Stay up-to-date on the companies, people and issues that impact businesses in Syracuse, Central New York and beyond.

Runnings, set for spring opening in Clay, offers outdoor sporting goods
CLAY — Runnings — a Minnesota–based, family-owned retailer that is expanding into Central New York — markets itself as “Your Home, Farm, and Outdoor Store.” It includes outdoor sporting goods among its product offerings. “That is … about hunting, fishing, shooting sports, archery, camping … very much the outdoor lifestyle,” says Dennis Jensen, the company’s […]
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CLAY — Runnings — a Minnesota–based, family-owned retailer that is expanding into Central New York — markets itself as “Your Home, Farm, and Outdoor Store.” It includes outdoor sporting goods among its product offerings.
“That is … about hunting, fishing, shooting sports, archery, camping … very much the outdoor lifestyle,” says Dennis Jensen, the company’s director of marketing and advertising.
Jensen spoke with the Business Journal News Network on Sept. 18. Two weeks earlier, the retailer announced plans to open a store in Clay next spring.
For most of its existence, consumers have known Runnings as a farm-supply store. But, when consumers started requesting clothing, footwear, and sporting goods, the company started adding the products over the past decade, says Jensen.
Besides sporting goods, the retailer also sells items that include clothing, footwear, pet supplies, housewares, tools, farm supplies, lawn and garden supplies, and toys.
Runnings will move into a 117,000-square-foot space at 3949 Route 31 in Clay, the former Walmart location situated next door to Walmart’s new store.
The Clay store is the next step in a broader expansion across upstate New York that Runnings announced in mid-July.
The company opened new stores on Sept. 9 in Rome, Gloversville, and Canandaigua, representing the first “major regional expansion” in Runnings’ 67-year history, the company said in the July news release.
For its Clay store, Runnings bought the property from WalMart’s real-estate business, says Jensen. He declined to comment on the purchase price or disclose how the company financed the property acquisition.
However, Onondaga County Office of Real Property Tax Services online records show that Runnings, under the name JR&R II, LLC, bought the property for more than $4.8 million.
Runnings is still in the “initial stages” of hiring a contractor to renovate the property for a new store, as well as hiring the store’s future employees, according to Jensen.
“Once the contracts are signed and all the paperwork is completed, then we will start the process of hiring contractors to begin renovations in those buildings,” he says, referring to the location in Clay and one in New Hampshire that’s scheduled to open at the same time.
Runnings plans to hire between 60 and 75 employees (a mix of full-time and part-time) to work in the Clay store, Jensen adds.
The Upstate stores that opened in early September hired between 75 and 80 employees each.
When asked why Runnings decided to expand into upstate New York as opposed to any other location in the country, Jensen says it started with the available space.
“We were notified of several properties … that were currently open,” he says, noting the process started about a year ago.
Runnings sent representatives to the Upstate region to conduct “a deeper evaluation” of the landscape, the lifestyle, [and] the people, and decided “quickly” that Runnings stores could work in upstate New York, according to Jensen.
“It’s a very rural area … got a lot of woods. It’s got farm area. It’s got people that love the outdoor lifestyle,” he says.
Founded in 1947, Runnings is a privately held company that the Dennis and Adele Reed family owns. The retailer currently operates 37 stores and employs more than 1,700 workers in its stores in upstate New York and across Minnesota, North Dakota, South Dakota, and Montana.
Contact Reinhardt at ereinhardt@cnybj.com
SU’s Maxwell School receives $1 million grant
SYRACUSE — The Maxwell School of Citizenship and Public Affairs at Syracuse University (SU) will use a two-year, $1 million grant to develop a program connecting academics and policymakers. The Maxwell School made the announcement in a news release Sept. 23. The Carnegie Corporation of New York named the Maxwell School as one of five
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SYRACUSE — The Maxwell School of Citizenship and Public Affairs at Syracuse University (SU) will use a two-year, $1 million grant to develop a program connecting academics and policymakers.
The Maxwell School made the announcement in a news release Sept. 23.
The Carnegie Corporation of New York named the Maxwell School as one of five institutional grant recipients through its initiative, entitled “Rigor and Relevance: Bridging the Academic-Policy Gap,” the school said in the news release.
