April's Member of the Month: Matt Gough, President, Main Line Protection Services

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Matt Gough was admitted as a partner with Main Line Protection Services, LLC in 2015 and served as Chief Operating Officer until 2020. He quickly restructured the day to day operations of guard, electronic security and investigative services. In 2017, Matt was tasked with overseeing the start up security design, planning and operations of the company’s first Cannabis client. One of the first Cannabis licensees in Pennsylvania. His Cannabis security operations team members continue to oversee this successful implementation. Matt has since been requested to provide professional consultation on additional Cannabis security projects, state regulations and license applications in Pennsylvania as well as other states. In 2018, Matt was chosen to lead Main Line Protection Services’ business development and client services program. He set the foundation for growth and structure of the company by applying  his successful client satisfaction platform to development and sales. This strategy has significantly increased the company’s portfolio and doubled sales in under two years. In 2020 Matt was asked to serve as company President and to assume the leadership and general management of the entire company. He presently serves in that role.

Matt joined Main Line Protection Services in May of 2007 at an entry level Security Officer Position. With the recommendations of his superiors he rose to site supervisor and to then to Assistant Manager in December of 2007. In April of 2008 he was promoted to Assistant Manager of the Electronics Security Division. During that time he attended technical schools and acquired a wealth of experience in all aspects of the electronics security services offered by Main Line Protection Services. He was assigned as interim Electronic Security Division Manager shortly thereafter due to an immediate opening. During his time as Interim Manager, Matt showed a strong ability and desire to succeed in sales, customer service and satisfaction along with a gaining knowledge in the field. He was ultimately promoted to Electronic Security Manager and Guard Operations Manager.

Matt holds the following civil certification:
Licensed Private Detective
National Training School (NBFAA) Certified Alarm Technician 
National Training School (NBFAA) Advanced Burglar Alarm Technician
National Training School (NBFAA) Fire Alarm Installation Methods

Matt resides in West Chester, Pennsylvania with his wife and three children. A fourth is due in June of 2021. He enjoys spending time with his family, playing golf, hunting, fishing, remodeling his home and coaching CYO youth football.

February 2021 Member of the Month - Stephanie Turzanski, Owner, VinVu

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Five Answers From a CCPA Member - Stephanie Turzanski, Owner, VinVu

What is your guilty pleasure TV show? Below Deck
What is your favorite place you have traveled? Miami
What was your first job? Marketing at Comcast
What is something you’ve always wanted to do but haven’t done yet? Travel to Australia
What is your best networking tip? Be yourself and don’t care what others think

More about Stephanie and VinVu
Prior to opening VinVu, I owned an outsourced marketing firm called In House Marketing, which has recently become inactive. While in that role I met my now business partner who spent 18 years in the telecom industry and owned another firm where I was hired to help with marketing and business development.  

During my hire I did my due diligence to understand how telecom worked. I came to the conclusion that the telecom industry was unethical and did not help clients in a way it should. I was so shocked that my comments to leadership was “This industry is incredibly unethical. The way in which back-ended money flows is insane. This is too shady. You do nothing to help your clients and have your own self-interest as priority. How does this industry allow this kind of work to happen?” Needless to say after my comment leadership thought my “sass” was too much and asked me not to come back and said that I “didn’t get it.”  

That experience got me to thinking. Since this is an unregulated industry, what if we made it as if we were regulated? What if we told our clients what we made, how the money flows, and gave them the tools given to agents to help them procure the services needed to get their business to work and grow? What if we give back to our clients financially and help fuel growth?  

Thinking about this made me call my now business partner. I asked him if there was a way for us to create a company that could be ethical and transparent with clients. He said there is, but it has never been done before in our industry but would love to be a part of something that did do what I was thinking.

That’s when VinVu was created. Our overall objectives are simple. We want to help clients lower their telecom spend by finding them better rates and services, driving unexpected additional savings, showing clients how to leverage the master community, and giving them the tools and technology to maintain processes while enhancing their business. Our overall objectives are simple. We want to help clients lower their telecom spend by finding them better rates and services, driving unexpected additional savings, showing clients how to leverage the master community, and giving them the tools and technology to maintain processes while enhancing their business.

We traveled the country for a year asking our peers if anyone was doing our model. So far, we are the only ones with our transparency. It’s exciting to know that out of over 3,000 agents we are the only ones doing this model, yet it saddens me to know that we are the only ones being honest which is not fair to businesses who need agents to help them make the right telecom decision.

To this day I’m thrilled we created this company and are helping businesses change how to procure telecom while protecting and educating them at the same time.

Stephanie Turzanski, Owner, VinVu
3887 Alberta Place, Philadelphia PA 19154
215-510-6587
swt@vinvu.net
VinVu.net

BUSINESS. ENTREPRENEURISM. DEMOCRACY.

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by David Lane, VP CCPA and President/CEO LevLane

This month, my partner and I celebrated our 37th year in business. We began in his second floor bedroom, and thanks to the talents and loyalties of former and current staff, we have reached an anniversary that few businesses achieve. Everyone’s hard work, high levels of integrity, and unwavering persistence (with some luck thrown in) has been the recipe for keeping our business in business.

But the appalling events in the Nation’s capitol several weeks ago, the predictable result of several months of unfettered behavior, have led me to consider a broader perspective that in many ways provided the foundation for our success, and I think you may agree, for yours too.

Essential for any business in this country is the belief in economic liberty guaranteed by our Constitution, and the privilege of entrepreneurism protected in our Democracy. The freedom to start a business, pursue dreams, collaborate with associates and colleagues, help support and grow families, work to better one’s abilities, are only possible because we live in a country founded by some pretty-smart folks, who have provided a framework that holds almost 250 years after it was written.

