klc biz 2 16

Business ConnectionK e l s o L o n g v i e w C h a m b e r o f C o m m e r c e

Volume 8, No. 2 February 2016

Please see Rinard, page 3

WednesdayFebruary 3 – 7:30 a.m.

Education Foundation CommitteeLCC Student Center 210A

Conference Room

ThursdayFebruary 4 – 7:30 a.m.

Ambassador CommitteeCanterbury Park

TuesdayFebruary 9 – 5:30 p.m.Business After Hours

Foster FarmsHosted at the Red Lion Hotel

& Conference Center214 Pacific Ave. S., Kelso

MondayFebruary 15 – President’s Day

Office Closed

TuesdayFebruary 16 – NoonBoard of Directors

Longview Country Club41 Country Club Dr., Longview

ThursdayFebruary 18 – 5:30 p.m.

Lower Columbia ProfessionalsCaps, Corks & Cupcakes

Five Don’s Brewing1158 11th Ave., Longview

Every MondayLegislative Briefing Breakfast – 7 a.m.Red Lion Hotel & Conference Center

214 Pacific Ave. S., Kelso

Every Wednesday Chamber Connections

KEDO/1400 AM – 3-4 p.m.Stream live at www.threeriversradio.com

Local guest and current events

Calendar

Rinard’s enthusiasm for the community where she was raised and calls home, and her zeal for the Chamber that supports it, is evident in her dedicated service and the countless ways daily she sings its praises through her words and actions. Rinard has been involved in the Chamber through her employers for 30 years.

“Every Chamber member has this circle of influence and it’s dynamic,” she said. “Community engagement is very powerful.”

Rinard’s first encounter with the Chamber came as an administrative assistant through then-Columbia National Bank. She thanks Bob Lund and Barb Brusco for encouraging her to get involved. She jumped in, attending a Business After Hours event and quickly began creating connections and making lifelong friends. She in-stantly became an active Chamber member.

“I got to be on the ground floor of the Ambassador’s Committee, which we modeled after what Vancouver was doing,” she said. “Our Ambassadors are thriving now. They are the high energy face of the Chamber.” She was also instrumental in the fundrais-ing galas and auctions and was one of the first co-hosts of the Chamber Connection radio show.

Chamber CEO Bill Marcum said his first encounter with Rinard was through the Ambassadors when he moved to Longview, the first time, in 1992 and was working for The Daily News.

“I joined the Chamber’s Ambassador group, got my red coat and started my Cham-ber service,” he said. “Julie impressed me then and I thought she would be president of this organization one day. Little did I know then that, 20-plus years later, I would be CEO for the Chamber and Julie would now fulfill my expectation as president; I look forward to a great year with Julie at the helm.”

New president carries Chamber spirit in her heart

ack in 2007, the Kelso Longview Chamber of Commerce presented Julie Rinard with its Spirit Award.

“It said I represent the spirit of the Chamber and I just loved that.”B

Now Accepting Nominees 2016 Pillars of Strength & Crystal Apple

Business & Education Awards Please take a moment to nominate educators, businesses

and individuals who you feel should be recognized for their outstanding work in our community

Education Categories LCC: Higher Education Teacher of the Year Higher

Education Classified/Support Person of the Year K-12: Administrator of the Year Teacher of the Year

Classified/Support Person of the year Workforce Best Practice

Company Best Practice Individual Achievement Business

Business Person of the Year Small Business of the Year Large Business of the Year Small Non-Profit of the Year

Large Non-Profit of the Year

Go to: www.kelsolongviewchamber.org under “Applications” tab for nomination forms and criteria

Deadline for nomination submissions: March 23, 2016

In the year ahead, Rinard said, she, the board and the staff are embracing a set of goals that include: ensuring long-term finan-cial sustainability; ramping up support for downtown Kelso and Longview; moving to become more relevant for larger industry needs; engaging a new generation of owners and employees, as well as businesses; improving event attendance; and advocating for shopping local.

“The Chamber offers so many benefits,” Rinard said, quickly ticking off how the Chamber gives small businesses a voice and marketing avenue in the community, as well as how it collabo-rates with large companies and extends Chamber benefits to their many employees. “The partnership is so important.”

Rinard tries to attend most Chamber events.

“It’s a very diverse group and you don’t know who you are go-ing to see or when you will make a connection you might oth-erwise have missed.”

Between Chamber events, her busy job as Gift Planning Man-ager for Community Home Health & Hospice, and her work with the Kelso Rotary, Rinard finds time to continue her educa-tion, visit children and the elderly with her adopted longhair Dachshund and, just recently, venture into the 4H arena.

“I’ve been approved to be a 4H leader, teaching kids to sew,” she said, passing on the skills and lessons her grandmother, mother and aunts shared with her as a young girl.

And, how did she come across this opportunity? The Chamber

of course, a chance encounter with someone at the Chamber’s Business Boot Camp seminar on boardmanship.

“It’s an opportunity to be a voice, to help the community,” she said.

This feature was written for the Kelso Longview Chamber by Brenda Sexton.

Rinard, from page 1

Kelso Longview Business Connection February 2016

3

Kelso Longview Chamber of Commerce Team

Bill Marcum, CEOKaren Sisson, Project ManagerAmy Hallock, Bookkeeper

Kelso Longview Business Connection is published monthly by the Kelso Longview Chamber of Commerce. 105 N. Minor Road • Kelso, WA 98626 • 360-423-8400

To advertise, call Bill Marcum, 360-423-8400 or e-mail [email protected] Deadline: 20th of each month.

Facilitating Growth Through Leadership and Action

We are a membership based not-for-profit

organization. Join us today!

1452 Hudson St. • US Bank BuildingSuite 208 • Longview, WA

360.423.9921www.cowlitzedc.com

Resources•

Access•

Partnerships

❞Julie impressed me then and

I thought she would be president of this organization one day. Little did I know then that, 20-plus years later, I would be CEO for the Chamber and

Julie would now fulfill my expectation as president; I look forward to a great

year with Julie at the helm.

Chamber CEO Bill Marcum

Connect with Legislators Legislative Briefing Breakfast

Begins Monday, January 25, 7am, RED LION and continues each Monday throughout the Legislative Session

Each week contact is made with our local legislators, either in person or by conference call, for an update on the bills and issues currently under consideration. Gary Chandler from the AWB is our main source of information as to what is going on in Olympia from a business perspective.

As a business, you often feel the impact from some of the decisions made by our State Legislators on your ability to do business in Washington State. These breakfast briefings give you an opportunity to discuss personally with your elected officials issues that impact your business and seek options that provide for better business operations in Washington.

Two major issues to be addressed during this session that WILL affect your business: Statewide Minimum wage ($12 - $15) and Predictive Scheduling. What is that? Come find out! Be heard!

January - April Legislative Update Breakfast

Mondays RED LION, Birch Room

7:00 a.m.

May - December Legislative Committee Meetings

First Monday of each month Location for 2016:

Teri’s Restaurant - 12:00 Noon


5

Government Affairs Committee

By Ken Grams Chair – President/CEO, KinetiQ Group

In recent musical history, lyrics, song titles, and album names have referenced “Politics as Usual”. From Jay-Z (song and lyr-ics, 1996) to Dh Next Up (album, 2015), we typically have not heard positive themes. A song of certain hope by Ludacris in 2008 entitled “Politics as Usual” included the lyrics, “’Cause Obama is here…The world is ready for change cause Obama is here!” While most of US were hoping for change, many may be still waiting for it when it comes to politics.

Apparently “politics as usual” originates with the rise of one of our most storied chief executives: Andrew Jackson and his rematch against John Quincy Adams in the bitter, brutal elec-tion of 1828. General Jackson, whose toughness earned him the nickname “Old Hickory,” knew he needed an overwhelm-ing force against the “elitists,” who had denied him the White House in 1824. Result: the modern presidential campaign and party system.

Okay, okay… enough of the history lesson. So, a few members of your Government Affairs Commit-

tee recently, eagerly went to Olympia for the 2016 Legisla-

tive Day and Hill Climb for Associa-tion of Washington Business (AWB). First, Governor Jay Inslee welcomed a diverse group of employers, cham-ber of commerce members, and nu-merous Washington business leaders. Governor Inslee said he was “thrilled” about “…the great leadership many, many business leaders are showing across the state about voluntary energy efficiency and carbon-reduction measures already taken by employers.” However, the Governor next addressed his controversial car-bon cap regulation being worked on by the state Department of Ecology. Regrettably, such a policy will raise the cost of en-ergy – fuel, natural gas and electricity – immediately impact-ing the costs to consumers.

The AWB day included important discussions about issues facing employers and the state’s competitiveness, including minimum wage (impacting large and small business), predic-tive scheduling (part-time employers beware), carbon limits and regulations. These hot issues will not only impact you, but families in the state of Washington for generations. We can’t afford politics as usual and it’s time to be heard!

Politics as usual in Olympia

6


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By Bill Marcum CEO – Kelso Longview Chamber of Commerce

This will be my fourth year with the Building Bridges Expo. The past four were planned as a Business-to-Business Expo for the most part. This year, Dawn Smith with Cowlitz County Tourism and I have decided to partner to make this event even better. In the past, Dawn has put on a Tourism Expo a few days after the Building Bridges Expo. She has 20-plus tourism re-lated businesses from around Cowlitz County attend. She also invites concierges from Portland to Seattle to attend to see what our area has to offer in the way of tourism, things to see and things to do. This year we are merging the Business Expo with its 80-plus business participants with the Tourism Expo. The goal – combining both events into one will generate more inter-est, more attendance and greater visibility for our participating members.