With this funding, the Maxwell School will create the Carnegie International Policy Scholars Consortium and Network.
The group will bring together faculty from international-relations graduate programs to teach and mentor students, scholars, and policymakers, the school said.
The mentoring will focus on preparing graduate students for successful careers in both policymaking and academia and fostering “enhanced” interaction between the two communities.
The program centers on “bridging the gap” between the academic world and the world of practice, James Steinberg, dean of the Maxwell School, said in the news release.
“With this funding, we will develop educational materials and innovative instructional approaches that combine intellectual rigor with the ability to adapt that thinking to the constraints of real-world decision making,” said Steinberg. “Through the Carnegie International Policy Scholars Consortium and Network, we seek to bring an interdisciplinary approach to complex international affairs and to build a network of faculty and students across multiple institutions to pursue these goals.”
Initial consortium members include faculty from Duke University, the Massachusetts Institute of Technology, Indiana University, the University of Virginia, as well as scholars from the Washington, D.C.–based Center for Strategic and International Studies and the Cambridge, Mass.–based American Academy of Arts and Sciences.
Besides curriculum building, mentorship, conferences, and workshops, the grant will also support the creation of a “synchronous, distance-learning environment” based at SU called the “distance-learning collaboratory.”
The effort will allow students in international relations and security studies to interact with faculty members and other students in the consortium schools in real time.
The project goal is to improve the communication between academics and policymakers and thereby produce better policymaking and more policy-relevant research and teaching.
The five grant awardees had responded to the corporation’s competition challenging the 22 American–based members of the College Park, Md.–based Association of Professional Schools of International Affairs (APSIA) to present proposals outlining “novel, feasible” ways to “bridge the gap” between academics working on complex foreign-policy issues and policymakers dealing with the same concerns.
Experts in the international-relations field — who Carnegie chose for their understanding of the policymaking process in Washington, D.C.; knowledge of APSIA; and awareness of the administrative challenges of universities — reviewed all proposals, according to the Maxwell School.
Andrew Carnegie established the Carnegie Corporation of New York in 1911 “to promote the advancement and diffusion of knowledge and understanding,” according to the corporation’s website.
In keeping with this mandate, the corporation’s work focuses on the issues that Carnegie considered of “paramount” importance, including international peace, the advancement of education and knowledge, and the strength of the nation’s democracy.
Contact Reinhardt at ereinhardt@cnybj.com
Syracuse’s Inner Harbor will be home to a SUNY Water Research and Education Center
SYRACUSE — The State University of New York College of Environmental Science and Forestry (SUNY-ESF) recently completed what its top official referred to as a “24-hour bio blitz.” The school’s faculty and students documented more than 450 different kinds of plants and animals “thriving” in and around the shores of Onondaga Lake, Quentin Wheeler, president
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SYRACUSE — The State University of New York College of Environmental Science and Forestry (SUNY-ESF) recently completed what its top official referred to as a “24-hour bio blitz.”
The school’s faculty and students documented more than 450 different kinds of plants and animals “thriving” in and around the shores of Onondaga Lake, Quentin Wheeler, president of SUNY-ESF said as he addressed a crowd at the boathouse in Syracuse’s Inner Harbor.
“As we study and monitor and track the restoration of the lake in the years ahead, this news will get only better,” said Wheeler.
He was among the speakers at a Sept. 16 event announcing that SUNY-ESF and Onondaga Community College (OCC) had won a $20 million grant as part of the NYSUNY 2020 program.
The schools will use the funding for a SUNY Water Research and Education Center in Syracuse’s Inner Harbor.
“This SUNY 2020 Challenge Grant investment will make a substantial difference in research, education, and economic development in the lake and region,” Wheeler said in his remarks.
Gov. Andrew Cuomo made the official announcement during the same event.
The local grant announcement is part of $55 million in state funding that will benefit a total of five projects statewide in the third round of NYSUNY 2020 Challenge Grant program.
“The competition is basically about what school can come up with the most creative plan to advance their educational agenda, but also create jobs,” Cuomo said in speaking to local reporters after the Inner Harbor event.
