All-Inclusive Resort Nurtures Relationship with Guests
Today’s Maine Maven is Mark Osborn, the general manager at NMC client Linekin Bay Resort (LBR). Osborn, a New Jersey native, has been the G.M. at the Boothbay Harbor resort since 2010, but his family connection to the property goes back nearly 100 years.
LBR General Manager Mark Osborn on vacation in Peru
Osborn’s grandmother, Martha, was a counselor in the 1920s at Linekin Bay Camps – the summer camp for girls started in 1919 by Grove and Elizabeth Branch. The girls’ camp was transformed into the current family vacation resort in 1946.
The Osborn family later began spending summers on Linekin Bay, and occasionally stayed at the resort, which is now owned by the third generation of the Branch family and is New England’s only all-inclusive sailing resort.
Osborn owned and operated The Thistle Inn in Boothbay Harbor for four years, converting the property to a fine dining and lodging establishment in 2003.
As the G.M. at LBR Osborn has added a public restaurant and bar, overseen upgrades and improvements to guest accommodations and common spaces, overhauled the resort website and strengthened the resort’s reputation as a popular wedding destination during the early and late summer season.
Osborn has a business degree from Ithaca College, and enjoys traveling and seeking out new culinary experiences.
Add Enthusiasm and Passion to Generate Powerful Marketing Campaigns
When Angus King was governor of Maine, he told me that he thought he and I were among the most enthusiastic residents of the state.
He said, “You don’t have to be the smartest person, but if you are the most enthusiastic person, it will carry you a long way.”
Hmm…now that I think of it, I am not sure that was such a compliment since he might have meant I had more enthusiasm than intelligence. But knowing Angus, I think he meant that he valued my sense of enthusiasm about public relations and marketing.
I am currently reading a new book by Dr. Wayne W. Dyer called “Excuses Begone!” about how to hyper-charge your life to give it meaning and fulfillment. Dyer describes passion as the secret sauce, which, when added to your work, can take ordinary projects and turn them into fabulously successful projects.
He’s not talking about the kind of passion you feel when you fall in love for the first time, although I believe the same chemistry may be involved. He’s talking about connecting deeply and intensely with the people, the purpose and the messages you are communicating. It’s like falling in love with your work and infusing it with the same kind of adulation you feel for the people you love most in this world.
I’ve always felt that enthusiasm and passion are necessary for success in any marketing campaign or program.
For example, if you’re pitching a story to a journalist, you have to tell it in such a compelling way that he or she will want to retell it to their audience.
If you’re creating an ad or a brochure for a client, you need to embrace the essence of what you’re communicating to make sure it connects in a laser-like way with the intended audience.
Local Nonprofit Spreads Message of Empowerment Through Social Media, Website and Employees
Our Monday Maine Maven today is Darryl Wood, the executive director of Life Enrichment Advancing People, Inc., better known locally as LEAP.
LEAP is a nonprofit agency providing a variety of residential type supports for individuals with intellectual and developmental disabilities.
The support required for individuals is based on functional needs and is developed through Person Centered Planning.
Providing individualized support to people in Central and Western Maine, LEAP works to empower persons to lead joyful lives with dignity, independence, and autonomy.
Darryl has a medical background in nursing. He is interested in leadership and best practices for nonprofits, as well as supporting people with IDD.
On a personal level, Darryl loves to spend time with his family and in the outdoors. An avid sportsman and woodlands wanderer, he maintains a Maine Guides license, in hopes that someday there is part of a living in that.
Is Your Brand Ready for an Audit?
How to deposit into your customer’s memory bank and accrue interest
By Renée Black, NMC Account Coordinator and Graphic Designer
You’ve got an excellent handle on your company’s marketing plan this year. You’re doing traditional advertising, you’ve got a website, you’re doing cost-per-click (CPC) marketing, and you’re even on Facebook and Twitter!
You’re doing everything you can to make sure you’re up-to-date on the latest trends and working hard to hit your targeted demographic, but (there’s always a “but”) are you maximizing your impressions?
As a marketer, of course, your ultimate goal is to affect your audience in such a way that they will remember your brand, service, and/or product. When a message is received, the brain undergoes a series of cognitive processes to categorize where and how the memory will be mentally filed.
Will your message be filed under short-term, long-term, or sensory memory, or will your message simply be forgotten? The strategy and consistency of your messaging contributes to how (and if) the viewer will categorize your brand.
Extensive research shows that repetition and consistency hold certain power to persuade human behavior. Several studies have concluded that it requires at least seventeen impressions of a brand before a consumer will consider a product trial.
If you have several competitors within your market, it may take even longer for your audience to actively associate your brand with your product. To achieve best results and maximize your return on investment (ROI), you should conduct a “communications audit” to evaluate just how effective your impressions are.
A communications audit consists of five key factors that contribute to brand consistency and thus, effectiveness.
My Mother Told Me to be Careful About What I Write Down on Paper
When I was in elementary school, my mother used to always tell me not to write anything down on paper that I wouldn’t want the whole world to see. That was back in the day when we would be writing notes to other kids and passing them through the grapevine during class. (We were so naughty!)
The same thing applies on the social Web. You shouldn’t post anything or write anything on a social network that you wouldn’t want the world to see.
Your personal brand is your professional brand and vise versa. Anyone who thinks there is some kind of separation is sadly mistaken.
It is quite likely that if you are applying for a job, the prospective employer will look at your Facebook profile even if you’re not friends.
About a year ago, a young man contacted me repeatedly, insisting he was perfect as a candidate to work for Nancy Marshall Communications. I looked him up on Facebook and there, I found a whole slew of photographs showing how social a person he was.
