Imagine, new and improved

For some time, I’ve had the sense that the word “marketing” no longer accurately conveys the full spectrum of activities we’re involved in at Imagine. The word seems vaguely old-fashioned, as if the speed of technology has passed it by. Over the last few months, this discussion has been a central focus of our entire team. Recently, we reached consensus that Imagine is, first and foremost, a communications company. That is the concept that ties all of our offerings together, the one constant that keeps us ahead of the market.

And so it is with great fanfare (insert virtual sound effect here) that Imagine Marketing is now Imagine Communications. This is not a decision we came to lightly. After all, we’ve spent the last 11 years building brand equity for our previous name and logo. A lot of strategic thinking, relationship-building and plain old hard work went into that effort. We certainly don’t want to lose any of the credibility we’ve so painstakingly established. Still, the new name is a more accurate reflection of our true identity. Think of it as an evolution, not a change. This will become clear as you take a look at the services we offer:

· Strategic Business Planning

· Messaging

· Branding

· Graphic Design

· Media Relations

· Social Media Development and Management

· Media Buying

· Consultation

· Facilitation

· Government Affairs/Lobbying

· Video Production

· Animation

· Publishing

· Event Planning and Coordination

· More

I threw the “more” in there because I’m sure I left something out. Or maybe it means that there’s “more to come.” Either way, I felt we needed a loophole.

If you had reviewed our list from just three or four years ago, it would have looked entirely different (and shorter). The newer additions are a response to the economy, the marketplace and to our own emerging skills and interests. And we’re surprisingly good at all of them (if I may brag a bit), thanks to a team of dedicated, enthusiastic individuals who never settle for less. If you know any or all of us, I hope you’ll agree that we’re a good group to work with. Results-driven and fun at the same time.

I believe our new name and logo communicate all of that. A little bit corporate, a little bit entrepreneurial, but still capturing that intangible “stuff” that makes us who we are.

I wonder if we can get Donny and Marie to sing our new theme song.

Brian Rouff serves as managing partner for Imagine Communications. Despite his Donny and Marie reference, he likes to think he keeps up-to-date on current industry trends. Email Brian at his new email address: brouff@WeAreImagine.com.

It’s not about where you network, but how

Why do you network? Do you attend networking events to gather as many business cards as you possibly can? Or, do you attend them in hopes of finding key people you really like and want to do business with? Though the first option plays to my naturally competitive nature, I would rather leave a business networking event with a few cards of people I will keep in contact with, rather than 50 cards of people who offer services I will never need. I like to work with people I like and the only way to know if I like someone is by getting to know them. Getting to know them goes far beyond the information a business card can provide.

With the rise of social media, networking no longer requires you to get dressed up to make the best first impression. Networking can happen anytime from the comfort of your own home by accessing your favorite social networking sites. Whether you network online or off, the rules are, essentially, the same. The most effective networking isn’t about quantity, it’s about quality. It’s about building relationships that can be mutually beneficial. Business is done by people, not Twitter accounts. Putting time into building strong relationships will pay off when you need a partner on a project, advice or even your next job.

I have heard many complaints that both networking and social media can be a waste of time, but my question in response to this is, “Are you putting time into creating the type of relationships you want, or are you just collecting business cards and friends on Facebook?”

Megan Lane is part of the client relations team at Imagine Marketing.
Contact Megan at mlane@imnv.com.

Where do logos come from? (The birth of a logo)

Some things you can do yourself ... others should not be attempted

The conception- When I design a logo, the first stage is to meet with the client and gather all the information possible. We discuss the service or product the company is offering, who they’re targeting, their likes and dislikes in regards to colors, etc., and of course, the name. In this meeting, we must discover the feel of the company in order to put together the right look. From there, we go into brainstorming; sometimes this occurs with the client, and other times it is an internal process with the Imagine team. From this brainstorming session and meeting, we have what we need to move on to the next step, which can be compared to the process of being pregnant, though usually it doesn’t take quite as long.

The 1st trimester- During this phase of the logo process, I do what I call a mental flush by writing any words or short phrases that have anything to do with the client and the service or product until nothing further comes to me. This process allows me to open up my mind and to move through the obvious into the original. At the finish of this process, I take my list and start circling the words and/or ideas that will take me to my next step.

The 2nd trimester- After I put all the ideas on paper, I pull out my pencil and a pad and begin drawing while consulting my list of words. At this point, the drawings are very simple, just enough to communicate the idea. I will try many variations of the same look as well as creating completely different looks; the further I can delve into it, the more original it becomes. At the end of this process, there can be anywhere from a page to several pages of small sketches. Of these sketches, I will once more go through and circle the most promising ideas.

The 3rd trimester- Once I have chosen the ideal sketches, I will saddle up to the computer to recreate the sketches digitally. I then provide the client with three completely different versions of the logo. I have found three to be a happy number, not so many as to confuse, not too few to lack variety.

The birth- Of the three versions, the client might choose one right off the bat. Or I might have to go back to the drawing board, where I will tear the logos apart, reconfigure them and present them once again to the client. During the birth of a logo, it can go back and forth between designer and client multiple times, or it can go quickly and easily. Just as in childbirth, there are no real deciding factors. Once the final logo is born, I bundle it up and send on its way to live a long, full life making the client happy.

