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January Luncheon: Branding The Maker City

January Luncheon: Branding The Maker City

BY: ANNA HUGHES, DIGITAL CONTENT SPECIALIST

AMA Knoxville’s January Luncheon, hosted at The Square Room in Market Square, was a great start to 2018! Joseph Nother, executive creative director and founder of Designsensory, guided the attendees through his team’s journey to brand Knoxville as “The Maker City.”

On the eve of Designsensory’s 16th anniversary, the team decided they want to give back to their community and approached Knoxville leadership in search of public work that aligned with this theme. When the city pitched the idea of branding Knoxville, the team immediately said yes, stating that this was something that they could “sink their teeth into.”

“It was wonderful to see the city and the mayor and those in public office see this as something important,” Nother said. “I think we should all look at that and be proud of the leadership and what they’re trying to do.”

Nother and his team began their eight-month journey by first outlining the Maker Movement and decided it uniquely applies to the Knoxville community. Ultimately, the Maker Movement was defined as an “umbrella term for individual inventors, designers, and tinkerers that tap into an American admiration for self-reliance…”

When describing the “why” behind their creative process, Nother explained, “More and more people want a more meaningful consumptive experience.” Trends like localism stem from “the desire to infuse meaningfulness in the consumptive actions and behavior that we have, so it is not so transactional.”

“The future of Knoxville’s economic success belongs to individual innovators and artisans,” he said.

Inspired by Knoxville being named as Etsy’s first “Maker City,” Nother and his team wanted to expand on the idea of localism and meaningfulness. As Nother explained, “branding is essentially short for meaningfulness.” Their job at this point was to capitalize on the meaningfulness of the Maker Movement in the Knoxville community.

The Designsensory team set to define Knoxville’s niche in a “sea of ambiguity” that surrounds the Maker Movement. Through an extensive trial-and-error process, the team strived to name and define the movement that represents the collective. Eventually, they decided on a name and idea that is “broad and representational” as to not “lose people and their relationship to the movement.”

Moving on to the visual identity, Nother and his team wanted to channel the look and vibe of the Knoxville area. They began by developing a universal design that appealed to everyone in the Maker Movement, both businesses and individual tinkerers. By creating flexible brand guidelines, they created a system that allows Knoxville natives to adapt the logo to their unique and diverse needs.  In the end, Designsensory was able to create a “unified vision” that successfully encompasses the entirety of the Maker Movement in the Knoxville community.

AMA Knoxville Member Spotlight: Jill Weinstein

AMA Knoxville Member Spotlight: Jill Weinstein

NAME: Jill Weinstein

COMPANY: Radio Systems Corporation

TITLE: Sr. Marketing Specialist

WEBSITE & SOCIAL MEDIA: www.petsafe.com, PetSafe Facebook, PetSafe Twitter, PetSafe Instagram

WHY DID YOU JOIN/RENEW AT AMA? 

I initially joined the AMA for the national publications, but I’ve renewed because I find value in the local programs.

HOW LONG HAVE YOU BEEN A MEMBER OF AMA?

I joined in November 2008

WHAT ARE YOU HOPING TO GET OUT OF IT?

I enjoy connecting with other marketing professionals. I’m always looking for best practices and new ideas.

WHAT DOES YOUR COMPANY DO BEST?

We strive to make the most trusted pet products.

WHAT IS YOUR FAVORITE TYPE OF CLIENT?

I appreciate partners who provide honest feedback.

WHY DO YOU LIKE WORKING THERE?

I like working with smart, talented people plus having dogs in the office is a lot of fun.

HOW LONG HAVE YOU BEEN IN THAT JOB?

12 years

WHAT DO YOU FIND BEST ABOUT DOING BUSINESS IN KNOXVILLE? 

Knoxville is such a pet friendly community. We have a great supply of pets to model for photo shoots and to try out our products.

WHAT IS YOUR FAVORITE PAST TIME? 

I’ve been playing in a weekly mahj jongg group since 1995.

DO YOU READ, WATCH MOVIES OR TV, AND IF SO WHAT ARE YOUR FAVORITES?

When I travel, I enjoy reading historical fiction. My favorite TV shows are Ray Donovan, Broad City, and The Voice.


Next time you’re at an AMA Knoxville event, be sure to chat with Jill about your furry friend! 

