The Cedarburg Annual Winter Festival Bed Races!

Since nearly half the team is from Cedarburg, we figured the town’s winter festival would be a great way to get out of the office and have some fun—and a few laughs. From decorating the bed, to dressing up as Snow White & The Dwarfettes, to walking in the parade and of course, the races, it was quite the eventful day. Luckily for you, we’re brave enough willing to share pictures and our step-by-step secrets for surviving the race success. Who knows, after reading this, maybe you’ll be inspired to put a team together for next year’s races! 

Step 1: Decide on the perfect theme

This year’s festival theme was the Grimm Fairy Tales and we agreed that Snow White and the Dwarfettes would be the best way to incorporate all members of our team. Plus, Phil has been looking for an excuse to be a poisonous apple…

Top L to R: Marilyn, The Evil Queen; Phil, the poisonous apple; Jessica, Snow White and Casey M., Prince Charming. Bottom L to R: Dwarfettes: Casey S., Bashful; Julie, Dopey and Liz, Happy.

Step 2: Tell your friends!

Since we are a public relations firm it’s in our second nature to promote events, even our own! Two weeks before the festival, we created a Mail Chimp e-invite that our contacts were able to engage with using Facebook, Google+ and Twitter, as well as share with their friends. We also promoted the event using our Facebook page and the Twitter hashtag #VABedRaces.

In the days leading up to the festival, and on the event day itself, we tracked our excitement using #VABedRaces. The simple hashtag let our friends and Twitter followers know what the team was up to.

After the races we created a fun YouTube video recapping the weekend, which you can view here!

Step 3: Decorate the bed

Thanks to our creative friends at Hare Strigenz, along with our “stylist” Marian, the bed decorations came together in a flash. To transform our bed into Snow White’s bed, we used custom headboards, a hand-painted quilt, lots of ribbons and other glitzy touches.

Tip: The beds that looked the best didn’t make it very far in the races. If you’re going for the best costume award, go all out with decorations, but if you want to win the race, less is more. Just ask the Boy Scouts (this year’s winners who raced in a go-cart)!

Our bed pre-race. Everyone pitched in to decorate!

Step 4: Practice

The bed races are usually held on ice, but because of this “winter’s” unseasonably warm temperatures, the team didn’t end up racing on skates…we’re thinking that may have been for the best. Our practice involved running up and down the driveway with a bed on wheels the day of as Snow White (aka Jessica) held on for dear life. To be eligible for the race, your team needs four runners (or skaters) and one passenger.

Suggested practice fuel: Bloody Marys

Step 5: The Parade

Smile and have fun! Everyone on the VA team channeled their inner Kate Middleton as we waved to the crowds along the streets. The kids especially loved Snow White and her Prince Charming.

Tip: The parade is the place to win over fans for the bed races to follow. If you’re into bribery, give out good candy (not spoiled apples).

Snow White & The Dwarfettes in the parade.

Step 6: The Bed Races

After lacing up our gym shoes to win our first heat, we lost our second in a close race that came down to the finish line. The team, led by Prince Charming and Happy in the front, ran as fast as our legs could carry us but, in the end, it just wasn’t enough.

While we wish we could say we won the races, we can’t. However, we can say that we tried our hardest.

Casey goes head-to-head with our competitor in the final heat!

Step 7: Relax!

Hash out the X’s and O’s over your beverage of choice at the nearest pub/grill. Cedarburg is home to plenty of cozy establishments perfect for warming up after a long day outside.

What has your team done recently for fun? Do you think out-of-office bonding contributes to better in-office relationships?

Meredith Augspurger

Hello again clients and friends of Vollrath Associates! This is my third semester working for VA as a public relations intern. I have enjoyed the opportunity to work on a number of exciting projects over the past two years. I am eager to continue learning more about public relations, investor relations and new media as I grow into a young PR practitioner.  

Julie Caan

Make sure to watch our Twitter feed to find out who the winner is, and encourage friends and family to participate. Best of luck to all our followers, and happy tweeting!

