the double
digits, while for email they’re typically around
just 3 percent. Marketing experts predict
3 TIPS FOR BUILDING A BRANDED CHATBOT
Pick a service that makes
sense for your company.
Thanks to a variety of user-friendly
platforms for building bots, you don’t
need to be a prolific coder to create a
chatbot that’s bespoke to your brand.
Free platforms such as ChattyPeople and
Chatfuel come highly recommended
to those with limited coding abilities. If
you’re confident in your programming
skills, services such as Facebook
Messenger and Telegram also have their
own application-specific, open-source
APIs that anyone can experiment with.
Make your bot unique, userfriendly,
and understandable.
Whatever service you select to build
your brand’s chatbot, the bot should
have a unique, relevant name, and users
should be able to interact with it easily.
Accessible AI has advanced by leaps and
bounds in the past few years, but today,
most bots are still fueled by canned
responses written by a human. This
means that the responses your bot will
regurgitate can only be as witty, effective,
and on brand as the creative team that
crafts them. Keeping responses concise
and conversational is key.
Pair chatbots with other
marketing tactics.
Raise awareness about your
brand’s chatbot with CTAs via other
marketing avenues, such as a direct mail
or email campaign that includes a call to
book an appointment and instructions
on how customers can chat about their
specific needs.

INSIGHTS Summer 2018 05
THAT’S FOLD-TASTIC »
that within five years, companies will start growing and
segmenting Messenger lists in the same way they’ve
historically built out email lists.
A number of high-profile brands are experimenting
with chatbots and seeing early success. Whole Foods,
for example, recently built out a recipe database that
mobile users can access by chatting with the brand
on Facebook. Customers type in the names of various
ingredients, and the chatbot sends inventive recipe
ideas in response. The bot even recognizes emojis; for
example, sending an apple emoji may prompt a recipe
for apple turnover.
Using a similar strategy, Domino’s Pizza has
integrated bot-fueled ordering services into its social
media presence. Their chatbot service provides
customers with full menu options when they send the
word PIZZA via Messenger. Domino’s timing with the
launch of this service was impeccable: the company
released the tool shortly ahead of the 2017 Super Bowl,
capitalizing on the technology as a PR push to reach
Facebook’s billion active Messenger users. (That number
has now grown to more than 1.3 billion.)
Sephora recently deployed a Facebook Messenger
bot as part of its overarching social strategy. The
company lets customers book in-person makeovers
directly from Messenger. Like Whole Foods and
Domino’s, Sephora has found a niche that blends its
products with valuable—and even fun—two-way
conversations with chatbots, ultimately nudging
customers closer to the point of purchase.
Beyond Messenger, some brands are building
chatbots with third-party platforms that use SMS,
WhatsApp, Viber, or WeChat. Marvel has conducted
one of the most innovative experiments with chatbots
to date, powered by a company called Conversable. The
tool allows fans to “text” with comic book characters
such as Spider-Man or Guardians of the Galaxy’s Star-
Lord. Duolingo, a language-learning app, has an inventive
chatbot that lets users practice newly acquired foreign
language vocabulary in a conversational way with a
computer who won’t judge and can gently correct a
beginner’s mistakes.
Will chatbots replace email as marketing’s go-to
darling? Probably not entirely—and not immediately,
either. But given the early success metrics, chatbots are
certainly worth chatting about. n
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06 Summer 2018 COVER STORY
JASON
FEIFER
Editor-in-Chief of Entrepreneur Magazine
By Tim Sweeney
Entrepreneur magazine’s editor-in-chief, Jason Feifer,
discusses the future of the content business, how to tell
good stories, and why a high-quality print magazine is
still a viable vehicle for speaking to your audience.
Image Credit: Nigel Parry

Summer 2018 07
Q: Let’s start with what has been the milliondollar
topic for a magazine editor: What
are the modern challenges associated with
getting your content in front of more people?
Jason Feifer: Today, we need to serve people
everywhere. We are serving an audience that
is moving, not one that is platform or medium
specific. We have to fill a need in the places
where they are and with communications tools
they want to use. That means the usual stuff—a
print magazine, a website, a podcast, a video, and
events. It’s also about making sure we understand
and hear the audience as well as incorporate that
into our own creation process. For example, my
Problem Solvers podcast has seeded many stories
into the print magazine. That only happened once
we started to think of it as a feeder system, not a
separate product.
Q: How does that sharing happen from one
medium to another within your team?
JF: To create the Problem Solvers podcast, I
need to interview people about the exact same
thing that I believe makes good stories in the
magazine: how people solve problems. When
you start thinking like that, it makes distributing
content feel less like a scramble to reach a
moving audience and more like you are creating a
self-sustainable ecosystem, where you’re telling
stories in one way that can then feed into another
channel. You’re also creating more entry points
for your audience to engage with you.