AMA Knoxville Member Spotlight: Jessica Gutman

AMA Knoxville Member Spotlight: Jessica Gutman

NAME: Jessica Gutman

COMPANY: Knoxville Chamber

TITLE: Communications & Marketing Manager

WEBSITE & SOCIAL MEDIA: www.knoxvillechamber.com ; Knoxville Chamber Facebook ; Knoxville Chamber Youtube ; Follow on Twitter @k_chamber ; Follow on Instagram @k_chamber

WHY DID YOU JOIN/RENEW AT AMA, AND HOW LONG HAVE YOU BEEN A MEMBER? 

I have been a member of AMA for a little over a year. I initially joined to become more integrated in the Knoxville marketing community and to develop myself professionally and personally. Last year I was asked to sit on the board as the Director of Media Relations and then was asked to move up to Vice President of Digital Communications this year.

WHAT DO YOU HOPE TO GET OUT OF YOUR AMA KNOXVILLE MEMBERSHIP?

I hope to gain new skills, grow in my current abilities and meet some great people along the way!

WHAT DOES YOUR COMPANY DO BEST?

We are the voice of the Knoxville business community, and that’s what we do best.

HOW LONG HAVE YOU BEEN IN YOUR POSITION, AND WHY DO YOU LIKE IT?

I have been in my position at the Chamber for nearly two years. I was previously an intern for three consecutive semesters while I was a student at UT and was invited to join the Chamber family as a full-time staff member when I graduated. I love being able to tell the Chamber’s stories via digital/print content, social media, photos and videos. Also, I am incredibly lucky to work with some of the most amazing people I’ve ever met!

WHAT IS YOUR FAVORITE TYPE OF CLIENT?

One that is eager to build a true relationship with us.

WHAT DO YOU CONSIDER THE BIGGEST CHALLENGES AND OPPORTUNITIES FOR MARKETERS TODAY?

The biggest challenge is providing relevant content to the right audiences, and I believe social media strategy is always the biggest opportunity for marketers – it’s ever-evolving!

WHAT DO YOU FIND BEST ABOUT DOING BUSINESS IN KNOXVILLE? 

Knoxville has an unparalleled quality of life, low cost of living and truly incredible people!

WHAT IS YOUR FAVORITE PAST TIME? 

Acting.

DO YOU READ, WATCH MOVIES OR TV, AND IF SO WHAT ARE YOUR FAVORITES?

My husband and I are avid Netflix watchers. Some of our favorites are Friends, The Office, Parks and Recreation, and Game of Thrones (yes, I know it’s not on Netflix, but we have HBO Go as well…).


Next time you’re at an AMA Knoxville event, be sure to chat with Jessica about her favorite Game of Thrones house! 

November Luncheon: Marketing to Millennials

November Luncheon: Marketing to Millennials

On Nov. 8, Courtney Jernigan, owner of Knoxville Graphic House, led a dynamic presentation for AMA Knoxville’s November luncheon. She discussed marketing to Millennials and developing out-of-the-box branding strategies to stand out in today’s market. With over 50 people in attendance, the luncheon was highly engaging and informative.

Wish you hadn’t missed out? Check out Courtney’s entire presentation:

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Marketing to Millennials Presentation

There are a lot of negative adjectives describing the Millennial generation. In fact, it makes Millennials not even want to be Millennials! But where are these labels coming from? Generation X & Y, the Baby Boomers? Studies have shown that Millennials are all about change. That is not said for the generations before them. When you have a group that was born into creative technology like the Millennials you better believe they are going to think and act differently. But instead of labeling and cringing at a culture built on expressing themselves, let’s dive in and understand why they act and react they way they do. After all, there is money to be made.

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AMA Knoxville Member Spotlight: Kenneth Herring

AMA Knoxville Member Spotlight: Kenneth Herring

NAME: Kenneth Herring

COMPANY: Cirrus Insight

TITLE: Director of Media & Public Relations

WEBSITE & SOCIAL MEDIA: www.cirrusinsight.com; @CirrusInsight

WHY DID YOU JOIN AMA KNOXVILLE? 

I was referred by Daniel Monday, who is a long-time friend and professional colleague. I heard that it would be great for my business and relationship-building. After one meeting I was convinced.

WHAT ARE YOU HOPING TO GET OUT OF YOUR AMA KNOXVILLE MEMBERSHIP?

I want a better understanding of different marketing strategies and tactics, and more importantly, genuine and sincere relations.

WHAT DOES YOUR COMPANY DO BEST?

Make software for people who want to #GetThingsDone and #SaveTime. We help people who are in the sales and business community gets that done.

WHAT IS YOUR FAVORITE TYPE OF CLIENT?

One that is the most resistant to help.

WHY DO YOU LIKE WORKING THERE? 

I believe in the co-founder who hired me, Brandon Bruce. He is committed to helping people and the community.