As part of legislation Cuomo signed in August 2011, the NYSUNY2020 program “will help New York’s public universities become a leading catalyst for regionally-focused economic development while maintaining affordability and improving academic quality for all students,” his office said at the time.
“It’s a smart, forward-thinking program because in the 21st century, the university is no longer simply a university, it’s a central part of the surrounding economy,” Casey Crabill, OCC president said during her remarks.
About the center
The SUNY Water Research and Education Center will bring research, educational opportunity, tourism, and sustainable development to the shores of Onondaga Lake, Cuomo’s office said in a news release announcing the grant.
Scientists from SUNY-ESF, the DeWitt–based Upstate Freshwater Institute, and the Syracuse–based Onondaga Environmental Institute will monitor changes to the lake ecosystems.
The project is a 34,000-square-foot building that the developer will target for a Leadership in Energy and Environmental Design (LEED) Gold certification, Cuomo’s office said. The project is part of the ongoing Syracuse Inner Harbor revitalization initiative.
The state projects the short-term economic impact of upcoming center at $37 million with the creation of 532 temporary jobs.
It also projects the long-term economic impact at an estimated $11 million annually, as the state expects the new center to create and sustain 186 permanent jobs, according to the news release.
The grant award will also include a new tax-free zone through the START-UP NY program.
START-UP NY is Cuomo’s offer to new or expanding companies and business ventures to operate completely tax-free in areas on or connected to SUNY campuses.
“The concept is most of the jobs are coming out of higher-educational facilities, so there’s a partnership between the startup program [and SUNY schools] … this puts it all together,” Cuomo told reporters.
Cuomo’s office contends that companies will be attracted to the center in connection to the START-UP NY program and on-site research allowing for future expansion and job growth.
Contact Reinhardt at ereinhardt@cnybj.com
OSHA Changes Reporting Requirements for Work-Related Accidents
On Sept. 11, 2014, the U.S. Department of Labor, Occupational Safety and Health Administration (OSHA), announced a final rule (https://www.osha.gov/recordkeeping2014/NAICSReporting.pdf) amending its injury and illness recording and reporting requirements. Although the rule has not yet been published in the Federal Register, it has been submitted for publication. The final rule will be effective on Jan. 1, 2015. The
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On Sept. 11, 2014, the U.S. Department of Labor, Occupational Safety and Health Administration (OSHA), announced a final rule (https://www.osha.gov/recordkeeping2014/NAICSReporting.pdf) amending its injury and illness recording and reporting requirements. Although the rule has not yet been published in the Federal Register, it has been submitted for publication. The final rule will be effective on Jan. 1, 2015.
The most notable change in the rule pertains to the reporting requirement for hospitalizations following work-related accidents. Under the current rule in effect until Dec. 31, 2014, an employer must report an “in-patient hospitalization of three or more employees as a result of a work-related incident” within eight hours. Under the proposed rule, an employer must report an “in-patient hospitalization of one or more employees or an employee’s amputation or an employee’s loss of an eye, because of a work-related incident” within 24 hours. The rule also provides another means (besides calling the OSHA area office or the 1-800-321-OSHA hotline) for reporting a fatality or hospitalization: electronic submission through a web portal at www.osha.gov. There is also one important distinction: “in-patient hospitalization” in the revised rule is defined as “formal admission to the in-patient service of a hospital or clinic for care or treatment”; the preamble to the rule makes clear that if the admission is for observation or diagnostic testing only, it is not required to be reported. The requirement to report fatalities within eight hours remains unchanged under the revised rule.
The rule also amends the list of industries that do not need to keep injury and illness records unless otherwise informed by OSHA or the Bureau of Labor Statistics. The revised list can be found in the amendment to the Non-Mandatory Appendix A to Subpart B of Part 1904 in the final rule. Employers with 10 or fewer employees still need not keep injury and illness records unless otherwise informed by OSHA or the Bureau of Labor Statistics. All employers, regardless of size or industry, must comply with the 8/24 hour reporting requirements for work-related fatalities, hospitalizations, amputations, or loss of an eye as set forth in the rule.