On January 6, we witnessed our Democracy under attack. I guess you could say that until then I took for granted that the milestone our business achieved is because we are just that good. But no, being good is just a small part of the story. The bigger and more important part is that we live in a country that permits our success to exist in the first place. Without that, then nothing. Nothing!

So, as we begin our 38th year in business, I appreciate our success in a much different light. It wasn’t simply the above success recipe, but the good fortune to be born and live in the U.S., governed by a system that gave us permission to start a business, hire staff, produce ads, serve clients, help others, and be rewarded for hard work.

I know these comments ring true with our CCPA family. Our members and guests represent businesses large and small; profit and non-profit; private and public; local, regional, and state government. All of us working to achieve our own measures of success. Today I am thankful that our Democracy protects those opportunities. CCPA is 42 years old. Our republic almost 250 years. Here’s to at least another 42 for CCPA, and infinitely more for the USA.

Articles from CCPA's members, volunteers or contributors reflect the personal views of the author in their individual capacity. They do not represent the views of CCPA's board of directors or members and is not sponsored or endorsed by them.

11 Basics of a Functional Home Office by Eric Elmore, Marketing Director, Drucker & Scaccetti, CCPA Secretary

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There was a time in the not-so-distant past when working from home was considered a perk; a reward for loyal, responsible, and often higher-paid employees. Now we are nine months into the COVID-19 pandemic in America and working from home is fast becoming the norm. A recent study by Stanford University found that 42% of the U.S. labor force are working from home full time.

The pandemic employers to overcome an innate struggle with trusting that work would get done by employees working from home and that the “perk” would be subject to widespread abuse. And they were forced to invest in reliable and secure technology to enable and sustain the continuity of their businesses amidst mandatory quarantine orders from state and local governments.

My firm is among those that are now 100% remote with nearly 100 employees all working from home for the foreseeable future. Unlike some firms, we were already set up to make the transition because we had several staff working from home full time across four states for nearly a decade. For me, however, it had been 17 years since I had a work-from-home arrangement and I had to retool my house for the switch.

In speaking with some of our work-from-home staff, friends, family, and colleagues who also worked from home pre-pandemic, I’ve developed a list of 11 basics needed for a productive and functional home office. You don’t need everything on this list, but these are the items I have found I cannot do without. And, I have not included obvious necessities like a computer, internet connection, or phone (cell or landline). Your ideas will vary for sure; but here are mine in no specific order:

  1. Comfortable Workspace: Whether a desk or a table, you’ll need enough space to write, access keyboards and review paperwork. A comfortable chair that provides good lumbar support is also a must. Wheels on the chair are also helpful. I have an architect’s desk, which is higher than most, and a chair almost like a stool. These provide the space and comfort I need to be productive while taking stress off my lower back.

  2. A Door: Often, you will take calls that need your undivided attention, either on the phone or a video platform (we’ll talk about this in #5). The option for privacy is imperative. Especially when the kids and pets may be running around, or the dishwasher is running. If you can, choose a room like a spare bedroom, the basement, the attic, etc. The ability to close off from the rest of the world is key to productivity…and sanity.

  3. Multiple Monitors: I’ve been working with two or three computer monitors for the last eight years, and I honestly don’t know how I operated without this before. It hypercharges your ability to multitask and a study by Jon Peddie Research shows it increases productivity 20-30 percent by dramatically cutting the time to accomplish tasks. Invest in additional screens if you can or ask your employer if you can retrieve the monitor(s) on your desk in the office for home use.

  4. Webcam and Headphones: Most laptops have a webcam and mic built it, but older laptops and CPU-driven computers may not. Regardless, a higher quality webcam and headset can make for a better video conference experience. Many have noise-cancelling ability so you and those on the other end cannot hear surrounding sounds.

  5. Video Conference App: The likes of Zoom, Google Meet, and MS Teams are and having one or more in your arsenal is now de rigueur. There are others to use as well and plug-in apps, like whiteboards, as home-work forces become more prevalent. Some suggest it’s not just about connecting with co-workers in the most visible and productive way possible, but it’s also good mentally for us to see others regularly when stuck at home. Coupled with a quality camera and headset, the virtual meetings on these platforms can be more efficient than meeting in person.

  6. Virtual Meeting Backgrounds: Let’s face it, sometimes our house is not as neat as we’d like. The kids and pets think it’s funny to video bomb us at the worst time, and a shot of our vintage Cheech & Chong’s Up In Smoke movie poster is not always the best thing for clients to see. This is when having a professionally appropriate backdrop is the perfect solution. Common choices are simulations of professional workspaces, bookshelves, and natural scenery and landscapes.

  7. Printer/Scanner/Copier: Yes, we’ve entered the virtual office world on a larger scale than before. And, yes, paper is used less and less in home and corporate offices.  However, having a printer that can perform scanning and copying is still a must-have piece of equipment. Some companies and clients may not have embraced technology as much as you and can still require hard signatures and request to receive hardcopy documents.  You’ll need to be ready for this. The scanner function helps you with electronic filing of documents, limiting the paper in your home office.

  8. Increased Internet Bandwidth: With streaming services, cell phones, tablets, and other devices, our home internet bandwidth may already be stretched to the limit.  Add the home office computer, video conferencing, wireless printers, etc. and bandwidth performance may suffer. Contact your internet provider to arrange an increase in bandwidth. There are also other ways that may help such as moving the router to a better location, changing your Wi-Fi frequency channel, updating or replacing your router, and pruning unnecessary connections.