KapStone again this year will be our Presenting Sponsor, and I would like to specifically thank Rosemary Purcell and every-one at KapStone for their support of our many Chamber events during the year, and their support of many, many community events as well. Your support and generosity is unmatched. The event is planned for Wednesday, March 9, from 3 to 8 p.m. at the Cowlitz County Conference Center.

Our Major Sponsors are Twin City Bank, Prographyx, Millen-nium Bulk Terminals, BiCoastal, PeaceHealth, Koelsch Senior Communities and KUKN, KLOG and The Wave. All of these sponsors are in their fourth year of sponsorship and see great value in this event.

Our Media Sponsors are KUKN, KLOG and The Wave, Valley Bugler, Columbia River Reader, Minuteman Press, Global Im-ages Graphic Design and Marketing, My Agency, Prographyx and BiCoastal Media. Each of these sponsors assist the Cham-ber with marketing the event with radio spots, newspaper ad-vertising, graphic and logo design, social media advertising, banner advertising and signage. They also all contribute a $500 gift certificate toward the $5,000 media kit we raffle off to one of our booth or table venders. That’s $5,000 of professional assis-tance from 10 different professionals in 10 different areas. How

can this not help your business be more successful? Thank you to these fantastic sponsors.

We have two deadlines to secure your booth or table space. Early deadline is February 19. Booth space is $250 for Chamber members and $350 for non-mem-bers; table space is $150 member and $250 non-member. After February 19 prices go up to $450 for booth space (member) and $550 (non-member); table space is $250 member and $350 non-member. So don’t delay, call us today and save $100 to $200 or go online at www.kelsolongviewchamber.org and get signed up. We are estimating more than 100 businesses participating.

From 5:30 to 8 p.m. we will be giving away baskets and gift certificates provided by many of the booth and table venders, nearly one every 10 minutes will be given away. Light hors d’oeuvres will be served and beverages will be available. Come celebrate a true business to business after hours... there will be no cost to attend the event. You might even get to ride a bull, zipline the expo, fish in a trout tank? Who knows how much fun you will be able to have during a full day at the Business and Tourism Expo.

Building Bridges 2016, presented by KapStone, spans wider audience

CEO’s Message

We proudly announce the fifth annual Kelso Longview Chamber of Commerce and Cowlitz County Tourism Business and Tourism Expo. Our goal is to showcase the businesses of Cowlitz County. NOW is the time to sign up to be one of the over 80 businesses showcasing who they are and what they do.Again, this year we will offer a chance for one of our booth or table holders to win a Multimedia Packaged valued at close to $5,000 that can be used for local newspaper ads, radio spots, web design and graphic design. We will also be giving away baskets of goodies provided by our sponsors and vendors. Sign up today to have a booth, a table space or to become an event sponsor!

March 9, 20163:00 pm - 8:00 pm

COWLITZ COUNTY REGIONAL CONFERENCE CENTER

SIGN UP NOW!Up to $200 off for early sign up.

Additional Sponsorship Packages Available

Includes booth space, logo on all printed material, logo on website, banner at event and all advertising.

Call today 360-423-8400 or register online www.kelsolongviewchamber.orgMajor Sponsors:

Media Sponsors:

Booth Space (36 Available) Includes 2 lunch tickets • extra tickets $15

Chamber Member (any area Chamber Member)

$250 before February 19

$450 after February 19

Table Space (84 Available) Includes 2 lunch tickets • extra tickets $15 each

Chamber Member (any area Chamber Member)

$150 before February 19

$250 after February 19

Non-Chamber Member $350 before February 19

$550 after February 19For information on joining the Chamber visit:www.kelsolongviewchamber.org/members/become-member

Non-Chamber Member $250 before February 19

$350 after February 19For information on joining the Chamber visit:www.kelsolongviewchamber.org/members/become-member

PRESENTED BY

Building BridgesB U S I N E S S & T O U R I S M E X P O

8


By Chris Bailey President – Lower Columbia College

It’s a great time to be a Red Devil!In early January, Lower Columbia College (LCC) made a time-

ly submission of proposal for a new vocational building. We are now awaiting the system-wide scoring of the nine statewide pro-posals to see if we make the legislative capital funding list. We hope to hear the scoring results on February 19. The construct would be a 50,174 square foot addition to the campus replacing several older campus buildings currently on the campus.

Lower Columbia is also making a huge commitment to public safety. The administration has been working with faculty and staff all year to improve our campus security/safety and our safety training. This month, the college formally committed up to $750,000 in reserves, capital, and operating money for door hardware, an access system, and a campus notification system to address these important interests.

Meanwhile, campus faculty and staff continue to find new ways to reduce barriers for our students. Some of our faculty are pro-viding “open educational resources (OER),” where instructors

use or create online options in lieu of expensive books. It was estimated that the use of OER saved our LCC students approximately $200,000 already this year. This was a project started by individual faculty and staff members who wanted to do right for students.

This year, we also used technology to increase our advising processes. Whereas, it used to take weeks to assign new stu-dents their advisors, it now takes only minutes to do so due to an application created by members of our own campus staff. This makes sure early advising happens! The technology also increases the opportunity for interactions between students and their particular advisors.

Please feel free to contact me if you have any questions or con-cerns about our state and nationally recognized institution. We are Red Devil Proud!

Lower Columbia College

Beaming with Red Devil pride

Julie Rinard, President Community Home Health & Hospice

Lance Welch, President Elect PeaceHealth

Linda DiLembo, Vice PresidentThree Rivers Mall

Neil Zick, TreasurerTwin City Bank

Michael Claxton, Legal CounselWalstead Mertsching

Diane Craft, Past PresidentKoelsch Senior Communities

Joel Hanson, Past Past PresidentKLOG/KUKN/The Wave

Chris Bailey Lower Columbia College

Clayton J. Bartness, DCLongview Chiropractic Clinic Ken Botero Longview City Council

Bob Crisman Gallery of Diamonds

Wendy Hutchinson Millennium Bulk Terminals

Michael JulianKelso Theater Pub

Bianca LemmonsCowlitz County Title Company

Frank PanarraFoster Farms

Tom Rozwod NORPAC/WeyerhaeuserTed SpragueCowlitz Economic Development CouncilSteve TaylorKelso City Manager

Dennis WeberCowlitz County Commissioner

Kelso Longview Chamber of Commerce Board of Directors

The Kelso Longview Chamber of Commerce recognizes that the skills required for businesses today typically demand post secondary education, and has identified that many students in our area are in need of financial assistance in acquiring additional education after completion of high school. As a business organization, benefiting from the contributions the educational system has provided us, we need to assist students in their endeavor to improve their skills for the workforce of tomorrow.

Students can apply for the Maria Harris Scholarship or the Lower Columbia Professionals Scholarship on the Kelso Longview Chamber website:

www.kelsolongviewchamber.org/applications/scholarship-information

AMOUNT It is the intent of this program to award scholarships in the amount of $500 or more. As the funds for these scholarships are based upon the voluntary contributions of our members, the actual amount is dependent upon the level of contributions to the scholarship fund. CRITERIA The scholarship is to be used at a post secondary institution for tuition (includes trade

schools). The student/applicant must be a resident of Cowlitz County. The student/applicant must demonstrate financial need (Marie Harris only). The student applicant must have a cumulative G.P.A. of 3.25 or better. The student applicant must submit 3 letters of Character Reference from a parent or

family member, a friend or community member and one educator. Letter shouldaddress character, personality, and academic or community involvement.

The student applicant must describe future education goals, plans for financing youreducation and community involvement.

The scholarship award must be used within one calendar year of the following term.

Apply Now! Deadline March 23rd!

10


By Amy RenfranzCommunity Engagement and Events Coordinator – Cowlitz Economic Development Council

The Cowlitz Economic Development Council’s (CEDC) stra-tegic plan incorporates “quality-of-place” strategies like lever-aging Mount St. Helens as a major destination. There are a lot of exciting quality-of-place projects under way in Cowlitz County with many partner groups and individuals – you might be one of them. Thank you for realizing that there is a direct connec-tion between the economy and the quality of the place in which we live.

It’s well known that facilities like trails and safe places to bike and walk benefit a community in many ways. Bicycling and walking events can also stimulate local economies. One such event, “Tour de Blast” contrib-uted $31,900 to the local economy in September of 2015. These dollars were spent by cyclists and their families, most of who were from outside of the county, before, during, and after the event.

Special events like Tour de Blast are often seen as “soft” con-tributors to the economy, but there is data to show that outdoor recreation in Washington has a significant effect. Indeed, the recreation market is unquestionably one of the largest markets in the state for moving income from urban to rural areas and building sustainable jobs in rural Washington State. Most out-door recreation related expenditures trickle down to local eco-nomic sectors. Overall, investment in outdoor recreation infra-structure yields high returns throughout the entire state.

Furthermore, outdoor recreation and quality places help to protect natural resources, water quality, wildlife habitat, and the aesthetic beauty of our area. It’s a win-win situation.

Of course, “quality-of-place” extends beyond outdoor recre-ation opportunities. What makes a place good? The availabil-ity of family wage jobs, environmental sustainability, economic growth, a quality education system, housing opportunities, positive health outcomes, and a strong sense of community are all contributors to our place and are items the CEDC strives to support.

If you know of a project that we should be involved in, please let us know. We look forward to working with you to make the most of this terrific place that we get to call “home.”

Cowlitz Economic Development Council

Outdoor recreation matters

Graph from Economic Analysis of Outdoor Recreation in Washington State, 2015

‘

‘Becoming one of the Best of the Best ...’