Michael D. Billok is an associate in the Albany office of Bond Schoeneck & King PLLC, a Syracuse–based law firm. He has represented numerous clients during both inspections and the post-inspection citation process before OSHA, as well as state agencies that operate their own OSHA-compliant programs. Contact Billok at mbillok@bsk.com. This viewpoint article is drawn and edited from a Sept. 15 blog posting on the law firm’s New York Labor & Employment Law Report blog.

Le Moyne programs help entrepreneurs, family businesses
SYRACUSE — The Madden School of Business at Le Moyne College is home to programs that focus on helping young entrepreneurs and the area’s family businesses. The Keenan Center for Entrepreneurship, Creativity, and Innovation is one of three “centers of excellence” within the business school, according to Le Moyne. The Keenan Center includes the Family
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SYRACUSE — The Madden School of Business at Le Moyne College is home to programs that focus on helping young entrepreneurs and the area’s family businesses.
The Keenan Center for Entrepreneurship, Creativity, and Innovation is one of three “centers of excellence” within the business school, according to Le Moyne.
The Keenan Center includes the Family Business Center (FBC). Founded in 2009, the FBC entered into a partnership with the Madden School in the fall of 2013.
No one agrees on a concrete definition of the term “entrepreneur,” says John Liddy, who has served as interim director of the Keenan Center since last November.
He has also served as the school’s entrepreneur-in-residence since late 2012.
In his mind, the word entrepreneur represents three elements. “It’s innovation. It’s business management, and it’s new venture creation,” he says.
The Keenan Center focuses on five areas to help Le Moyne students who are interested in entrepreneurship and pursuing the idea of starting a business.
The areas include a focus on curriculum so students understand the role innovation plays in entrepreneurship, says Liddy.
They also include involvement with co-curricular activities, including clubs and visiting local organizations.
The Keenan Center is also home to business-related programs, such as the Family Business Center; StartFast Venture Accelerator, LLC, a mentorship-based program for seed-stage software, mobile and Internet companies; and on-campus events such as those organized through the nonprofit Famous Entrepreneurs Series, Inc.
Established in 2006, the Famous Entrepreneur Series incorporated into the Madden School last fall.
Keenan Center activities also involve entrepreneurship coaching and mentoring of any student that might say “Hey, I have an idea. I want to consider moving it forward,” says Liddy.
When asked the most important advice any entrepreneur should follow in building a business, Liddy says, “Know what you know. Know what you don’t know, and that which you don’t know, go out and seek assistance to get that done.”
Liddy is a “big believer” in team work. In class, he says groups need to have “the hacker, hustler, and the hipster.”
“You have to have the subject-matter expertise. You’ve got to have the business expertise, and you have to have someone who’s going to design it so that the customers are going to want it,” says Liddy.
Ideas, he adds, are “worthless” without the execution.
Business plans are essential to understanding all the elements of what an entrepreneur has to accomplish, but the execution of that plan is “what’s going to matter.”
Liddy has 20 years of experience as an operations executive, most recently serving as general manager of Suburban Propane, a company serving the oil and energy industry.
His areas of expertise include strategic planning, operational efficiency, profit and loss management, financial analysis, and organizational development.
He began his professional life as an entrepreneur, helping develop and launch multiple start-up businesses and “transforming them into successful, profitable operations,” according to Le Moyne.
In addition to his work at Le Moyne, Liddy serves as director of the Student Sandbox at the Tech Garden in Syracuse, which helps young entrepreneurs put their ideas into practice.
The U.S. Small Business Administration also selected Liddy as an instructor for the organization’s se200 executive education program.
The center is named in honor of Kathleen Keenan, who graduated from Le Moyne in 1981, and her husband, Timothy Keenan. The Keenan Family Foundation’s $1 million gift in 2013 established the center.
Family Business Center
Founded in 2009, the Family Business Center (FBC) moved to Le Moyne in September 2013 after functioning as a stand-alone organization in the Tech Garden.
“Moving to Le Moyne made a lot of sense for the infrastructure, for the name recognition, and for the ability to collaborate with students and faculty,” says Tracy Cuoto, who became the FBC director in July.
Family businesses comprise between 80 percent and 90 percent of the national economy, and the FBC caters to the “unique” needs of a family business, says Cuoto.