WHAT IS THE BEST PART ABOUT DOING BUSINESS IN KNOXVILLE? 

The growth opportunities that are present here. What a time to be alive.

WHAT IS YOUR FAVORITE PAST TIME? 

Basketball, without a question.


Next time you’re at an AMA Knoxville event, be sure to chat with Kenneth and challenge him to a little one-on-one basketball! 

2017 AMA Leadership Summit: Knoxville Awarded Turn-it-up Chapter of the Year

2017 AMA Leadership Summit: Knoxville Awarded Turn-it-up Chapter of the Year

BY: DANIEL MONDAY, PAST PRESIDENT

Our AMA Knoxville Chapter was humbled and grateful to be awarded the national Turn-It-Up Chapter of the Year for 2015-2016 – which is exactly how I summed up how we feel about the recognition at the national AMA Leadership Summit this past spring. I spent a brief time on stage presenting the story of our award-winning year to a crowd of more than 300 AMA representatives from across the nation. You can check out the video below to see the presentation:

The annual AMA Leadership Summit brings together chapters from all over to network, learn best practices of running a local chapter, and develop leadership skills. The experience was incredible, with an endless amount of knowledge coming from the speakers and sessions. The networking was fantastic and allowed us to make some great contacts, who will serve as resources well into the future. In order to maximize the efficacy of the event, we had four other Knoxville board members attend – Carol Kelly, president; Erica Coffey, president-elect; Jessica Karsten, vice president of digital communications; and Colby McLemore, vice president of membership.

The Turn-It-Up Chapter of the Year award is given to the chapter who shows the greatest growth after numerous challenges, setbacks and extended periods of decline or somewhat stagnant activity. While Knoxville has always been a chapter of excellence, the mid-2000s showed a decline in membership, sponsorship and event attendance, with board turnover becoming more of a problem in the years preceding 2015-2016. Fortunately, we’ve always had a sound financial footing. So, with a focus on recruiting exceptional board members and rallying behind a unified mission to grow membership, attendance and sponsorship (among other goals), we had a great year turning things around.

Some of the highlights from 2015-2016 were boosting event attendance by 54 percent, increasing membership by 29 percent from 99 to 128 members, and securing $15,000 in cash sponsorships alone, which was well above our $6,000 goal. We also held a number of member-only webinar breakfasts and happy hours that generated a sense of camaraderie among members, along with some open networking events for those interested in learning more about AMA membership. Lastly, we gave $9,000 in scholarships to local college students and added $10,000 to our chapter’s Eagle Endowment Fund, which now sits at about $350,000 total.

Our chapter could not have achieved what we did and earned this award if it weren’t for the 2015-2016 board team and volunteers that pulled together throughout the year to work hard and produce the end result, so I believe they deserve all of the credit:

President: Daniel Monday, Slamdot
President-Elect: Susan Napier-Sewell, Designsensory
Immediate Past President: Lisa Rupchak, U.S. Cellular
Secretary: Kelsey Brantley, Clayton Homes
Treasurer: Andrew Hartung, Eaton & Hartung, PLLC
VP Past President’s Council: Sharon Moore, Knoxville Zoo
VP Membership: Lindsay Cates, The Trust Company
VP Volunteers: Abbigail Christensen, Ripley PR
VP Programming: Lori Fuller, Knoxville Chamber
VP Sponsorship: Jim Ragonese, UT Medical Center
VP Collegiate Relations: Chad Elmore, Pyxl
VP Conference: Katey Marina, Securities Service Network+
Director of Conference: Claudette Sariya, FletcHER
VP Special Events: Carol Kelly, Ullrich Printing
VP Communications: Ana Richters, NIMBioS
Director Social Media: Bethany Yandell, UT Medical Center
Director Brand Content: Mandy King, Pyxl+
Co-Director of Brand Content: Jennie Huettel, Mountain Mutt Media
Director Brand Design: John McCulley, Moxley Carmichael
Director at Large: Michelle Anningson, WATE
Director at Large: Marti Townsend, Knoxville News Sentinel
Director at Large: Angie Howell, Knoxville News Sentinel

If you’re interested in the AMA, we hope you’ll consider joining and getting involved in the Knoxville chapter!

photos courtesy of Colby’s Photography

New Brand Identity and Website

Knoxville AMA Announces New Brand Identity and Website

It really began a year ago. An inspiring video debuted at the American Marketing Association’s 2016 Leadership Summit Conference. As professional marketers, we quietly watched what was intended to convey to us a drive, a need, a motivation for reinvention, for a new brand. A child’s expression. Don Draper. The importance of smart communication. Yes, AMA got it right and, most importantly, energized us to go home and make the new AMA brand our own.