  9. Virtual A.I. Assistant: Google has long been the source for finding nearly anything in the known universe and is still a viable resource for that function. Virtual assistants, using artificial intelligence (A.I.), however, can often retrieve the information much faster than you take to key it on your laptop or tablet. These devices, like the Google Nest or Amazon Echo (a.k.a. Alexa), can be linked to your online store accounts enabling you to order things like office supplies with just a vocal command. They also play music giving your home office a more pleasant atmosphere.

  10. Ample Power Outlets: Laptops, monitors, cell phones, printers, virtual assistants, lamps, TVs, all require power to work. Adding home office equipment can quickly overtake the number of power outlets in the room, especially in older homes and apartments. If you are short on outlets consider an extension power strip with a breaker switch to avoid short circuits affecting multiple devices.

  11. Proper Lighting: A well-lit workspace helps keep your eyes protected, keeps you alert, and helps others see you better when video conferencing. Proper lighting also helps improve the efficacy of virtual backgrounds.

Check with your employer to see if it will reimburse you for some of these home office necessities and upgrades. Or, as mentioned earlier, if you already have these items in your office at work, see if you can use them at home while working there for an extended time. Having these basics will help you perform your job as well as being in the office, if not better.

December Member of the Month - Econsult Solutions, Inc.

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Econsult Solutions, Inc. (ESI) provides businesses and public policy makers with economic consulting services in urban economics, real estate economics, transportation, public infrastructure, development, public policy and finance, community and neighborhood development, planning, as well as litigation support.

Our scope is broad and our expertise specific. ESI assists clients in the evaluation of economic and fiscal outcomes of programs and developments, offers city and regional planning insight and advice, provides GIS analytic services, yields financial projections and advises investors and governments on projects, developments, and policy outcomes, and has the economic skills and expertise to process, analyze and manage large and complex datasets.

Our Principals and Senior Advisors include nationally recognized experts in urban development, real estate, government and public policy, planning, transportation, non-profit management, business strategy and administration, as well as litigation and commercial damages. Staff members have outstanding credentials, including active positions at the university level, wide experience at the highest levels of the public policy process and extensive consulting experience.

This past summer, Stephen P. Mullin and Richard Voith (Founding Principals of ESI) announced a leadership transition that seamlessly positioned ESI for continued growth in serving our clients with high-quality professional analyses and direction. The transition implemented the following promotions and changes in management roles:

Dick and Steve remain critical full-time members of the ESI leadership team and are now focusing 100% of their time growing the business and completing engagements in their many areas of subject matter expertise. With the recent change in management, we also announced the release of the eight main Practice Areas we focus our client work on. These include:

  • Economic Development

  • Equity & Inclusion

  • Government & Public Policy

  • Higher Education

  • Litigation

  • Real Estate

  • Transportation

  • Thought Leadership

For more information on Econsult Solutions, Inc., visit econsultsolutions.com,

6 Key Things Marketers Need to do During the Pandemic – Part 6

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You understand the need to continue marketing efforts, especially right now. You’ve analyzed your target audiences buying behaviors right now. You’re reaching out and staying connected to your customers. You know your target audiences current buying behaviors and you’re reaching out to connect. You’ve reached out to us about digital, pin-point targeted marketing for people who are buying what you sell during this economic downturn. You trust the process and track everything. Here is Rule #6 of Pandemic Marketing.

Pandemic Marketing Rule #6: Be in it for the Long Haul

This situation may have seemingly exploded overnight, and the impacts are hard and fast. This will not be the same story for the rebuild. Much like a natural disaster, it takes a short period of time for catastrophic damage but a lot of time, patience and hard work for the repairs and overall reconstruct to take place. Buckle up and be ready to ride this thing through. There is no “quick fix” here. Marketing is a long game anyway, now it will be even longer. Have patience and know that every effort that you make right now will pay off in the long run. Do everything in your power to keep up the consistent outflow. It will not only keep your business alive during this time, but it will almost certainly ensure future growth.

Are you lost or don’t know where to begin? As an essential business, Creative Characters is open, operating as usual, and ready to help in any way that we can. We are expert strategists standing by with the tools and guidance you need to make it through this crisis.

Contact Brigid Kaye at 215-923-2679 or email info@creativecharacters.com.

Source Links:
https://hbr.org/2009/04/how-to-market-in-a-downturn-2.
https://hbr.org/2008/09/how-to-market-in-a-recession
https://www.entrepreneur.com/article/304099

Working From Home? How to do so effectively

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by: Janine Zangrilli, Director of Human Resources, Republic Bank

For the past six months, the coronavirus pandemic has impacted our world in a myriad of ways. From a business perspective, many organizations have been forced to learn how to operate with a majority remote workforce. This is proving to be challenging for employers. The Society for Human Resources Management (SHRM) reported that 71% of organizations surveyed say that adjusting to remote working has been an organizational hurdle. And now, employers in Philadelphia are beginning to think about what this means for the workplace of the future – and whether work from home policies will remain for all or a portion of employees.

For my company, Republic Bank, and for many other businesses across our region, settling into this “new normal” has been a process. But by considering a few simple best practices, we’ve been able to adjust our way of doing business and refine our remote work strategies.

Technology and Security
Our team is always sensitive to the importance of security measures when handling confidential customer information. However, now is a great time for management to reinforce these measures, particularly as hackers may try to take advantage of this uncertain situation. Employees should always log in to our secure, virtual private network (VPN), remain diligent in reviewing emails or links for phishing scams, and forward any concerns to the Information Security team. Follow the normal procedures, regardless of the location of your desk.