With the ringing in of a new year comes reflection on the past year’s accomplishments within public relations, marketing communications, investor relations, events and beyond. While each month comes with its fair share of ups and downs, I’d like to highlight the top 11 Vollrath Associates moments of 2011:

1.  Winning Awards. Vollrath Associates won an Award of Excellence in the Public Relations Society of America (PRSA) Paragon Awards competition for the U.S. Bank Milwaukee Air & Water Show PR Program.
   

   Marilyn and Jessica at the Paragon Awards.

2. Welcoming New Clients. We are excited and honored to have McCloud Services, BizStarts Milwaukee and SPSI as our newest clients in 2011.
3. Adding to the Team. Within the past year I was lucky enough to join the VA team, starting in February as assistant account executive, and we also welcomed Liz Grams as account coordinator in June.
4. Celebrating Promotions. In October, Jessica’s hard work and dedication paid off when she was promoted to vice president.
5. Working with Enthusiastic Interns. Laura Horan, Jon Mattrisch, Whitney Sleiter, Julie Caan and Maura Phares each spent a semester or summer gaining hands-on experience in our PR agency and devoting much appreciated time and effort towards our various projects and activities.
6. Keeping Busy with Events. The Milwaukee Air and Water Show and Festa Italiana were two of the exciting events we took part in over the summer. We met some great people, tried some delicious food and watched dozens of planes fly through the air, all while helping promote awareness of these events throughout Milwaukee and surrounding areas.
7. Bringing Hollywood to Milwaukee. This fall, the VA team, in conjunction with Marcus Theatres, assisted famous film director Penelope Spheeris (Wayne’s World) and actor Matthew Felker (Brookfield-native) in debuting their comedy “Balls to the Wall” in the Milwaukee area.
   

   Penelope Spheeris and Matt Felker promoting "Balls to the Wall."

8. Spicing Up our Social Media. With Bastille Days right outside our window, we took the opportunity to have a “Where in the world is Phil?” contest on Facebook. Those who guessed his location were put into a drawing and one lucky winner won tickets to Festa Italiana. Phil did a great job hiding!
   

   Phil at Bastille Days.

9. Spreading our Knowledge. Phil taught classes during both spring and fall semesters at Marquette University, Marilyn and Jessica presented on investor relations for a class at the University of Wisconsin – Milwaukee, and Liz and I hosted a group of 10 from the UWM PRSSA chapter. It’s rewarding to get to know students in the area and share our PR knowledge and experiences with them.
10. Popping Up in the News. Phil provided his insights on persona-based marketing in the BizTimes Milwaukee’s Marketing PR last February. While we are usually pitching our clients’ latest happenings, it’s always nice to see one of our own in the news as well!
11. Sharing Every Day Successes. From press releases to earnings conference calls, research to writing, newsletters to social media and beyond, each day we experience our own accomplishments and share in the successes of our team and those of our clients.

The VA team celebrating the holidays in our ugly sweaters!

As you can see, it’s been a busy and exciting year for Vollrath Associates and we look forward to what’s ahead for us in 2012! Thank you to all of our clients who continue on this journey with us!

This coming May officially marks my entrance into the real world.  No longer will my days revolve around classes and exams, but rather meetings and paperwork.  No longer will I stop in the dining hall for a slice of pizza with friends, but rather the café down the street on my lunch break.  In a few short months, my life and the lives of thousands of collegiates eager for jobs in the public relations industry will be completely different.  So, what can employers expect from us, and what can we expect from employers?

What Employers Can Expect:  Potential employers should keep in mind the following tips when hiring young PR pros:

• Graduates are ready to work hard and do whatever it takes to succeed.  Some employers are concerned they will enter the work world expecting a promotion right away.  However, being so accustomed to hearing bad economic news means young professionals do not take any job or opportunity for granted.
• They want to be challenged.  Graduates seek ways to be involved and take their own initiative.  Exceeding their own goals not only helps them succeed, but their employer as well.
• Young professionals eat, sleep and breathe social media.  Not only are they well-versed in it, they grew up with it.  Employers should keep in mind that these skills benefit the company both now and in the future as they use social media and other new technologies to build better client relationships. 