11


By Chuck Nau Retail Consultant and Sales and Management Trainer Murray & Nau, Inc.

When business is tough to get and the economic environment continues to be challenging, we may often find ourselves asking the question, “Will this be an effective option, whether a prod-uct or service offering, for my client?” Maybe we are asking the wrong question. The better question might be, “Am I being an effective (solution offering) sales or marketing consultant for my client, particularly now, in this constantly changing eco-nomic environment?”

How do you know? Who would you ask?During 30-plus years of interacting with retailers, small busi-

ness owners, service providers, product managers, ad agency decision makers, senior management and others involved in the buying and supplying process, I have had many discussions about what is expected of a superior (...and successful!) sales or marketing consultant. It did not matter if these were local store owners in small markets or national retailers and ad agencies – the following qualities consistently surfaced as benchmarks of a topnotch sales or marketing consultant.

• She is knowledgeable about us – our company, our products, our history, our people and the way we are organized, our cus-tomers, and our goals and strategies to achieve them. She is an idea person, helping us visualize how her offerings can best be utilized to fill our needs. She thinks strategically...challenging us with more strategic ideas and possibilities.

• He gives reasons why his company’s products, including but not limited to, web sites, both his and others, should play an important role in our marketing strategy. He supports his rea-sons with research, testimonials, special features and opportu-nities. He involves us in understanding the value of his product or service offerings. He continually feeds us promotional material, updated market information and new product roll-outs (social and mobile media possibilities) thereby positively reinforcing our involvement with and investment in many of his company’s offerings.

• She is an account manager, not a salesperson. She is our point person for all of our contacts or dealings with her company and any related supplier. She’s enthusiastic and likes what she is doing, she’s honest, and acts in her company’s behalf when she should and our interests when she should. She anticipates problems that may occur and works to minimize their impact on our working relationship.

• He is prepared whenever he works with us, understanding the value of time, using ours and his efficiently and effectively. He is familiar with our budgets, calendars, sale events and the overall decision making process. He is always thinking in terms of a plan or strategy, has an objective in mind, and rarely, if ever, discusses just one opportunity or solution.

• She sells from top to bottom, including everyone involved in the planning and decision making process. She helps solve our marketing challenges and problems, overcoming obstacles, and building on our successes. She keeps our entire team aware of any changes (at her company, with the company, in the market, outside the market) and regularly reviews with us her overall company story.

Last but not least, a topnotch sales or marketing consultant doesn’t sell. Rather, he rolls up his sleeves and works to under-stand what his client is trying to accomplish. Helping them re-alize their goal and strategies through creative problem solving develops a long term partnership between his company and the client’s organization that benefits them both.

© Murray & Nau, Inc.Chuck Nau of Murray & Nau, Inc. is a Seattle area based

publishing consultant and sales and management trainer. He has been a speaker for and conducted advertising, marketing, man-agement and sales training workshops with newspapers, niche publishers, publishing groups and press associations, throughout North America. Comments and questions are welcome and may be directed to Chuck via e-mail: [email protected]. or at 425-603-0984.

12


PeaceHealth

By Carol Wegdahl Occupational Health Coordinator – PeaceHealth Occupational Medicine

We’ve all seen the movie scenes where a man gasps, clutches his chest and falls to the ground when having a heart attack. In reality, a heart attack victim could easily be a woman, and the scene may not be that dramatic.

“Although men and women can experience chest pressure that feels like an elephant sitting across the chest, women can experience a heart attack without chest pressure,” said Dr. Nieca Goldberg, medical director for the Joan H. Tisch Center for Women’s Health at New Your University’s Langone Medi-

cal Center. “Instead they may experience shortness of breath, pressure or pain in the lower chest or upper abdomen, diz-ziness, lightheadedness or fainting, upper back pressure or extreme fatigue.”

Even when the signs are subtle, the consequences can be deadly, especially if the victim doesn’t get help right away. Al-

Keeping our hearts healthy

Keep yourheart happyWho do you love with all your heart? Turns out the same people who warm your heart can help keep it healthy too. They inspire us to stay heart healthy. If you need more support in your pursuit of heart health, PeaceHealth is here with screenings, nutrition advice and teams of specialists who never miss a beat.

Learn more at peacehealth.org/heart.

#hearthappy

Please see PeaceHealth, page 13


13

though heart disease is the No. 1 killer of women in the United States, women often chalk up the symptoms to less life-threat-ening conditions like acid reflux, the flu or normal aging.

Many women think the signs of a heart attack are unmistak-able, but in fact they can be sometimes confusing. You could feel short of breath, “as though you ran a marathon, but you haven’t made a move,” Goldberg said.

“Many women I see take an aspirin if they think they are hav-ing a heart attack and never call 9-1-1,” Goldberg said. “But if they think about taking an aspirin for their heart, they should also call 9-1-1.”

Take a minute and treat yourself to a short film by Elizabeth Banks and share it with the women you love. This short film is entitled, “Just a Little Heart Attack,” and is both hilarious and informative. It can be watched on YouTube at https://www.youtube.com/watch?v=_JI487DlgTA

You can also subscribe to Heart Insight magazine and a monthly e-newsletter that delivers helpful articles and the lat-est news on keeping your heart healthy.

For more information for American Heart Association classes contact PeaceHealth Occupational Health at 360-414-2332 and ask for Carol.

PeaceHealth, from page 12

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CIVIC CENTER BUILDING, 3RD FLOOR1700 HUDSON ST., LONGVIEW, WA

(360) 423-5220 Longviewwww.walstead.com

Walstead Mertsching provides advice and a variety of estate planning services and issues involving the elderly, including:

• Asset Protection• Community Property Agreements• Durable Powers of Attorney• Guardianships• Healthcare Directives/Living Wills• Medicaid and Long-Term Care Issues• Probate• Tax and Retirement Planning• Wills• Will Contests

EstatE Planning & EldEr law

Attorney Michael A. Claxton

Size 1 - 3 Issues 4-7 Issues 8-10 Issues 12 Issues Dimensions1/16 Page $110 $90 $70* $50* 2" x 2.5" (*Includes ad on website)1/8 Page $175 $140 $105* $75* 4" x 2.5" (*Includes ad on website)1/4 Page $205 $170 $140* $100* 4" x 5.25" (*Includes ad on website)1/2 Page $325 $290 $245* $190* 4" x 10.5" (V) or 8" x 5.25" (H)Full Page $625 $570 $480* $400* 8" x 10.5" (*Includes ad on website)

Business ConnectionKelso-Longview Chamber

Over 5,000 email addresses each month!

Advertise your business for

as little as

BONUS Web Ad for

(with 12 mo. agreement)

$5000

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MONTHwith 12 mo. agreement

All ads include full color and any design work. Deadline is the 21st of the month prior to publication. Digital files: high resolution PDF, Tiff and JPEG. Non-Members of the Kelso-Longview Chamber of Commerce please add 30% to above rates.To advertise or request additional information please contact Karen Sisson at 360-423-8400 or [email protected] or CEO Bill Marcum at 360-423-8400 or [email protected]

Attention Business Owners

Let’s step up and make our businesses look great to the many friends and guests

that visit our community each year.

Does Your Business Have Curb Appeal?Your company’s curb appeal goes a long waytoward winning customers over and growingrevenue. Even if you are not a retail business yourcurb appeal sends a message to passer-buyers about the quality of your work. Your business appearanceprojects an image to potential customers and local residents making them more or less inclined to visitor otherwise support your business.

Win the Mayor’s Award for “Best Curb Appeal”All Longview businesses are eligible to win a Mayors award forBest Curb Appeal Improvement. During the months of June-July 2014, you can nominate a business that has made thebe best improvement by posting a “before” and “after” photo. Go to our Facebook page: Make Longview Beautiful. Those visiting this page can “Like” the one they feel has made the best improvement. The one with the most “Likes” wins! Visit this page often and make sure you vote.

Thank you! Go Here & Vote!

Make Longview Beautiful

facebook.com/pages/makelongviewbeautiful

Mint Valley Golf Course

JapaneseGarden

LakeSacajawea

kelsolongviewchamber.org

15

By Joe Gardner County Commissoner

Over the past year, in discussions around town, you have probably heard a lot about homelessness. Out of these discussions several questions continue to come up. This article will (hopefully) provide some answers to those questions.

WHERE DOES COWLITZ COUNTY MONEY TO ADDRESS HOMELESSNESS COME FROM?

Cowlitz County does not use your property taxes to address homelessness. The largest source of this funding comes through the collection of Document Recording Fees. These fees are collect-ed when legal documents are recorded, for example, home sales and property deeds of trust. The collection of Document Record-ing Fees is state-mandated and the money collected is considered restricted funds that may only be used for addressing homeless-ness. The majority of state funds are managed by the Department of Commerce and returned to local governments through grant contracts.

WHAT IS THE HOUSING FIRST! COALITION?“Housing First!” is based on the premise that people have a bet-

ter chance at employment and becoming self-sufficient when they have stable living quarters, their own address and a telephone number. Cowlitz County’s “Housing First! Coalition” was estab-lished in 2007, to encourage cooperation across the County among agencies who dealt with homelessness; thus reducing silos and fo-cusing on each agency’s areas of expertise to eliminate duplication of services. Cowlitz County’s “Housing First! Coalition” is made up of approximately 30 people from across Cowlitz County represent-ing cities, the County, various charitable organizations, health care

providers and citizens at large. When decisions are being made about funding allocations, those members who have a conflict of interest are not involved in the review process (e.g. a member rep-resenting CAP would not take part in allocation decisions if CAP had applied for a grant). The group only makes recommendations to the Commissioners; the Board of Commissioners ultimately ap-proves where the funding goes.