NOTE: A good logo makes the company look good. By the same token, a poorly designed logo makes the company look bad. Therefore, designing and deciding on a logo is a delicate process. Since a logo identifies the company it represents, hiring a good designer is a great investment. There are people who will “design” a logo for $20, and there are “logo designing” programs that can be purchased. However, many factors are taken into account when designing a logo that truly represents a company. If done correctly, your logo will be a true reflection of your organization’s identity.

Cynthia Carbajal serves as Graphic Designer for Imagine Marketing.

Email Cynthia at ccarbajal@imnv.com.

Market Research You CAN Afford

Before coming to Imagine, I worked as a marketing manager for a small business. Working for a small business meant that sometimes I had to get creative with ways to stretch our marketing dollar. We knew who we wanted to target and we knew who our customers were. Social media tools like Facebook, Twitter and Mail Chimp were all great, inexpensive ways to reach our customers. Cross promoting with complementing businesses was a no brainer. Using trade or gift certificates in lieu of cash for sponsorships? Done.

Traditional media like radio and television were a bit trickier. Media sales reps would parade in and out all day with reports and numbers about how their station was number one! Granted, that could mean anything since they could be number one…from midnight to 2am with 65-75 year old men. Since we didn’t have the means to do formal market research and find out more detail about what and how our customers watched, listened and read, I used a much easier method. I snooped.

Free market research is all around us. One of my favorite places to monitor people’s television viewing habits is at the gym. Most gyms now have individual monitors on every treadmill, Stairmaster and elliptical machine. Vary your workout times and you’ll quickly learn which programs and channels are most watched and who is watching them. Stop by your local library, take a stroll through the computer area and you’ll see which sites are being visited the most. Eavesdrop at a restaurant or coffee shop by major work places the day after a highly anticipated show airs and hear who’s talking about it and what they’re talking about. Roll down the windows in your car and you’ll get snippets of what people listen to in their car. Satellite radio and MP3 players may be taking over but in severe weather or traffic jams, the first and easiest place drivers turn to is their local radio station. Even something as simple as striking up a conversation in line at the grocery store can lead to new revelation in your research…and make sure to take a peek into their grocery cart to see what their buying habits are while you’re at it!

Too often, we’re quick to dismiss the idea of traditional media and “old school” methods. This is a dangerous mentality. Traditional media still works, especially when supported by the new media. Using this non-traditional method of market research can help you learn more about your current and potential customers – no matter how you chose to market your business.

*A portion of this blog published originally on: Nadia's Notes

Nadia Zerka works on the Client Relations team at Imagine Marketing.
Contact Nadia at nzerka@imnv.com

Brilliance doesn’t just happen

Working in a creative business, we are expected to always be thinking of new ideas. Sometimes this can be a challenge. After all, brilliance doesn’t just happen. Great ideas don’t happen in a vacuum (usually). Sometimes we all need a little push outside of our comfort zone to remind us where good ideas come from.

Over the last few months, I have participated in a monthly conference call with my co-worker, Nadia, and various marketing and sales professionals from all over the country. The purpose of the calls is to discuss and brainstorm about various social media ideas. The discussions only last an hour, but during that short time, something amazing happens. I find myself becoming reenergized and excited, and the ideas and questions begin flowing even faster than usual. I am able to take this newfound energy and re-focus it back into the work I am already doing. Without consciously knowing it, participating in these teleconferences has been the push I need to be the best at my job.

We can’t sit behind our computers and expect great ideas to just appear. Innovation comes from collaboration and is allowed to flourish and grow when inspiration is added to the mix. It’s easy to fall into the routine of only attending meetings that are required and brainstorming only when there is a need for a new idea. Instead, shake it up and find new ways to collaborate with others. You’ll find that new ideas or solutions will come to you for challenges you didn’t even know you had.

Here’s a few ways I have discovered lately that have not only broken up the monotony of the work day, but have reinvigorated me and reminded me why I love being part of a team that is encouraged to find and implement the next big idea:

Organize discussions. Pick a topic and use your networks to bring together others who have the same interest. For example, if you would like to discuss new ways to network, reach out to your friends on Facebook and Twitter and see if anyone else has any interest. Your group doesn’t have to be large to be effective. Once you have a few interested participants, choose a platform to get together. If everyone in your group lives in the same area, having breakfast or coffee together works well. If geography doesn’t allow you to meet in person, a conference call or video chat is the better alternative. Establish a time, topic and moderator and let the ideas flow.

Collaborate with the competition. Being in the same line of work doesn’t mean you can’t have constructive conversations with someone else in your industry. Without sharing too much information, you can talk through issues, empathize and even brainstorm with your competitors. These conversations can even pave the way for sharing leads later on, once you understand each other’s strengths and weaknesses.

Attend events with experts. Attending events that focus on a topic you are interested in is not only a great way to network within your industry, but it’s also a way to educate yourself about the latest trends and gauge how well you measure up to others doing the same thing you do. Occasionally I have found myself attending an event only to realize I might just know more than the expert. This is a great way to stay on top of your game and can also be a little confidence booster from time-to-time.

