Author Archives: Carrie Odberg

Focusing on What’s Important: Lessons discovered on sabbatical

Working for the one of the Best Places to Work in Denver and the No. 1 place to work in America, according to OUTSIDE Magazine, has its perks, one of them being GroundFloor Media’s generous sabbatical program.  After 10 years of employment, employees are encouraged to take one month off to “undertake activities that promote individual rejuvenation and personal benefit.”

For the month of August, I decided to head out my first day to a girl’s weekend birthday celebration, in the wine country of the Palisades in Colorado. I also enjoyed a week of relaxing at home and attending, much missed yoga classes. I then headed out on a 10-day dream trip to Ireland with my husband. For my last week, I took the time to organize and prep for my first week back.

It was an incredible experience to be able to take time for reflection over the course of the month and I wanted to share some of my takeaways that might be helpful no matter where you find yourself in life.

Read more after the jump…

Mount Saint Vincent Strengthens its Foster Care Program

Photo credit: Melissa Yocum Photography

Photo credit: Melissa Yocum Photography

Founded by the Sisters of Charity of Leavenworth, Mount Saint Vincent has cared for children and their families since 1883. In the spirit of the Sisters (who also founded Saint Joseph Hospital in Denver), the mission of Mount Saint Vincent is to “strengthen the abilities of families and children to emotionally and socially participate in the community, making life better for generations to come.” Read more after the jump…

Tennyson Center for Children Enhances Community-based Programs with Animal Assisted Therapy

GroundFloor Media Get Grounded Foundation Grantee | Tennyson Center For Children, Denver, ColoradoThrough a $5,000 grant from the Get Grounded Foundation, Tennyson Center for Children (TCC) has enhanced their community-based services by adding a Animal Assisted Therapy program for traumatized children. TCC provides residential and therapeutic services, as well as a K-12 school, to Colorado children ages five to 18. The children are survivors of severe abuse or neglect, or have significant mental health or developmental issues. TCC empowers children who have experienced abuse, neglect and trauma to bravely and safely change their life’s story.

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Two Takeaways from Study on Consumer Buying Habits and Influencer Marketing

Consumer Buying Habits from Influencer Recommendations

Influencer marketing, especially working with bloggers, is one of the aspects I love most about the communications landscape today. At GFM we talk a lot about bloggers – from ones with huge national reach to the best bloggers closer to home here in Colorado – because we’ve seen firsthand, measurable impact from influencer campaigns. I find the good ones to be professional, creative, patient and extremely hardworking. I personally define “the good ones” less on their reach, though that is extremely important, but more so by how well they know their brand, audience and most importantly, stay true to those things rather than becoming a product review monger.

Impact of Influencer Marketing on Consumers

A few weeks ago a colleague shared a great article with me, “Influencer content accounts for almost 20% of consumer media consumption,” and I’ve come back to it numerous times. The statistics that caught my attention include:

  • More than 50% of the 1,000-people surveyed over the age of 16 made a purchase based on an influencer recommendation. This jumps to 69% when you narrow in on millennials
  • The average consumer now spends one hour and 12 minutes enjoying online
    influencer content
  • Consumers between 35 and 45 attached more importance to food influencers; 45 and older look at influencers most for health and travel recommendations

Keys to Effective Influencer Marketing

I take two primary learnings away from these findings:

  1. If your content creation strategy does not include working with influencers in your space, you’re likely missing huge opportunities.
  2. Smart marketers will make every last penny of an influencer marketing budget go the extra mile by repurposing content across multiple platforms and working with influencers to tag/target/talk to their built-in audience. No longer should a blogger outreach program live in a PR silo. Instead, gather all of the best communications’ minds around the table, including social media, digital advertising and SEO, to amplify influencer content well beyond one blog post or Instagram photo.

I share these two opinions with a big caveat. Influencer marketing only works when you work with the right people. Not every blogger is worth their sponsor/partner fee, not by a long shot. Further, once you have established and respected relationships with influencers, you shouldn’t feel nickel-and-dimed every time you share ideas or quick pieces of content with them—like a tweet about a charitable cause. The best relationships should turn into a give-and-take where you ultimately treat one another like resources—never taking advantage, while always being willing to support each other’s best interests.

The “rules” for influencer marketing are blurry at best. However, if you let the unknowns and initial setbacks (because you will have some) deter you from getting started, you’ll find it harder and harder to catch up in the long run.

Media Relations Takeaways from Maternity Leave

Last week I returned to GFM after the second maternity leave of my tenure and have been eager to share observations and tips related to media relations that have been swirling in my PR-minded brain since we got home from the hospital.

We welcomed Anderson boy #2 on Oct. 23, 2016 and I was fortunate to be able to spend 13 wonderful weeks at home with our newest addition.

But, like many a PR pro will admit, “unplugging” is simply not in my nature.

Read more after the jump…

Into the Future: Thinking about Gen Z

Millennials are a prized demographic for communicators – they’ve been analyzed and overanalyzed as companies adjust to millennials having more purchasing power than before or simply joining their workforce. But, it’s time to think about the next generation as they could be even more influential in changing the face of marketing communications.

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The Importance of Patagonia’s Black Friday Campaign

This year, Patagonia announced that it would donate all Black Friday proceeds to grassroots environmental groups fighting to protect natural resources like water, oil and soil. The company expected to rake in about $2 million across its 80 global stores and Patagonia.com. In reality, Patagonia recorded $10 million in revenue – five times what the company expected – and is still promising to donate 100 percent of that revenue to the environmental groups.

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“Four Email Subject Lines That Make Everyone Hate You”…Including Media

emailGiven reporters rarely respond to the first email, just about every PR-professional has had follow-up via email or a phone call.

I recently came across this Fast Company article that I think can also apply to emails you send reporters: “Four Email Subject Lines That Make Everyone Hate You.” Here are some of the lines that the article calls out as ones to avoid:

Read more after the jump…

Skills That Are Needed for Today’s Communications Jobs: PART II

Barb and I were recently guest speakers at a Regis University communications class where we shared insights on what we do at GroundFloor Media and how we got into the business. Most of the students were sophomores and juniors and really wanted advice on how to get into the communications field after college.

Read more after the jump…

Media Relations at the Height of the Presidential Election

Credit: Jon S Flickr | NS Newsflash

Credit: Jon S Flickr | NS Newsflash

The majority of PR pros sunk in their chairs a little at the beginning of the year when it became a reality that 2016 would be marked by not just one, but two, long and furiously competitive news cycles—the Olympics in Brazil followed by what has become an incredibly polarizing and contentious presidential election campaign.

Weave in unspeakable national and international tragedies and it has been an extremely tough year to secure, and maintain, the media’s fickle attention.

As we kick off October there is a pretty predictable trajectory for what mainstream media will cover between now and the end of the year—barring breaking news that we cannot predict. Presidential debates and the 24-48 hour fall out, election week, pumpkin spice and egg nog everything, and holidays from every angle imaginable.

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