The Adlibber

Recruiting is becoming more like marketing and recruitment campaigns play a key role in educating the public on new workforce opportunities. On this episode of The Adlibber, we focus on how recruitment campaigns are evolving from the messaging to the creative development.

Wealth management firms serving high-net-worth individuals and families have traditionally not relied on their websites to drive leads and close new business. But that is changing. On this episode of The Adlibber, we focus on how digital marketing and multi-year public relations strategies have become more impactful in the wealth management industry and how firms are diversifying their content and increasing media exposure to increase brand awareness to attract new clients and employees.

The subscription economy is projected to double in size in less than five years. Consumers want convenience and to pay only for what they use. More brands are pivoting business models to sell their products directly to consumers. On this episode of The Adlibber, we focus on how Maryland-based Revive, a cold-pressed juice company, is evolving its labor-intensive business into a subscription-based process and how the pandemic may have ushered in a new era of consumer expectations.

The COVID-19 pandemic forced colleges and community organizations to adjust how they support their students and communities in 2020. Many of those changes have carried over to 2021. On this episode of The Adlibber, we focus on the evolution of the HACC Foundation and the Office of College Advancement team with Dr. Linnie Carter. We discuss how priorities shifted, how evaluating success through rapid change is a must and how to ensure a lasting impact supported with greater agility.

At Gavin, we believe having more voices at the table creates better work. Our agency internship program was designed to engage diverse talent and attract interest in interning with our team, in hopes to foster greater opportunities in our industry for diverse talent. On this episode of The Adlibber, we highlight the importance of internship programs with David Marshall, Chair of Strategic Communication at Morgan State University and discuss new internship opportunities created during the pandemic.

To get the attention of reporters, sometimes it's best to seek the counsel of former reporters. On this episode of The Adlibber, three members of Gavin's senior media relations team discuss crossing over to public relations and their past experiences as journalists, how to relate and build relationships with local, national and industry reporters and how PR continues to evolve beyond media exposure for clients.

Before we can implement marketing and communication plans, we need a brand and messaging strategy to guide us. Having a direction to drive the story serves as a foundation for visual asset development needed to execute marketing campaigns and brand initiatives. On this episode of The Adlibber, we assembled a roundtable of in-house brand strategists and designers, along with an outside videographer and illustrator, to discuss visual marketing influences and keys to working together to achieve brand goals.

The cookie didn't crumble during COVID. Young female entrepreneurs adapted and embraced the virtual world. On this episode of The Adlibber, we discuss with CEO Janet Donovan how the Girl Scouts in the Heart of Pennsylvania have modernized cookie sales during the pandemic and the growing role of digital marketing research and communications tools in Girl Scout programming changes and new opportunities to empower women.

Traditional advertising platforms and social media outlets can help you get your campaign messaging out to a large audience. But to reach specific groups that could benefit from family planning or other health care services, it pays to go out of the box and advertise on niche platforms. On this episode of The Adlibber, we discuss how digital marketing has amplified campaign messaging for the Family Health Council of Central Pennsylvania (FHCCP).

Local government officials are often the first line of communications for the community when a public health crisis unfolds. On this episode of The Adlibber, we discuss life with COVID nearly a year into the pandemic. How are cities like York, Pennsylvania, continuing to pivot their operations and how are changes being communicated to constituents? Philip Given, Chief of Staff to Mayor Michael Helfrich, offers local perspective on current and future trends.  

Brands can't stay static. They must anticipate and adapt to changing conditions. Gavin's team of branding and communications strategists are constantly refining our processes and monitoring the latest digital marketing, design and communications trends to meet the evolving needs of our clients. On this episode of The Adlibber, three members of the senior team discuss the biggest trends they are expecting in the year ahead.

The role of community colleges is to provide affordable, flexible education options for students and create workforce development programs that meet the changing needs of employers. HACC, Central Pennsylvania's Community College, has been doing that for more than 50 years, contributing $1 billion annually to the regional economy. During the pandemic, HACC has been pivoting more and fostering new partnerships to serve the community. Dr. John “Ski” Sygielski, HACC's President, discusses the institution's evolving community role.

Entering 2020, the events business was booming. Once the COVID-19 pandemic hit, events were postponed, canceled or reworked as virtual events.  In this episode, Macey Ley, an independent creative director and event strategist from Atlanta, discusses the ripple effect on the meetings and events industry, how tactics quickly evolved to rebuild events and communicating change. We also talk about the importance of content in a digital world, the role of technology and the future of events.

Consumer behaviors and purchasing habits are constantly changing. Spending continues to move more online and decisions are being made across a growing number of digital platforms. In this episode, Gavin's Director of Digital Services, Jason Altland, talks about the agency's layered approach to digital marketing strategy and reaching today's consumer, the impact of design and public relations efforts on digital services and trends on the horizon.

Community building is never easy and the needs continue to grow. Throw in a global pandemic and community support efforts by organizations like Community First Fund rise to unprecedented levels. In this episode, we talk with Dan Betancourt, President and CEO of the Lancaster-based Community First Fund about city and state emergency business funds created during COVID-19, his organization's history of business and community support initiatives and communicating a major merger in Philadelphia during the pandemic.

COVID-19 has forced rapid fire changes in how organizations communicate with the public and employees. Gavin's team of communications strategists has advised clients on pivoting brand messaging and proactively communicating changes. In this episode, Gavin President/CEO Mandy Arnold and Director of Public Relations Kim Myers discuss the history of crisis communications, how companies have adapted during COVID-19 and Gavin's strategic growth.

Businesses and non-profit organizations have modified operations and amended their messaging to reach their target audiences as the COVID-19 pandemic has affected the economy. Patricia Fonzi, President and CEO of Family Health Council of Central Pennsylvania (FHCCP), a non-profit organization dedicated to improving health, preventing disease, and promoting wellness, quickly assessed the pandemic's impact on the communities served by FHCCP. Her team worked quickly to shift program messaging and safely administer critical services to those most in need under stay-at-home restrictions. In this episode, we talk with Patricia about what led her to FHCCP, alternative social sites the organization is using to share campaign messaging and how this global pandemic will drive future decisions in the health care industry. Note: This episode was recorded remotely during the COVID-19 pandemic.

The growing demand in the trades is no secret and has forced companies to act quickly as they expand. Bob Whalen has been faced with this task as HB Global continues its expansion throughout the United States. In this episode, we talk with Bob about branding and internal communications, recruitment and HB Global's transition and evolution as an ESOP. Visit us at adlibberpodcast.com. Note: This episode was recorded before the COVID-19 pandemic.

The media landscape continues to evolve amid large corporate mergers and the dramatic rise in digital, mobile and social channels. Cathy Hirko has seen this shift firsthand, having worked in a variety of local newsrooms and business-to-business media companies for the past 25 years. In this episode, we talk about the digital consumption of news, reaching your target audience through new mediums and the future of traditional media companies. Visit us at adlibberpodcast.com. 

Nine years ago, Mandy Arnold founded Gavin, a digitally minded public relations and marketing agency serving clients nationwide. Gavin has continued on a path of growth, evolving its influence within the communications field and beyond to guide clients through complex markets. This year, Gavin shares its influential thinking with the launch of The Adlibber Podcast. In this first episode, we explore Gavin's own brand story and Mandy's path to building a leading boutique communications firm. Visit us at gavinadvertising.com/theadlibber.