September 2006

What with writing blogs, podcasts, internal newsletter columns, and agency promotional copy, I’ve been saying a lot lately: “I need an idea.”

Here’s a technique I use when I’m stumped. I call it “metaphor.”

Here’s how it works. State your problem. Say you’re trying to come up with ideas to improve your marriage. (If you’re reading this, Marsha, don’t worry, it’s just an example). Next, spy any object—say a pencil. Then simply apply the characteristics of the inanimate object—in this case the pencil—to your problem, thereby improving your marriage.

Here’s the way your internal dialogue might go:

“Wow, is this a stupid exercise.”

“Hey, don’t be so negative. Give it a try.”

“Fine. Okay. What characteristics does a pencil have?”

“Well, it’s pointy”.

“Applying that characteristic to my problem . . . let’s see. . . well, I could get to the point faster. That would help.”

“Good. What other characteristics does a pencil have?”

“It’s got an eraser . . . I can erase all the mistakes that were made . . . forgive and forget!”

“It’ll break if I bend it too much . . . better not put too much pressure on the marriage or it could break.”

“This pencil has a number 2 on it. . . I should put her needs first and make myself number two.”

And so on. You’ve just generated four ideas to improve your marriage.

One of the keys to creativity is stimulation. In his book “Jump Start Your Brain” author Doug Hall cites research that claims focus groups who are given toys or other objects to stimulate their thinking come up with 500% more new product ideas than those who are simply asked to generate ideas without stimulation.

Try it. You might just save your marriage!

This is the final in our series of pieces on the positions of the Media department and their importance to the success of our clients.

Have you wondered how the Media Analysts and Buyers got so good at what they do? A big part of their success can be attributed to PlattForm’s Media Planners.

Long-time members of the PlattForm team, the Media Planners use their knowledge of markets, clients and various aspects of media, combined with leadership skills, to guide the Analysts and Buyers.

Overseeing the development and growth of a team of Buyers and Analysts, they are constantly refining their teaching methods to reach each of their team members in the best possible way.

“The Media Planner basically acts as a second (or third) set of eyes over the accounts on his/her team. The Planner is there to provide leadership and guidance to each team member…” said Brian Sumner.

The Planners look over buys and lead tracking every week to ensure the highest level of service for our clients. Because it’s not possible for a Planner to look at every single transaction, they have to rely on the training they have provided their team.

Becoming a Media Planner takes time and dedication.

“To prepare for this role, you must be able to make concrete buying decisions, be solution-focused, always with the clients’ goals in mind, and be able to negotiate at a high level in order to get the most for your client and enable them to be productive within their business,” said Katie Tomlinson.

Media Planners have a busy job. In addition to their other duties, they are constantly searching for out-of-the-box solutions to client problems, and they must continually expand their knowledge of the industry. And in the end, just like our Buyers and Analysts, they enjoy what they do and find the satisfaction from a job well-done worth all the hard work.

“Many things are challenging but very rewarding afterwards, and that is what makes it a great position,” said Stacy Pendlay.

NEWS FLASH! PlattForm is now offering its employees a whopping $200 if we happen to refer somebody that ends up landing their dream job here.

That being said, the holiday shopping season is right around the corner (ahem!).

So, since my blog tends to get a lot of hits, and Mama needs a new pair of shoes, I’m officially putting the word out: If you’re fresh out of college and looking to get into the advertising milieu, then e-mail me your resumé IMMEDIATELY, if not sooner.

No, seriously. It’s michaelm@plattformad.com. That’s michaelm@plattformad.com!

This place is filled with tons of fresh-faced newbies who are excited and eager. Newbies who have NO idea what they’re doing … yet. That’s the beauty of this ad company: we give you a chance. PlattForm gives you an opportunity to succeed and, more importantly, the chance to get your foot in the door. Plus, who better to promote the college industry than recent college grads?!