The FBC offers programs to help family businesses deal with their business needs, but that’s not all.
“We [also] offer programming to help family businesses navigate the terrain of working with … your father or your son or your mother or your spouse … all of the different generations,” she adds.
The FBC views its emerging-generation peer group and a senior-generation peer group, both roundtable discussions, as the center’s “signature programs.”
“It’s safe space, a confidential space for members of that generation to come to talk about the issues that they’re having with their businesses with their families and for others to offer support and to ask some strategic questions to help them solve their problems,” says Cuoto.
The FBC has 35 member businesses, each of which averages between 20 and 100 employees and are “very well known companies within the region,” says Cuoto.
“Our biggest member is Welch Allyn, Inc.,” she adds.
Cuoto, who serves in a part-time capacity as the FBC director, also works as a grant writer in the Division of Institutional Advancement at Le Moyne and she continues in that role.
Cuoto is the daughter of Jack Webb, the former chairman and CEO of Alliance Financial Corp. before it merged with Norwich–based NBT Bancorp, Inc. (NASDAQ: NBTB).
Webb now serves as an executive vice president with NBT Bank.
Contact Reinhardt at ereinhardt@cnybj.com

OCC pursuing federal funding for mechatronics training
DeWITT, N.Y. — Development of the local workforce is part of the “critical mission” of a community college. “… to make sure that [we’re] training students for the kinds of jobs they can get here right at home,” said Casey Crabill, president of Onondaga Community College (OCC). OCC is among the community colleges of the
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DeWITT, N.Y. — Development of the local workforce is part of the “critical mission” of a community college.
“… to make sure that [we’re] training students for the kinds of jobs they can get here right at home,” said Casey Crabill, president of Onondaga Community College (OCC).
OCC is among the community colleges of the State University of New York (SUNY) that have applied for federal funding to provide training for mechatronics.
The office of U.S. Senator Charles Schumer (D–N.Y.) describes mechatronics as a “multidisciplinary field that incorporates engineering, mechanics, electronics, and other technical work.”
Crabill spoke Sept. 22 at the Byrne Dairy pasteurization plant in DeWitt, where Schumer offered his support for the SUNY application.
SUNY contends the field of mechatronics is “rapidly growing,” and Central New York could create more than 2,800 jobs in the industry by 2020.
But the region doesn’t have enough people trained in this field to make these potential jobs “a reality,” according to Schumer’s office.
The senator spoke at the Byrne Dairy pasteurization plant, a business he said could hire people with training in mechatronics.
“We have two things going on. On the one hand, here in Central New York, we literally have hundreds of jobs that don’t [get] filled because the people don’t have the skills for them. But second, we have lots of unemployed people, particularly our veterans, who are looking for work,” Schumer said in addressing reporters outside the Byrne Dairy plant.
TAACCCT funding
OCC is one of the 30 SUNY schools across New York that are collectively submitting an application for $15 million in funding from the U.S. Department of Labor’s Trade Adjustment Assistance Community College and Career Training (TAACCCT) grant program, Schumer explained.
The schools would use the TAACCCT program funding to establish a systemwide program that would train veterans and the unemployed in the mechatronics field.
Specifically, OCC would receive more than $517,000 in funding to start up the program on its campus, according to Schumer’s office.
OCC and other SUNY schools would then have the funding to train more than 1,200 eligible upstate New York workers in two-year programs to prepare them for careers in mechatronics and advanced manufacturing, Schumer said.
“The grant would buy them the equipment they need to train the people and pay for some of the teachers and professors to train the people, but they’d be training for jobs that were available and that were needed at Byrne [Dairy] and other places,” said Schumer.
Potential fields for these workers include maintenance and repair workers, industrial-machinery mechanics, technical-sales representatives, electrical and electronics-industry technicians; and inspectors, testers, sorters, and weighers.
These jobs can pay up to $34 an hour in some cases, according to Schumer’s office.
It’s not the first time OCC has pursued funding from the TAACCCT grant program.
The school also used a $1.2 million grant from the same program to develop a one-year, advanced manufacturing — machining program, which the New York State Department of Education approved in June, according to a June 25 news release from OCC.