WHAT IS “COORDINATED ENTRY?”As required by the Department of Commerce, Coordinated En-

try represents a centralized “front door” where information on available services is ready to efficiently match homeless and at risk for homelessness households with appropriate service agencies. The program utilizes a standardized assessment process designed to ensure everyone has fair and equal access to available services based on a vulnerability assessment. Coordinated Entry stream-lines access and referrals to services, while also reducing the num-ber of new entries into homelessness by offering prevention and diversion resources during the assessment process. The goals of the program are: 1) to help people find the right service quickly, by reducing or eliminating redundancy in the system; 2) to eliminate opportunities to abuse the system; 3) to provide referrals for Rapid Rehousing rental assistance, and; 4) through data collection, pro-vide insight on how to improve services. A successful coordinated entry system depends on the cooperation of all area services pro-viders.

We cannot afford to ignore the issue of homelessness in our com-munity. We need to work together as we strive to meet the needs of our most vulnerable population. Communication between service agencies is the key to any success we will have from a public sys-tem-wide perspective. Let us not forget, however, that as individu-als, we can all find a way to help those in need. Each of the agencies in our community depends on volunteers and private donations as well. The people of Cowlitz County have always looked out for each other, and right now the need is as great as ever.

Addressing homelessness in Cowlitz County


County Commissioners

16


Kelso

Keeping in touch with citizensBy Mayor David Futcher

It seems sometimes that people in the community are under the impression that we don't want to hear from them as we govern. I promise that nothing is further from the truth. Government is nothing more than a conglomerate of its citizens, so good communi-cation is paramount in increasing our effectiveness.

The city uses many different mechanisms to try to reach out to the community. Perhaps you know about some of these tools:

• The Open Budget tool (http://budget.kelso.gov) gives you access to the details of the city's budget, showing the fund-ing sources and uses of your money, including trends over time. It’s updated monthly to provide the latest information.

• The city’s website (http://www.kelso.gov) provides all the forms you need to interact with the various departments of the city, online utility bill payment, and council packets with the same information the city council uses to make their decisions.

• Council meetings at 6 p.m. the first and third Tuesday of each month provide an opportunity for citizens to ad-dress the council regarding their opinions or concerns. The meetings at City Hall are open to all. If you don’t want to attend live, you can watch on KLTV channel 29, or on the KLTV website, where they stream our meetings live and also archive them for later viewing.

• Follow the Facebook pages for Kelso City Hall, the Kelso Police Department, and the Kelso Public Library to keep up on the happenings around town. If you’re really bored, fol-low the mayor, too.

Do you have other ideas for effective outreach? I'd love to hear your suggestions.

Longview

Creating choices for the creativeBy City Councilmember Ken Botero

Greetings for the new year and all of the positive ideas,

dreams, and successes in store for all of us.

The city of Longview has a focus on creating a “Quality of Place” for the future and I would like to ask – why do people, especially talented, creative people, who have many choices, opt to locate in certain places? What draws them to some places and not others?

Economists have paid a great deal of attention to the loca-tion decisions of companies, but they have virtually ignored how people, especially creative people, make the same choices.

Generally, we can think of “Quality of Place” as cutting across three dimensions:

a.) What’s there? The combination of the built environment and the natural environment, a stimulating, appealing, set-ting for the pursuit of creative lives.

b.) Who’s there? Diverse people of all ethnicities, nation-alities, religions, and social orientations, interacting and providing clear cues that this is a community where anyone can fit in and make a life.

c.) What’s going on? The vibrancy of the street life, café culture, arts, music, the visible presence of people engag-ing in outdoor activities – altogether a lot of active, creative goings on.

A “ Quality of Place” can be summed up as an interrelated set of experiences. Many, like the one’s mentioned above provided by the street level scene, are dynamic. You can be more than a spectator, you can become a part of the scene, you just need to put forth the effort and partake in the beau-tiful new Longview Downtown Streetscape, and let the busi-nesses know of your desire to make Longview that “Quality

Please see Longview, page 17

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of Place” we keep hoping for. The street buzz is there for your use if YOU desire, or you can retreat to your home, or some other quiet place such as our beautiful parks and the gem of southwest Washington, Lake Sacajawea, or take a walk on one of the many trails in the Longview area.

Creative people enjoy a mix of influences. They want to hear different kinds of music, go to art events at the Co-lumbia Theatre, Stageworks, the college and our local high schools. They want to socialize with other people and trade their views. So I invite all of you, business owners, citizens, creative individuals and citizens in general, join in and prove to ourselves that this time next year we can brag about being the “Quality of Place” of southwest Washington.

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18


You…an entrepreneur?By Jerry D. Petrick Certified Business Adviser

The work I do is some of the coolest there is; working with really fascinating people, from a variety of backgrounds, with different skills and resources who share one key attribute: they have tapped into, or are in the process of tapping into, some-thing we ALL have access to – the entrepreneurial mindset. In this article I will share some perspectives about entrepreneur-ship that may challenge conventional wisdom and even your own beliefs about entrepreneurs (perhaps even yourself) and how “they” think.

I often hear people speak of entrepreneurship as a birthright; that you either have “it” or you don’t - in other words, that en-trepreneurs are born not made. Think of it in terms of a horse and jockey – the idea is the horse; and the person is the jockey. We think all we need is a good horse (we don’t need to learn to ride) – the reality is the reverse; a great jockey can win with virtually any horse. So, a great entrepreneur can be successful with just about any idea.

I would like you to consider a different way to think – what if...we adopted the belief that entrepreneurship can’t be taught but it CAN be learned?

In my experience, the entrepreneurial mindset is available to all of us – it requires us to learn and use different skills; to ap-proach the world differently. This explains how it is that peo-ple from very different circumstances AND those who have essentially the same resources, skills, and opportunities can and do accomplish widely different levels of success.

So, what is “entrepreneurship”? From my perspective (and for the purposes of this writing):

Entrepreneurship = the active practice of the Opportunity Discovery and Validation Process.

Since it is a process, there is a set of activities and skills which can be learned and practiced by anyone in virtually any situ-ation – in short, it is a WAY OF THINKING – A WAY OF APPROACHING THE WORLD – in or outside the world of business.

When I talk with business owners they often comment, with frustra-tion, that they wish their employees were more entrepreneurial, creative, dedicated, and displayed more “ownership” for the business. My sense is they are saying they want their employees to adopt or demonstrate a different mind-set – the mindset of an entrepreneur. So if this process can be learned and these skills acquired, how does a business owner facilitate and mentor their team members to use this new mindset? Here are some of the key ingredients of an entrepre-neurial mindset:

THE POWER TO CHOOSE Life is not a lottery. The ability to choose the way we respond

to our circumstances is fundamental to the entrepreneurial mindset. It is our choices rather than our circumstances that will ultimately shape our lives and businesses. Ask yourself, is what I’m thinking: a belief, an assumption, or a fact? Are you reacting or responding? Entrepreneurs respond to their circumstances rather than react to it.

Where is the control? Is the locus of control internal (yours to exert and use) or external (outside of you or your firm)? Recognizing where the control lies will help you know and un-derstand your opportunities.

RECOGNIZING OPPORTUNITIESProblems are often opportunities in disguise. Entrepreneurs

are problem solvers and the secret to their success lies in their ability to identify problems and find solutions. Look for simple solutions – Sam Walton (Walmart) and Bill Gates (Microsoft) applied simple, low cost solutions to customer problems – no need to get fancy or expensive.

Engage in “opportunistic adaptation”. Uncover unforeseen opportunities through interaction and observation with cus-

Business Toolbox

Please see Petrick, page 19

19


tomers, experimentation and adaptation of your ideas to respond to the circumstances.

IDEAS INTO ACTIONThink big. Start small. Act fast. Approach your ideas as unproven assumptions rather than es-

tablished facts. Entrepreneurs are action oriented and they tend to focus their time and energy on things they can change rather than things they cannot. Try this process:

1. Describe the problem being solved or need being fulfilled2. Describe your idea for a product or service3. Describe solutions currently available4. How is your product or service different?

5. How many people have this problem?

6. How will you reach potential customers? (marketing and

sales)

7. Will your customers buy your product or service (What is

your brand? What will they pay for your offering)?

8. How will your customers buy your product or service (on-

line, through partnerships with existing business, stand alone

store)?

9. How can you test these assumptions in the real world?

(quickly and cheaply!)

Final thought: In the true entrepreneurial spirit, I encourage you

to: “Do what you can, with what you have, who you know, from

where you are!”

To learn more about the Entrepreneurial Mindset read: “Who

Owns the Ice House?” by Clifton Taulbert and Gary Schoeniger.

This article was prepared by Jerry Petrick, Certified Business

Adviser for the Washington State University Small Business De-

velopment Center (SBDC) in Longview. He provides confidential,

business advisory services by appointment. He can be contacted

[email protected]

Petrick, from page 18

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Council of Governments

Transportation planning – A brief outline

The Cowlitz-Wahkiakum Council of Governments (CWCOG) is the Metro-politan Planning Organization (MPO) for transportation in the Longview/Kelso/Rainer Metropolitan area. As such it is re-sponsible for the transportation vision or the community. Key components include consideration of possible strategies, input by diverse parties and viewpoints, collaboration of transportation relevant agencies and open and meaningful public involvement.

There is currently an ongoing effort to develop a comprehensive Bike and Pedestrian Assessment in the Metro Area and through-out the five-county regional transportation planning area served by the CWCOG. This assessment will assist in the enhancement of long and short-range transportation improvements priorities in the area identified as “active transportation.” Active transportation refers to any human powered transportation element from cycling to walking and skateboarding to moving in a wheel chair. Walkable communities are those where it is safe, convenient and comfort-able to move around town in an active trip.

