Posts Tagged ‘Tori Rose’

Knoxville’s Blue Media Boutique Merging with Efficience

Monday, February 13th, 2012

Knoxville, Tenn. – Efficience, Knoxville’s second-largest software development and consulting company, announced today its merger with Knoxville-based Blue Media Boutique, an interactive creative services firm.

The Blue Media Boutique brand, established in Knoxville in 2008 and led by Tori W. Rose, will become a trademarked division of Efficience to provide user experience and interface design for Efficience’s custom application software.
The two companies began working together in 2011, with projects that included such clients as Radio Systems Corporation, Innovative Events and SellBuytheRoom.com.

Efficience will maintain Blue Media Boutique’s web development, interactive marketing and social media strategy services for Blue Media’s existing client base and will continue to grow this new side of Efficience’s business.

“Our two companies already had a relationship in place, with Tori’s team creating stronger user-experience / user-interface solutions for several of our clients’ software programs,” said Efficience President April Cox. “We now will have the benefit of Tori’s team fully engaged with all of our clients at the appropriate stage to make sure they get the most functional applications with strong, intuitive design.”

According to Rose, the merger represents a unique pairing in the regional marketplace.

“Among local interactive and web design firms, there are few that offer the vast level of in-house developer and quality assurance talent that our team offers, now combined with Efficience,” Rose said.

“Before, there was occasional business that I had to turn away because of how complex the back-end piece might be to a website development project, for example,” Rose said. “Now, no project will be too large for us. We’re no longer stuck in a small-to-medium range of clients, whether by quantity or size of project.”

Rose’s team of eight creative services, graphic design and social media professionals will join Efficience’s team of 50, which includes software developers and technical staff based both locally in Knoxville and in Efficience’s office in Puducherry, India, which employs all full-time employees.

Key clients of each firm have recently included, for Efficience: Coca-Cola, Ritway, and the West Virginia Department of Education; and for Blue Media Boutique: Oak Ridge National Laboratory, Dominion and The District in Bearden.

More information can be located at www.efficience.us.

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Cookie-Cutter Approach Costly and Ineffective in Social Media

Monday, February 7th, 2011

Interactive Springboard and Bryant Research to Share Development Do’s and Don’ts at Feb. 9 Memphis Meeting of PRSA

Knoxville, Tenn. — Websites, social media and other interactive communications can involve many similar processes to develop, but companies should beware of being sold a “cookie-cutter” approach when creating these tools for their own brands, according to Knoxville-based joint venture Interactive Springboard.

Tori Rose of interactive firm Blue Media Boutique, LLC, and Mary Beth West of public relations firm Mary Beth West Consulting, LLC, will partner with independent market researcher Rebecca Bryant of Bryant Research to present do’s and don’ts of interactive tool development at the Public Relations Society of America (PRSA) Memphis Chapter’s 11:30 lunch meeting at Fogelman Executive Conference Center on the University of Memphis campus, Wednesday, Feb. 9, 2011.  

The message: template-driven approaches can be profitable for interactive agencies and firms that sell website and social media development, but they rarely produce good results for the client.  

“It’s like many industries steeped in manufacturing or process-driven business models,” West said.  “The way many interactive firms want to make the most money fast is to develop a “cookie-cutter” approach that can be packaged and sold to produce websites, mobile applications and other social media programs.  But if those tools aren’t driven by a well-researched understanding of the client’s brand, its audiences and what the user experience needs to be, then it can be a major disservice to clients – namely, a waste of money.”

“Customization is the hallmark for any interactive tool to be effective,” Rose said.  “Every company is unique, with its own set of products, services, audiences and competitive marketplaces.  The tools of social media must reflect the brand’s uniqueness in order to provide a meaningful customer experience online.  There’s just no way to easy-bake that outcome.”

Rose and West will share reasons and strategies for avoiding generic online marketing communications at the February 9 PRSA event. They will also present with Bryant Memphis-focused results of Interactive Springboard’s 2010 statewide study, focusing on how communications professionals view social media’s importance and challenges.

About Interactive Springboard
Interactive Springboard is a joint venture between women-owned firms Blue Media Boutique, LLC and Mary Beth West Consulting, LLC, providing an integrated, research-based approach to social media, supporting client communications and business objectives.