If the U.S. Department of Labor awards the funding, OCC and 30 other SUNY schools would be able to partner with more than 70 employers in the advanced-manufacturing industry that are looking to hire workers in this “highly-skilled” career field, Schumer’s office said.
The other Central New York community colleges that are a part of the consortium include Cayuga County Community College, Herkimer County Community College, and Mohawk Valley Community College.
The more than 70 employers that SUNY has lined up as local-business partners are aiming to expand their workforces, Schumer’s office said. They want to hire employees with the mechatronics skills and certifications that the program will provide.
Some of the employers that OCC will be partnering with are Byrne Dairy in DeWitt, Corso’s Cookies in Geddes, Gear Motions in Solvay, and DeWitt–based Morse Manufacturing Co., Inc.
Each of these companies has indicated a willingness to help develop the program, train students, and hire qualified graduates, according to Schumer’s office.
Contact Reinhardt at ereinhardt@cnybj.com
Who should be making commitments in the sales process?
Are you in sales? If so, are you the one making commitments or is it the buyer? Who should be making commitments in the sales process? If you already follow a sales process, you may know the right answer to this question. Or you may be very surprised — without commitments and a sales process,
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Are you in sales? If so, are you the one making commitments or is it the buyer?
Who should be making commitments in the sales process?
If you already follow a sales process, you may know the right answer to this question. Or you may be very surprised — without commitments and a sales process, you are not in control. In fact, you’re very much out of control.
Traditional sales techniques make most salespeople think they are the ones responsible for making commitments, thus allowing them to be in control of the sales process. And yet they continue to get rejected or put off.
When salespeople are constantly delayed or rejected by their buyers, it becomes obvious that these buyers are in control of the sales process. The simple reason for this is that the prospects follow a proven buyer’s (sales) process. This particular buyer’s (sales) process puts them in control of salespeople, and the worst part is most salespeople don’t even realize it.
Salespeople have forgotten that their job is to prospect, qualify, and obtain commitments from buyers. If the buyer is not qualified, then it is the responsibility of the salesperson to reject the buyer while maintaining a relationship for referrals or future business. And if the buyer is qualified, it is also the salesperson’s responsibility to obtain commitment from the buyers on the next steps in order to obtain a clear future.
Let’s face it — there are only four possible outcomes to encounters with buyers:
So, let’s look at a clear future. Traditional sales techniques had salespeople committing to following up, to providing details, and the list goes on and on. The more you commit to the buyers, the more you put them into control. You are their servant. Is that what you want?
Sales professionals who follow a proven sales process know how and when to engage the buyer into making commitments. If the buyer makes a commitment, it puts you in control of the sales process and allows you to empower the buyer to buy.
Let’s understand commitment and the way it works. When you make a commitment, you own that commitment and must respect it. If not, you are not trustworthy. The same applies to buyers. If you get their commitment, you get a clear future and you know exactly where you stand — you are in control. If buyers get a commitment from you, they get a clear future and you have no idea where you stand. You are out of control, wasting time, and going for a “I hope I get a sale” situation.
There are a number of ways to engage and empower buyers into commitment. The key is in the way you ask the question that will empower the buyers with the reply you want to hear, so that in the end it is their answer, one that they own and are committed to keep.
Bob Urichuck is creator of the “Buyer Focused” Velocity Selling System and a virtual sales training platform, VelocitySelling.com. He has some 50 years of sales experience, ranging from door-to-door sales to corporate high-value boardroom sales. Urichuck is author of “Velocity Selling: How to Attract, Engage, and Empower Buyers to Buy.”
Learning About Ethical Leadership from College Students
Back-to-school season wasn’t just for those that headed back to formal classrooms. We should all take this opportunity to reset our minds to learning modes. But there is certainly great value that comes from classrooms. One of my favorite courses to teach at the Newhouse School at Syracuse University is ethics. The formal title of
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Back-to-school season wasn’t just for those that headed back to formal classrooms. We should all take this opportunity to reset our minds to learning modes. But there is certainly great value that comes from classrooms.