Q: How much of what you do is still based on
the model of creating content (articles) that
generates an audience and having advertisers
pay to reach that audience?
JF: I think we entered into—and are now starting
to exit—a model where media brands have tried
to be everything to everybody and every media
outlet has been putting the same exact story on
their website. While I was working at a different
magazine, the digital team would watch this piece
of software that monitored Facebook. Whenever
a story by a brand had better-than-average
Facebook engagement, it would surface on the
platform and the digital team would say, “That’s
a story everyone likes, and we need to put up a
similar story.” That is unsustainable and a race into
the ground. Today, you have to be a brand that is
deeply relevant to your specific community, not
everyone else’s communities.
Q: So, how will successful media brands
deliver this deeply relevant content?
JF: It starts with being able to identify who the
audience is and then finding ways to serve them
as deeply as possible. Ten years from now, I don’t
think we will have a bunch of Facebook Live
events. I think we’ll have one-on-ones and video
conferences. We need to serve people where they
are, literally in their lives, and then connect them
to things that matter. It’s time to start treating
your audience like individuals.
I think we entered into—
and are now starting to
exit—a model where media
brands have tried to be
everything to everybody.
Q: There are some monetizable productbased
brands that have become good
storytellers too. Who stands out?
JF: Well, Red Bull got into content extremely
successfully, but nobody would say they are a
content company. Their content is building the
audience and trust, and the product is the energy
drink. Media needs to find their energy drink—that
monetizable product that is not the content. Every
media person needs to be thinking about that. That
is the future of media. It’s not in trying to reach
more people with your content. In fact, you may
need to be focusing on communities and serving
a narrower band of people rather than juicing
your web numbers to say you had 20 million
unique views. Everyone knows those numbers
are garbage! If one person clicked on one thing
one time and spent three seconds there, it’s called
“unique.” That’s not a meaningful connection.
arry
Q: What does the future look like for
magazines and other content producers?
JF: The future financial stability of a company is
not going to be driven by the content. Advertising
and subscription revenue is unstable, and I don’t
think that’s ever being fixed. But content will
become important in another way. It’s a relationship
builder; it’s why people trust your brand. Now
the question is: How can media outlets create
products and services that capitalize on that trust,
and are relevant to the audience that the content
has attracted? That is the future. And that’s what
every media brand should be exploring now.
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08 Summer 2018 COVER STORY
Q: To that point, as a media member, what’s
your take on the current landscape where
brands and media are using metrics such as
views, likes, and clicks to measure success?
JF: We are in this crazy moment where we are
judging ourselves by the vast reach we can
have, but these numbers defy reality. When you
put a video on Facebook and it gets 30 million
views—show me a person who will really sit down
and honestly say that 30 million people watched
it. They didn’t. One second played while they
Every story has an
audience and the trick
is making the story
reach that audience.
scrolled down their Facebook feed, and everybody
knows it. Let’s acknowledge that and move on
from there. When I think of the world of marketing,
I think of the phrase useful fiction. Everybody in
marketing has agreed on the same useful fiction—
doing these things in these ways and judging by
these numbers what is an accomplishment. And I
guess it works because at every stage of that chain,
everyone benefits from this useful fiction. Everyone
along the line gets paid—the production crew,
the creator, and the marketers. So, quite possibly
the only people getting ripped off are the brands
who paid for it in the first place. Even the people
inside the brand know it’s useful fiction, but they
are tasked to get the numbers they can then show
their boss. Someone is being victimized, but I’m
not sure who it is!
Q: How do you feel about advertorials and
sponsored content?
JF: We do it, but it’s important to keep in mind
that the most important thing to any media
organization—or brand that wants to act like a
media organization—is the trust of the readers. You
need to develop that trust and then respect that
trust and not violate it. If we run branded content, it
needs to be well marked, and the audience needs to
be made aware of it. If someone feels like they are
being tricked, you will almost never win them back.
Q: How do you create buzz around articles?
JF: To be honest, we could be better at it. We
are good at producing, but we spend less time
promoting. I was on a panel years ago with
someone who was then at BuzzFeed, and this
person said every story has an audience and the
trick is making the story reach that audience.
So when we produce a story, I will spend time
reaching out to people who seem influential
inside the audience that I think the story is for. I
will also drop them a line telling them that I think
they will really like the story, but I am always upfront
in acknowledging in my message that what
I’m doing is promoting our work and hoping they
will share it. I also find groups on Facebook, then
track down the moderator and share the story in
hopes that he or she shares it with the group.
Q: Do you have plans to use technologies
such as augmented reality or virtual reality in
the future?
JF: I have yet to see AR or VR that has generally
excited me. I think what we have seen thus far
are solutions in search of problems. For example,
I have experienced live sports through VR,
but it didn’t solve problems—it created them.