Hold impromptu brainstorm sessions. In a perfect world, we could go to work every day and accomplish everything on our list without any distractions. Not only would that be unrealistic, but it would also be pretty boring. Sometimes the best ideas come from unplanned discussions that have little to do with the task at hand. Give yourself flexibility to allow these discussions to happen; you never know what you might miss.

Bookmark places of inspiration. When you come across websites that get you excited about your industry, bookmark them so you can revisit them later. Here are a few sites I visit when I am looking for some inspiration: http://www.colourlovers.com, http://www.springwise.com and http://sethgodin.typepad.com.

It’s so easy to get wrapped up in everyday tasks and forget that there is an opportunity not only to do the work, but to create the work we want to do.

Now I will throw it to you, the reader. How do you reenergize and refocus your mind?

Megan Lane is part of the client relations team at Imagine Marketing.
Contact Megan at mlane@imnv.com.

Service: from a customer’s point of view

As a customer, I always want to retain my identity and not become faceless in a crowded store or on a customer service line. Lately, however, it seems like some companies are slipping in their otherwise satisfying customer service. “Have a nice day” is about as considerate as some service representatives get today – at least with me – which is funny because, in a tough economy, I thought the idea was to retain customers. However, bad experiences allow me to learn. If the notion “one person’s bad experience is another’s learning experience” is true, here are some tips I’ve collected over the last few weeks:

• Listen. There is nothing worse than telling a story over and over because a customer service representative isn’t listening.
• Recall. Remembering even a little about a client goes a long way. My tax preparer works with hundreds of people every year, and she remembered things about me this year that really helped me with my tax return. Customer for life.
• Focus. Being distracted while you’re speaking to a customer or client makes you seem disinterested. Focusing on customers’ needs helps them feel important, and since they like to feel important, they will keep coming back.
• Pay attention to detail. This one sounds more difficult than it looks. Spelling a person’s name correctly is a small detail that can mean a great deal to a client, especially when it’s a difficult name no one ever seems to get correct.
• Be nice. In a customer service world, being nonchalant isn’t going to cut it anymore. Being genuinely nice will go a long way. Don’t let a bad day ruin a good experience for a customer.
• Be helpful. Even when you can’t solve a customer’s problem, try. As much as I love Yoda, his mantra, “Do or do not; there is no try,” doesn’t apply here. Doing what you can will let customers know, again, they’re important and their problems matter. Even if their problem can’t be solved, at least they are left with a pleasant conversation.
• Know your limits. Know your customers. Before I went back to my old tax preparer this year, I tried someone new. When I made the appointment, the receptionist should have asked a couple questions to make sure I was given a preparer with experience in difficult tax returns. However, because she didn’t, I ended up with a sweet, inexperienced preparer who was way over his head. Had I not jumped ship and went crawling back to my old preparer, I would’ve lost nearly $1,000. Sometimes a couple questions saves time and money for the customer and the business.
• Be confident. If you know what you’re doing, act like it. Don’t be afraid to show your skills. Nothing is worse than working with someone with that uneasy feeling in your stomach that he or she has no clue.

While I’d rather not have racked up enough bad customer service experiences over the past few weeks to flesh out an entire blog, I hope some of my experiences can benefit you and your business in some way. After all, it’s often the little things that truly make or break your clients’ view of your company.

Tiffannie Bond serves as media relations specialist for Imagine Marketing.

Contact Tiffannie at tbond@imnv.com.

Hiring new employees is kind of like dating

At a recent meeting of the Henderson Libraries Business Book Club, we discussed a fascinating book called “SWAY, the Irresistible Pull of Irrational Behavior,” by Ori and Rom Brafman. Writing in the breezy style of “Freakonomics,” the Brafman brothers shed light on the real reasons we humans often behave in ways that are counterproductive (and sometimes downright stupid).

I was particularly intrigued by the section on hiring new employees. As a partner here at Imagine, I’ve been involved in this process enough to know that it’s an iffy proposition at best. We’ve been extremely fortunate in bringing new folks into the fold but, as the book points out, there’s a large element of luck involved. Don’t believe me? Take a look at the 10 most common job interview questions:

· Why should I hire you?

· What do you see yourself doing five years from now?

· What do you consider to be your greatest strengths and weaknesses?

· How would you describe yourself?

· What college subject did you like best? Least?

· What do you know about our company?

· Why did you decide to seek a job with our company?

· Why did you leave your last job?

· What do you want to earn five years from now?

· What do you really want to do in life?

If these sound familiar, you’re not alone. They sound familiar to your job candidates, too. Which makes it that much easier for them to game the system. In that respect, it’s kind of like dating.

In fact, according to the authors, only one of the above questions has any real value. Can you guess which one? (Cue “Jeopardy” theme.) Time’s up. It’s “What do you know about our company?” The reason is that it shows initiative on the part of the prospective employee.

Rather than relying on these essentially meaningless questions, the Brafmans recommend standardized tests as the best method for identifying the right people for your organization. Compatibility is a key component, another similarity to the world of dating. Eharmony, for example, emphasizes that element above all others.