Productivity
To be most productive, find a quiet area to designate exclusively for working. While there, focus on work and then physically leave that space behind when the workday is over – a good strategy for productivity and overall health and wellbeing.

One of the biggest questions has been how managers can actually monitor employee productivity, especially given many are juggling various other responsibilities such as parenting or teaching. This is no easy task and allowing for flexibility is important. Our team dynamic is unique – many employees can be remote, but some of our people are considered essential. They are in our offices daily and rely on the support of those working from home in order to effectively do their jobs, so communicating schedules and availability is key.

People Management
Managers should be having open, honest conversations with their direct reports to discuss expectations during this time. We recently launched an internal coaching program that emphasizes that one-on-one conversations – whether in-person or via phone – are beneficial to both managers and team members.

When it comes to concerns about job performance, I strongly recommend picking up the phone or scheduling a video conference. Performance issues should never be relayed via email, as tone and delivery can be misinterpreted. If distractions at home or inability to use new technology are contributing to poor job performance, loop in human resources – we are here to help come up with solutions that work for all parties.

Remember to schedule time each week to reflect on good work and internal wins – and share it! It’s always nice to recognize a job well done.

Return to Work
If and when employees do start to transition back into the office setting, it is important to have a plan and be prepared. Consider using a gradual process for re-entry and understand that flexibility remains key. Managers engaging in conversations to understand exceptions and make appropriate accommodations will help those who are most vulnerable. Our team successfully migrated back to in-office work, but we knew a hybrid solution was needed. Leveraging a shift schedule where employees only come into the office two or three days per week and work remotely the other days may alleviate concerns of too many people in the office at one time, and also help those who have school-aged children who are learning virtually. Show the team you are ready to welcome them back by being prepared with updated policies and signage to reinforce new expectations like wearing masks in common areas or maintaining proper distancing in the break room. Communicate how you are preparing to reassure the team that their wellbeing is important. During this hybrid environment, sharing schedules with team members and managers, and helping team members to understand all the expectations of the workplace, will be more important than ever.

Caring and Compassion
Last, and perhaps most important, we must have compassion for others during this difficult time – both professionally and personally. Look out for signs that team members are struggling to adapt to working remotely (or returning to in-office work), or perhaps are personally affected by the pandemic. Ensure that your staff know how to access available tools such as Employee Assistance Programs or TeleDoc coverage. Encourage them to take advantage of paid time off if they need a day to unplug.

And don’t lose sight of the importance of connection. Schedule a video conference with your morning coffee buddy. Send an encouraging email to your team. Celebrate birthdays, anniversaries or other milestones virtually.

As the head of human resources, I look forward to bringing back the human aspect of our jobs (and our lives). For now, I encourage you all to make the best of the current situation, stop and take stock of the amazing job your team is doing, embrace new lessons learned, and know that there are better days ahead.

6 Key Things Marketers Need to do During the Pandemic – Part 5

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You’ve done everything in steps 1-4, now what? Is there anything left to do? You bet there is! Check out Rule #5 of Pandemic Marketing.

Pandemic Marketing Rule #5: TRACK TRACK TRACK

You need to track everything that you do (period). Tracking will give you full visualization into market infiltration, exposure, engagements, conversions and overall marketing impact. It will also provide you with the visual transparency that you need in order to test and tweak messages, call to actions, market segments, etc. Gather the data and analyze constantly. Once you know what is working, strengthen those actions and eliminate any waste. The ultimate goal is to refine your marketing strategy and enhance best practices continuously to ensure overall success and sustainability. Be willing to adapt and pivot quickly as data and trends become more and more clear. Trust the process.

Are you ready to refine your marketing strategy, but don’t know where to start? As an essential business, Creative Characters is open, operating as usual, and ready to help in any way that we can. We are expert strategists standing by with the tools and guidance you need to make it through this crisis.

Contact Brigid Kaye at 215-923-2679 or email info@creativecharacters.com.

Source Links:
https://hbr.org/2009/04/how-to-market-in-a-downturn-2.
https://hbr.org/2008/09/how-to-market-in-a-recession
https://www.entrepreneur.com/article/304099

6 Key Things Marketers Need to do During the Pandemic – Part 4

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You know your target audiences current buying behaviors and you’re reaching out to connect. What’s next? That would be Rule #4 of Pandemic Marketing.

Pandemic Marketing Rule #4: Direct Market

This may be the most important rule of all. With today’s cutting-edge technology, we are all in a much better position than we were during the Great Recession. In addition to focusing on your customer base, you can pin-point target market exactly who’s interested in your products and services right now. You can eliminate the prospecting guessing game and focus only on people who are visiting your website. Identify your anonymous website visitors through modern technology like LEADMatch and send them a direct mail piece (heck everyone is home anyway). For more information about LEADMatch, click here. You can also digitally target website visitors through the Google Ad Display Network and social media platforms such as Facebook and Instagram. For more information about targeted marketing using Google, Facebook and Instagram, click here. Focusing on only the people who are browsing your products and services right now will allow for more effective use of your marketing dollars and overall higher conversion rates. Utilize direct marketing in a very targeted manner to ensure you are staying in front of the appropriate customer base and creating the serendipitous moment of being in the right place at the right time – when they’re ready to buy!

Ready to reach out digitally and laser focus on people who are interested in your products and services right now? As an essential business, Creative Characters is open, operating as usual, and ready to help in any way that we can. We are expert strategists standing by with the tools and guidance you need to make it through this crisis.