The photos showed him drinking copious amounts of Budweiser and playing beer pong. It showed him in many states of drunkenness, partying in all sorts of venues, proving that he was not only social, but he was worldly, too!
His friends had commented on his posts about how hysterical he was after pounding so many beers while simultaneously bouncing a ping pong ball, so he was athletic as well!
I enjoy a good party as much as most people, if not more, but when you are trying to establish yourself in the world, you can’t assume you can paint one picture of yourself on Facebook and another picture of yourself on LinkedIn, and only your friends will find you on the former and professional contacts will find you on the latter!
So, remember what my wise mother said and don’t post anything on social networks that you wouldn’t want the whole world to see.
Former VP of Communications Excels in PR
Our Maine Maven today is NMC Account Executive Greg Glynn! Greg coordinates strategic planning for clients, including branding, marketing, as well as media and public relations, and writes copy for e-newsletters, press releases and develops multimedia content for NMC clients, including videos and podcasts.
Greg also works with other account executives and account supervisors to plan media events and press conferences. Greg is known for his strong organizational skills and attention to detail.
Prior to joining NMC, Greg worked as the vice president of communications for the American Hockey League’s Portland Pirates, a minor league hockey team in Portland, Maine.
Greg graduated from Quinnipiac University in 2004 with a bachelor’s degree in mass communications and a minor in marketing.
1.) Greg, you used to be the VP of communications for the Portland Pirates. Are there any parallels between your position there and what you do as an account executive at NMC? Are there any striking differences?
Everyday I see parallels between the two positions, especially when it comes to media relations.
During my six years that I spent in the Portland market, I developed so many great relationships with different reporters and public relations people that I still keep in touch with today.
The “Inside Out” Approach to Marketing
Yesterday I gave a presentation in Portland as part of Rich Brooks’ flyte school all about the integration of marketing and communications.
I talked about how all the advertising in the world can’t sell a product or service that has bad PR…in other words, if the public doesn’t have a good relationship with a business or organization, they’re not going to buy anything or donate any money even if the organization spends millions on advertising.
Think of companies whose image has suffered recently: Susan G. Komen for the Cure, Netflix and BP Oil.
If these companies didn’t address their PR problems, but rather went out and bought glitzy ads in magazines and on TV, nobody would believe them or want to do business with them.
The essence of my presentation was that marketing needs an “inside out” approach. Any business or organization needs to first be sure that its stakeholders have a trusting relationship with them before they launch any kind of advertising or marketing campaign.
Two NMCsmbc Participants Won L.L. Bean Boots!
Our NMC Social Media Boot Camp on Wednesday, April 4, was a success! There were over 30 Maine businesses and organizations present, eager to learn techniques and tips to enhance their social media presence.
Along with a 20-page social media guidebook with highlights of the information shared in the presentations, and the opportunity to interact with social media experts and network with other organization and business leaders, boot camp participants were eligible to win a pair of commemorative L.L. Bean boots.
We are happy to announce that Betty Bell and Lloyd Griscom each were this boot camp’s lucky winners of the L.L. Bean boots!
NMC Account Executive Greg Glynn presents boot camp participant Lloyd Griscom with the desired L.L. Bean commemorative boots after the advanced session.
Thank you to L.L. Bean for donating the boots, and thank you to all of our great participants for attending the sessions.
The energy was high and the tweeting and posting were constant!
Our next Social Media Boot Camp is Wednesday, September 26, in Augusta. Visit bootcamp.marshallpr.com for more information on our sessions.
"We have Band-Aids up here in case anyone is typing so fast today they get a blister!" NMC Account Exec Greg Glynn
“The Social Media Revolution”
Today is our Social Media Boot Camp at The Senator Inn in Augusta.
In preparing for this momentous occasion, I have been thinking about social media and how it has changed my life.
It was in November of 2007 that I attended a workshop presented by Shel Holtz, one of the pioneers of blogging. The workshop was part of the annual conference of the Society of American Travel Writers in Manchester, England.
Shel inspired me to start my blog at www.maineprmaven.com in order to post my thoughts and writings about the evolution of PR.
He inspired me to think about the ways that we, as marketers, can build communities of supporters for our brands through blogs and social networks. Thank you, Shel Holtz!
Olympian Julia Clukey Gives Back to Maine Community through Reaching Youth
Today’s Maine Maven is Olympian Julia Clukey. Growing up in Augusta, Maine, Julia is passionate about being from Maine and the opportunity every four years to represent her country.
In 2010, Julia competed in her first Olympics in Vancouver, British Columbia, where she placed 17th in the luge competition.
In addition to being a phenomenal athlete, Julia takes also takes tremendous pride in giving back to the community and especially connecting with young people.
Earlier this year, Julia announced plans to host a 10-day summer camp in June, called “Julia Clukey’s Camp for Girls at Camp KV.” The camp is designed for girls ages 8-11 as a place to develop self-confidence and a healthy lifestyle. The camp will feature a wide range of activities including swimming, kayaking, hiking, nature walks, field sports, arts and crafts, theater, and music.
Over the past three years, Julia has partnered with the Maine Beer & Wine Distributors Association on their responsibility initiative. As a spokesperson for the association, Julia has recorded public service announcements, appeared on radio and television shows and spoken at several Maine schools about the importance of individual responsibility.
Since 2009, Julia has reached over 4,000 Maine students through the responsibility initiative.
To learn more about Olympian Julia Clukey, you can visit her website at www.clukeyluge.com.
To learn more about what goes on inside the mind and body of an Olympic athlete, we asked her!
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