yavapai county business assistance community webinar · rox media group (rmg) is a multimedia...

YAVAPAI COUNTY BUSINESS ASSISTANCE

COMMUNITY WEBINAR

May 7, 2020

Your Partners

• Arizona Commerce Authority • Regional Economic Development Center at Yavapai College

• Arizona@Work - AZ DES • SCORE

• Chino Valley Area Chamber of Commerce

• Sedona Chamber of Commerce

• City of Cottonwood • Small Business Development Center at Yavapai College

• City of Prescott • Town of Camp Verde

• City of Prescott Tourism Office • Town of Chino Valley

• City of Sedona • Town of Clarkdale

• Cottonwood Chamber of Commerce • Town of Dewey-Humboldt

• Local First AZ • Town of Jerome

• Northern Arizona Council Of Governments

• Town of Prescott Valley

• Prescott Chamber of Commerce • Verde Valley Regional Economic Organization

• Prescott Valley Chamber of Commerce • Yavapai County Board of Supervisors

• Prescott Verde Economic Development Foundation

• And Others

Agenda

AgendaSmall Business Development Center (SBDC) Update

Health and Safety GuidanceYavapai County Community Health Services

Communication and MarketingROX Media Group

Q & A

Meet your Yavapai County Experts

Leslie HortonYavapai County

Community Health Services, Director

Elaine EarleROX Media Group,

Publisher

Ruth Ellen ElinskiSmall Business

Development Center, Business Analyst

Karen JonesRegional Economic

Development Center, Interim Director

SBDC UpdateRuth Ellen Elinski

Yavapai College SBDC

Health and Safety Guidancehttps://www.yavapai.us/chs/Home/COVID-19

https://www.yavapai.us/chs/Home/COVID-19

QUESTIONS AND

ANSWERS

Communication & Marketing during COVID-19:

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ROX MEDIA GROUP OVERVIEW

ROX Media Group (RMG) is a multimedia organization providing practical solutions for our marketing partners via consumer magazines, digital, public relations and other custom products.

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RMG has served the Prescott area since 2013, with publications including:

● Prescott LIVING Magazine● Prescott NOW!● Visitor Guide - Greater Prescott Area● City of Prescott Economic Development Guide ● Prescott Chamber of Commerce Community Guide & Directory

ROX MEDIA GROUP OVERVIEW, cont.

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WE ARE A LOCAL SMALL BUSINESS:23 employees total across four industries (Media, Real Estate, Insurance, Travel)

Marketing / Communication in a CRISIS

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Three Ways to Handle Advertising/Communication during a crisis:

1. Slam on the brakes

2. Wait and see

3. Carpe Diem (SMART MARKET)

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Three Ways to Handle Advertising/Communication during a crisis:

1. Slam on the brakes

2. Wait and see

3. Carpe Diem (SMART MARKET)

BEST PRACTICES …

DON’T CUT YOUR ADVERTISING

AND MARKETING BUDGETS JUST TO CUT YOUR BUDGET!

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ROX Media Group DOES NOT Recommend

Slamming on the brakes:

● You could be seen as “going out of business”.● A significant number of leads are generated during a crisis -

pay attention to everyone’s movements (customers, competition, suppliers)!

● You learn the weakness of your competition during a crisis.

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It is far less expensive to protect your turf than to play catch-up. Once you get 3-5 laps down, you have lost the race!

ROX Media Group DOES NOT Recommend

Wait and see:

● Don’t let your customers forget about your business. ● Competitors who continue communications while you wait,

will overtake your position in the marketplace.● You will lose the momentum you’ve worked so hard for in

the community.

Don’t leave your customers wondering, keep communicating, find the message that works for today.

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ROX Media Group DOES Recommend

Carpe Diem (SMART MARKET):

● Find new ways to reach your customers to keep them engaged. (curbside, delivery, shipping, no contact)

● Utilize social media, email and other online formats to reach your customers quarantining at home.

