June 2008
My career as a marketer began in high school when I received my social
security card and could take on my first assignment of hawking Tums on
Main Street in a small Midwest town. I walked down the street barking,
"Tums for the tummy! Free sample, sir?"
From this early experience and many thereafter, I can understand why the term "self-promotion" is often viewed negatively, connoting images of one shamelessly pitching his or her services to the point of excess. However, we should try re-framing promotional marketing efforts as "leading by example." In doing so we begin to gain recognition for your own organization and its successes. Allowing your extraordinary work speak for itself is a good start, but more often, getting your work "out there" is more than half the battle.
One vital way to gain visibility for your organization and its work is to get involved in professional organizations and take advantage of speaking engagements. At JDG, I like to think of our agency as excelling in thought leadership, as well as in our core capabilities, and we aim to share our vision with others beyond the typical client-agency relationship.
Just this month, for example, I will be speaking at an American Marketing Association-DC Chapter event, "Branding in the Federal Sector" where I will participate in the presentation of two case studies. The first will be presented by JDG client and former USAID Deputy Assistant Administrator for Public Affairs, Joanne Giordano. She will detail the rebranding efforts of USAID, which became an award-winning communications and global affairs success story. (Read the USAID case study). I will then present the collaborative process we used in creating a highly successful employment recruitment brand for the Department of Homeland Security.
This month's issue of Brand News will detail other ways you can get your organization and the good work you're doing "out there," and more importantly, the value of doing so. And just to be clear, I do not recommend the wearing of sandwich boards of any kind.
Sincerely,
Len Johnson, President and CEO
JDG Communications
(703) 207-0933 x101
ljohnson@jdgcommunications.com
Interested in learning more about the American Marketing Association or attending the June 25 "Branding in the Federal Sector" event? Visit www.amadc.org
Rewards Beyond an Award
We all know that finding extra time in our busy days often seems
impossible. Taking on additional tasks—particularly one that
isn't billable or directly related to your organizational
responsibilities—is something we initially pass over, or
contemplate with the best of intentions… until it gets buried
underneath piles of "real work." Even if we can't always assign a
monetary value to it, getting involved in professional organizations
and their award recognition opportunities is well worth your time.
Whether you excel in marketing, non-profit management, or scientific
research, more than likely there is a professional organization and a
process of peer recognition out there just waiting for your
submission. Finding the time to research an organization, review the
guidelines of a particular awards opportunity, and compiling your
entry is all in all a relatively minor time investment. More important
to recognize is the value of doing so—and it goes far beyond any
self-indulgence or need for a taste of fame (we're not talking the
Oscars, here, after all).
Firstly, becoming an active member of a professional organization is a wonderful way to build your network of colleagues. From finding potential customers and new staff members to evolving your professional knowledge, networking is a no-brainer. Often, the annual awards ceremony of these organizations is the most well attended event of the year and a great way to meet new members. Also, as many of the awards ceremonies place the entrant's work on display, one can begin to think of the event as a potential capabilities presentation to every organization represented in the room. And even if there are no specific new business opportunities that arise from your involvement, taking the opportunity to recognize the hard work of your organization or that of your client and helping to toast your colleagues' efforts is well worth the event fee.
Another highly significant benefit of getting involved is peer and professional recognition and validation. Receiving recognition in honor of your work is something that you can continually reference to potential customers, new hires, and your fellow staff. Particularly if you are among a small team of communicators within an organization whose mission lies in a drastically different discipline—science, medicine, or law, for example—having the ability to tout your professional organization's validation is a great way to convey the relevance and achievement of your work. A director in your organization may not know much about communication or marketing plans, but seeing a stamp of approval from experts within your field should certainly help earn for your efforts.
JDG Communications is a proud sponsor of, and currently providing its marketing design services to, the International Association of Business Communicators—DC Chapter's 2008 Silver Inkwell Awards. The Silver Inkwell is the premier awards program for business and federal government communicators. Learn more about IABC, Silver Inkwell, and submit your work of excellence today: http://www.iabcwashington.org/inkwell/
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your company a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications will then prepare a Confidential Needs Analysis that outlines our recommendations for your company. Our staff will return to your office to present our findings and see how we might help you.
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