What solves a problem is the two-dimensional
experience of my TV. If I am far away from the
game, sitting in the stands, the TV experience
moves me closer to it. VR plops me into one fixed
location in the stadium, and it seems like I’m really
there, except I’m not, so that’s not very exciting.
Plus, I don’t have the good visual experience. So,
will these things be improved upon? I’m sure. Will
they find their place? I’m sure. But I don’t know
what it will be yet.
Q: What other new technologies excite you
as they relate to your work?
JF: It’s not new, but I’m really excited about the
continued growth of podcasts. That space will only
get better and better, particularly as we continue
to have devices that speak to us and as audio and
voice continue to evolve as important mediums.
I’m excited to get past this wave of people starting
podcasts and interviewing everyone they can. Then
we will get to the place where people are getting
really inventive with audio storytelling. Finding
a better way to search and find podcasts will
correspond with a culling of podcasting.
Q: Do you know anyone who is doing a
branded podcast exceptionally well?
JF: A great example of branded content done
right is a podcast called Twenty Thousand
Hertz. The host and executive producer, Dallas
Taylor, tells the stories behind the world’s most
STRAIGHT
TALK
from Jason
Jason Feifer offers candid
insight into what makes
a good story and what
you can learn by looking
at media outlets such
as Entrepreneur.
Find Jason on Twitter and
Instagram: @heyfeifer
Image Credit: Nigel Parry

Parry
Summer 2018 09
recognizable and interesting sounds. He makes
no pitch about his company, Defacto Sound.
He only says the name of it at the end. He’s
made these great stories of sound into a wellcrafted
showpiece. It’s clearly produced by
professionals who know sound and whom you
would want to use if you needed to create a
sound-oriented piece.
Q: As an editor, do you need to have a strategy
to move people from offline to online content
and vice versa?
JF: It would be nice if we could take people on
a route, but we are reaching different audiences
with different mediums. I was at Fast Company
years ago, and the editor-in-chief had this idea
that if a story was produced for online only (and
it did exceptionally well), we would run it in print
later. I was opposed to it because I thought it
would be old news three months later and our
print readers would have read it online. To my
surprise, not a single person ever complained,
because they are different readers. We reach a
different reader with a different expectation on
every platform, and you have to think about what
reader you are reaching with each piece you
produce. It would be wonderful if people were to
follow us on Instagram, read us in print, read us
online, and listen to the podcast, but they have to
live their lives. I think about how each thing serves
entrepreneurs where they need it.
Q: Why still produce a printed magazine?
JF: There are many reasons to stay in print, even
in an increasingly digital world. One of them,
to be totally frank, is that it’s the absolute best
advertisement for the brand. It’s on newsstands
and it gives us a weight of legitimacy and
trustworthiness. It’s also why lots of big-name
people will engage with us. Celebrities want to
be in the print magazine, even if it has a smaller
readership than online. And we ask people to
pay for the print magazines, so we put more
resources into it so that it will be of a higher
ambition level. It’s good to have a premium
product and serve a premium customer there.
Every monthly magazine is printing evergreen
1. In a good story, the character
changes. I don’t like success stories; I
like problem-solving stories. In a success
story, the person is already successful,
so the character never changes. In a
problem-solving story, the characters
arrive in one place and exit in another.
2. People want to spend time
with people. It’s more interesting to talk
about a company’s founder or interview
someone at the company than to talk
only about the company. And the story
should go on for as long as that person is
interesting. Sometimes what will make or
break a story is how engaging or colorful
a person is and how open they are. If they
aren’t so interesting, it may only be 500
words. If the person is fascinating, their
story could be 3,000 words.
3. Voice matters. If a story is written
by a writer who doesn’t have control
over their own writer’s voice, that story
is dead on the page. You need a writer
whose writing voice communicates
what the story is about and who can
immerse a reader in the experience
of that story. A writer’s voice is like an
ingredient in a recipe, and you need to
play the moment. If you expect readers
to go long with you, the person telling
that story must be well equipped to
guide them through it.
4. Invest in quality storytellers.
I don’t look at a ton of branded content,
but I see a lot of blog posts published by
companies and written by people who
don’t come from a writing background.
If you are not going to put out something
that shines in quality and shows
you have invested in it, don’t put out
anything at all. There’s a reason media
companies pay talented writers and put
their content through a rigorous editorial
process: so we know it’s top-notch.
5. Cool it on the sales pitch. If
you pick up Entrepreneur, you will see
that there is not one story telling you
how great Entrepreneur is. People don’t
like to be sold to. Luckily, we aren’t in
the position to have to sell a product,
but brands need to understand that
the content is not a sales pitch. It’s a
relationship builder. Just provide value,
then trust that it pays off. If you are going
to build content and you want it to find
an audience, use it to prove your value,
not to sell your stuff.