Our chapter adaptation of the new brand initiated in earnest as one topic among 22 at our annual retreat on June 23, 2016. A new board member, Lee Hume, senior art director in the Office of Communications and Marketing at the University of Tennessee, volunteered to chair the process of adapting AMA Knoxville to the new brand guidelines. Within the multistep process, we kicked off development of a new AMA Knoxville website to be launched alongside the brand identity. Daniel Monday, immediate past president of AMA Knoxville and COO at Slamdot Web Design & Hosting, chaired the website development initiative, with Slamdot donating its time and work to build and populate the website.

The launch goal date was April 12, 2017, to coincide with the Rebranding UT luncheon featuring Margie Nichols, retired vice chancellor for the Office of Communications and Marketing at the University of Tennessee. Today, amid balloons, custom branded t-shirts, and take-home bags of signature cookies, we proudly launched the new AMA Knoxville brand identity and website. We invite you to get to know us by our new look and experience the website.

Hit Refresh!

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Learn from industry leaders:Join us at the KAMA Marketing Conference, October 28, 8:30 am to 2 pm, at King University.

Reinvigorate your brand for the digital age. Hit refresh, starting with your workweek. Branding or rebranding. SEO or social media strategy. A change or redo requires soul-searching. You think about who you are, how you do what you do and how to better do it. Come get fresh perspective and knowledge before you hit refresh.

Mark your calendars and stay tuned for news of our speakers and sessions.

REGISTER

Haley Williams, recent Digital Marketing graduate

Greetings, fellow academics! My name is Haley Williams and I am a recent graduate of the East Tennessee State University Masters of Science in Digital Marketing program. I am a part of the first graduating class for the new, digitally focused program and have immensely enjoyed my time in the program.

Firstly, the degree is 100% online. Sounds too good to be true, right? It’s not! I felt completely at ease each semester and was able to fit my classwork around my busy schedule. At no point did I ever feel like my degree wasn’t the same as an on-campus program; it was even better. I know many people have reservations about online programs (i.e. professor availability, learning on your own, busy work, etc.). This degree couldn’t be further from those notions. Professors respond to emails within the first 24 hours (if not sooner) and give you all of the tools you need to succeed for each assignment. It really gave me a sense of pride knowing that (with some guidance from my professors) I could develop a strategic digital marketing plan that would be both measureable, create value for my company, and ultimately be successful.

Second, the degree is focused primarily about digital marketing. It’s not an all-encompassing MBA with a couple of digital classes here and there. It’s a deeper dive; every class is focused on the digital environment and hits on every aspect that a digital marketer would need to know to develop digital marketing plans. In fact, I searched for other marketing master’s programs and none that I had reviewed quite compared to the experience I’ve received at ETSU.

Finally, the return on investment. When I first started the program, I was interning at my current company in the marketing department and often had meetings with a marketing manager. I shared the insights I gained from my courses in those one-on-ones. Since then, that team has developed a robust digital marketing strategy that includes social media, SEO, SEM, and analytics reporting. My degree gives me the upper hand especially in such a competitive field.

If you’re looking to learn more about digital marketing and the ever-changing online environment, ETSU is definitely a step in the right direction. The professors really know their stuff; they’re working on their own digital communications plans everyday. So, take the plunge and apply today. You won’t regret it. I know I haven’t.

Warm regards,

Haley Williams

Joining AMA is now cheaper than ever!

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Spring Membership Special – Get $50 Off! Receive $50 off a regular membership if you apply or renew by June 24th! Click here to sign up, and use the promo code AMASPRING when prompted to redeem the special offer.

If you are a recent graduate, take advantage of the Young Professional membership (available for up to 3 years immediately following the completion of an undergraduate degree) – a savings of over $100!

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When you become a member, you gain access to valuable resources, such as:

DOWNLOADABLE TOOLS & RESOURCES Expand your knowledge, build your marketing skill set and become more effective with marketing’s most comprehensive collection of interactive tools, templates, dashboards and certifications.

BEST PRACTICES, RESEARCH & TRENDS Webcasts and courses curated from marketing’s thought leaders and leading academics. Discover essential concepts, emerging trends, next practices and how to apply them to achieve success.

IN-PERSON & LOCAL EVENTS Connect with other marketers, build your network and get leadership perspectives. AMA conferences, training and more than 75 chapters across the US and Canada make it personal.

MEMBER DISCOUNTS Pay less for marketing conferences, virtual events, training and a variety of discounts ranging from business services to entertainment.

BECOME A MEMBER!

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