As part of the public outreach effort the CWCOG has set up a community survey on bike and pedestrian needs and de-sires. To provide input you can go to https://www.surveymon-key.com/r/G76T8BD to participate in the survey.

Active Transportation is one of four emphasis areas in the 2040 Regional Transportation Plan (RTP) that includes the long-range transportation plan for the metropolitan area. Other emphasis areas include Freight Transportation, Road-ways and Public Transportation. Later this year the CWCOG will embark on an effort to solicit input on long-term strate-gies needed to ensure adequate Freight Transportation. The membership of the Kelso/Longview Chamber of Commerce

is strongly encouraged to engage in this discussion as we kick if off in the coming months. The four emphasis areas serve to provide focus in the analysis of the regional transportation gaps and needs, and the development of next steps. These emphasis areas are in-tended to support and build upon RTP goals. They were estab-lished with the recognition that many of the next steps developed under each strategy will further the intent and direction of the RTP vision, goals, and policies.

According to the Transportation Planning Process Briefing Book from the Federal Highway Administration the role of the CWCOG / Metropolitan Planning Organization includes the following roles:

1. Establish a setting for effective decision making

Establish and manage a fair and impartial setting for effective regional decision making in the metropolitan area

2. Identify and evaluate transportation improvement options

Develop transportation improvement options and use data and planning methods to evaluate whether those options support criteria and system performance targets. Planning studies and evaluations are included in the Unified Planning Work Program (UPWP).

3. Prepare and maintain a Metropolitan Transportation Plan

Develop and update a Long Range Transportation Plan (LRTP) for the metropolitan area covering a planning hori-zon of at least 20 years. MPOs prepare LRTPs using perfor-mance measures and targets.

By Bill Fashing Executive Director – Cowlitz-Wahkiakum Council of Governments

Please see CWCOG, page 21

Source: The Transportation Planning Process Briefing Book, 2015

21


4. Develop a Transportation Improvement Program (TIP)

Develop a short-range, four-year program of priority trans-portation improvements drawn from the Long Range Trans-portation Plan. The MPO creates the TIP with spending, reg-ulating, operating, management, and financial tools. The TIP represents immediate priority actions to achieve the area's goals and associated system performance targets.

5. Identify performance measure targets and monitor whether implemented projects are achieving targets

MPOs coordinate with State and public transportation op-erators to establish performance targets that address perfor-mance measures, as set forth in Federal law, related to surface transportation and public transportation.

6. Involve the public

Involve the general public and other affected constituencies related to the essential decision making elements listed above.

For more information on the various transportation programs and reports of the CWCOG go to www.cwcog.org.

CWCOG, from page 20

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Kelso School District

Five focusesfor 40 for 200 planningBy Superintendent Dan Zorn

Cowlitz County school superintendents presented five areas in need of future focus at the “40 for 2020” event on January 28. We have challenges before us that can only be solved through building strategies that involve our commu-nity partners who share our mission to serve all children. This event provided educators an opportunity to share common challenges and to continue to build the necessary partnerships to assure the success of all of our students.

The five focus areas of focus outlines in the “40 for 2020” event are explained below:

1. IMPROVING STUDENT AND STAFF SAFETY BY CREATING UNIFORM RESPONSES TO SAFETY NEEDS. We recognize that partnerships with law enforce-ment, government agencies, and the community-at-large are the best way to assure the continued safety of our schools.

2. IMPROVING THE RECRUITMENT AND RETEN-TION OF EDUCATORS BY PROVIDING A POSITIVE AND ATTRACTIVE “PLACE” FOR TEACHERS TO TEACH. The superintendents share a goal of making Cowlitz County schools the schools of choice for southwest Washington’s educators.

3. IMPROVE GRADUATION RATES BY PROMOT-ING MULITPLE PATHWAYS TO GRADUATION THAT INCLUDE EXPANDED CAREER AND TECHNICAL EDUCATION (CTE) AND SCIENCE, TECHNOLOGY, ENGINEERING AND MATHEMATICS PROGRAMS (STEM). This challenge includes providing opportunities that meet the needs of our students bound for post second-ary education and those who plan to immediately enter the workforce after high school.

4. EXPAND OPPORTUNITIES FOR LITERACY DE-VELOPMENT AND ACQUISITION AMONG OUR

Longview School District

School boards serve the futureBy Superintendent Glenn Gelbrich

I’ve heard it said that Hall-mark has made everyday a holiday. That may be true. It also may be true that Hallmark has helped us remember to do something we were all taught when we were young – to say, “Thank you.”

January was National School Board Recognition Month. In Kelso, across our state and around the nation, engaged citizens volunteer to serve on school boards. In that volun-teer role, they set policy and provide support for systems of schools that serve our country’s future – the children of our respective communities.

Most school boards meet twice each month with a few exceptions. They develop and revise policy, set budgets, serve occasionally as a review panel for a variety of appeals processes, and hire and supervise the superintendent. They occasionally are faced with difficult and complex decisions and limited resources with which to address them.

And they do much more. For example, they are frequent cheerleaders for our students and the staff members who serve in schools. They visit schools, attend performances, and cheer teams on in a variety of co-curricular endeavors. They preside at events and speak to a variety of clubs and associations.

Our school board members insist that they enjoy serving in this role and believe in the importance of their responsi-bilities. Although they are not financially compensated for what they do, they provide an invaluable leadership voice in our community. Ours do this quietly and humbly.

In Kelso we have tremendous pride based on a collective commitment to serve our community. Our school board members are vivid examples of that commitment. So, to our school board and the school board members around our region, I offer my sincere, “Thank you.”Please see Longview Schools, page 23

23


CHILDREN AND COMMUNITY. Literacy is the gateway to all other learning and is foundational to the success of our community. THE most important thing we do is to teach our children to read.

5. CREATING AND EXPANDING UPON PARTNERSHIPS WITH THE MENTAL AND PHYSICAL HEALTH COMMU-NITY TO ASSURE THAT ALL OF OUR COMMUNITY’S CHILDREN ARE READY TO LEARN. Our primary purpose

is in assuring the academic health of our students however, we recognize the essential role we play in creating partnerships to help assure the mental and physical health of our children.

Good schools are essential to a strong economy, and our suc-cess provides a basis for the success of our entire community. We look forward to working with our community partners as we seek to improve upon the education we provide our stu-dents and ultimately create communities of choice for educa-tors, families, and commerce.

Longview Schools, from page 22

25


Business After Hours

Winner! Winner!Owner Joel Hanson awards Dorian Brebeck with a gift certificate. He and Russ Chittock, giving the thumbs up, were among the many prize winners at the Chamber’s January Business After Hours hosted by KLOG/KUKN/The Wave at the Kelso Theater Pub. More than 200 attended, enjoying a spread of Italian fare and cold beer and wine. A great time was had by all sprinkled with plenty of conversation and networking. Thank you Joel Hanson and team, and congratulations to Shawna Meredith, lucky winner of the Las Vegas trip.

Renee Kerr of Kerr Car Care, Jon Randall with Rely Local, and Sheila Richardson of ToledoTel found some comfortable seating and time to catch up.

Francis Naglich, Mandy Lill and Troy Stariha of Ecological Land Services smile for our photographer.

See more photos on the Chamber’s Facebook page or click here.

26


By Chris Skaugset Director – Longview Public Library

It seems hard to believe but it’s already February. I’ve given plen-ty of reviews and suggestions for business-related titles, but most of them are about a specific theme of subject within the business world. I thought that for this month I would discuss a few of the many business leader biographies that the library has to offer. A business’s success, or its failure, is not always due to the specific product or the market, or any number of the other (too numer-ous to list here) possible reasons but is often due to the person, or persons, behind it in the first place. It’s their genius, drive, persis-tence, or other aspect of their personality and/or character that can make or break a business. There is much to learn, both from their successes and their mistakes, in their lives and their experiences. Below are a few of the library’s more recent business biographies. Come in and see what you can (do, learn, experience, etc.) today!

One of the most interesting, and newsworthy, businesspeople in today’s world is Elon Musk. Technology journalist Ashlee Vance has written an excellent book about the PayPal, Tesla and SpaceX founder in “Elon Musk: Tesla, SpaceX, and the Quest for a Fantas-tic Future.” From his unconventional, and difficult, upbringing in South Africa to his early start-up successes to SolarCity, the solar power company with a unique business model, Vance does a great job of elucidating this complex man covering both the highs and lows of Musk’s personality ranging from his vision, determination, intelligence, whimsy and ruthlessness. Musk is a man not out there looking for the next new business idea, but is actually trying to solve problems that have bothered him for years. This is a fascinat-ing story about a fascinating man that has only really begun to be told.

From a current business magnate, we turn to perhaps the last gen-eration’s rock star business person, Apple co-founder, and driving force, Steve Jobs in “Becoming Steve Jobs: The Evolution of a Reck-less Upstart into a Visionary Leader” written by journalist Brent

Schlender and editor Rick Tetzeli. Based upon a hugely popular 2012 Fast Company article the authors have written a well-researched, and fascinating, book that gives a more balanced and nuanced image of Steve Jobs than seen in previous books. What’s perhaps most interesting about this books is their coverage of the years after he was fired by the company he helped found until his return 12 years later. Jobs was a man of passion, creativity, arrogance, and volatility that led to people often either loving or loathing him (or sometimes both). It is during these years away from Apple, that Jobs was able to learn to lessen his downside by becoming more patient and mature while better focusing on his strengths. Because of this he was able to lead Apple into becoming the technological and societal behemoth that it is.