6. Make sure you are speaking
to an actual audience and not one
you imagine. Too many brands start
by asking, Who is the audience I want
to pay attention to my brand? My wife,
who is a writer, was asked to write for a
hard drive company that started a site
about delivering creativity, but there was
no audience for the concept. No one
wanted creativity advice from a hard
drive company. Talk to a real audience
and identify what they really want.
7. Understand that media costs
real money. It’s not something you can
do on the cheap. It requires investment
over the long term. Media is a long, slow
game, and developing an audience is
also a long, slow game.

10 Summer 2018 COVER STORY
LISTEN UP
Want to know what subjects your audience desires
(and help build your personal brand in the process)?
The editor-in-chief of Entrepreneur magazine says
the secret isn’t much of a secret at all:
Ask them.
content that is less timely, but we are trying to
make a magazine that feels like you bought into a
community so that you feel like you were educated
and your time and money spent was validated.
Q: Do you spend time working with a
marketing department in your role? What is
that relationship?
JF: I do. I’m often brought in to kick around
ideas and develop concepts. We talk about
ways to fine-tune the links between our different
products. Recently, a book landed on my desk
that was a collection of successful morning
routines. Everyone has seen that type of story
online, but somebody was smart enough to
make a book of it. I thought it was smart, so I
called our books marketing director, sent her the
book, and told her we should think about what
our online audience tells us that will translate
into a killer book.
Q: How can we know what subjects our
audience desires?
JF: The secret isn’t much of a secret at all: ask
them. All that talk with influencers and subject
experts has its perks when it comes time to
create more content or find new topics, but it
turns out the first skill a reporter learns is still
what I rely on most: listening.
Q: Where do you find the best “listening”
opportunities?
JF: For me, it’s about being out and talking
to the audience. That means both in person
and digitally. I speak at a lot of events, and my
favorite part is when I step offstage and a line
forms and people ask questions. Beyond the
individual connection, the personal interaction
offers an opportunity to learn what people are
concerned about. I’m able to learn how they
think I can be helpful to them. When someone
asks a question, they are telling you, ‘I think you
have this place in my life, and I expect this from
you.’ That is really useful. In today’s world of
mostly digital and impersonal interactions, a bit
more human touch goes a very long way toward
creating bigger fans. And sure, building a large,
scalable business customer by customer may
seem like an unreasonable task, but it will do
wonders for your personal brand.
The one thing people
want more than anything
is to feel heard, and it
doesn’t take much to
make them feel heard.
Q: How accessible should an editor be?
JF: Face-to-face connections and one-on-one
communications are invaluable. What people
say in a digital public forum such as social media
doesn’t matter much. What matters is what
they say in private. I will respond to every direct
message on Twitter, Instagram, and LinkedIn.
Being totally available and having a high amount
of one-on-one engagement with people tells me
so much about a broad swath of my audience
that it keeps me informed of what they want.
If somebody sends me a message on
Instagram and I respond, they say, ‘Wow, I didn’t
think you’d respond.’ First of all, that’s funny,
because why would you write if you didn’t think
I would respond? But secondly, just responding
to them once surprises them and delights them,

Summer 2018 11
Just reach out.
From
Jason’s Newsletter
People often talk about how awful social media can be. But recently,
an entrepreneur did something for me that was delightfully clever—
and, I think, an inspiration for us all to use social media in smart ways.
• Problem Solvers, about
Jason Feifer
is the host of
two podcasts:
entrepreneurs solving unexpected
problems in their business
• Pessimists Archive, a history of
unfounded fears of innovation
He’s @heyfeifer on Twitter and
Instagram and can also be found
at jasonfeifer.com.
Image Credit: Hashtag Sports
and then they will ask me their real question. I
believe that a simple response can create a fan
for life, someone who will follow you loyally
on social media, buy your book, and listen to
every podcast.
The one thing people want more than
anything is to feel heard, and it doesn’t take
much to make them feel heard. If you can do
that on an individual basis and figure out a way
to scale that, you will win. People don’t want to
be treated like one of a crowd. They want to be
treated as one. n
Here’s the backstory:
For the past few months, I’ve been doing
weekly Instagram live feeds through
@Entrepreneur every Wednesday around
3 p.m. EST. But I quickly noticed a problem:
people would keep tuning in throughout the
video and asking, “Who are you? What are
you talking about?”
At first, I just kept reintroducing myself.
“For those that just joined,” I’d say, “I’m Jason
Feifer . . .” But that got annoying. So,
I made a hand-printed sign—but
because a cell phone’s selfie mode
flips an image, I had to hand print
the sign backward in order for it to
read as forward on the live feed.
I’d just hold it up as I talked. Then
I printed the sign, so it was easier
to read. A few weeks in, someone
suggested I tape it to my shirt so I
didn’t have to hold it.
And that’s when Success Print
Shop in San Angelo, TX, reached
out and asked if I’d like actual
T-shirts with my backward sign
printed on them. “I’d love that,”
I said. So, he made five and sent
them to my office.