This is a company filled with a bunch of creative whackos and ingenious nutcases who thoroughly enjoy what they do. Now, when I started three years ago, I was employee #101. We’ve now tripled in size. Impressive, huh? We’re well on our way to being the third-largest ad agency in Kansas City, yet we’re still small enough to know everyone’s name around here.

Are you Webalicious? Then apply. Are you wildly visual or wildly creative? Then apply. Are you thorough and slightly left of center? Then apply. Are you an effective, efficient, yet neurotic number cruncher? Then apply. You can’t win, if you don’t play.

I’ve worked at a lot of places, and none of ‘em had the charisma and energy this place does. So if you think you’ve got what it takes and you’re ready to be the new kid on the block for about 10 minutes, then send me your resumé. I’m not writing this for my health, you know. If you get the job, lunch is on me.

So, in case you missed it the first time, it’s michaelm@plattformad.com. That’s michaelm@plattformad.com!

After you make it big, you can thank me later as “one of the little people who made this moment possible.”

Children are by far the best purveyors of public relations on the planet. When you live in a house with three children under the age of three, that fact is virtually unavoidable come birthday season.

This year marks the first ever that the Kuzma clan has hosted three birthday parties in one year. My daughter Caroline’s first birthday is tomorrow. Naturally, to avoid the heartache that would result in giving a present only to her, we bought presents for all the children so no one would feel left out when she opened her gifts. If you do the math, that means at our house we actually celebrate nine birthdays for three kids: Each kid gets their own special day and shares two others with their siblings.

An arrangement like this makes perfect sense in the minds of their parents. The kids managed to sway our opinions over time through a very comprehensive and strategic public relations campaign. In the months leading up to September, they utilized all the hallmarks of any good PR initiative: consistency (constant reminders), sincere messages (actual tears) and, finally, capitalizing on our relationship (begging mixed with threats of public tantrums).

These principles are similar to the ones our PR team uses in forwarding the objectives of career schools. If you’re struggling in getting any response to your school’s PR campaign, try implementing these concepts into your approach:

• Consistency:
  Don’t just send out one press release and cross your fingers in hopes that it will wind up in the newspaper. Establish consistent communications with the news media so reporters know you’re serious about promoting your school and publicizing its goals. Put together a schedule for releases you want to send and make a phone call to introduce yourself.
• Sincerity:
  Career colleges need to be sincere in their message and reach beyond the simple goal of attracting more leads. If that’s your purpose, stick to direct response. If you want to distance your school from competitors, improve your conversion rates, make faculty and staff proud of the place they work and experience more enrollments, then check out PR.
• Relationships:
  Deepen your relationships with journalists by following up. Are you sending releases to the right contact? Are the stories you suggest of interest to them? If not, what could be changed to make them more attractive? What other stories might they be interested in?

When I get home tonight, I’m going to remember what I told you and put my own PR plan into effect with the kids. I’ll let you know how it works … if I survive.

Karma—n—The effect of a person’s actions and conduct during a person’s existence, regarded as determining that person’s destiny.

Rick Williams, the Target Admissions Support Center Executive Director and Dave Meierotto, DOA Trainer and QA Manager, gave a capabilities presentation yesterday to enlighten a few of us on what exactly they do. TASC is PlattForm’s 240-agent contact center offering inbound and outbound “tele-connection” services.

Most people cringe at the words “call center.” It evokes images of dinners interrupted by pushy salesmen trying to sell you aluminum siding even though you own a brick home. But the overriding message I heard from Rick and Dave is that they are not selling anything. They are changing lives.

When one of our outbound ASR (Admission Support Representatives) reaches a party with absolutely no interest in talking about furthering their education, the ASR is instructed to thank the party, and wish them luck or a good day.

Even in the face of rejection, the ASR changes lives — maybe it’s only making someone’s day better with a kind word or smile. Nevertheless, I think that’s a good thing. And if there is any justice in the world, it should result in some pretty good karma for everyone working at PlattForm’s Contact Center.