What Graduates Can Expect: These tips can help recent graduates understand what employers are looking for and land them their first job:

• While the PR industry is experiencing job opportunities, it has not been completely immune to the recession.  Graduates should be open to internships and part-time jobs, which may lead to full-time positions.  This opportunity allows them to showcase their skills and immerse themselves in the company right away.
• While employers are looking for young professionals with some type of college degree, it does not necessarily have to be in PR.  Instead, employers are interested in who they are as young professionals, their skills and how those skills can benefit their company.
• Employers are going to scrutinize graduates’ writing ability.  They are concerned that recent technology has negatively impacted young people’s ability to write well.  This deters their desire to hire even if a potential employee has an impressive resumé.  

While the future never may be completely clear, there are specific aspects both employers and employees can expect from the other to aid the uncertainty.  However, this still does not fully alleviate my graduation anxiety!  No longer a student, I will be a real adult and ready or not, I must make my entrance into the real world.  At least I know I won’t be alone.

At Vollrath Associates, we work diligently to make sure our clients’ messages reach their audiences through a variety of media channels. With the emergence of social media over the past few years, we have since leveraged this important outlet and incorporated it into several of our clients’ communication strategies. However, just because social media is consistently evolving, doesn’t mean it changes the process of our public relations efforts. We still work carefully to help our clients develop objectives, implement strategies, review the results and provide recommendations to be more effective going forward. Thus if social media is an appropriate and effective communication tool for them, we find the best way to integrate it with their total program.

I recently attended the 2011 PR + Social Media Summit at Marquette University. One speaker in particular, Christopher Barger of Voce Connect, formerly with General Motors, was especially in tune with how to help companies be more effective with social media over a period of time. I’ve compiled a few lessons from his presentation that can be useful in your company’s social media strategy no matter what the industry:

Lesson #1: Always begin with the audience’s needs first. Start by providing value, and then worry about branding. Everyone loves to talk about brands, but the consumer still needs to come first. Be concerned about how your company delivers value to your target audiences. Analyze how you push your message out and through what channels. When first starting out in the social media sphere, listen more than you talk and answer more than you promote. By building the proper foundation with the audience’s needs at the forefront, the brand will develop as a result of what your audiences are asking for.  

Lesson #2: Learn to accept – even embrace – lack of control. Companies always need content. However, instead of continually pushing out content from the central office, give your consumers an opportunity to create it. By allowing them to sit in the driver’s seat, consumers will become more passionate about the brand after they put their personal stamp on it. When you give them the opportunity to influence the company’s product or service, they become involved on a deeper, more permanent level.

Lesson #3: Redefine influence. While it is essential to communicate with your target markets, each individual needs to be accounted for. Do not be consumed with reaching the ‘influencers’ so much that you overlook your other target audiences. Remember that every consumer is important. By helping each individual and creating one-on-one connections, you will reach the influencers while continuing to help your company make a positive impact on a wider spectrum of consumers.

Lesson #4: Think long term. The greatest value of any interaction is the relationship, not the initial contact. Connecting with consumers online is a good way to extend your company’s reach, but then offline elements need to be added to continue to keep the relationship alive. By targeting your consumers through methods other than social media, they will have more connections with the company’s product or service than they would have otherwise.

Lesson #5: The social web is a huge customer service opportunity. Use social media to your advantage. Actively seek out consumers that are talking about your brand, despite whether the conversation is positive or negative. If people are being negative about your product or service, use social media as an opportunity to reach out to them and correct the problem. Consumers appreciate when a company takes the time to listen. Once you have solved their issue, these consumers are more likely to advocate for your product or service in the future. As for the consumers who already like the brand, utilize them as brand ambassadors. Allow them to take a leadership role in the social media sphere by initiating brand conversations and promoting good will for your company.  

If you would like more information on Christopher Barger’s other social media lessons as well as information on the rest of the PR + Social Media Summit speakers’ presentations, please click on the slide share link here: http://t.co/CVhqRcbu

Often we have the challenge – and the opportunity – to name something.  An unborn child, a new car, a pet or a recreational sports team.  In the marketing industry, we have numerous naming opportunities – a client’s blog, an ongoing e-newsletter, a theme for an annual report, an event, an HR video or simply headlines in a client’s guest article.  You might think it’s easy to think of a name – but what you don’t realize is the impact that name can have.  That name will become a brand.  And as a brand, it will resonate with customers and live not only on a page, but in people’s minds.  Therefore, before just throwing out any old name –it’s important to consider a few helpful tips to make sure that name has what it takes to become an effective brand.