Contact Brigid Kaye at 215-923-2679 or email info@creativecharacters.com.

Source Links:
https://hbr.org/2009/04/how-to-market-in-a-downturn-2.
https://hbr.org/2008/09/how-to-market-in-a-recession
https://www.entrepreneur.com/article/304099

Virtual Networking Etiquette 101 by: Taz Sadhukhan, Chief Operating Officer, Centricity

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Now that virtual “everything” has become a way of life, I felt it was important to lay out the basics of Virtual Networking Etiquette. Centricity has been hosting networking meetings and events online since 2016. In the past, we glossed over these items and would point them out in communication. However, now, these are no longer optional. Doing things virtually is convenient, but it’s not a license to multi-task. Here's 10 ways to do it right:

1.  Driving Is Unacceptable - If you are driving expect that you will be removed from the event. It is dangerous to you and others around you.

2.  Being In Transit Is No Better - It is very distracting if you’re walking your dog, running, shopping, or on a train or bus. Treat these events like you would any in-person event.

3.  Keep Your Camera On - A video conference is a face-to-face interaction the same as in-person. You can only be face-to-face if your video is on. You wouldn’t attend an in-person event covered by a dark green trash bag so nobody could see you. It’s no different for a video conference. If we didn’t need to see your face, we’d call it an audio conference call. If you agreed to be on a video conference “I’m not camera ready” does not put you in a professional light. It is equivalent to showing up to an in-person meeting without proper attire.

4.  Don’t Promote Your Networking Event At Someone Else’s - Be respectful of the work that it takes to put on an event. Don’t hijack someone else’s event to promote your own unless you have prior written permission. It’s unprofessional.

5.  Choose Your Computer Over Your Mobile Device Over - Using a mobile device to participate in a video conference is the last resort, not your first choice. You will look and come across more professionally if you can use your laptop or desktop. If you have no choice, use it and apologize to the other attendees that this was the only option you had.

6.  Multitasking Is Obvious and Rude - Close down your email, text, and web browser. If you want others to respect you, then you need to respect them first. Shut off your notifications so you don’t look at that text or slack message that just came through at the corner of your screen. Multitasking on a video call is the equivalent of you checking your phone or doing your email while in an in-person meeting. It’s just rude.

7.  Chat Spamming Is Not Cool - The event organizers use the chat window to communicate with all the attendees and help those that need help. When you put your sales pitch into the chat window, you’re committing “Chat Spam” and spam of any kind is not how you win friends and influence people. Chat Spamming also tells everybody that you aren’t paying attention to whoever is speaking and this is just rude. If you want to know when you can put your information in the chat window, simply use the “raise hand” icon to ask the question. The organizer will let you know when it is appropriate.

8.  Clean Your Space Or Have A Background To Hide It - Some of us have no choice but to work out of a room that is not a real work space. Do the best you can to make sure the bed is made, the clothes are in the hamper, the closet door is closed and dirty dishes are hidden. If you are able to use a virtual background in the platform you are using then do so to “hide the mess”. Would you hold a business meeting in an office or conference that was dirty and cluttered? Sames rules apply online.

9.  Breakout Sessions Isn’t The Time To Turn Off Your Video - This is a face-to-face meeting. Be present in the conversation. It’s that simple.

10.  Stay Through The Entire Breakout Session - Unless you have a family emergency, please give the participants the respect of staying through the entire breakout session. This goes back to being distracted free and multitasking. Use the standard you would apply to walking out of an in-person meeting in the middle of the session. If you’d do it there, do it here. If not, be polite and don’t behave in a manner that will damage your personal brand.

Helping people build a professional network and relationships is one of the things that we do best. Remember that human connection, virtually, is accomplished with a plan, designed engagement, and interactivity that resonates. So take every virtual meeting seriously. Visit centricitynetwork.com.

6 PART SERIES - 6 Key Things Marketers Need to do During the Pandemic – Part 3

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Now that you’ve taken a deep dive into your target audiences buying behaviors, you’re on track to keeping abreast of how your customers redefine value in this climate. Here’s Rule #3 of Pandemic Marketing.

Pandemic Marketing Rule #3: Customers First

The good ol’ 80/20 Rule "80% of your sales come from 20% of your customers” is so important during this time. Hang onto those customers for dear life, they will be your largest asset during this time. You cannot effectively retain their business and loyalty if you aren’t communicating with them. And let’s face it – every organization in the country is sending emails on how they are handling COVID19 including your florist so let’s not pretend that email is going to cut the mustard. Focus the bulk of your marketing efforts on your existing clients. Send letters through the mail. Pick up the phone and call. Send text messages. Reach out through Facebook messenger and LinkedIn mail.

How are you reaching out and connecting on a personal level with your existing customer base? As an essential business, Creative Characters is open, operating as usual, and ready to help in any way that we can. We are expert strategists standing by with the tools and guidance you need to make it through this crisis.

Contact Brigid Kaye at 215-923-2679 or email info@creativecharacters.com.

Source Links:
https://hbr.org/2009/04/how-to-market-in-a-downturn-2.
https://hbr.org/2008/09/how-to-market-in-a-recession
https://www.entrepreneur.com/article/304099

6 PART SERIES - 6 Key Things Marketers Need to do During the Pandemic – Part 2

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Now you know the #1 thing you need to do during the pandemic – market and do not stop marketing! You can pivot your marketing, but do not stop. Here’s the next step for Pandemic Marketing in Rule #2.