I didn’t ask for it. I wouldn’t
have thought of it on my own. But
here’s a guy with a T-shirt print
shop, which means he was the
perfect person to solve a problem
Image Credit: Andrea Huspeni
I didn’t even know I had. And ever since,
I’ve given him shout-outs on Instagram for
the shirts I now wear every week.
We can all do this—use social media
to surprise and delight people and be the
solutions to other people’s problems. All
we have to do is reach out. n
This story was first published in Jason Feifer’s newsletter.
Reprinted with permission.

12 Summer 2018 FEATURE
Discover the Power of a
Core Values
Statement
By Holly Lebowitz Rossi
e
very employee has a sense of
professional identity, starting with
what they create or build or with how
they help or serve someone in their job. But
what inspires people as they arrive at work
each day often has little to do with what they
produce. It’s the core values of a company
that can drive performance, commitment, and
happiness among employees. When those
values are clear, consistent, and integrated
throughout the organization, both employee
experiences and business outcomes thrive.
Marketers hold a key responsibility with this
culture-sustaining practice—core values
should be at the very “core” of your internal
marketing strategy.
Establishing a core values statement is
“the number one thing all companies need
to do,” says Marissa Levin, Founder and
CEO of Successful Culture, a Washington,
DC-based company that has helped more
than 100 businesses craft and implement
their statements. The stakes are high in
being intentional and clear in core values.
According to a Society for Human Resource
Management case study, 30 percent of
mergers and acquisitions fail because of basic
cultural incompatibility. Effective core values
statements can prevent cultural missteps and
save businesses.
But core values statements offer more
than insulation against cultural implosion.
Effective core values statements are powerful
tools that can unify employees, clarify shared
purpose, and inspire peak performance. Here
are four examples of companies that have
identified and implemented their core values in
ways that have supported and sustained their
business goals and employee satisfaction alike.
BRIGHT HORIZONS FAMILY
SOLUTIONS (Watertown, MA)
Core Values Statement: The HEART Principles
• Honesty
• Excellence
• Accountability
• Respect
• Teamwork
Bright Horizons, a leading provider of child
care, early education, and other services,
distinguishes between the “what” of their
business mission and the “how” of their daily
Marketers hold a key
responsibility with this
culture-sustaining practice—
core values should be at the
very “core” of your internal
marketing strategy.
work. It’s the latter that informs the HEART
Principles, says Ilene Serpa, Vice President of
Communications for the company. “We always
lived those principles, but naming them and
describing them in words also held us—and
those who would come after—accountable to
them and accountable to our organizational
culture,” she says. The HEART Principles infuse
daily life for the company’s more than 30,000
employees in the United States, the United
Kingdom, the Netherlands, India, and Canada.
According to Serpa, “It’s not an overstatement
to say that the HEART Principles are a
touchpoint in every process, project, program,
and basic human interaction we have within the
Bright Horizons family and outside our family.”
She adds that the company is very deliberate
about referencing these values when welcoming
new employees to the fold. “We stop and ask
ourselves—in this moment—Do these principles
resonate equally for those who are being
welcomed and for those who are doing the
welcoming? And if the answer is anything other
than yes, we stop and reset.”

Summer 2018
13
KUTTIN WEALTH
MANAGEMENT (Melville, NY)
Mission Statement: Financial advice that brings
you confidence, simplicity, and success
Core Values: Respect, integrity, loyalty,
communication, open-mindedness
A collaborative spirit drove the process of
identifying and implementing core values at
this financial services firm, according to senior
partner Eric Szczurowski. Having experienced
some “growing pains,” the company’s 28
employees gathered at an off-site retreat, seated
in a horseshoe shape as they all shared their
ideas for a mission statement and top values
they could align themselves around. A long
list of values was whittled down first to 15,
then 10, and, finally, five values that everyone
could agree upon. “We use them every day,”
Szczurowski says of the firm’s mission and core
values. “Everything was agreed upon by all of
us; it wasn’t like I came into the room and said,
‘Listen, these are our core values.’ These are
ours—not mine and not theirs.”
S&S CYCLE (Viola, WI)
Core Value: Proven performance
“We live by this credo in everything we do and
every product we make,” says David Zemla,
Vice President of Marketing for S&S Cycle,
which is celebrating 60 years in business
this year. For the 240 employees who work
at the company, it’s the data that drives both
employee motivation and customer loyalty.
“In our world, performance is measured in
horsepower and torque on a dyno,” says Zemla.
“The performance is proven and documented.
We share this throughout the organization and
in all of our customer-focused media.” “Proven
performance” is also discussed in the standard
employee handbook and is integrated into
orientation tools as well, pervading the company
culture from the day an employee begins work.