Lately at VA, we have been busy creatively thinking of names for various projects.  When I am brainstorming different names, I think of the following:

• What is the communication objective?  What purpose does it serve?  If it is a serious piece, such as an annual report, you want to develop a name that represents shareholder value, performance and a message for the future.  If you are naming a new blog from the CEO, you have more flexibility to be creative and out-of-the-box to reflect the CEO’s personality.

•  Who is the target audience?  For example, if you are naming a monthly e-newsletter from the CEO, the purpose is to inform his/her associates about company news, fun facts, growth initiatives and HR-related matters.  For this product, a name should represent the personality of the CEO while still aligning with the company’s communication objectives.  The name can be creative and welcoming while still sharing important information.

•  What is the context of the product?  Will this name live forever on a website or will it be changed every month, or year?  If you know this name will live for a longer period of time, you need to research potential trademark infringement, how it fits with the overall marketing strategy and objectives and how it fits with other communication vehicles under the same marketing umbrella.  If it is a name that could be changed every month, you need to be more general with the name – research ways it can still be changed while communicating the same message. 

•  Appropriateness.  If you are naming a communication piece from the CEO, there’s a fine line between being creative and being appropriate.  You want the name to represent the CEO while also catering to associates in a suitable manner.  If you are creating headlines for a new website that is fun, sexy and intriguing – you have the ability to be dangerous but keep your ideas in line with the product – in other words, don’t push it.

•  Have some fun.  Sometimes I am the most creative while driving in my car (even though I should be paying attention to the road) or on a long walk.  For my fellow colleagues in the communications industry, we all know creativity takes time.  If you think of the perfect name in five minutes – that is great, but most of us know it takes some deep thinking and lots of brainstorming.  This can also be fun – sometimes the names you least expect to work will come together to form your brand.

                In closing, I have to admit, naming can be a challenge.  It is a lot easier said than done.  I hope  some of these tips will help you with your naming duty.  Remember – your name will live on, so make sure it has the power to flourish and not be forgotten.

Ciao amici di Vollrath Associates! Where to begin with the four exciting days of Festa Italiana? A whirlwind of opera, Ferraris, gelato, gondolas, cannoli, rice balls, vino and the Cake Boss. Sorry Phil, I almost forgot to mention amaretto cream puffs! Oh, and fireworks too! And that’s not even the half of it. The biggest cultural festival in Milwaukee was packed full of delicious food, great entertainment and, most importantly, friendly people.

Did I mention that this was work? The VA team coordinated interviews with various media outlets on and off the festival grounds during the week of Festa, as well as the months leading up to it.  While we faced a lot of heat, a little bit of rain and maybe even some sleep depravity, our team enjoyed getting to know the people that make Festa possible, all elements of the festival itself and, of course, the satisfaction every PR pro gets when an article or news segment for your event pops up in the media.

Check out some Festa highlights as the VA team reflects on our favorite moments:

“My favorite part of Festa was the Anthony Crivello performance.  He has a fabulous voice and seeing the Phantom of the Opera in real life was a very special treat.  It was exciting to see a local resident make it to the big time.  He is very down-to-earth and so appreciative of the opportunities he has had.  Anthony is a wonderful role model for young Milwaukee performers and a tribute to our Italian community.”

-Marilyn Vollrath

Anthony Crivello serenading Molly and Tiffany from TMJ's Morning Blend, while Bill Jennaro and Maria Liber enjoy the music and cannoli.

“I really enjoyed trying different Italian food that I haven’t had before, including rice balls and chicken spedeni. The first ever fashion show was a success as well. As always, I had a great time working with the media to promote this fun and exciting cultural event throughout the Festa week.  And lastly, I enjoyed seeing Pauley drive around in his golf cart every day and making me laugh!!!”

-Jessica Vollrath

The VA team bonding over the delicious Italian food.

“Italy is my favorite place. I like the reminders of Italy at Festa Italiana, including the outstanding food and great statues like David at the entrance. The fashion show and gondola rides were outstanding reminisces of Italy and the Amaretto cream puffs were simply an unbeatable attraction of their own.  I also enjoy the family orientation, and the wall of family pictures, which make this festival a family and hometown event. It is a closely attached group and leaves memories until next year.”