Finally, I’ll turn to something a little more fun in Rich Cohen’s “The Fish that Ate the Whale: The Life and Times of America's Banana King.” This is the crazy wild trip of a life that was Samuel Zemurray who came to the United States in 1891 and eventually became the owner of United Fruit Company. While this might not sound too exciting, in the early 20th Century United Fruit all but ruled several Central American countries due to banana exports. Once a poor immigrant buying ripe bananas off a New Orleans pier, Zemurray became the disgraced mogul of the much hated United Fruit Company. Along the way, he aided the creation of Is-rael; funded many of Tulane University’s buildings; and had a hand in the rise of Che Guevara and Fidel Castro. If that’s not enough to get you to pick up this book, I’m not sure what is.

There are certainly many lessons to be learned, or in some cases avoided, in examining the lives of present and past business lead-ers. I’ve shared with you today what I thought are well-written and well-researched, and sometimes downright fun, books about three of them: who they were, what they did, and how they did what they did. And don’t forget that you can find all of these, and much, much more at your local library today.

Learn lessons from leaders

Mind Your Own Business (at the Library)

27


Ambassador of the Month

Mortgage loan officer Carrie Medack of Diamond Residential Mortgage has been selected as the Kelso-Longview Chamber of Commerce’s Ambassador of the Month for January.

Medack joined the Chamber’s Ambassador program in 1991 as a way to network with other business leaders.

Her favorite Ambassador memories center around Walt Naze, longtime member for whom the Ambassador of the Year award is named.

When Naze came on board there was an initiation process. She realled how they initated him into the group with a mock rib-bon cutting at his business, complete with a fake, second-hand jacket and children’s safety scissors for cutting a ribbon.

“We used to wear our jackets to the morning meeting,” she said. “Toward the end of the meeting, Walt removed his jacket and all he was wearing underneath was collar and cuffs, just like a Chippendales dancer. He had such a nice tan that we all as-sumed he was wearing a beige shirt.”

In addition to her Chamber Ambassador duties, Medack is a member of the Kelso-Longview Elks, Ladies of the Elks, where, from time to time, she shows off her hidden talent at lip-sync performances.

Chamber Ambassadors, known as The Red Coats, are an in-

tegral part of the Chamber of Com-merce. The Ambassador team is made up of active Chamber volunteers whose responsibilities include meet-ing and greeting at Chamber events, welcoming new members and assist-ing at ribbon cuttings and community events. Ambassadors juggle busy professional careers while making time to assist the Chamber at a variety of events year long.If you would be interested in wearing a red coat and representing

the Chamber, contact CEO Bill Marcum at the Chamber office.

Medack kicks off 2016 with honorJanuary

Carrie MedackDiamond Residential

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“Now what?” new challenge for downtown

Longview Downtown Partnership

By Marcel Goulet President – Longview Downtown Partnership

The memories of the holiday season are al-ready fading into obscurity and the new year, with January almost gone, is certainly in full swing.

Plans and objectives, initiatives and goals are now, if they haven’t already, taking center stage as we look forward into a new and promising 2016.

As I go about my business in the “newly reno-vated” Downtown Longview, I am talking to members of the community, people who are committed and

dedicated to making Longview a “quality” place to live. Whether they come for a meal at a local restau-rant, bargain hunting at many of our “vintage shops”, or maybe taking in an event at the Columbia Theatre or Stageworks Northwest our downtown is becoming more and more a “destination” for local residents and tourists alike.

Having said that, now that the City has just about completed the second phase of a three phase Down-town Streetscape project, it still begs the question; “Now what?”

There are several dedicated business owners and community minded folks who want to continue to “grow” the opportunities and offerings that will attract more people to visit downtown and spend some time there.

The Longview Downtown Partnership is working hard to pro-mote our local businesses and encourage everyone in the city, and beyond, to come to downtown and look at what is “bud-ding” right before our eyes.

The Longview Public Service Group, which includes the Longview Outdoor Gallery, The Friends of Longview, the ARTS Group, and the Downtown Partnership, is always keeping an eye out for ways to beatify our downtown corridor.

Whether it be through display of the great art pieces all along Commerce Ave or the installation of a reminder of our recent past by way of the Shay locomotive restoration, or perhaps the periodic presentations of the theatrical arts, we must keep spreading the word that Longview has a lot to be proud of, and, a lot to build on.

So back to the question “Now what?”

Let’s start that conversation amongst ourselves and let’s see where it goes.

This is our home, our community, our “space”. What do we want to see in the next two, three, four years to continue the progress that has already been made?

The challenge has been laid before us. Now what?


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To fully understand what persuasion is, it helps to begin with what it is not.

Telling your son or daughter to turn off the TV, iPad or video game and they generally follow direction and do their home-work as asked. Is that really persuasion?

Not really. They still believe they should be able to watch or play as much as they like. Yes, you have influenced their actions – but it stemmed from parental authority, not the parents ability to change their beliefs.

Persuasion, meanwhile, requires the ability to alter not just ac-tion but attitude. The difference is subtle, but important: A ce-real brand that slashes its prices may gain new customers, but it hasn’t fundamentally changed how it is perceived.

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Life WorksWendy Keegen and Toni Ward with Life

Works tell guest host Russ Chittock and listeners they are looking to fill a

part-time position.

Diane Craft from Koelsch Senior Communities was promoting January’s Breakfast with Frosty.

Chamber Connection

Thumbs up to Tom Hayes, a partner with Five Don’s Brewing Co., who stopped by to let hosts Carey Mackey and Lonnie Knowles know the ale house is now open five days a week.

31


Chamber Connection

Work ItJulie Nelson, American Workforce Group, invited members to a free L&I Risk Management Human Resources Consortium scheduled to take place in late January.

Stream live at www.threeriversradio.comLocal guest and current events

“Your Chamber Connection”EVERY Wednesday Hosts of the Show: Carey Mackey, Red Canoe Credit Union ; Lonnie Knowles, Stewart Title, and Karen Sisson, Kelso Longview Chamber.

Would you like an opportunity to be on Your Chamber Connection or to have more information about the qualifications of an open house or ribbon cutting? Contact Bill or Karen at the Chamber 360-423-8400

Kelso-based pet groomer Melia

Meyer, owner of NW Muddy Puppy,

wanted listeners to know she is at

1014 N. 19th Ave., or they can call for

appointments at 360-562-7033.

32


Chamber Connection

Host Families NeededMargit Brumbaugh and Laura Aberlerde from the

Lower Columbia College International Program are in need of host families for their longterm program. Call

360-442-2310 if you are interested.

Brooke Fisher-Clark has turned talent scout searching for folks to audition for the United Way of Cowlitz and Wahkiakum Counties’ The Ultimate Variety Show.

33


Chief Operating Officer steps us as Port’s new Interim Executive

The Port of Longview Board of Com-missioners unanimously voted to appoint current Chief Operating Officer Norm Krehbiel as Interim Chief Executive Of-ficer at their regular Commission meeting January 26.

Krehbiel first joined the Port in 1993 as the Director of Facilities and Engineering, a role he held simultaneously with his role as COO. In this ca-pacity, he managed the construction and maintenance of nearly 850 acres of infrastructure and development.

In 2008, he was appointed to the position of Deputy Executive Director and later the Chief Operating Officer.

“Norm is a steadying influence with a strong track record,”

stated Commission President Bob Bagaason. “We as a commis-

sion have all of the confidence in the world that he will con-

tinue to do well for the Port in this new capacity.”

“The Port is well positioned for growth and I am committed to

leading this organization to its full potential,” stated Krehbiel.

“I’m honored to lead a team so dedicated to the Port’s success.”

Krehbiel, who holds a bachelor’s degree in civil engineering,

also serves on the Public Facilities District Board, Southwest

Washington Regional Airport Board and holds various lead-

ership positions within the local community. He resides in

Longview with his wife Denise.

Krehbiel replaces former Port of Longview CEO Geir Kalha-

gen who was released by the Board in early January.

The Friends of the Longview Library encouraging Curl Up with a Good Book

Join the Friends of the Longview Library every Tuesday from

10 a.m. to noon in the Longview Library Magazine Room to en-

joy a warm fire, free coffee, tea, or cocoa and homemade cook-

ies while you read. Curl Up with a Good Book will take place

starting January 26 and continue through February 23.

The Friends of the Longview Library is a non-profit organiza-

tion that gives volunteer and financial help to the library. Indi-

viduals living outside the Longview Library District can earn

a library card by volunteering time and cookies to the Friends

of the Longview Library. If you are interested in joining the

Friends, applications are available at the Longview Public Li-

brary. Please call Elizabeth Partridge at 360-442-5321 for more

information.

LeeRoy Parcel Manager/LPO

[email protected]

Alison Peters Escrow Officer/LPO

[email protected]

Bonnie Woodruff Escrow Officer/LPO

[email protected]

Diane Kenneway Escrow Assistant

[email protected]

Dennis Bird Senior Title Officer

[email protected]

Connie Bjornstrom Receptionist/Typist

[email protected]

Lindsey McTimmonds Marketing/Recording

[email protected]

1425 Maple St. Longview, WA 98632360.425.2950

www.cascade-title.com

In The News

34


Welcome Back!