At Imagine Marketing, we’ve used tests like “Strengths Finder” for some time now. But we’d still be hard pressed to completely abandon the interview process. (Actually, multiple interviews with multiple Imagine team members.) Maybe a combination of objective testing and gut instinct is the best approach. Now, if we could just find a way to quantify luck.

Brian Rouff serves as managing partner for Imagine Marketing.

Contact Brian at brouff@imnv.com.

Choosing the right words makes the difference

After news rocks a nation, a common question is, “Where were you when it happened?” My parents can tell you where they were when they heard John F. Kennedy had been assassinated. Back then, they heard it from their teachers, and later, the nightly news and daily newspapers. More recently, many people can tell you exactly which television they were glued to on the morning of Sept. 11, 2001 as the Twin Towers fell. When news came over bin Laden had been killed, I received it in a text message. I followed it up by looking on Facebook, where a number of news agencies are my “friends,” and then to CNN … all on my smartphone. Sitting in a restaurant, a friend of mine and I huddled around my phone to listen to Pres. Obama’s speech on YouTube. When the “Where were you?” question is asked, many people will respond with the social media or news websites they were on instead of their location and what television they were watching at the time.

Where people used to gather around radios to hear Franklin D. Roosevelt speak about the bombing of Pearl Harbor, today, the news comes to them. Presidential speeches have adapted to a modern format, becoming shorter and more concise. It’s easier to broadcast, quote and tweet them that way. In Sunday night’s speech by Pres. Obama, he got to the point, with the lede up front, in fine newspaper form. He then evoked the emotion, reminding all of us how we felt on Sept. 11, 2001 and reminded us of the history. The busier life gets, and the more time that passes, the easier it gets to push away the stuff that chokes you up or gives you chills for the immediacy of the life in front of you.

He also paid remembrance. Nearly 3,000 lives were lost on Sept. 11, 2001. He let us not forget that and spoke to the families directly, whether they were listening in their cars, on their couches or on their smartphones.

Pres. Obama reminded us with a few sentences, and all of a sudden, we were standing in front of that television 10 years ago. This takes wordsmithing.

He gave us heroes. They are faceless and nameless – for now – but for a moment, the President made us believe super heroes exist. Camouflage and all. Eight years of war and countless news reports and political campaigns tend to make us forget – there are people out there roaming the night who fight to protect us and the world. In his speech, he reminded us those super heroes are out there.

He presented background information on the mission. For months – years – this was all going on in the background. While Pres. Obama was touring tornado-ravaged Alabama, he was directing a secret covert operation. While Donald Trump was calling into question his birthright, Obama was aiding in planning one of the most vital American missions in recent history. During the annual White House Correspondents Dinner on Saturday night, while Obama was cracking up the press corps, the plan was in action. He took responsibility for giving the green light, but he also placed praise on the members of the military who stood on the front lines, carried out the mission and risked their lives for the world’s safety. Hollywood movies are made of this, and in the film about this firefight, the president won’t be the star but merely a player in the game. And he knows it.

He didn’t dwell in the past, however. In a world of instant news, it was important to keep looking forward. Although this was a large step, it wasn’t the only one. We still have a way to go before it is peaceful enough to bring our service men and women home to their families for more than 12 months at a time.

The speech got to the point, evoked emotion, retold history, remembered the dead, rewarded the heroes, and at the end, reminded Americans, as a country, we “can do whatever we set our mind to” – all in the span of 10 minutes. Like a dad reminding his kid who has fallen off his bike one too many times not to give up, Obama reiterated our accomplishments. After all, as “one nation, under God, indivisible,” they are all our accomplishments just as the sadness of Sept. 11 is our sorrow.

The speech, in all, was probably written in only a few hours, maybe minutes. In a tech-savvy nation when sound bites deliver a morsel of information in small increments, it was well constructed, sound bites firmly in place. On a list of historical speeches, will it rank? “We must – and we will – remain vigilant at home and abroad” probably won’t live up to “Four score and seven years ago,” “a day which will live in infamy,” or “ask not what your country can do for you; ask what you can do for your country,” but for the moment, it was needed – on television, online and in print. It was what the country needed. Hail to the speech writer.

Tiffannie Bond serves as Media Relations Specialist for Imagine Marketing. E-mail Tiffannie at tbond@imnv.com.

Lessons learned from events related to Osama bin Laden’s death

It’s pretty clear everyone has something to say about yesterday’s news announcing the U.S. had killed Osama bin Laden. I’m one to get into the spirit of things, so here’s my take on it all – from a “lessons learned” perspective.

Punctuation, grammar and spelling always matter. When breaking news happens and you’re the media, it’s important to move and move fast. Prestige comes with being first (if you’re right), and when big news happens, everyone’s jockeying for that coveted “Heard first here” designation.

Lesson learned: No matter how fast you are, it’s critical to take that extra minute (sometimes even a few seconds) and re-read what you’ve written before it goes public. If you don’t, as you can see in picture to the right, you’ll look foolish.