Pandemic Marketing Rule #2: Niche Market Analysis

Take a deep dive analysis of your target audience and specifically their buying behaviors during an economic downturn. There is an article put out by the Harvard Business Review that goes into the psychology of consumer behavior and purchasing habits during a recession. “It’s critical to track how customers reassess priorities, reallocate funds, switch brands and redefine value”. From groups that will “slam on the brakes” and not buy anything to people who “live for today” and continue purchases without missing a beat. Assess what this means for your organization to build the most effective marketing plan for the segments within your niche market. You have the raw data and there are resources available to assist you in analyzing that data to build your effective pandemic marketing strategy.

Need help marketing to your niche? Need help figuring out exactly what your niche is in the first place? As an essential business, Creative Characters is open, operating as usual, and ready to help in any way that we can. We are expert strategists standing by to help you. We have the tools and guidance that you need to make it through this crisis.

Contact Brigid Kaye at 215-923-2679 or email info@creativecharacters.com.

Source Links:
https://hbr.org/2009/04/how-to-market-in-a-downturn-2.
https://hbr.org/2008/09/how-to-market-in-a-recession
https://www.entrepreneur.com/article/304099

“I Am Optimistic” by: Eric Elmore, Marketing Director, Drucker & Scaccetti and CCPA Secretary

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Who am I?  I am a proud board member and officer of the Center City Proprietor’s Association.  I am a Black man in America. I am a father to two scared young Black men. I am a victim of police brutality. I am tired of hearing the same human rights issues addressed by the likes of Frederick Douglass in the 1870s, W.E.B. DuBois in the 1920s, and the Rev. Dr. Martin Luther King, Jr., in the 1950s and 60s, to no avail. Even with all this going on across America, I am, most of all, optimistic. Here’s why…

To get to where we want to be as a nation, we must first have a firm grasp from where we came.  Social inequality, brutality, ignorance, rioting, and pushing a people to the brink is not a new occurrence in America. Lest we forget, it is how our nation was founded. 

In March of 1770, members of the British Army shot and killed several colonists in Boston (including Crispus Attucks, a Black man, and by many accounts, the first to die in the American Revolution) who were protesting several pieces of legislation, including increasing taxes without representation. The soldiers fired without an order by their superior officer. The remaining protestors dispersed but, came back the next few days to continue their protest. Six of the soldiers were eventually acquitted; two were convicted of manslaughter and given reduced sentences. Does this have a familiar ring in today’s headlines?

Fast forward three years to 1773. Colonists remained uneasy with no representation in Parliament and a continued disdain for punitive and biased legislation. Fed up, a group of colonists targeted tea shipments on three vessels in Boston Harbor, a warehouse in Cape Cod and a tea shop. All three venues were vandalized, suffered significant property damage, and most tea was dumped into the harbor or stolen. Now, we call this looting and it outrages us all.

Today, both the Boston Massacre and the Boston Tea Party are viewed as acts of martyrdom, patriotism, heroism, and the beginning of the great experiment called the United States of America. What these historical incidents demonstrated was that when people have had enough, diplomacy can turn to chaos. It’s what we are witnessing across the United States today in the aftermath of the killing of George Floyd…people fed up, looking for change and, sometimes, resorting to violence to express themselves and effectuate change.

Who am I? I am a man who detests violence; whether by today’s rioters, police, or by the colonists and British soldiers 250 years ago. I am a man with a clear vision of where I would like our country to be, and how I would like it to treat all its citizens. I am a man grateful to live in a country where I can write an essay like this without the threat of imprisonment by our government. And, I have a clear understanding that I would not have this right today if the colonists had not stood up to the great wrongs of their day in the way they did.

In 2020 America, a new movement has begun. And, this time, the feeling in the air is different. The protestors and demanders of change look different. This time, the world is with us and History has her quill at the ready to write something spectacular, once again. Therefore, I am optimistic; and I think real change is coming—in law, in practice, and in hearts.

I think the colonists may have felt the same way. What they endured, physically, financially, and legislatively, between 1770 and the American Revolution’s end, some 13 years later, helped to create a better nation. 

Who am I? I am an American, and I have faith that together we are about to move many steps closer to becoming a more-perfect Union.

Rally Round the City by: CCPA Vice President, David Lane President/CEO LevLane Advertising/PR/Interactive

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I love the city. Philadelphia. Or Philly. Where America began. Cheesesteak capitol of the world. “The place that loves you back.” The blue-collar town that has grown so dramatically over the years. Young people moving in. Businesses, too. People world-wide getting to know us better. Our brand just beginning to flourish. And now, faced with uncertainty and challenges, as never before in our lifetimes, how will we respond? Positive attitudes and resilience are important. Sacrifices, too. While many of us have been working from home, others, less fortunate, just home and unemployed, we see Philadelphians caring for and working in the city. Healthcare workers, city employees, volunteers helping people get food, essential businesses that are keeping the city going, ensuring the city will be there for us when it is safe to return. We will be a very much changed city from what we were just several months ago. No one is quite sure what that will be.

Yes, we want to return to normal. We miss the city’s vibrancy, the opportunity for human connection, our culture, energy. But what better time to rethink our future? We’ve all now realized the new heroes among us, the value of workers at all levels, the importance of many jobs we took for granted, the extreme hardships of our neighbors trying to cope with unimaginable challenges. There could not be a better time to join together, assess the lessons learned, gather input from all, and rethink how to rebuild and truly remake Philadelphia into even a better stronger community for everyone. Join-together. Join us. Help “rally round the city.”