*American Medical Response*Beacon Hill Sewer District*Cascade Title Company*CCS*City of Kelso*City of Longview*Comcast Spotlight*Costco Wholesale*Cowlitz County*Cowlitz County CASA*Cowlitz County P.U.D.*Cowlitz County Title Company*Cowlitz Wahkiakum Council of Governments*David E. Houten, DDS*Diamond Showcase*Document Management Archives*Dorothy Bain Hanson*Emerald Kalama Chemical*Express Employment Professionals*Freddy’s Just for The Halibut*Gordon Sondker*Interwest Benefit Consultants*KapStone*Koelsch Senior Communities*L.G. Isaacson Company*Longview Memorial Park, Funeral Home & Crematory*Lower Columbia College*Miller Paint*onthemark associates*Pacific Tech Construction, Inc.*Port of Longview*Rodman Realty, Inc.*Steel Painters/Railco*Swanson Bark & Wood Products, Inc.*The Golden Palace*The Red Hat*Three Rivers Eye Care

*Walstead Mertsching, PS*Watkins Tractor & Supply Co.*Acupuncture Northwest*Budget Blinds of Longview*Columbia Bank*Columbia Funeral Service*Columbia River Carpet One*Columbia River Mill Outlet*Compendium Consulting*Continental Investors Services, Inc.*Cowlitz County Guidance Association*DeFrancisco Lampitt and Brado PS*DSU Peterbilt*Estetica Day Spa*Fire Mountain Grill & Summerland Catering Services*G L Booth – JG Davis & Associates*Green Hills Crematory – Cascade NW Funeral Chapel*Kay Green*Signature Transport, Inc.*State Farm Insurance – Scott Fischer*Teague’s Interiors*Diamond Residential*Applied Application*Broderick Gallery*American Legion*Coleman Cellular*Port of Woodland*Advanced Dental Services*All Out Sewer & Drain Services*Baker Lumber Company*Brusco Tug and Barge*Carl’s Towing Service & Repair*Carlson’s Heating & Air Conditioning*Cascade Natural Gas Corporation*Coldwell Banker Bain*Cole’s Appliance Repair*Comfort Inn

*Community Home Health & Hospice*Cowlitz Credit Union*Cutright Wholesale Plumbing Supply*Family Health Center*Industrial Packing*Interiors Plus*Life Works*Longview Housing Authority*Longview Orthopedic Associates*Longview Public Schools*McDonald’s of Longview*Pacific Fibre Products*Nipp & Tuck*Paperback Galore*Rush Insurance/Financial Services*Schlecht Construction*Somerset Retirement Home and Assisted Living*T.C.’s RV and Mini Storage*United Finance*Viking Automatic Sprinkler Company*Wasser & Winters Company*William (BJ) R. Boatsman*Errand Girl*American Family Kari-Ann Botero*Guild Mortgage*Interstate Wood Products, Inc.*Lower Columbia CAP*M & R Painting, Inc.*Mint Valley Federal Credit Union*Newrock Homes, Inc.*Northwest Auto Specialist, Inc.*Retirement Strategies*Simpson Timber Company*Superior Tire Service, Inc.*The OM Home*Triangle Bowl*Cowlitz County Chaplaincy *Biggs Insurance Services

We at the Kelso Longview Chamber of Commerce would like to give a SHOUT OUT and a big THANK YOU to the following loyal members

for renewing their partnership with us.

*Clay Bartness*Comcast*Dick Hannah Toyota*Fred Meyer, Inc.*Heritage Bank, Kelso*Heritage Bank, Longview*Hometown National Bank*Island Sun Tanning, Inc.*Kemira Water*Longview Engineering and Design*McCord Bros. Nissan Dodge*Millennium Bulk Terminals*Minuteman Press*Professional Communications Services*Servpro of Longview/Kelso*Sierra Pacific Mortgage*Sterling Insurance*Twin City Bank*U.S. Cellular*Waste Control Recycling, Inc.*Woodford Commercial Real Estate*United States Army*Lexi’s Pizza*B & B Air Conditioning & Heating – Entek Corp.*Bicoastal Media dba KLYK/KRQT/KEDO/ NEW COUNTRY*Columbia Theatre for the Performing Arts*Community Health Partners/Cowlitz Free Medical Clinic*Craig Stein Beverage*Dahl McVicker Funeral Homes*Frontier Rehabilitation & Extended Care Center*Gibbs & Olson, Inc.*Humane Society of Cowlitz County*Life Mortgage*Music & More D.J.s*Noelle McLean PS*Pacific Lumber & Shipping Co.*Papé Machinery*PNE Corp*Pro-Caliber Longview Motorsports

*Red Canoe Credit Union*Red Canoe Credit Union 30th*Red Canoe Credit Union Washington Way*Safway Services, Inc.*Searing Electric & Plumbing*Steel Chapel Longview Memorial Park*The Dog Zone*Utilize I.T., Inc.*Wal-Mart*Red Leaf Coffee*BA Design*American Red Cross*Animal Health Services*Suzanne Arnitz*Baxter Auto Parts*Behrends Body Shop*Bob’s Sporting Goods*Burger King*Collins Architectural Group*Country Village Nutrition Shoppe & Café*Day Wireless Systems*Esteem Salon*Ethnic Support Council*Fiesta Bonita Mexican Grill & Cantina*Foster Farms*Gallery of Diamonds*Global Images Graphic Design & Marketing*Hilander Dental*Hydraulic Service, Inc.*Kelso Rotary*Les Schwab Tire Center*Northwest Motor Service*Overhead Door Company of Southwest *Washington*Peter C. Wagner, D.M.D., PS*ProBuild*Propel Insurance*Shamrock Tavern*Shirley L. Smith*Stirling Honda*Sweet Spot Frozen Yogurt*Taco Time*The Daily News

*The Roof Doctor*Twin City Glass Co.*Twin City Service Co.*Weatherguard, Inc.*Wilcox & Flegel Oil Company*Workplace Wellness*WorkSource Cowlitz/Wahkiakum*B & R Mini Storage*Banda’s Bouquets*Be Cause Business Resources, Inc.*Best Western Aladdin Inn*Busack Electric*Calportland*Columbia Security*Copies Today Speedy Litho, Inc.*Cowlitz Container & Diecutting*Edward Jones-Nick Lemiere*H & S Enterprises*Habitat For Humanity Cowlitz County*Hart Radiator*Heartsong Massage*J. L. Storedahl & Sons, Inc.*Kaiser Permanente*Les Schwab Tire Center*Longview Timber Corp*Longview Urology*Ocean Beach Self Storage*P. T. Northwest*Pacific Office Automation*Papa Pete’s Pizza – Longview*PeaceHealth St. John Medical Center*Pets, Pawns & Imports*SW Washington Symphony*The UPS Store*TSYS Merchant Solutions*Washington State University Vancouver*Zip Local*Brown & Brown Northwest Insurance*Corwin Beverage*Cowlitz River Rigging, Inc.*Educational Service District No. 112*Emergency Support Shelter*Employers Overload


Welcome Back!

35

BOOT CAMPSmall Business

2016 Series begins Friday, March 4

Friday Mornings ★ Lower Columbia College7:30 am - 9 am ★ Heritage Room at LCC - Admin. Bldg.

The Boardmanship Boot Camp is perfect for those boards who want to go to the next level. From basic board principles to finances to strategic planning, it has everything your board needs to make the next year what you want it to be. If you’re sick of just getting by and want to be an active board of directors to help your non-profit, I highly recommend this Boot Camp for you. Gary Chapin KLTV Board President

❝

❞

ALL

NEW FOR

2016!

360-423-8400 www.kelsolongviewchamber.org

Pricing same as 2013! $100 Members ★ $160 Non-Members

2016

BUSINESS BASICS 201 Six Pack

Starts May 6

March 4 Strategic and Succession Planning Facilitator: Erin Zeiger, Executive Director LCC FoundationMarch 11 Handling Conflict Facilitator: Jennifer Leach, WSU Extension Faculty and

President of the Longview School Board.March 18 Financial Accountability Facilitator: Scott Davis, CPA, Davis and Associates, CPAs March 25 Working as a Team Facilitator: Frank McShane, Cascade NetworksApril 1 Facilitating and Leading Meetings Facilitator: Terry McLaughlin, Cowlitz County AssessorApril 8 Role of the Board vs the CEO Facilitator: Gary Healea, PNE Corp.

BOARDMANSHIP six pack

37


Welcome Back!

*Fairway collections*Futcher Group*Kelso School District*Kelso Theater Pub*Kelso-Longview Television, Inc.*KeyBank*Longview Early Edition Rotary*Longview Eye & Vision*Longview Physical & Sports Therapy*Longview Self Storage*Northwest Hardwoods, Inc.*Opsahl, Dawson & Company, P.S.*Renaud Electric Company, Inc.*Reprographics, Inc.*Solvay*Southwest Washington Blood Program*United Way of Cowlitz & Wahkiakum Counties*Willamette Dental*Anderson & Anderson Advisory, LLC*Berkshire Hathaway*Better Business Bureau*C's Photography*Cowlitz County Museum*Cowlitz Economic Development Council*Cowlitz Indian Tribe*Cowlitz River Dental *Epson Portland*Erickson Glass Co.*Estetica Day Spa*Fibre Federal Credit Union - Castle Rock *Branch*Guesthouse Inn & Suites*Kellogg Supply, Inc.*Longview Country Club*Lower Columbia Economic Development *Council*Motion Industries, Inc.*Mt St Helens Creation Information Center*N. W. Deli Distribution, Inc.*Pathways 2020*Prestige Senior Living Monticello Park *Progress Center