Be prepared to talk a lot longer than you planned. At approximately 7:45 p.m. PDT yesterday, CBS News announced President Obama would address the nation “in 20 minutes.” The news station had already confirmed (through unnamed sources) the president would announce that Osama bin Laden had been killed. However, President Obama didn’t make his speech for another hour – leaving a lot of time for CBS to kill. Given the circumstances (it was last minute and they had no idea when they would have to cut to the president for his big speech), they did a great job filling the time. That said, they repeated themselves frequently, “recapping” what had been said just minutes prior.

Lesson learned: Plan for the expected and the unexpected.

Be on time. Or plan for not being on time. President Obama said he would address the nation at about 8-8:05 p.m. PDT (if memory serves). However, he didn’t actually make his speech until somewhere in the vicinity of 9 p.m. PDT – at which time the news of Osama’s death had already spread like wildfire via social media, CBS and more.

Lesson learned: If you want to be the first to say something, keep your cards close to your chest until it’s really show time.

If you’re going to schedule your Tweets, remember to cancel them. This is a point my co-worker brought up at our morning meeting. Amidst Tweets of Osama’s death and “Go USA!” were Tweets that just didn’t fit the atmosphere of the country – Tweets that were clearly scheduled. Scheduling your Tweets is certainly helpful, especially for busy people who want to stay consistently engaged with their followers. BUT there are exceptions to the rule, and huge news is one of them.

Lesson learned: When big news hits, cancel your scheduled Tweets for that time. Otherwise, you look out of touch and, possibly, even self-absorbed.

Remember who’s the U.S. president and who’s the dead terrorist. This goes hand-in-hand with my earlier point about grammar, spelling, etc., but it’s important enough that I wanted to make it a separate point. Over the past 15 hours, countless news stations across the country have announced Obama’s death. Misspelling names is one of the fastest ways to lose credibility. In fact, it’s so important that, in college, I had a journalism professor who would fail our entire test or paper if we misspelled even one name. I would say the effect is exponential if you’ve mistakenly announced our president’s murder instead of public enemy #1’s.

Lesson learned: If there are words or names that can obviously be easily misspelled, take extra care when writing them – every single time.

Never assume nothing happens overnight. I bet the announcement of Osama’s death sideswiped the poor chap at the BBC, who politely referred to the hated worldwide terrorist as “Mr. Bin Laden.” The courtesy wasn’t up for long, but it was humorous nonetheless. This is a minor example of what could happen, but it’s worth mentioning because there are countless stories of what’s taken place (on a much larger scale) when the unexpected happened and the person in charge at the time wasn’t trained to deal with it.

Lesson learned: If you’re going to leave someone behind to hold down the fort, make sure they’re capable of handling more than the expected.

If you don’t have much to say, don’t say much (if it’s possible). One of my favorite articles last night was one by the Associated Press. The entire article went like this:

“WASHINGTON – Al-Qaida mastermind Osama bin Laden is dead and the United States has his body, a person familiar with the developments says.

“President Barack Obama is expected to make that announcement from the White House late Sunday night.

“The person spoke on the condition of anonymity in order to speak ahead of the president.”

That’s it. Short and to the point and a good example for business and life. (One of my favorites, actually.)

Lesson learned: It’s OK to stop talking if you’ve said all that needs to be said.

On that note, that’s it from me. If you have any examples of more lessons learned from yesterday’s turn of events, I’d love to hear them.

Melissa Rothermel serves as Director of Media Relations for Imagine Marketing.
E-mail Melissa at mrothermel@imnv.com.

Farewell, “sweetheart”

In two short weeks, our own Amber Stidham will officially join a team of professionals to help launch one of the most highly anticipated, cutting-edge performing arts center in the United States, The Smith Center. As our team prepares to say good-bye to our resident “long timer,” I can’t help but take a few moments and share with you all my thoughts on her contributions to our organization over the last 10 years and her early days here at Imagine.

Amber and I share a close, professional relationship. The closeness naturally happens when you share a desk and phone while working your butt off to build a business. (Ahh … How I miss the simpler times. My cell phone today holds more memory then my computer did in those days. )

That relationship allowed us to build a growing organization and, more importantly, a meaningful friendship over the years. Although many things have changed during the last decade, what has never changed is Amber’s relentless spirit and professionalism.

As she too often likes to remind me, I told Amber once that she was the “heart” of Imagine, just not the “sweetheart.” (I’ve spent eight years trying to live that one down. Perhaps that will be the one thing I won’t miss about her leaving our group.) Of course, the statement was meant as a joke to tease her about her aggressive “do what you have to do to get it done” work style. It’s a style of work that requires a person to carry themselves with dignity and pride, like Amber does, a result of her high expectation of self. This style became a core element and how we still do business at Imagine today.

I am proud and excited to watch her career expand into new adventures. She will always be part of my life but I will miss the regularity of our discussions on business, parenting, creativity and life in general. That being said, I know I speak for everyone here at Imagine in saying with the fullest of heart that we wish all the success and good fortune in the world to the “sweetheart” of Imagine.

Amber, we love you and will miss you terribly. Now … GO GET ‘EM!



Alex Raffi is the creative director and a partner at Imagine Marketing.
Contact Alex at araffi@imnv.com

Any Last Requests?