6 Key Things Marketers Need to do During the Pandemic – Part 1

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Great! The whole world has gone seemingly crazy and you don’t know what to do. Information is changing hour by hour and even minute by minute. It’s difficult to know what to do, what kind of effect this will have on your business, how to anticipate, prepare for and mitigate the losses that are inevitably coming your way. It is indisputable that every single action that you take (or don’t take) will affect your business for weeks, months and even years to come. That’s really heavy huh? Well, don’t panic. What goes down must come up. You will very likely make it through this. Many of us have been through similar times before (2008 was not that long ago and we’re still here).

Whether this is your first time through an economic downturn, or you’ve been here before, here are six key things that you need to keep in mind as you are putting together your action steps.

  1. Don’t Stop Marketing - Do NOT completely halt all your marketing efforts – if you can, INCREASE them and capitalize on the opportunity for maximum exposure

  2. Niche Market Analysis - Do a deep dive analysis of your target audience and their behaviors during economic downturn

  3. Customers First - Focus heavily on your customer base as they are the most likely to continue to buy from you.

  4. Direct Market - Increase overall conversion rates by utilizing direct marketing methods that target only people who are most likely to continue to buy during an economic downturn.

  5. Analyze and Track - Analyze and track every marketing action and the return on investment

  6. Be in it for the “Long Haul” - Buckle your seatbelt and get ready for a long ride – you may not see immediate results but stick with it because the results will come!

If you implement these 6 actions, then you will be more prepared and better off than most businesses who on a knee jerk reaction to the current situation cut their marketing completely. Over 400,000 small businesses went bankrupt or permanently closed in the last recession. Let’s take the lessons from the past and apply the successful actions today.

Pandemic Marketing Rule #1: Do NOT Stop Marketing
When economic downturn strikes the last thing that you want to do is halt all your marketing efforts. Promotion is the bloodline of your business, cutting the supply will severely damage or kill your overall business especially during a time of crisis. Building and maintaining your brand is the way your customers and potential customers will be able to maintain their recognition and trust in you as an organization. They need to know that you are here, and you are weathering the storm. You can also utilize this time to capitalize on exposure. Most business’s first reaction will be to cut marketing budgets and promotional outflow. This allows you the space, time and audience to create maximum impact and impressions on your target audience.

Need help making sense of your marketing in the current business climate? As an essential business, Creative Characters is open, operating as usual, and ready to help in any way that we can. We are expert strategists standing by with the tools and guidance you need to make it through this crisis.

Contact Brigid Kaye at 215-923-2679 or email info@creativecharacters.com.

Source Links:
https://hbr.org/2009/04/how-to-market-in-a-downturn-2.
https://hbr.org/2008/09/how-to-market-in-a-recession
https://www.entrepreneur.com/article/304099

CCPA Q&A with Rachel Black, RSB Solutions, LLC

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1. What is your best networking tip? Ask others about themselves, listen to what they say, and make a personal connection.
2. If you “played hooky” how would you spend your day? On the beach or near water – my happy place.
3. What is a non-profit that you support? Other than CCPA? I have been involved with the Alzheimer’s Association for a number of years. My father passed away in 2018 from ALZ – we currently help care for my Aunt & Uncle and my father in-law. They must find a cure. Our Party in Purple fundraiser was postponed – hopefully we will have it in the fall.
4. What was your first concert? The Doobie Brothers, maybe 1976, Merriweather Post Pavilion in MD.
5. Where did you spend December 31, 1999? We celebrated with a number of families with young kid. We had a great dinner and pajama party. My boys were 3 and 5. Most of our friends had boys so it was quite a night!

Rachel Black, CEO, RSB Solutions, LLC
215-880-1603 www.rsbsolutionsllc.com

CCPA Q&A with Carolyn Natrin, Insperity

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1. What is a go-to book you would recommend to others? TAKE CARE OF YOUR PEOPLE The Enlightened CEO’s Guide to Business Success Paul Sarvadi. As a Business Performance Advisor at Insperity, I help the owners of small- and mid-sized businesses offset their employer risk and reduce the headaches associated with being an employer. I really like this book because it speaks to a CEO and their team to bring them together around a human capital management strategy that has a compelling vision, a comprehensive strategy, and a relentless implementation plan. The end result creates a smart and healthy organization that delivers sustainable value creation for all stakeholders. I learned much from this book and I would recommend it to any business owner.
2. What is your favorite spot in Philly to disappear for some alone time? I’m a big fan of the trail systems that run throughout the Philadelphia area for biking and hiking. I particularly like the trails that run along the Schuylkill River and through the Wissahickon. 
3. What is your guilty pleasure TV show? This is Us. Gentleman Jack. The Umbrella Academy. Recently, the update of Lost in Space.
4. What was your first concert? It was the late 70’s in Tampa, Florida. The warm-up act was Eddy Money and the headliner was Santana.
5. The weather says a snowstorm is coming. Besides the basics, what are you headed to the grocery store to make sure you have in case you’re stuck at home? Some really good wine, of course.

