Katrina Olson

Strategic Communications

What will you do differently next year?

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As January 31 approaches, think about what you’ll do better or differently in 2016. Aside from (re)commitments to eat healthier, travel more, learn a new language, or go skydiving, you’re probably hoping to become a better marketer.

Since this will be my first year (in a while) as a full-time writer, consultant and trainer, most of my professional goals are about building relationships. But I’ll share a few others—two are always on my list regardless of my job or position, and one is related to my new career status.

1. Make education a priority.

I plan to actually attend some of those free webinars offered by MarketingProfs, American Marketing Association, Cision, Marketo, HubSpot, LinkedIn, NetBase and others. (I usually register and don’t attend.) I might even take an online class, read a few more books, or send my self to a workshop.

2. Step outside my comfort zone.

I love writing, creating, teaching, coaching, planning, strategy and other “word-related” things. But I’m not as excited about numbers. I have worked with Google Analytics, but it’s not fun for me. So this year a plan to push through and learn more about web analytics and other “number-related” things.

3. Redefine my brand.

I’m working with a residential and transitional treatment facility for severely emotionally disturbed youth that is now offering counseling services externally to community youth. Although they could help children any behavior related challenges, they’re best at helping kids with severe issues. That’s where they can make the greatest impact. Similarly, I can perform a number of marketing related services, but what am I best at? This is how I will redefine my brand.

What are your goals for 2016?

Will you step up your social media game? Learn a new skill? Hire a much-needed marketing team member? Set the bar a little higher in terms of marketing creativity and execution? Develop a full-blown digital media strategy?

Whatever it is, don’t think you have to do it all at once. Ten years ago when I started teaching, I had no formal training in social media. (Who did?) I thought, “If I’m teaching advertising, PR and writing, I need to know this!” So I exposed myself to social media, little by little. I read articles, watched YouTube videos, and attended webinars and workshops.

You can use a similar approach when taking on a big project or learning a new skill. If you want to be a better writer, start by reading Eats Shoots & Leaves by Lynne Truss. It’s educational, fun and an easy read. Next, subscribe to the podcast, Grammar Girl Quick & Dirty Tips for Better Writing. (It’s free!) Or sign up for Ragan.com’s PR Daily, which often includes short articles on writing.

Attend a webinar or workshop, or hire a writing coach or editor—whatever you’re comfortable with. Start small and work your way up to bigger steps. After all, making small, gradual progress is better than making no progress.

You can also start by breaking those big projects into smaller steps. When I decide to paint a room (which I dread), I’ll spend weeks mulling over color choices and looking at rooms on Houzz.com. Next I pick up paint chips and swatches. After choosing a color, I buy paint and supplies. Days or weeks may pass before I actually start preparing the room—cleaning, moving furniture and taping (before I learned to “cut in” with a brush). Now I’m ready to paint and it’s not as daunting because I’ve already done so much of the work.

Whatever you want to accomplish this year, don’t let procrastination or intimidation stop you. Take a baby step or two…soon you’ll be on your way to achieving your goal!

Good luck and I wish you a productive, fun and prosperous new year!

The Care and Feeding of Creatives

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On Tuesday I had the pleasure of meeting with a group of bright, young, creative marketing professionals in North Carolina. It took me back to my days as a creative director and agency principal, when I led a similar group.

You can find tons of articles or blogs about how managing or supervising millennials is different, challenging and sometimes even annoying. But working with what the agency world calls “creatives” is even more unique. Here’s how—and what creative types need to produce their best work.

1. Creative people need time and permission to play at work.

This doesn’t mean putting a basketball court in your parking lot. (Although that would that be fun? My agency had an air hockey game—and a cat). But they do need time set aside for experimenting and brainstorming—and long enough deadlines to allow them to play with ideas, then set them aside to incubate before choosing one.

2. Creative people need the freedom to develop their own ideas.

My boss (who I really liked) at a hospital where I worked had this brilliant idea for a photo shoot. She wanted a line of 4 or 5 babies shot from the back side, facing a white wall. (This was before Photoshop.) Sure, it sounded adorable. But imaging trying to get even one baby to stare at blank wall with 5 people (including mommy) behind them talking and making noise? Impossible.

3. Creative people need to be allowed (and encouraged) to take risks.

Yes, their concept may sound crazy or “out there,” but everyone from Captain James T. Kirk to Captain Jack Sparrow has gone out on limb to try something different…something that’s “so crazy it must might work!” Of course, we shouldn’t model our marketing strategies and executions after fictitious characters, but taking a chance now and then pays off and makes you stand out from the also-rans. Of course, you have to be prepared for  occasional mistakes or missteps as well. That’s part of the package.

4. Creative people’s work needs to be (as much as reasonable) defended and protected.

When I worked with the banking industry, my team would present concepts, get them approved, develop copy and design, and get final approvals for a campaign, for example, from the president. Then, right before delivering final artwork for printing, he would “run it by his wife” who inevitably had MAJOR changes. However, because we didn’t present to her, she didn’t understand the concept, so the ads became convoluted and diluted. It really took the wind out of our sails.

5. Creative people need to have their work recognized and rewarded.Everyone likes to be told they’re doing a good job, but having that work validated externally by receiving awards, having their work featured in publications, or even just showing off their stuff at a PechaKucha (http://www.pechakucha.org/) event—is enough to recharge a creative person’s batteries.

Savvy marketers know what what’s important is building relationships, pleasing clients and most importantly getting results. And that is satisfying. But giving your creatives a little instant gratification—especially if they’re millennials—goes a long way. I’m happy to report that my friends in North Carolina are doing a lot of things right! And hopefully, this year, they’ll be able to check another one more of those five items off their list.

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Katrina Olson is an award-winning marketing and public relations consultant, marketing coach/trainer, writer, and principal of Katrina Olson Strategic Communications. She has been writing professionally for 25+ years for national, regional and local clients. She can be reached at katrina@katrinaolson.com or via her website at katrinaolson.com.