-Phil Vollrath

The VA team exploring the sites and the statues at the festival grounds.

“For me, the best part of the four, fun-filled days of Festa Italiana was the music! This year’s line-up did not disappoint with musical offerings including The Monkees, Frankie Valli and the Four Seasons, SwedTunes Int’l with the Music of ABBA and countless others. It was a special treat to not only meet the Bronx Wanderers, but Anthony Crivello as well! After hearing Anthony Crivello burst into song on the TMJ4 Morning Blend and again at Festa, I knew I had to see him in his leading role. So, I booked a flight to Vegas, and am eagerly awaiting the show in a few weeks!”

-Liz Grams

Kidd O’Shea from 99.1 interviewing the Bronx Wanderers, an Italian band from New York.

“I really enjoyed getting to spend time out of the office with the VA team whether it was running around coordinating media interviews, riding around on golf carts or relaxing at the Guido Lounge! The foodie in me also loved having the excuse to indulge in gelato and shrimp scampi nearly every day. Overall, the weekend was a great success filled with lots of fun and new learning experiences.”

-Julie Caan 

Jessica and Julie checking out the MSOE Lego replica of the Leaning Tower of Pisa.

Personally, I loved arriving at the festival grounds at 6:30 a.m. on Saturday, coordinating a band, three food and drink venues and a cultural tent to fill eight television segments for two different news stations. While it might not sound like the ideal way to spend a Saturday morning, I enjoyed the thrill and sense of accomplishment I got when seeing the final video clips. I also loved meeting TLC’s Cake Boss, Buddy Valastro!

Liz and I snagging a picture with Buddy Valastro (TLC’s Cake Boss).

To wrap it up: 6 VA team members spending 4 days (not to mention the weeks leading up to it) meeting dozens of great, mostly Italian, people, working with the media and making all PR activities run smoothly at the Henry Maier Festival Grounds resulted in lots of excitement, learning and success!

Arrivederci!

Recently our PR firm’s newsletter talked briefly about how social media should not and cannot replace one-on-one relationships in most situations.  I want to reiterate that while social media is here to stay,  neither it or anything else can ever replace one-on-one relationships for securing business, support or positive results.

This is not a critique of social media, but rather an advocacy for relationship building.  Contacts can be made or originated in many ways, including the Internet and electronic communication.  But the final deal comes down to how well you know or understand your public or your prospects,  and how you may be able to leverage that relationship.  A business relationship may be started by reaching out on social media, but the best results are achieved by looking inside to find the mutual perception, understanding and trust that only one-on-one communication can bring.

One example is that while teaching at a local university, my students asked me in front of the room, after class, how I could teach public relations and not take a position on very bad news that was emerging from the media.  I had to explain that I was not in a position to take a stance, because I was not one of the inner circle and not privy to the information I needed to have to form an impression or make an informed statement, in addition to the fact that legal restrictions in were place.  To my students this was a serious issue, and for me teaching my subject a difficult one, but we reached a common understanding that may not have occurred with emails or tweets.  The point is, the give and take brought the understanding, not the rehash of public rumors or information.

Another example is that our new Wisconsin governor made some decisions and took some specific actions that he felt everyone agreed with him on, with thousands of emails back and forth.  Unfortunately current disapproval ratings demonstrate this may not have been the case.  How much better it would have been if he had gone directly to the people, performed needed research and then communicated the fact that his actions on specific issues were indeed those voiced directly by the voters of the state, if this were the case.  Again, it may not actually be what one’s stand is on the issues, but rather whether decision-making information is sought or not sought, and then how it is communicated, in order to achieve credibility.

With a bit of cynicism and humor, for those following “The Bachelorette,” one has to ask how a lasting relationship can be predicated on how two people feel about each other’s voice tones and physical attractions.  The answer is it cannot be.  Wait until the discussions focus on having children, political viewpoints, religion and spending money!  That is where the trust and understanding begin, by reaching in rather than out.  And I’m not simply advocating agreement here, but an environment in which disagreement can occur naturally without harming the basis of the relationship.

