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

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In this episode of The Paid Media Playbook, hosts Laura and Lisa are joined by Olivia Neal Howell, founder of TONE, a talent agency and design studio focused on interdisciplinary creatives. Olivia shares her journey from fashion design at Abercrombie & Fitch and Eddie Bauer to launching her own agency, where she helps artists, musicians, marketers, and tech professionals thrive. She dives into the power of branding, storytelling, and creative disruption, as well as the importance of economic impact in the arts. From building campaigns that cut through the noise to fostering a thriving creative economy, Olivia offers valuable insights for anyone looking to make their mark in the industry.

Chapters:

00:00 – Introduction

Laura and Lisa welcome Olivia Neal Howell, discussing her background in fashion and branding.

02:10 – Olivia’s Career Journey

From art school to menswear design, Olivia shares her path from corporate fashion to launching her own creative agency.

05:00 – The Intersection of Art, Branding, and Storytelling

How Olivia applies her artistic background to brand building and marketing.

08:30 – Disrupting the Industry

The importance of taking risks, innovating, and breaking the mold in branding and marketing.

12:00 – Building a Talent Agency for Creatives

Why Olivia started TONE and how she supports interdisciplinary artists and professionals.

15:30 – Campaigns That Make an Impact

Olivia discusses standout marketing campaigns and the keys to effective brand storytelling.

18:00 – The Get Happy Pavilion & Creative Economy

Olivia shares insights on her latest project, the Get Happy Pavilion, and her work promoting economic growth for creatives.

21:00 – The Future of Branding & Creativity

How businesses can leverage storytelling, collaboration, and community-building for long-term success.

Links and Resources:

• Olivia Neal Howell on LinkedIn
• TONE Website
• 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 sit down with Brittany Mosley, founder of Rosy Finch Marketing, to explore the often-overlooked disconnect between sales and marketing. Brittany shares her journey from the agency world to launching her own firm, where she helps businesses align their marketing, sales, and growth strategies for maximum impact. From overcoming lead quality challenges to fixing broken sales pipelines, Brittany provides actionable insights for businesses of all sizes. Plus, hear behind-the-scenes stories of launching TikTok’s paid media strategy and working with high-profile brands.

Chapters:

00:00 - 02:00 | Introduction – Meet Brittany Mosley and her journey from drama major to marketing leader.

02:00 - 06:00 | The Sales vs. Marketing Debate – Why lead quality is often misdiagnosed and how companies can fix it.

06:00 - 10:00 | Building a Growth-Driven Organization – Aligning teams, fixing sales pipelines, and implementing better measurement tools.

10:00 - 14:00 | Agency vs. In-House: Who’s Really to Blame? – The common complaint, “My agency sucks,” and why the problem often lies elsewhere.

14:00 - 18:00 | The TikTok Launch Story – How Brittany helped TikTok build its paid media strategy, working with celebrities like Cardi B and Awkwafina.

18:00 - 22:00 | Final Thoughts and Career Advice – Brittany shares her biggest career lesson: never let boredom hold you back.

Links and Resources:

• Subscribe to our newsletter here
• Brittany Mosley on LinkedIn
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Rosy Finch Website
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

In this episode of The Paid Media Playbook, Laura and Lisa sit down with Sara Girard and Melissa Grace, the powerhouse duo behind RockitWorks, a social media and marketing agency. Together, they share their journey from event production to running a successful agency, their insights into the evolving landscape of organic and paid media, and their strategies for creating impactful content. Tune in to discover how they approach challenges like audience targeting, balancing paid and organic efforts, and crafting content that converts. Plus, get their best advice for aspiring marketers and entrepreneurs!

Chapters:

• 00:00 – The Journey to RockitWorks
• Sara Girard and Melissa Grace discuss their paths from event production to founding a successful social media agency and how their experiences shaped their approach to marketing.
• 6:50 – Mastering Organic and Paid Media
• Insights into the evolution of social media, the balance between organic and paid strategies, and the importance of targeting the right audience with impactful content.
• 12:11 – Metrics, AI, and Marketing Innovations
• The shift from vanity metrics to actionable goals, the rise of AI in marketing, and how these tools enhance productivity and strategy.
• 17:21 – Actionable Advice for Marketers
• Sara and Melissa share practical tips for entrepreneurs, from aligning paid media with content creation to setting clear goals and leveraging the right platforms.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn
• RockitWorks on Linkedin
• Sara Girard on Linkedin
• Melissa Grace on Linkedin

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

In this episode of The Paid Media Playbook, hosts Laura and Lisa are joined by Ashley Laabs, a LinkedIn coach, personal brand strategist, and the host of the Ripple Podcast. Ashley shares her journey from aspiring teacher to LinkedIn expert, offering valuable insights into how professionals can harness LinkedIn to build thought leadership, connect with peers, and elevate their personal brand. With practical tips for individuals at every career stage, Ashley dives into the common mistakes she sees people making on LinkedIn and how to overcome them. Whether you're just starting your career or looking to amplify your presence, this episode will help you navigate the LinkedIn landscape like a pro.

Chapters:

00:00 – Introduction

Laura and Lisa introduce the episode and welcome Ashley Laabs, LinkedIn coach and personal brand strategist.

02:10 – Ashley’s Career Journey

Ashley talks about her unexpected path from aspiring teacher to becoming a LinkedIn strategist and coach.

05:00 – The Power of Personal Branding on LinkedIn

Ashley explains why personal branding on LinkedIn is essential for career growth and how it differs from traditional corporate marketing.

08:30 – Common Mistakes on LinkedIn

Ashley shares the biggest mistakes she sees people making when trying to build their LinkedIn presence—and how to avoid them.

12:00 – Building Authentic Connections

How to use LinkedIn not just for networking but for building genuine, valuable relationships and thought leadership.

15:30 – Tips for Aspiring Thought Leaders

Ashley offers practical advice for professionals at any stage on how to start sharing their expertise and become recognized as a thought leader.

Links and Resources:

• The Ripple Podcast
• Ashley Laabs on LinkedIn
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks for joining us this week!

Want to subscribe to The Paid Media Playbook? Have some feedback to share? Connect with us on iTunes and Spotify and leave us a review!

Join Laura and Lisa as they sit down with Erin Moyer, Marketing Director at Laird Norton Wetherby, to explore the intricacies of marketing in the financial sector. In this 10-minute episode, Erin shares her journey from communications to marketing leadership, the strategies behind her firm’s recent rebranding, and the challenges of reaching ultra-high-net-worth clients. Discover valuable insights on content marketing, lead generation, and the importance of trusting your instincts in the ever-evolving marketing landscape. Perfect for marketers looking to gain a deeper understanding of wealth management marketing.

Chapters:

• Chapter 1: Erin's Journey into Marketing (0:00 - 2:30) Erin Moyer, Marketing Director at Laird Norton Wealth Management, shares her career path from internal communications at Washington Mutual to leading financial communications and marketing.
• Chapter 2: Ideal Clients & Strategy (2:30 - 5:00) Erin discusses targeting multi-generational wealthy families and balancing brand recognition with skepticism of paid media, highlighting content marketing as key to building trust.
• Chapter 3: Rebranding & Content Marketing (5:00 - 7:30) Erin covers the firm’s recent rebrand, emphasizing earned media, paid search, and content marketing, along with plans for a speaker's roadshow to engage the right audience.
• Chapter 4: Marketing Reflections & Career Advice (7:30 - 10:00) Erin reflects on the importance of client referrals, the challenges of measuring ROI, and offers advice to her younger self on trusting instincts and embracing experimentation.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!