Carolyn Natrin, ‎Business Performance Advisor, Insperity, 267-940-6957
www.insperity.com/carolyn.natrin

CCPA Q&A with Member Marissa Taffer, M. Taffer Consulting

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1. What is your favorite spot in Philly to disappear for some alone time? Definitely the spa. They frown on cell phones in there so I really and truly can be off the grid without leaving the city. I recently got to check out the spa at the new Four Seasons. Watching the sunset from 57 stories above the city was incredible. Even better in a fluffy robe with a glass of champagne! 
2. What is a non-profit that you support? Other than CCPA? I'm currently involved with two other nonprofits and try to keep some hours in my business open for pro bono consulting. I am a co-founder of She Steps Up. We are a group that helps women, trans and non-binary folks reach their true potential both personally and professionally. We create community, resources, and support by hosting events and pushing thought leadership that focuses on self-advocacy at work, financial planning, personal wellness and more. I am also an active member of Comfort Caring Canines. My dog Charlie and I do therapy visits around the city. We also write and edit their blog! 
3. What was your first job? Scooping ice cream at Baskin Robbins in Dresher when I was 16.
4. What is your best networking tip?  There are so many ways to network. I always tell people to make networking work for their goals and personality style. Some people will say you have to work the room at a networking event. If you're a true introvert that might seem completely overwhelming and offputting. In that case, maybe try to make 1-2 good connections at the event. There are so many ways to network now both online and in-person so do your homework and find what works best for you.
5. It’s Sunday at 10 AM. Where are you? Headhouse Market. I like to get there right at 10 for first pick at the best produce. I sometimes have to make two trips. My dog also likes to visit the market. He is not the best at helping me shop, but he loves to grab some cheese samples from our friend Sue Miller at Birchrun Hills. Charlie recommends the cheddar and Birchrun Blue is my favorite!

Marissa Taffer, Founder & President, M. Taffer Consulting
267-346-9807 mtafferconsulting.com marissa@mtafferconsulting.com

New Membership Announcement

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Dear Friends,

It would be an understatement to say times in Philadelphia are changing. Dynamic growth, more robust and varied diversity, and a revitalization not seen in more than a generation abound. From the city’s largest companies to small and start-up business owners, nearly everyone is experiencing the change and more and more look to CCPA to help gain an edge.

To keep up with these changing times and fortify our relevancy, something at CCPA is changing as well! 

We have streamlined the membership structure—an overdue change. There are now only two membership tiers:

  • Membership for a company and all its employees at $500 per year

  • Membership for an individual, or one company representative at $250 per year

Additionally, members have the option to pay dues monthly making it more convenient.

For current members, these changes become effective October 1, 2019 and will be reflected in your renewal notice and will be on the website for online payment processing. Any member renewing after the launch date will be able to choose which level of membership is most appropriate for them. For supporters who are not members, our non-member event pricing will increase. So now is the time to join CCPA and take advantage of members-only event pricing, special events and other soon-to-be announced benefits.

Stay tuned for more information and watch your email and our website for enhanced benefits as we improve the value of being a CCPA member. Feel free to contact a board member or our dedicated staff at ccpa@centercityproprietors.org or 215.545.7766. We are always happy to speak to our supporters and are excited to be an important part of the Center City renaissance.

With CCPA, business is personal.

Sincerely,

Benjamin Frank
Executive Director

Women changing the city: Concentrate on what’s behind closed doors by Susie Perloff

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The four women on CCPA’s May 23 “Women changing the city” panel agree: For women, being yourself is the best way to get ahead.

“Wear your pink shoes if they make you feel good,” says Lauren Gilchrist, senior vice president and senior director of research at JLL, a Philadelphia commercial real estate firm. “Be who you are. We need the smartest people in the workforce, regardless of how they package themselves.”

Angela Val, chief administrative officer of the Philadelphia Convention and Visitors Bureau concurs. “I am going to be me at work,” she says. “I don’t wear suits. I let my hair go natural. Be the woman that you really are.”

Those comments may not be the most solemn, but they captured the attention of the 90 attendees. Moderator Elizabeth Wellington, lifestyle columnist at The Philadelphia Inquirer, pulled it all together.

The Honorable Phyllis W. Beck, the first woman to serve on the Superior Court of Pennsylvania, was slightly older than her colleagues on the panel, given that her daughter now serves on that court, while others plan play-dates for their kids. Over the past several decades, Judge Beck says, she has seen women growing into the leadership of important businesses and fields. Among them:

  • Jennifer Childs, co-founder and artistic director of the local theatrical company 1812 Productions, typifies women leading arts organizations.

  • Too few women gain partnership in law firms, with the bold exception of Jami McKeown, who heads Morgan Lewis, the 10th largest practice in the country last year.

  • More women worldwide direct philanthropies, particularly Rebecca Rimel, president and CEO of Pew Charitable Trusts since 1994. (Beck is currently chair and CFO of the Independence Foundation.)

Doors continue opening for women, says Annina M. Hogan, executive vice president at Remington & Vernick Engineers. “We need to concentrate not on the obstacles but on what’s on the other side.”

Gilchrist believes that, while the recent recession shook the entire business world, it left in its wake many opportunities for women. “We are seeing fierce competition for the best and the brightest. Women can thrive, step up and lead,” she says, encouraging them to be strategic and thoughtful along the way.

Why is it important for women to lead? Because female managers, directors and top dogs give other women comfort and a goal, says Hogan. “When they see a mentor who looks like them, women realize that they can embrace diverse opinions.”

Gilchrist knows that women can’t save the world, “But we can be of service to the people in our industry, to our clients, to the people around us. The tech field, especially, is leveling the playing field for women – as well as making life more challenging.”

And the future? Val recommends that female bosses mentor their superstars so that they, too, can become leaders. Beck reminds the audience that next year will be the 100th anniversary of women being able to vote in the United States. “The nation has to look hard at women being just private caretakers. We need to provide good childcare so that women can get out from under the burden of career and husband and children – and begin to focus on their career.”

I love to write. I am your friend who WRITES and teaches writing in Pennsylvania.
Reach Susie Perloff at
writerphiladelphia@gmail.com
215-985-1001
Philadelphia PA
www.writerphiladelphia.com