One of my favorite courses to teach at the Newhouse School at Syracuse University is ethics. The formal title of the course is “The Ethics of Advocacy,” and it’s open to upperclassmen who are starting to get serious about what their own careers might look like in the next few years. Most of them have had a few internships — many at very prominent firms in New York, Los Angeles, or Boston. They are at that point in their life where they really want to know how to succeed in the real world.
The course is structured around applying ethical decision-making to progressively more complex business problems. We begin by talking about our “personal frame” — our view of the world and what is right based on our upbringing, religious background, position in society, and experience. We debate consequences, alternatives, excusing conditions, and special obligations. We have great discussions.
As these 20-somethings debate how business leaders consider their decisions, they begin to understand the sometimes complex nature of doing the right thing. The big decisions are easy — don’t pollute the river with chemicals from your manufacturing process, treat your workers fairly according to labor laws, and be sure you pay your taxes. Where the real ethical dilemmas come from are myriad issues that are not defined by law; that are often not clear as to what is right or wrong. It’s at this intersection that the formulas we talk about in class help the students avoid simply acting with personal instinct, instead taking a bit of time to consider rationally all the sides of a situation before acting.
Leading these exercises with them, I am challenged myself. Their idealism of what is moral and right may surprise you — their expectations of leaders are high, and many of them have no tolerance for people who take shortcuts. I am encouraged every semester that the world is in good hands with these students who are trying to figure out how to behave and succeed.
So, the next time you are looking to learn a bit about leadership and the application of ethical decision-making, strike up a conversation with a college senior. You might just be surprised at what you hear.
Are you being heard?
Michael Meath is a senior consultant at Strategic Communications, LLC, which provides counsel for public relations, including media relations, employee relations, and community relations. Contact Meath at mmeath@stratcomllc.com
Become a Resource for Your Customers with Content Marketing
There is a reason we write so much about social media. It’s a key driver, if not the driver of content marketing. Content has graduated from buzzword to basic form of marketing. And just what is content marketing? It’s becoming a resource for your customers. It’s about connecting with clients on a deeper level. To
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There is a reason we write so much about social media. It’s a key driver, if not the driver of content marketing.
Content has graduated from buzzword to basic form of marketing.
And just what is content marketing? It’s becoming a resource for your customers. It’s about connecting with clients on a deeper level.
To grow what marketers call the “long tail,” you need to give valuable information away. You may need to reveal a few trade secrets. You definitely need to be patient.
Statistics show companies are investing more and more in content marketing and seeing results as well.
How do you make it happen for your brand?
1) Generate content
Content marketing does not start without, well, content. You have to tap into your expertise and understand your target customer base to deliver something of value to prospects and existing customers.
Remember, you’re not selling anything here, but rather building up an affinity and eventual loyalty to your brand and product.
You do that with words, visuals, and perhaps audio/video. You need ideas, talent, and skill to generate content.
The more you put out there and the more avenues you use, the larger your influence and reputation in your industry grows. And the better a resource you become to your customers.
No one knows your business or your ideal customer better than you. Bring the two together via blogs, webinars, presentations, guest articles in publications, ebooks, e-blasts, or whatever fits your audience best.
Create a resource center on your website and stuff it full of useful information current and potential customers may use. Share that information through your social channels like Facebook and Twitter.
Then, share it again on Facebook and Twitter. Share it again on any platform, really.
Your content should be more or less timeless, and your efficiently invested time should elevate your return on investment.
In general, it should all focus on your expertise, the talents of your people, and what your audience needs: how-to tips, white papers, and sharing and/or providing commentary on third-party content.
2) Strategize
There are dozens, maybe hundreds, of ways to get your content out there. It may start with a blog and then trickle into social channels for distribution. Then maybe those entries become an ebook someday or inspire a related video or podcast.
Think about these kinds of avenues when you generate ideas. A how-to of some kind might transfer well to multiple platforms.
Those ideas — and the means to communicate them — belong on a content calendar. Make it as simple or specific as you want, but plan out your marketing year by identifying dates that are important to your industry, topics that are important to your business, and even holidays relevant to your product.
A good content strategy needs to be as detailed as possible: topics, delivery, quantity, and quality. It all factors in.
3) Consider your options
So now that you have all these great ideas for content and a strategy for creating and distributing the material — how do you get it done?
First, look in-house. Utilize the existing talents of your staff.