And so it is too with networking.  One can establish contact for a new job or even a new client by opening the door with electronic personal profiles, but any decision to hire or not hire will depend upon how one fits into the organization family and culture, based on the perceptions, zeal and understanding, or lack thereof, one personally reflects on the issues in personal meetings.  We always insist that major decisions, and hiring, be made in a one-on-one meeting, where give and take provides best answer every time.

It all boils down to the adage that there is a correct time and place for everything, but bonding and firm, stable relationships that will stand the test of stress, time and disagreement, will only emerge from building sound one-on-one  relationships with the others you need on your side to win.  Yes, for many, electronic communication dampens or lessens the awful impact of rejection that a personal decision can often bring, but unfortunately it does not replace or substitute for the trust and understanding required for a positive result to occur.  Therein rests the challenge.

If you’re like me, you’re always looking for something new to read. Whether it’s a book for pleasure or one that will help me get ahead in the public relations or marketing communications industry, there’s nothing quite like reading—especially under the sun! That’s why I’ve decided to compile a Summer Reading Guide made up of books I’ve read, books I’d like to read and books other PR pros are reading (via PR Daily’s LinkedIn Group and VA office chatter).

Usually I opt for “fun” books and now that summer’s finally here, now’s the perfect time to reward yourself with that beach read you’ve been eyeing for months.  But let’s be honest—the inner PR-geek in me enjoys reading industry books too, so they’ve snuck their way onto this list as well. After all, you never know when someone you respect is going to ask you, “So, what are you reading these days?” And no, US Weekly magazine does not count!

Industry-related titles:

• The 4-Hour Workweek by Timothy Ferriss—a must read for anyone seeking to get the most out of life…if you want to live life on your own terms and not be chained to your office chair, this is your blueprint!

• Me 2.0 by Dan Schawbel—“Me 2.0 is an instruction manual for developing your personal brand and then leveraging that brand to command your career.”-The New York Post

• Delivering Happiness: A Path to Profits, Passion & Purpose by Tony Hsieh— the visionary Zappos CEO explains how an emphasis on corporate culture can lead to unprecedented success

• Unmarketing: Stop Marketing. Start Engaging. by Scott Stratten—unlearn the old ways and start attracting and engaging the right customers

• Drive: The Surprising Truth About What Motivates Us by Daniel H. Pink—citing examples from Google and Best Buy, Pink argues that we can only be motivated by the hope of gain and the fear of loss

• On Writing Well by William K. Zinsser—this book changed the way I approach writing—I think it should be read by everyone at least once!

• PR 2.0 New Media, New Tools, New Audiences by Deirdre Breakenridge—an easy read filled with expert advice, real world examples and practical guidance for professionals looking to navigate their way through new media

For fun books:
• The Help by Kathryn Stockett—a new classic is born when a southern town’s unspoken code of rules and behavior is shattered (read the book before you see the movie!)

• The Art of Racing in the Rain by Garth Stein—narrated by a dog (yes—the four legged kind!), this amazing story will tug at your heart-strings. You will laugh, you will cry and you will never forget The Art of Racing in the Rain.

• Everyone Worth Knowing by Lauren Weisberger—from the author of The Devil Wears Prada, comes a fresh and fabulous look into the glamorous side of PR

• The Happiness Project by Gretchen Rubin—An enlightening, laugh-out-loud read about a woman on a quest to reinvent her whole life. Take heart, this is no ordinary self-help book!

• Sing You Home by Jodi Picoult—the celebrated author’s latest novel touches on controversial issues, but at its heart, presents a powerful story about what really constitutes a family

• Cutting for Stone by Abraham Verghese—set in Ethiopia, this powerful novel revolves around what is broken—limbs, family ties, trust—and the process of repairing them

•Sarah’s Key by Tatiana de Rosnay—I had to include this amazing book, I cannot recommend it enough. A fast and powerful read about the little known horrors of the Vel d’Hiv Roundup, a mass arrest of Paris Jews by French police in 1942

This summer, put down your Blackberry, get off Twitter and unwind with a good book. Just think how accomplished you’ll feel coming back to work after that week of vacation, having insightful tips to share from your latest read…or beach read!

 
Share with us! What’s on your summer reading list?