● Communicate regularly to keep your name, message and what you’re doing in and for the community top of mind.

Think outside the box!

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Spending Now Increases Future Sales

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1990 Recession Marketing Spending

-28% +61% +40%

SOURCE: Forbes.com

Spending Now Increases Future Sales, cont.

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2008 Great Recession Marketing Spending

+100%

SOURCE: Ryan Dohrn

2008, Newpizza recipe.

+Profits &+Market Share

+100%

2008, RaunchyKitchen video

goes viral

+Market Share

Opportunities

Opportunities arise during a crisis:

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● New customers who need your service more than ever● New market share available (failed competitors)● Competitors available for acquisition● Use the down-time to create a new niche or get ready to the

next wave of business! (update websites, clean up the office, remodel, etc)

Opportunities

Opportunities arise during a crisis:

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● New customers who need your service more than ever● New market share available (failed competitors)● Competitors available for acquisition● Use the down-time to create a new niche or get ready to the

next wave of business! (update websites, clean up the office, remodel, etc)

HOW ARE YOU POSITIONED WHEN THE CRISIS ENDS?

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The probability of selling to an existing customer is 60-70%, while the probability of selling to

a new prospect is 5-20%.

60-70% 5-20%

ExistingCustomer

NewCustomer

Marketing Do’s & Don'ts

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Do:

● Be authentic - create strong connections with your customers● Revisit your creative often - make changes to meet the demands of the market● Make your brand a resource to your customers● Reach people where they are now - consider new or different mediums● If possible, consider offering free trials and/or deferring payments for the time being● Donate to the community in a way that matches your business model

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Do:

● Be authentic - create strong connections with your customers● Revisit your creative often - make changes to meet the demands of the market● Make your brand a resource to your customers● Reach people where they are now - consider new or different mediums● If possible, consider offering free trials and/or deferring payments for the time being● Donate to the community in a way that matches your business model

Don’t:

● Assume your audience is consuming content in the same ways they always have● Share anything insensitive or that could cause panic● Pretend nothing happened ...

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A complete marketing portfolioprovides business with the tools to succeed in handling a crisis and changing consumer environments.

1. Print2. Direct Mail3. Digital4. Social Media5. Public Relations

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Be flexible and mobile!Businesses who react quickly to adverse current market conditions maintain market share.Lead your competition - don’t follow!

Stay agile and find the marketing mix that works for your business in the ever-changing market!


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Adapting to the “New Customer”

Serve your customers where they are, at that particular moment in time:

● 30% want to stay in quarantine for safety● 40% recognize a threat and are taking varying degrees of

precaution to mitigate risk ● 30% want to get back to normal and see no risk at all

Convenient services like Docusign, Zoom, and curbside pick-up need to stay as part of the new normal. AND it’s time to start catering to the 30% ready to get back to normal TODAY.

39SOURCE: Governor Ducey Press Conference, May 4, 2020

#YavapaiSafe

Make your customers comfortable:

● Let your customers know how you are following the CDC and YC Community Health Guidelines.

● Communicate how you are making it save and easy for customers.

Toolkits available for businesses at:https://www.yavapai.us/chs/Home/COVID-19

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Is it TIME to generate LEADS?

LEADS = NEW BUSINESS = REVENUE

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So, how do you get more leads, to generate more business, to maximize more revenue?

Support Local #YAVAPAISAFE

Build Your Community

● Shop local and support your friends and neighbors● Select local businesses as your partners

○ Local Restaurants sharing supply chain○ Local distillery switched gears from making spirits to hand

sanitizer○ Local rancher selling meat to local restaurants unable to

buy from regular suppliers○ Local bank support for SBA programs, especially the

Paycheck Protection Program

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Maintain Your Market Share

● Communicate with your customers at every stage to let them know how and when they can do business with you.

● Make purchases as easy as possible (curbside, delivery, no contact, etc.).

● Keep your name out in the community (try digital mediums if you haven’t before).