If you haven’t heard the news by now, here it is: April 26 will be my last day at Imagine.

If you know me, you know I’m not one to dwell on what could have been, but what could be. I’m a person who is focused on exploring new opportunities and once focused, I’m the person who nails down the strategy and attacks the situation from all angles. That’s me. The dreamer to many, the pain in the butt “doesn’t she ever let up?” professional to a few.

Regardless, the point is that the act of exploring life, in all ways, is the most important act we all engage in day-to-day. If it weren’t for the dreamers, the go-getters, the people willing to put it all on-the-line, dreams would never be achieved. We would never progress.

This blog, which I’ve specifically entitled “Any Last Requests,” is not about me and my new adventure. Instead, it’s about recognizing those little nuances in life that are important to ensuring we continue to embody that explorer within ourselves.

While I have a prime opportunity (and support of those at Imagine) to plug my new adventure, I wish to share with you a few of those nuances as to why Imagine is a place of exploration and an organization that captured my heart for nearly a decade. These are my “last requests” to the wonderful team at Imagine whom I care for very deeply.

I never intended to work at Imagine. In fact, my support was intended to be a temporary fix to fulfill the needs of a burgeoning new business ten years ago. Why did I stick around? The people. Surrounding yourself with dreamers, those who find a way to say “yes” to opportunities (which is more challenging than saying “no,” by far), professionals with ambition, energy and the willingness to be a real team moving forward is what attracted me. Alex Raffi (Imagine’s creative director and partner) and D.J. Allen (the firm’s founding partner) have an incredible appetite for creativity, new ideas and forging their own paths to get to their desired destinations. I love that. Being a part of such a team is addictive. You want to be around it 24/7. Even better, it’s healthy for you to do so.

My request – Never lose sight of that creativity; the courage to share it is at the root of why people want to be around you (work with you, do business with you and so on). Alex Raffi (my “bro”) embodies this spirit. He is an incredible wealth of knowledge, inspiration and creativity. Simply put: More people should strive to be like him.

Imagine is known as one of the most professional, honest, results-driven, and fair communications firms in the state. This is attractive to employees, prospective employees, clientele and community contacts. Focus on the people has always remained top priority at Imagine. Perhaps it has made our road throughout the years a bit more difficult. (Imagine is not the “hire and fire” communications firm our profession is wildly known for.) The firm strongly believes in investing in people, not projects. Imagine doesn’t take the easy road, but it’s the correct road nonetheless. I’ve spent a good deal of my time helping fellow professionals at Imagine grow over the years, while I grew as well. Helping each other grow requires patience, the ability to set your ego aside and moreover, give everything a shot with everything you’ve got.

My request – Caring is important. People are important. Invest in people and everything else in life gets easier. It doesn’t matter how tech-savvy we get, what new Internet sites are developed … at the end of the day, we’re all still working with people. Care first. I will very much miss the people at Imagine and my daily interactions with clientele – all of whom are the most wonderful people I’ve come to know throughout my career.

I know … every communications firm is “quirky” and “fun.” In Imagine’s case, it’s true. Some of it is spontaneous. Most of it is, as I call it, “planned spontaneity.” No matter. The most critical piece of Imagine’s success is its ability to create fun and engaging opportunities for staffers, clients and friends. The best part? Fun is productive. (Imagine is hosting a workshop on just this subject in June.) It doesn’t matter what your profession is. Inserting “fun” here and there is a critical part of ensuring you have a cohesive team, and people who do business with you simply because they enjoy being around you.

My request – MAKE time to have fun. When you think back on why you do what you do in life, it likely started because you thought “this could be a good way to have fun.” Make it a business ritual.

As an addendum to this blog, I’ve included a list of random thoughts and musings I will miss most at Imagine.

To my Imagine Family: I am forever grateful to all you have given to me and to my own family.

On to the next adventure!
-Amber
EMAIL

[Beginning May 2, Amber Stidham will be joining a team of professionals to help launch one of the most highly anticipated, cutting-edge performing arts centers in the Southwestern United States, The Smith Center.]


THE 10-YEAR HIGHLIGHT REEL
[For the “peeps”]

• We create.
• How do you feel about monkeys?
• Two hard hats, sticky darts and an incubator office with three people don’t mix.
• Remember: Always roll your windows up on rainy days.
• Card tables still make for a productive work space. Chair building competitions make for good times.
• First “holiday party” for Imagine – One booth at Carrabbas.
• Surprisingly, people really do love watching office dance videos. (I hope Imagine continues the tradition.)
• Where is the lawn gnome?
• Any day is a good day to pull an “emergency client needs” prank on a coworker. This reminds me that I still “owe” someone a prank.
• Carpeted hallways and Megan don’t get along well.
• Always offer to help one another … listen, be there, offer to do what you can.
• I still have my portable karaoke machine. I am a rock star (in my own mind). Thank you for entertaining me over the years – all of you.
• Inspiration comes to you at all hours of the day … in Alex’s case this is true on Friday afternoons and weekdays at 3 a.m.
• Club Saturn. Woot, woot.
• If you give someone the title of “Company Mom” – they will live up to it (like it or not). Sue, you’ll be greatly missed, but your grandchildren will be overjoyed to have you.
• Brian – I will always “have a minute.” P.S. You will love this – Hotkeys for Word. (My secret is out.)
• Alex – Please remember to …
• I still wonder what Jeff’s entire wardrobe looks like. 100% polos?
• Hand written “thank you” notes, phone calls and “face time” are still important in business.
• A link to the Rocky movie theme song just one last time.
• Always find time to help your community.
• Love not only your coworkers, but their families as well. Together, we are all one big family.

