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02 Oct 2012

October 2012 Newsletter

October 2012 Newsletter


How to Become a Marketing Technologist

Click here to RSVP and pay for this meeting by Wednesday, October 3rd. 

October 5, 2012
7:00 a.m. - 9:00 a.m.
The Lincoln Center, Monroe Ballroom (NEW location) 
1316 N Lincoln Street 
Spokane, WA 99201

Parking is free for The Lincoln Center.

It’s no secret marketing and public relations have been toppled over by changing technology in the past decade. Customers are using the web to find solutions to their problems, and marketers have to understand that web in order to connect with their buyers.

Lisa Gerber of Arment Dietrich, Inc. will take us through the customer buying process and discuss how we can all become better technologists. From internal systems, to monitoring, engaging, executing, measuring and tracking, increase your comfort level around numbers and technology to guide your businesses to achieve their goals.

Becoming a technologist means more than just being able to use Facebook and Twitter. It means understanding:

  • How to use a content management system
  • Knowing the principles of search engine optimization.
  • What inbound links mean to your site traffic.
  • How to do keyword research.
  • How to look at analytics and understand what they mean.

Join us October 5th, 2012 and learn how to stay ahead of trends so you can provide your clients and employers with the best service and advice to help them reach your audiences and get results. It’s time to make peace with our IT departments and learn to speak their language. Lisa Gerber is the chief content officer for Spin Sucks, a blog for PR and marketing professionals, and leads digital strategy for clients in B2B, technology, manufacturing, energy, and healthcare.

Meeting fee details: The meeting fee, which covers breakfast, is $20 for members at the door, $30 for non-members, $5 for student members and $15 for student non-members. (Only full-time students qualify for reduced rates. School I.D. is checked at the door.)



Wherever you are, be all there.Friends and Members,

As many of you know, I have accepted a position in Tacoma, Washington as Director of Marketing for Coordinated Care, a brand new Managed Medicaid Company in Washington. I have the opportunity to build this brand, create a strategic plan and grow this company from the ground up. Funny thing is, I wasn't even really looking for work when I came across the job description. I seriously thought I would just "see what happened" if I applied, fully expecting to NOT even get serious consideration. After interviews with about 8 people and a lot of talking with my family, I feel like I am on a professional playground in this exciting, innovative and challenging opportunity.

My work at Shriners Hospital and with MarCom has been amazing and prepared me for this great opportunity. The quote I've attached, "Wherever you are, be all there" seems fitting for this article. I have a deep respect for my colleagues on the board and for each of you. I am grateful for how our paths have crossed and the many ways you have helped me grow and develop and be a better person. But now that I'm here, I need to be all here.

The board will be bringing a motion to the membership this month for your vote. We are recommending that Alyssa Ando take the reigns for the remainder of the year as president and that I remain on the board as a member to assist with guidance and direction as I'm able. I do hope I will be able to join you for some meetings, but most of all want to ensure continued strong leadership for another successful year at MarCom

Thank you for your support and for being a part of our great organization!

Sincerely, Sally

PS - find me on LinkedIn if you'll be in the Seattle area, I'd love to see you.



The 2012-2013 programming year is going to be better than ever! If you haven't already, make sure to renew your membership with the Spokane Regional MarCom Association — one of the fastest-growing and most dynamic professional groups in the Northwest. Hurry, renew your membership and don't miss out on the exciting programming year ahead!



School’s in, and it is never too early to begin talking internships, and internship committee. Yes, we really have a committee, and we are looking for volunteers for the 2012-2013 membership year.

What does it mean to become a committee member?

  • You choose how much or how little you participate in the committee – we promise, being part of this committee is NOT a significant investment of your time.
  • Committee members are asked to assist, as available, with speed networking events, internship application judging, and small promotional events at local colleges and MarCom sponsored events to help create excitement about our internships in the community.
  • You get to provide feedback as to how to make the internship program better, and choose our 2013 MarCom Interns!

Creating buzz and encouraging participation in our internship program is a team challenge, and we need your help.

Connect with your internship chair, Joanne Vega at if you would like to donate a few hours of your time this membership year to impact an aspiring student’s future career in marketing and communications.



Targeting Actual Customers Using CRM Data in Web Advertising
The Holy Grail
Posted by Chris Reilly on Fri, Aug 31, 2012 @ 11:39 AM  

on the Unleased Blog.

At its core, online advertising has a few fatal disadvantages compared to traditional media. "Where can I see the ads?" is a surprisingly difficult question for an agency to answer to its client. Moreover, 95 characters of text or 728x90 pixels have not always been the best medium to make a strong emotional impact that TV, Radio, Print, and Outdoor can accomplish. It can be -in short- easily ignored (YouTube is changing this...)

However, there is one thing that the web can offer advertisers that is completely unique and compelling- AMAZING targeting. Yes, there are great lists that can be had for direct mail campaigns, but that becomes very limited in scope when you consider you can't take that same data and show TV ads to those people or place customized ads in their newspapers.

The big boys call it using "First-Party Data" - aka YOUR DATA - to target your customer base. This has been an extension of Retgargeting available for over a year now from data exchanges like BlueKai. Corporations with large databases could actually upload data fromt their CRM based on different sales stages and show targeted ads to each group. 6 month old cold leads could get enticed back in with a new feature offer, and current clients could get upsold based on what they have bought. This approach has had some challenges in getting people "cookied" and has not been accessible to small advertisers thus far.

Facebook is now taking it to the masses. They announced that Facebook advertisers are now going to be able to upload lists of emails and/or phone numbers to use for advertising targeting purposes. This will allow for far more precision targeting to get businesses's customer lists engaged to help them gain more Facebook fans from their own customer base. Furthermore, it allows traditional offline lists to be utilized to help businesses prospect for customers that are similar to their best customers. These ads can be used to gain more fans or drive traffic to a landing page- which can have a retargeting pixel on it and allow for ANY business to use ANY offline data to reach them with online banners anywhere!!! 

To learn more about CRM data in web advertising, visit Unleased Online Marketing's web site.



The communication revolution of the past twenty-five years has altered the way we live, think, organize and lead. Change itself has evolved. Tomorrow must not only be different, it needs to be better. This degree will give you the tools to effectively communicate and lead in an increasingly global society. By combining the knowledge and insights of communication and leadership, students understand the impact of media convergence and are prepared to guide organizational choices for the common good in the 21st century. 

The MA in Communication and Leadership Studies program offers world-class faculty, visiting distinguished scholars and professionals, study abroad opportunities, and internships. In 2010 the MA in Communication and Leadership Studies program was awarded the Most Innovative Graduate Program by the National Communication Association. 


"If your actions inspire others to dream more, learn more, do more and become more, you are a leader."  
- John Quincy Adams