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News — Kelly Thompson

The rebirth of the influencer

1241 Category_Marketing featured influencer marketing Kelly Thompson marketing

The rebirth of the influencer

Let’s try to tell our story so that we can go above and beyond the traditional marketing that AEC firms are known for. Think about some of the most iconic advertisements of the past. Many of them used influencers – Coca-Cola and the much-loved Santa Claus, Marlboro and the “macho” Marlboro man, and Pepsi’s Super Bowl ad featuring supermodel Cindy Crawford. These ads were all about harnessing the influence of the celebrity. Move the clock ahead several decades and now we have a different type of influencer marketing – a type where we are relying on seemingly ordinary people who...

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Storytelling, part 2

1220 Category_Articles featured Kelly Thompson presentation social media storytelling

Storytelling, part 2

Do you want to win a project, identify a new service offering, or attract a new employee? Pick the right medium and have at it! Humans have been communicating through stories for more than 25,000 years. The medium in which stories were told was somewhat different – think cave walls – but this old fashioned, powerful tool has survived the test of time. As mentioned in last week’s issue of The Zweig Letter, stories give us the power to move people, get them excited, and change the way they act. The success of storytelling, however, isn’t just hullabaloo concocted by...

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Storytelling, part 1

1219 Category_Archives featured Kelly Thompson storytelling success

Storytelling, part 1

All of us have a story to tell, so don’t shy away from it in your professional life. It could be the key ingredient for your firm’s success. Everyone loves a good story. That’s why we read bestselling books, see Oscar-winning movies, sit around warm campfires with good friends, and beg to visit our nannas and pawpaws (after all, they do share the best stories). Compelling stories have the ability to persuade, inspire, and, most of all, connect us in deeper and more meaningful ways. I’ll never forget the time I went out on an assignment to cover a story...

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Hiring for keeps

1182 Category_Archives featured Kelly Thompson Kimberly Cassella onboarding program Recruiting Retention Training

Research shows that a good onboarding program is the best way to keep the people you hire, and save a chunk of change on recruitment and training. The process of accepting a job seems much akin to accepting a first date – you perform online research (or, in the case of dating, secretly stalk them via social media), you ask a plethora of questions to ensure values align, and you seek the opinions of others. When the big first day/date finally arrives, you’re excited, nervous, a bit cautious, and, most of all, curious – curious as to how you will...

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Sweet summer of 2016

1169 Category_Articles Kelly Thompson

Sweet summer of 2016

Did your interns live the dream? If so, great, but if not, it might be time to retool your program by taking these six simple steps. As a communications major with an interest in broadcast journalism, my first summer internship was at a large television station where I was immersed in the hustle and bustle of reporters and police scanners. It’s where I first learned the saying, “If it bleeds, it leads.” It’s also where I learned the media business is fierce and if I wanted a chance in the market, I had to have grit and be willing to...

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