The Beat - Summer 2019

WELCOME Summer 2019 01
Welcome to the Summer issue of THE BEAT!
i
n connection to our feature story,
Surviving the Talent Crunch (page
12), our outside back cover offers
up data on salaries for marketing positions
ranging from entry-level to senior-level
managers. One of the most surprising
(and promising) pieces of information
we uncovered in our research came from
the National Association of Colleges
and Employers (NACE), revealing that
employers expect to hire 16.9% more
new graduates from the Class of 2019
than they did from the Class of 2018 for
positions in the US. That’s the biggest
increase among recent graduates since
2007! This helped us to understand the
enormity of the talent crunch, and the
competitive landscape employers are
facing when seeking top candidates to
fill entry-level positions. We also learned
that employers are often
met with disappointment
when the new hire doesn’t
appear to be as “workready”
as they had hoped
for. Terri Bartlett, President
of Marketing EDGE, sheds
some light on the “workready”
part of the new-hire
equation as she explains
John Falconetti
CEO, Drummond
how her organization helps to train and
prepare marketing graduates for real-world
marketing positions.
You’ll be able to sink your teeth into our
Insights story (page 4) as it speaks to SEO
reports that are C-suite worthy and shares
how to gather the information to create
them. Our digital download resource
(e-book) dishes out 22 free (yes, we
said free!) SEO tools that are tested and
top-rated by Moz.com and other highly
reputable sources. Score! Share the e-book
with your marketing department and
encourage them to explore these tools.
Finally, to our cover story. Ann Handley
found time in her busy calendar (in
between speaking engagements, writing
her newsletter, serving as the Chief Content
Officer at Marketing Profs, and traveling) to
spend time with Tim Sweeney, our writer
extraordinaire. She delivered
nuggets of great information on
developing your brand voice and
creating great newsletters. Her
book, Everybody Writes, is one of
our favorites and also one of our
summer giveaways. Register to
win Ann’s book or a pair of OluKai
sandals (Brands We Love, page
10) at drummond.com/giveaway.
EXPERT OPINION
Read insights from the following
contributors in this issue:
Ann Handley
Chief Content Officer, Marketing Profs, and
best-selling author talks about your brand voice
and marketing. (Page 6)
Terri L. Bartlett
President, Marketing EDGE, explains how ME helps
connect and train marketing graduates, academics,
and corporate leaders. (Page 16)
Trish Witkowski
The foldfactory.com owner and 60-second
Super-cool Fold of the Week author offers two
unusual direct mail formats
to consider. (Page 5)
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
Interview with Ann Handley on the topics of
brand voice and mediocre marketing.
10 Brands We Love
OluKai: Direct mail, social marketing, and
philanthropic partnerships make this a brand we love.
12 Surviving the Talent Crunch
How Marketing Edge is helping graduates,
academics, and corporations.
16 Spotlight
Marketing EDGE program details.
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Tim Sweeney
Stephanie Walden
Carro Ford
Design: Diann Durham
©2019 All Rights Reserved
Printed and distributed by Drummond
www.drummond.com