S&S’s core values have a long history, originating
with the family who still owns the company it
founded six decades ago. “The Smith family
fashioned the core values statement that we live
by to this day,” says Zemla.
DC MOSQUITO SQUAD (Sterling, VA)
Purpose: Connecting people in their
outdoor spaces
Mission: To perfect our system of delivery to
dominate the DC outdoor pest control market
with 18,000 customers by 2020
Core Values:
• We take the initiative.
• We innovate and constantly improve.
• We believe in meeting all our customers’ needs.
• We value open and honest communication.
• We are consistent, accountable and transparent.
• We have “I can” attitudes.
• We believe investing in our business is
investing in our people.
• We believe work should be fun.
• We are data driven.
“Every company has a culture. You can either
be intentional with it or not, at which point
culture just happens to you,” says owner Damien
Sanchez. Before he enlisted a consultant to lead
his company through a process of identifying a
purpose, mission, and values, Sanchez says his
company had a single core value: “Get by.” But
now that he and his eight full-time, year-round
employees are clear on their mission, purpose,
and values, they are united around a common
language and aligned in their standards for
success. In turn, this helps them better hire and
train the 55 seasonal employees who perform the
company’s pest management services. Sanchez
says the process has enhanced his leadership
skills. “I have to be the evangelist of our values,”
he says, modeling them in his own behavior as
well as citing them in daily conversations with
employees. Three years after establishing this
set of principles, Sanchez is looking toward the
future, planning on distinguishing between core
values and “aspirational values” that he hopes will
drive his business’s growth. n
Effective core values
statements are powerful
tools that can unify
employees, clarify shared
purpose, and inspire peak
performance.
GET STARTED
IDENTIFYING YOUR BUSINESS’S CORE VALUES
The mind-set shift required to establish and implement core values in a way that stands the test of time can feel
challenging to companies of any size, says Marissa Levin. She shares three tips for how to make a sustainable,
meaningful core values statement your company’s true north.
Engage a Professional: Having
an experienced outsider guide the
conversation with senior leaders and
key stakeholders is crucial to setting
up an honest, productive process of
identifying and implementing core
values. “It’s hard to see the picture
when you’re in the frame,” says Levin.
A professional can see the big picture
from outside the frame.
Spread the Word: Communicating
your core values on posters, screen
savers, and company publications is
one thing, says Levin. But truly “rolling
out values” involves educating and
informing employees about the
process at a deeper level. “Explain to
employees what their role is in living
the values,” she says.
Identify Values-Based Behaviors:
Implementing values means bringing
them to life in daily behaviors. For
example, say your company has
identified collaboration as a core value.
Levin asks, “What does that mean from
a behavior standpoint? How do you
know when you’re being collaborative?”
Analyze and communicate the ways
employees can expect to see their
values impacting their work days.

14 Summer 2018 BRANDS WE LOVE
Brands We Love:
GRAZE Snack Boxes
Take a look at the first in a new series of
profiles on brands whose marketing we
find original, integrated, and thorough.
PRODUCT AND BACKGROUND
The toughest part of brand marketing these days
might be deciding which marketing channels
to pursue, which to save for later, and which to
ignore due to a lack of resources or because they
simply don’t apply to your strategy. Social media,
PR, direct mail, influencers, sustainability, product
packaging, content creation—who has time for
it all? Well, the marketing folks at graze snack
boxes seem to. Founded in the United Kingdom
in 2007 and headquartered in London, graze
offers “yummy, nutritious snacks for busy days,”
delivering right to your door. Graze expanded into
the US market in 2013.
There are three primary ways to use graze:
you can try a subscription, browse the graze shop
online, or purchase snack packs in stores. If you
shop online, you have a choice of 100 different
snack ideas and can even browse by flavors and
food types, from chocolate to savory to popcorn
to flapjacks. If you subscribe, the process is
simple. First, you set up an account and tell graze
what you like. Next, they personalize your box of
snacks and deliver it to your door (you choose
the frequency, there is no commitment, and you
can cancel anytime). You enjoy your healthy
snacks and rate them. Graze uses your feedback
to personalize your snack boxes each time. From
there, you stock up on your favorites and use
graze’s online shop to find more.
Graze says its snacks always fulfill three
promises: they do not use artificial colors, flavors,
or preservatives; they come in controlled
portions that help you lead a healthier
lifestyle; and they are always nutritionist
approved, with a clear benefit.
PACKAGE DESIGN AND PRINT
The custom boxes, which are bright and well
designed, are small enough to fit in the mail
and don’t require the receiver to be home to
sign for them (very convenient). They also are
personalized with the recipient’s name. The
boxes are made from 100% biodegradable
Kraftpak from sustainable forests, use no glue
for binding, and are 100 percent recyclable.