Creative maturity: managing your ego

Much of our lives are spent analyzing things like the environment, politics, society, economics, art, parenting, crime, war, religion, etc. The list could go on forever. But one vital thing we tend to forget to do is to acknowledge our own ego amidst our day-to-day lives. It is our ego that motivates most of our decisions and drives us into any given direction.

Working in business, we are inundated with problems daily, whether it be operational issues, human resource challenges, customer concerns and more. To succeed in business, one must be a problem solver. However, one of the main obstacles in developing your own ability to be that problem solver is oftentimes our inability to set our own perspective and needs aside. That's because, more often than not, many professionals have the need to be perceived as a problem solver, but that desire overrides actually being a problem solver.

There are solutions.

We must always understand that the choices we make require analytical thinking with emotional tempering. Not the other way around. Ego is a good motivator but a terrible problem solver. Simply put, learning to manage your own ego is what separates the professionals from the wannabes. Creative confidence is shown not by those professionals who say they have the best ideas, but by those who showcase their ability to be flexible, responsive and nurturing of any good idea regardless of its origin or where that idea is headed at any given moment.

It takes a talented professional to set their ego aside and immediately listen to, discuss, address and solve problems on the spot, all the while knowing they may not have all of the right answers just then. Addressing challenges or opportunities in this manner can be difficult for some to do, impossible for others. But, as I mentioned, this ability separates the pros from the amateurs.

Compromise requires sacrifice. Sacrifice requires humility. Humility requires confidence. Confidence comes from creative maturity.

Creative maturity may seem like a contradiction in terms, but it is an absolute must when the goal is to produce the best solution possible for any situation. The dichotomy of exploring your options and ideas with a free and open mind while limiting your ego analytically isn't always easy, but it is possible.

For those looking to further their own development in this area, the first step is to set aside the egotistical need to be “right” and instead learn how to trust others – and yourself. This means allowing yourself to be open to impromptu discussions, to step outside of your area of expertise and provide your thoughts (they do matter), to feel confident in the fact that you do have something to contribute and that your opinion is valuable. I encourage you to put yourself and your ideas on the line, especially during those instances where there is no time to prepare. You'll be surprised at what you're already capable of doing. For the no-holds-bar always idea making, problem solving machines of the world, who typically already have a highly developed sense of troubleshooting needs, I say it's okay to take a backseat at times when you're around others who are new to this creative maturation process. Allow them to venture out, learn and come to trust more in their own abilities and the concept that there is always more than one solution to any given problem. In doing so, it will help build their confidence.

Managing your ego is difficult to do and, as a business owner myself, it's absolutely critical that everyone on my team is able to creatively mature. Without a proper balance of overall maturation, business doesn't work. The environment naturally segments itself into "control freaks" (who become resentful and frustrated) and "wannabes" (who begin to create their own self-imposed walls the hinder their own progress and growth).

An efficient and effective way to reach the best solution in the shortest amount of time is to commit to muting our emotional needs to be right and realize that this sacrifice is required for the best solution. One does not feed the other.

Alex Raffi serves as partner and creative director for Imagine Marketing.
E-mail Alex at araffi@imnv.com.

‘I Don’t Like It’

"I don't like it." -- When it comes to evaluating marketing materials, we’ve banned that phrase from our office. Not because people aren’t allowed to not like something (is that a double negative?), but because it’s not particularly helpful. “I don’t like it” boils down to only one thing: personal taste. You’re entitled to your opinion and I’m entitled to mine. But unless we support our arguments with valid reasons, they’re essentially meaningless.

Here are some more meaningful phrases:
- “I don’t like it because it’s too cluttered.”
- “I don’t like it because it doesn’t reflect the client’s identity.”
- “I don’t like it because the message is unfocused.”
- “I don’t like it because we took the easy way out.”
- “I don’t like it because it doesn’t live up to our standards.”

You get the idea. Internally, we’ve created a culture that values these types of interactions. We know we can disagree because we do it out of respect and because we know that everyone has the client’s best interests at heart.

The real challenge takes place when the client says “I don’t like it.” Usually, he or she can’t articulate the reasons beyond a simple gut reaction. It’s our job as marketing specialists to extract the logic (or lack thereof) behind the statement. As it turns out, sometimes the client is right. We’re open to that; we’re just as capable of making mistakes as the next marketing professionals. But sometimes the client is wrong. Then it’s up to us to build our case. Here’s what usually happens. The client remains skeptical but gives us the green light to test our approach. That’s where the rubber hits the road. The burden of proof is on us. But if we’ve done our homework and put all the proper pieces in place, there’s a good chance that everyone winds up happy.