Have a particularly good writer on the payroll? Have the individual contribute to or handle an e-newsletter or blog. Have a tech-savvy staffer familiar with various social-media platforms? Have him/her help execute the content calendar.
Don’t have any of that? Professional-development opportunities are everywhere. Pony up to send yourself or a team member to a seminar, webinar, or conference and get some content-generation training.
For a little polish or added professionalism, consider hiring a third party to help with any aspect of content generation — writing, video, photography, social media. There are freelancers and agencies available should your budget allow.
Becoming a resource can take some work, but in today’s competitive marketplace, it must be done in some form. Consider your expertise, how you’d like to communicate it, and how you can get it done.
Start growing that long tail to attract new customers and keep them and current clients coming back to you.
Shane M. Liebler is a content developer at ABC Creative Group. Contact him at shane@abcideabased.com
Refreshing Content Marketing with Webinars
Content marketing is what we are hearing about everywhere we turn. Content marketing and how brands use it to interact with potential customers, is reshaping business-marketing strategies. It allows you to follow potential customers all the way through the sales process, customizing content in each phase. Providing potential and current clients great content allows you
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Content marketing is what we are hearing about everywhere we turn. Content marketing and how brands use it to interact with potential customers, is reshaping business-marketing strategies. It allows you to follow potential customers all the way through the sales process, customizing content in each phase.
Providing potential and current clients great content allows you to show yourself as an expert within your industry. You can show that you’re the resource clients can turn to when they have questions. But, what is the best way to provide this content? Webinars are becoming one of the top choices of marketers for delivering content to prospects and customers.
Webinars are a vehicle to deliver B2B content to a larger audience with no geographic boundaries. It is a great way to engage an audience in real time.
This is not a new concept. In fact, webinars have been around since nearly the beginning of the Web. But they have never been so relevant.
Here are some of the benefits of webinars:
1. There are no boundaries. Because it is online, anyone from anywhere can attend a webinar, whether it is from their desk, home, or their mobile device. It makes attending a webinar much easier than trying to carve out time to physically attend at a specific location. It also saves money on travel and the expense of being out of the office.
2. A level playing field. Webinars allow even the smallest company to look big. If your presentation is done professionally and does not sound like a sales pitch, no one can tell the size of your company. It takes the idea of someone being bigger and better out of the equation.
3. Content comes alive. An interactive platform like this can allow content to be more exciting and real. It is not just words on paper; it is a live interactive discussion with real-time content delivery. You can attach files, show your screen or share any other relevant information to the attendees. Not only does a webinar allow you to interact with the presenter, but also allows you to hear what others are asking and doing.
4. Be a resource. Controlling content allows you to ensure your audience is hearing what you want them to hear. The educational aspect of the content will position you to be a resource for clients and prospects, now or when they need the type of service you offer.
5. A whole big world. In the past, your initiatives may have been more localized. Create an event in a city and invite people within that geographic reach. Today, webinars allow you access anywhere you want, at one time, providing a much more efficient and effective way to reach potential customers.
6. A focus group. Attendees of a webinar have now given you access to focus groups of your target market. Webinar tools allow you to ask in-depth questions and conduct behavior scoring, providing you with a wealth of information about this group.
7. A long life. Webinars are archived so that attendees can refer back to them. This is especially helpful to registrants that could not attend and allows others to discover it later on. This should continue to be a lead-generation tool, even after the webinar is complete.
As with any marketing efforts, it is crucial to measure the success and return on investment of each investment. Something like a webinar is easy to track because of its digital nature. Webinars, when done correctly, should have a good return for your company because the up-front costs are minimal, compared to many other content-delivery techniques. Before you decide to host a webinar, have a well thought-out plan. The plan should entail: content development, a marketing plan to promote the webinar (the who and what we are sending out), a sales strategy (how and with whom will we follow up), a tracking system to measure the success, an execution plan and finally, a follow-up plan. Don’t wait for the phone to ring. These registrants have now gone from cold to warm leads; take advantage of that.
Jenn Cline is a sales and marketing strategist at ABC Creative Group. She also consults with the Business Journal News Network. Contact her at jenn@abcideabased.com.
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