The enclosed booklets are also made from 100
percent recycled paper and are 100 percent
biodegradable and recyclable. We should
mention that the booklets are personalized
as well. Graze urges consumers to recycle the
packaging when finished; a page on their website
is dedicated exclusively to explaining exactly how
to recycle each piece and detailing where each
part of the packaging comes from. Kudos to graze
for thinking through the production and design of
their print and packaging!
GETTING STARTED
Graze’s marketing tactics seem to tick all the
boxes—if you’ll pardon the pun—and start with
potential “grazers” who have yet to sign up. If
you’re one of their possible fans, you may receive
a direct mail postcard inviting you to sample
a complimentary box of snacks. You may
also find offers on sites such
as freestufffinder.com or see
reviews and offers on the
sites of health-minded
bloggers.

Summer 2018
15
ONGOING ENGAGEMENT STRATEGIES
Graze encourages consumers to play a role
in product creation by staging contests that
ask them to vote on favorites and new flavors,
encouraging interaction with the brand. While
their social media content promotes the products
themselves, they also deliver a wide variety of
value-based content pieces. Topics include tips
on what to eat before and after running a race,
training fundamentals, pre-bed rituals to help you
wind down, and how to shut down a cold before
it takes over your life.
Those articles and videos are posted on the
brand’s extensive blog as well as its YouTube
channel, in the case of video posts. A number of
the articles are created by Jess, graze’s resident
nutritionist who created the brand’s health
badges to help consumers choose the snacks that
are the right fit for them. However, graze lists 21
bloggers on their page of authors. Some are staff
members, while some are guest bloggers with
their own blogs covering various related topics,
such as parenting, fitness, nutrition, taste, recipe
creation, and travel. The content on graze’s blog
is impressive due to not only the quantity, but
also the value. The posts are hardly ever brand
oriented and are almost always service oriented.
Graze’s efforts with bloggers do not end with
graze.com. The brand also uses affiliate- and
Want to try
your own
snack box?
Scan the QR code or register TODAY at:
drummond.com/giveaway
blogger-influenced marketing to tell its story on
other sites via product and experience reviews.
They’ve also employed guerilla-marketing tactics
to seed their best products. For example, they
sent brand ambassadors to hand out one million
samples of its veggie protein power outside busy
London train stations.
Graze’s consistent and engaging use of
email marketing didn’t escape our due diligence
either. The style and voice of the emails are
light and to the point, even humorous at times.
Special offers, sneak peeks into new products,
and suggested snack options—all based on
your order history and your personal feedback—
create a personalized experience of snacking
opportunities to fit your liking.
Overall, we found graze’s marketing to be
well thought out, but not overthought. We
would describe it not as complicated, but rather
as “strategically simple.” Engagement across
multiple platforms includes social, direct mail,
personalized print, email, and affiliate marketing
with great use of personalization and data. We
felt their content marketing strategy is spot on,
as it delivers well-written, relevant content in the
spirit of giving rather than receiving. n
REGISTER for our summer giveaway
and your could WIN three complimentary
snack boxes to graze on!
THINKING OUTSIDE
THE (SNACK) BOX:
A CULTURE OF
GIVING BACK
It’s no secret that being philanthropic as a
brand is another way into the hearts and
minds of consumers, especially of healthconscious
consumers who watch what
they eat and tend to know where their
food is coming from. Graze makes their
snacks in-house and, in addition to using
sustainable packaging, offers subscribers
a chance to give back to a worthy cause.
New customers who receive a $1 reward
for signing up can choose to donate their
reward to graze’s School of Farming,
located in rural Uganda. When graze
subscribers refer a friend to sign up, they,
too, receive a referral reward that can be
donated to the school. Consumers can
also donate to the school efforts when they
purchase graze products through Amazon.
The School of Farming was launched
to help families in the Ugandan town of
Kabubbu gain the farming skills they need
to grow, maintain, and harvest crops over
several seasons. The school is run by a
local man who is dedicated to helping his
community, and the idea is
to provide the village and
the students of the school
with a source of sustainable
income and food. Graze
consumers have raised close to $200,000
thus far with their donations. Though
farming has traditionally been considered a
low-status occupation only for women, the
School of Farming is now fifty-fifty men and
women, and 400 people have graduated.
That means 400 people can now feed and
support themselves and their families.

16 Summer 2018 SPOTLIGHT
Brielle Killip, Blue Linen Creative
Making Waves at the
Denver Paper Fashion Show
Behind the Process of Designing a Fashion Statement
Entirely out of Paper
Crafts such as origami, scrapbooking,
and papier-mâché may be the first
practices that pop to mind when one
thinks about paper art. And as printers,
designers, and creatives, we think
of beautifully designed packaging
and marketing materials as works of
art. But one Colorado competition
is proving there’s another way to
showcase the artistic versatility of
one of humanity’s oldest materials: by
wearing it.