Every now and then, a client will dig in and say, in so many words, “My way or the highway.” We never take these moments lightly. We give each the consideration it deserves, carefully weighing the pros and cons, bringing all of our experience and judgment to bear. In the end, we might decide to part ways, especially if we feel our integrity is on the line. That’s when you’ll find us on the “highway.” We’ve learned that the occasional metaphorical road trip isn’t such a bad thing.

Brian Rouff serves as managing partner for Imagine Marketing.
Contact Brian at brouff@imnv.com.

Want to inspire pride in your employees? Take a tip from the sheet metal industry.

When one thinks of pride and passion, sheet metal isn't usually the first industry to come to mind. As we become more computerized as a society, the value of working with our hands is being tossed by the wayside. In the sheet metal industry, I can see this isn't the case.

I've been working on the sheet metal account since I started at Imagine Marketing. To most people, it may not be the most exciting of clients. I, however, love working on this account. I've been reminded of the importance of industry and manufacturing to the American and world economies. I've gone back to my blue collar roots and working with a group of people I can relate to. Most importantly, I've learned that pride and passion are the norm when it comes to sheet metal.

Last week, I attended the award ceremony for the Annual International Sheet Metal Competition hosted by the International Training Institute (ITI) for the sheet metal and air conditioning industry. I was really excited to be a part of it and to see the top apprentices in the industry recognized amongst their peers.

As winners were announced at the banquet, entire tables of their fellow apprentices would stand and applaud. Even if they were competing against each other in certain categories, they were still excited when one of their own won. One winner of the night told us that her instructors, retired and working, had been calling her all night as they anxiously awaited her results back home. There was a level of support and pride that night (and throughout the whole competition, really) that you don't often see.

I also had the chance to speak to a couple of apprentices from Hawaii. They told me how they were excited to be at the competition and be amongst their union brothers and sisters. They felt like they were representing not only their local union, but the people they worked for and the state of Hawaii. They loved the competitive spirit and the collaboration that came with it.

As I recounted my night to some co-workers the next morning, Megan brought up a good question: What does the sheet metal industry do to cultivate that sense of pride and passion? From apprentices, to journeymen, to contractors who have been in the business since it started, they almost all have this sense of pride and passion to move forward when it comes to sheet metal.

My opinion is that the pride comes from having something tangible to show for your hard work. We are so reliant on computers to do the work for us, it’s easy to forget how good it feels to work with your hands and accomplish something. My other opinion is that the sheet metal workers understand what they do ultimately affects lives, and we rely on them. (And if you don’t think what they do is important, I’d like to see you get through a Las Vegas summer without air conditioning!)

How can you mimic this sense of pride and passion in your business? It’s simple: give your employees ownership. Give them a project to work on together that will benefit your customers. Get them involved with local groups or charities. Any task that is going to ultimately benefit others is going to make them proud of themselves and proud to be a part of your company.

Nadia Zerka serves as account executive for Imagine Marketing.
Contact Nadia at nzerka@imnv.com.

A good work environment starts at the top.

Earn the respect of your staff by employing some simple workplace strategies. The following are thoughts for business leaders to consider in their own work environments.

#1 Protect your people.
Your people need to feel (and know) that you have their back. Understanding that the ultimate goal is to create an efficient and profitable work place, protect your staff from things that waste their time or create unnecessary situations. Doing this shows your employees the quality of their work environment is a priority to you. This, in turn, should translate to a more committed and productive employee.

#2 Lose the jerk.
There is no well-planned, efficient and effective workplace environment that can’t be ruined by one negative attitude. It can ruin morale and productivity and, in turn, profitability. Negative attitudes are contagious and can bleed from one person to the next. It can infect the working environment of people at all levels of your business. A good boss not only inspires his people, but he also eliminates the negative influence in his work environment.

#3 Learn to shut up.
You need to be in tune with your staff. Plant the seed and watch it grow – without regularly digging it up to check on its progress. Giving people ownership and empowering them shows that you respect them. It will yield better work that reflects the level of commitment your staff has to the business.

#4 Somebody is watching.
Be aware that you are being observed. The vastness of a leader’s responsibilities can sometimes cause him/her to lose touch with the emotional sensitivity of employees. Realize your performance is always being judged. This may not be important to some people, but it is relevant to how your business operates overall and your ability to encourage your staff to willingly follow your leadership.

#5 Be fair.
If you are creating a productive environment that encourages people to have constructive ideas that exist in an atmosphere of mutual respect, open yourself up for criticism. The final say is always yours, but you should have the courage to be questioned. However, once all is resolved, everyone should strive to move forward and focus on the future. We should all rise and fall together.

These are exercises I personally try to implement regularly. And, although I may waiver from them at times, it’s good to remember that the core of our potential to succeed as a team comes from these principals.

The people you have in place must be the people you need to have in place. The relationship a business leader has with staff is always intimate and personal. Common sense dictates that it be treated with the sensitivity it deserves.

Quiz: What's Your Leadership Style?

Alex Raffi serves as Creative Director/Partner for Imagine Marketing.
Contact Alex at araffi@imnv.com