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Take the lead!

● Don’t wait for the perfect timing, act now in whatever way you can to let the customers know how they can do business with you.

● Develop new and creative ways to meet your customer’s needs. ● Be the first to take a lead and make your position even stronger

in the post-COVID community.

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ROX MEDIA GROUP Team

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Senior leadership at ROX Media Group has previous work experience at: ● KPMG Worldwide (big 4 accounting & consulting firm)● “Phoenix Business Journal” and “The Arizona Republic”● Thunderbird School of Global Management ● House Beautiful Special Interest Publications

ROX Media Group Team

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MAJOR CLIENTS INCLUDE:● City of Casa Grande, Greater Casa Grande Chamber of Commerce● City of Eloy, Eloy Chamber of Commerce● City of Glendale, Glendale Chamber of Commerce, Visit Glendale, Glendale Parks & Rec.● City of Prescott, Prescott Chamber of Commerce● City of Surprise Sports & Tourism, Cactus League Baseball● Coolidge Chamber of Commerce● Maricopa Economic Development Association (MEDA)● Pinal County● Sun Health Foundation● Sun Life Family Health Centers● Thunderbird Global Management (Arizona State University)

ROX MEDIA GROUP CLIENTS

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Our Team

Elaine Earle is an accomplished publisher and management professional with over 20 years of experience working in public relations and management, including being an active Certified Public Accountant. She has worked all over the world and United States and for fortune 500 companies in many capacities including management consulting. She is one of the founders and owners of ROX Media Group.

Bea Lueck has over 25 years of experience in multiple advertising media including print, direct mail, television and web. She is the General Manager in charge of day-to-day activities and ensures projects are completed on time and within budget. With her extensive experience in media, she is also a resource for the client’s publications. She is one of the founders and owners of ROX Media Group.

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Our Team, CONT.

Tim Clarke is a digital design professional with more than 30 years of experience including Creative Director, Art Director, Graphic Designer, Web Developer, Photographer and Production Manager. He oversees production and design on all creative projects, including the Prescott LIVING Magazine and Prescott NOW! and the accompanying websites. He also acts as Art Director on photo shoots to assists in executing the client’s vision for cover design.

Julie Turetzky is a marketing professional with over 20 years of experience working in client and agency settings. She has experience in public relations, advertising, print collateral, outdoor, radio and television, as well as branding, packaging and tradeshows. She has also worked in publishing as a marketing manager with House Beautiful special interest publications. She works with the day-to-day management of projects.

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Our Team, CONT.

Laurie Fisher joins ROX Media Group as our new Director of Sales and Marketing. She is a marketing professional with over 25 years of experience, specializing in print and digital media such as SEM, SEO and social media, and enjoys helping her clients to achieve their marketing goals. Customer service is her No. 1 priority! Laurie is an avid hiker and cyclist who loves the outdoors and looks forward to enjoying the beauty of Prescott.

Julie Kahn joins the ROX Media group as an account executive. She has spent 5 years in the marketing and advertising world, with a specialized focus in digital, programmatic, and social media. Her experience as a media planner allows her to meet client objectives and need in the most efficient way possible.

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Marketing Channels

● Social Media● Website● eNewsletters● Print Publications● Public Relations (press releases)

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Resources

Hashtag: #YavapaiSafe

Websites: www.YavapaiSafe.com (in development)

Facebook: www.Facebook.com/YavapaiSafe (in development)

Yavapai County Community Health Services Guidelines: https://www.yavapai.us/chs/Home/COVID-19

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http://www.yavapaisafe.com/

http://www.facebook.com/YavapaiSafe


Thank you

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#YAVAPAISAFE

Contact Us:Elaine [email protected]

QUESTIONS AND

ANSWERS

Please visit our countywide webpage at http://www.ycazbusinesses.org/

http://www.ycazbusinesses.org/

yavapai county business assistance community webinar · rox media group (rmg) is a multimedia...

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