*Red Lion Hotel & Conference Center*Riverview Community Bank*Sessions Plumbing & Heating, Inc.*Three Rivers Christian School*Timothy E. Nelson, DDS*Weyerhaeuser*Advanced Message & Dispatch*Beacon Hill Rehabilitation*Bob Beal Insurance Agency Inc. – State Farm*Building Industry Association of Clark County*Cascade Networks, Inc.*Cascade Select Market*Columbia River Reader*Davis & Associates, CPAs, PS*Eldon Robbins Auto Sales, Inc.*Goodwill of the Olympics and Rainier Region*Longview Downtowners*Longview Pawnbrokers & Bail Bonds*North Pacific Paper Corporation/NORPAC*Performance Sheet Metal, Inc.*Prographyx*Snap Fitness*Stageworks Northwest*Stewart Title*Super 8 of Kelso/Longview*Three Rivers Mall*Youth & Family Link*Altrusa International Inc. of Longview-Kelso*Be Cause Business Resources, Inc.*Canterbury Inn*Columbia Ford Hyundai Nissan*Ecological Land Services, Inc.*Eoff Electric Company*Fibre Federal Credit Union - Main Branch*Jansen Flowers & Gift Gallery*KLOG/KUKN/the WAVE Radio Stations*Longview Radiologists, P.S., Inc.*Omelets & More*PeaceHealth St. John Medical

Center Foundation*Suburban Propane*Take Shape for Life with Brenda Courser*Teri's Restaurant*Dream Dentistry*Reality Homes*Longview Eagles*Service Master*Ricoh*Planet Fitness*WA Division of Vocational Rehabilitation

OUR LATEST RENEWING MEMBERS*Acupuncture Northwest*Budget Blinds of Longview*Columbia Bank - Longview Branch*Columbia Funeral Service*Columbia River Mill Outlet*Columbia Wellness*Continental Investors Services, Inc.*DeFrancisco Lampitt and Brado PS*DSU Peterbilt*Fire Mountain Grill & Summerland Catering Services*G L Booth ~ J G Davis & Associates*Green Hills Crematory - Cascade NW Funeral Chapel*Kay Green*Lower Columbia Contractors Association*Signature Transport, Inc.*State Farm Insurance - Scott Fischer*Teague's Interiors*ASAP Business Solutions*My Agency*Area Agency on Aging Disabilities of Southwest Washington*Dino Doozer*Windemere Kelso-Longview

38


Business Association with opportunities to promote trade through Chamber socials, special events and committee participation.

• Annual Meeting and Banquet• Networking Events• Committee Participation• Business Contacts• Quarterly Membership

Meetings• Civic Representation• Monthly Business After Hours

Business Services include marketing for your business, refer-rals and access to Chamber publications and research data.

• Mailing Labels• Membership Window Decals• Member Referrals• Ribbon Cutting• Website Links• Member to Member Discounts• Membership Directory• Tax Deduction• Newsletter• Business Card Display• Use of Chamber Logo

Representation through action committees, candidate fo-rums and up-to-date action alerts.

• Legislative Representation

• Issues Tracking and Information

• Task Forces

• Candidate Forums

• Legislative Update Breakfast

• Demographics Publication

PackagesBasic Membership Package – $275 or $26 per month.Bronze Membership Package – $500 or $46.66 per month.Silver Membership Package – $1,000 or $86.33 per month.Gold Membership Package – $2,500 or $211.33 per month.Platinum Membership Package – $5,000 or $416.66 per

month.Diamond Club Membership Package – $10,000 or $834 per

month.Nonprofit Package – $180 or $18 per month.

Celebrate new Chamber members with us* Anti-Fraud Coalition of Cowlitz County

* Gro-N-Control

* Martin Enterprises Audio Services

* Roland Wines

Welcome New Members

Join today! Call 360-423-8400

Chamber membership has its privileges

2016 VISITOR & MEMBERSHIP GUIDELet businesses know about your business!

✔ Used year round by hundreds of local and out-of-area companies. ✔ A resource guide for the community. ✔ To provide resources and leadership for business success.

Space is limited - Call today! 360-423-8400Ad Rates

Full Page ...................................$2,2302/3 Page ...................................$1,5951/2 Page ...................................$1,2351/3 Page ......................................$9351/6 Page ......................................$7151/12 Page ....................................$505Additional listings in directory .......$55

All ads are full color at no extra charge.

Premium placement including back cover, inside cover, page 2, 3 and 4: add 15%

Ad Sizes

Mechanical Specifications

Electronic Files• Should be emailed to [email protected]• Please include your company name and publication in the subject line.

Logos, Images, Photos• Formats: JPG, EPS, TIFF, PDF• Resolution must be 300 dpi. Images from the internet cannot be used.

Full Files• PDF format, 300 dpi, with fonts embedded

Images for Scanning• Photographs (up to 8.5” x 11”), stationery, menus, business cards, etc.• Artwork for scanning must be clear and unmarked• Digital artwork is preferred as this will give a higher quality result.

If you have any questions regarding acceptable artwork, please call 360-423-8400 or email [email protected]

105 Minor RoadKelso, WA 98626360-423-8400

www.kelsolongviewchamber.org

Deadline

March 15th!

EARLY DEADLINEFeb. 12thSave 10%on rates below

Kelso LongviewChamber of Commerce Visitor Guide & Directory

2015

Visit Play Work

Stay

Full Page

7.83”w x 10.34”h

1/3 Page

2/3 Page

1/6 Page

1/2 Page

1/12 Page

5.0833”w x 10.34”h

7.75”w x 4.625”h

5.0833”w x 4.625”h

5.0833”w x 2.1875”h

2.4167”w x 2.1875”h

40


Ribbon Cuttings

OpeningSweitzer Drain and Rooter owners Erlyn and Kristopher Sweitzer announced the opening of their 24/7 business January 6.

New OwnersChamber Ambassadors congratulated new Triangle Tavern owners Bob Davis and Eric Pucci at their January 13 ribbon cutting.


Ribbon Cuttings

41

New NameTrudy Custer, community relations manager, performed ribbon-cutting

honors at Highland Place. The Kelso area home was formerly known as

Crawford House..

New LocationArea Agency on Aging Disabilities of Southwest Washington showed off its new location at 1338 Commerce Ave., Suite 309, Longview for the January 11 ribbon cutting event. Kelli Sweet, community services supervisor and team performed the honors.

42


Lower Columbia Professionals

Sock It to the ColdThe Lower Columbia Professionals donated more than 300 pairs of socks to Homeless Connects. Pictured are LCP members Teedara Garn, Carey Mackey, Brooke Fisher-Clark, Shawn Green and Amy Hallock.

Meet and GreetIt was an evening to meet and greet other Lower Columbia Professionals and LCP wanna-bes January 28 at Longview’s Triangle Tavern. More than 50 members put their hands in the air to say hello and raise the roof for a good time.

Lower Columbia Professionals

Cordially invites you to

Caps, Corks & Cupcakes

All Proceeds go to Scholarships for Cowlitz County students for further education.

We will be pairing Cupcakes from Kristi’s Custom Sweets with wine from Roland

Wines and beer from Five Don’s Brewing Co.

February 18th 5:30 p.m. to 7:30 p.m.

Tickets: $25 per person

Five Don’s Brewing1158 11th Ave

Longview, WA 98632

Please register at:

www.kelsolongviewchamber.org_____________________________

1. Know your message.

In the early to mid 2000s, male grooming product company Old Spice’s marketing strategy revolved around projecting sex appeal – wear Old Spice, get the girl. The problem was Axe also already relied on that same message. That brand had a firm grasp on the “sexy” corner of the market.

Certain messages can be a harder sell simply because a com-petitor is already selling them convincingly. Part of an ad ex-ecutives job and the most enjoyable aspect of constructing an marketing and advertising strategy is taking the competition’s tactics into consideration.

Persuading consumers isn’t structured like a debate. It’s rarely that clean. Instead, it’s a competition to gain attention, good will and dollars in a sea of competing voices.

Considering Old Spice wasn’t successful at persuading con-sumers to buy its products by convincing them it had more sex appeal than Axe. So it re-calibrated and changed strategies.

When trying to get there from one route, and not being suc-cessful, don't be afraid to try a different route. There is always more to learn from failure than there ever will be squeezed from success. Primarily because success breeds complacency. Why look a gift horse in the mouth right?

2. Know your audience.

A message’s persuasiveness also depends on who is listening and how they are doing so.

Your potential clients/customers fall within a certain spec-trum. Some scrutinize every message, others make quick judg-ments based on peripheral cues, but most fall somewhere in be-tween. Fact-based messages from experts tend to resonate with

the former group, while messages from charismatic sources are a good bet for persuading the latter.

Context MATTERS! The more engaged a person is with the topic and content of a message, the more likely he or she is to look past surface charisma to evaluate its objective strength. This should go without saying, but many make this mistake. Google or GoDaddy advertising during the Super Bowl finds the client disinterested in the message and glued to the image association, not their brand. This is the primary reason you will not see either of them in the Super Bowl during halftime this year.

3. Know your competition.

Sophisticated persuasion would include a multi pronged ap-proach. Using a campaign that employs both substance and a charismatic message, and leading with that will require your competition to follow suit, or to fall behind. They will need to beat your both on “looks” and “function”. Likely the second to do so will stay in that position in the consumer eyes.

As people become more confident, it becomes increasingly dif-ficult to change their beliefs. They will dismiss conflicting infor-mation and approach challenges with suspicion, which means competing brands must first erode consumer confidence before they can successfully sell their own message.

Knowing what your competition is doing, how they are do-ing it, and more importantly what they AREN’T doing is para-mount to creating a truly sophisticated persuading message.

Being successful at persuasive advertising is a daunting task requiring, a clear strategy and message, with that message being applicable to your audience all the while watching your compe-tition to stay ahead of the persuasion curve.

M-Y Agency, from page 29


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Documents