In this episode, we welcome Rachel Horgan, a multi-talented Seattle expert and event organizer, to discuss her insights on securing sponsorships for events as well as her experiences with her podcast. Rachel shares valuable strategies for obtaining event sponsors, stressing the importance of being intentional and authentic in your approach. She also discusses different types of successful sponsorships and how to measure their impact, even when ROI can be hard to quantify. Later, Rachel delves into her podcasting journey, offering tips on how to attract sponsors and the challenges of maintaining a podcast. She aligns her sponsorship strategies with her podcast's brand values and audience, advocating for creativity and authenticity. Finally, Rachel discusses her recent ventures, including her work with Seafair and her freelance journey, offering career advice and the importance of trusting the process.

00:00 Introduction to Rachel Horgan

00:52 Getting Sponsorships for Events

01:31 Effective Event Sponsorship Strategies

03:16 Measuring Sponsorship Success

04:20 Challenges in Event Planning

05:52 Creative Sponsorship Ideas

06:42 Red Flags in Sponsorships

08:22 Starting and Sustaining a Podcast

13:00 Discussing Sponsorships and Paid Media

13:27 Networking and Event Promotion Strategies

13:58 Challenges and Opportunities in Social Media

15:19 Ideal Sponsors and Live Podcasting

18:27 Exploring New Ventures and Freelance Work

20:14 Final Reflections and Advice

Listen to Rachel’s podcast, The Weekly

Links and Resources:

• Rachel Horgan on LinkedIn
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

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In this episode of the Paid Media Playbook, we engage in a compelling conversation with Erika Hermanson, the Director of Communications at Providence Swedish. Erika shares her inspiring journey into communications, tracing her passion back to high school and her involvement in the Future Business Leaders of America. The discussion delves into the challenges and triumphs of healthcare communications, particularly during the COVID-19 crisis. Erika highlights the 'Proudly Providence Swedish' campaign, which celebrates the stories of caregivers and their connection to the organization. The episode also explores the roles of paid and organic social media, the importance of aligning communication with organizational values, and offers career advice for budding professionals.

00:00 Introduction to the Paid Media Playbook

00:40 Meet Erika Hermanson: Director of Communications at Providence Swedish

00:50 Erika's Journey into Communications

02:22 Challenges in Healthcare Communications

03:41 Proudly Providence Swedish Campaign

06:25 The Role of Social Media in Healthcare

10:09 Transitioning from Agency to In-House

13:16 Providence Swedish Values and Mission

18:20 Advice for Aspiring Communicators

20:07 Conclusion and Final Thoughts

Links and Resources:

• Erika Hermanson on LinkedIn
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!

In this episode, we interview David Bauer from Hemispheres, a full-service customer insights agency. David shares the journey of Hemispheres, their approach to research, and how it informs brand and business strategies. He discusses the variety of projects they've worked on, including collaborations with major brands like Microsoft and John Deere. We also dive into the importance of qualitative research, trends in the industry, and the impact of AI on research methodologies. David offers valuable insights into the challenges and processes involved in branding and rebranding, highlighting the significance of combining rational and emotional components for effective brand names. Lastly, he shares advice for young professionals in the research field and emphasizes the importance of contributing to discussions and solving problems collectively.

Links and Resources:

• David Bauer on LinkedIn
• Hemispheres Website
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks for tuning in! Subscribe to The Paid Media Playbook on iTunes and Spotify, and leave us a review!