Onlookers at Denver’s ONE Paper
Fashion Show, which happened this
Garber—spent about 300 hours on
this year’s entry, the back of which
features a cape made of meticulously
crafted, cascading paper spheres. The
piece, dubbed Azure Waves, consists
of more than 8,300 inches of paper.
Much like the aesthetics of the dress
itself, the Blue Linen team’s creative
process is relatively fluid. “We don’t
start with a grand vision,” Killip says,
explaining that the team prefers a “go
with the flow” approach to design.
Prior to the first year’s entry, she adds,
“no one had any fashion experience,
The product was a piece of wearable
art that looks anything but stiff or
reminiscent of a paper bag. Azure
Waves is as detailed as it is dramatic,
and it looked simply divine sashaying
down the runway.
Physically getting the model into
the garment presented another
challenge, says Killip. For Azure
Waves, the team designed the piece
with ribbon woven throughout the
bodice so it could be laced up like a
corset. “[The model] could take it
off over her head, really like a normal
Arts community, an organization
that provides after-school arts
programming for at-risk youth.
Throughout the competition, a
panel of judges gauge which dresses
will take home first prize, and
trophies—also constructed of paper—
are awarded to the winners. As for
what happens to the garments after
the fact, some are kept for antiquity.
This year, Mohawk Fine Papers plans
to put Azure Waves on display in its
showroom as an example of a truly
inventive use of their products.
“It was really cool to see how the design evolved, with one shape turning into
a whole bunch of shapes—it took on a life of its own.”
past March, could be forgiven for
asking, “What are those clothes really
made out of?” The answer is, as it
turns out, that yes, they really are
mostly paper. Brielle Killip, a designer
at Blue Linen Creative and part of a
three-person team who has entered
the annual competition for three
years running, explains that rules for
entry are relatively straightforward:
garments should be made of at least
90 percent paper, although bolstering
elements such as zippers, support
frames, and embellishments are
also allowed.
Killip estimates that her
teammates—which include
Christopher Geissinger and Jennifer
but I think all of us are ‘makers’ in
general. We started without any
expectations and just wanted to see
what we could create.”
Working with paper presents
unique design challenges, including
the fact that the dress has to move
and curve. To accomplish this effect,
Killip and her team got creative with
construction techniques for Azure
Waves, actually “knitting” the paper
pieces together and wrapping large,
flat sheets around a model and
working off the resulting creases.
“It was really cool to see how the
design evolved, with one shape turning
into a whole bunch of shapes—it
took on a life of its own,” Killip says.
dress with a closure in the back that
you pull tight,” Killip explains.
To source paper to make the
garments, many designers work with
sponsors. Killip and the Blue Linen
team, for instance, relied on Mohawk
Fine Papers for materials to build
Azure Waves. The paper is from
Mohawk’s Curious Collection and
includes metallic hues, the sheen of
which gives the garment a satiny look
that mimics fabric.
In previous years, as many as
700 attendees have come to the
Paper Fashion Show, which is an all
volunteer-organized endeavor. A
portion of proceeds from the show
benefit the Downtown Aurora Visual
Working with paper, says Killip,
has given her a newfound respect for
the material as well as for creative
problem-solving. “The experience has
helped me learn how to think outside
the box,” she says. “I try to put that
idea or that practice into work with
my [design] clients . . . getting them to
think about what’s possible, putting a
little more creative spin on things.” n
Special shout-out and thanks to Mohawk
Fine Papers for their support and sponsorship
of the show. For paper inspiration and ideas,
visit: www.mohawkconnects.com.

BEST IN SHOW!
Honored to be voted “BEST IN SHOW”
at the Impress 2018 Print Showcase.
Judges rely on one piece to stand out from the pack and
one always does. There are no limitations, other than that the piece
be the
within its division.-PIAG (Printing & Imaging Association of Georgia)
FINEST and MOST SKILLFULLY PRODUCED

What are the
BIGGEST
Collaboration
Challenges Facing
Creative Teams
Drummond
5664 New Peachtree Rd
Atlanta, GA 30341
Graphic
designers
feeling
deluged?
Concepts gone
KER P LUNK?
Customer experience
is everyhthing!
We provide solutions for:
• Wide Format
• Commercial Print
• Digital Print
• Direct Mail
• Promotional Products
• Web to Print
• Warehouse, Fulfillment, and
Distribution
CERTIFICATIONS:
• FSC
• G7 Master
• PEFC
• SFI
Collaboration
train falling off
the tracks?
770-426-9100
drummond.com
Too much
feedback
from too
many
people
Top Collaboration
Challenges Facing Creatives:
Incoming
requests
make it
difficult to
prioritize
Not provided
enough
information
to begin
work
CHECK OUT
OUR INFOGRAPHIC:
8 Biggest Challenges
Facing Creative Teams –
from Conception
to Completion
Scan the QR code or visit:
drummond.com/8challenges