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A Purpose-Driven Communications Strategy

Wednesday, January 19th, 2011

by Tyra E. Haag

What’s your communications strategy for 2011? How do you plan to implement it?

According to a 2009 speech from Emory University Goizueta Business School’s Paul Carroll, “Plenty of lessons can be learned from the glut of businesses that have fallen under the swift sword of merciless recession. There are a number of mistakes being made, but the number one cause of failure is misguided strategy – not sloppy execution, poor leadership or bad luck.”

Although there’s a light at the end of the economic recession tunnel, it’s still paved with a few speed bumps known as fear, doubt, confusion and uncertainty.

This means being more strategic and purposeful in all facets of communications efforts. Most economic experts forecast a somewhat brighter economic outlook this year. Don’t get too excited yet. In order to get more bang for your communications-budget buck, take a moment to make sure your approach is an appropriate one.

This Thursday, Mary Beth West, principal of Mary Beth West Consulting, LLC, and Tori Rose of interactive firm Blue Media Boutique, LLC, will partner with independent market researcher Rebecca Bryant of Bryant Research to present do’s and don’ts of interactive tool development at the Public Relations Society of America (PRSA) Volunteer Chapter meeting at 11:30 a.m. at Rothchild’s in Knoxville.

Their message to the chapter is a simple one: cookie-cutter approaches to social media are costly and ineffective. Template-driven approaches can be profitable for interactive agencies and firms that sell website and social media development, but they rarely produce good results for the client.  

Although social media is just one facet of an overall communications strategy, customization is the key when developing a plan for the New Year. Organizations must keep in mind that a communications strategy is not a one-size-fits-all deal. What works for one company may not work for another. 

Allow me to reach into my bag of sports analogies.

The University of Tennessee Men’s Head Basketball Coach Bruce Pearl’s mantra of having his players always be fired up, focused and prepared, has served both him and his teams well over the years.

Former Vol basketball standout Chris Lofton says of Pearl, “When he first got to Tennessee, I was just a shooter,” the three-time All-American said. “But by the time I left, he and his staff turned me into a scorer.”

Fired up. Focused. Prepared. Shouldn’t your 2011 communications strategy represent that same mantra?

Now, make it a goal to not only shoot but also score with your communications efforts in 2011. Of course, if you need a little coaching along the way, our team is here to help you with a game plan.

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In Today’s Era of the Mega-Crisis, Social Media a Critical Tool

Thursday, December 9th, 2010

By Mary Beth West, APR

Our Interactive Springboard team presented a webinar this week to members of the National Association of State Technology Directors, on the topic of social media in crisis planning and response.  

NASTD, whose purpose is “to advance and promote the effective use of information technology and services to improve the operation of state government,” represented a great audience for our message. 

IT professionals can have a significant say in how technology is used for crisis planning, so we appreciated the opportunity to advocate for the strategic use of social media . . . not only to contain and respond to crises but also to prepare for and even help prevent crisis situations at their source.

As we look back, 2010 has been a year of remarkable crisis events, both locally for us in Tennessee (the Nashville floods) and at the global scale (the Gulf oil spill, WikiLeaks, ongoing acts of attempted terrorism, etc.). 

When it comes to trends to watch in 2011 and beyond, effective integration of social media and online communications into crisis plans stands as one of the critical sources of value public relations professionals can and should offer their organizations and clients.

One of the points we made during the NASTD presentation:  Don’t allow the perceived magnitude of a crisis planning endeavor overwhelm you or your team. 

Feeling overwhelmed often leads to doing little or nothing – and then human nature kicks in, with denial (“A crisis can’t really happen to us”), procrastination (“I’ll start that project next year”) and defeatism (“This is way too complicated, so let’s just forget it”) often solidifying inaction, with sometimes tragic results when a true crisis does come along.

Tori Rose on our team made one of many excellent points in the presentation: “If you don’t have a social media presence, then LOTS of conversations ABOUT you are taking place WITHOUT you.” 

And in a crisis, that’s one of the last things you need happening. 

So whether you work for a government agency, a non-profit, or a company, take a look at what social media can offer your crisis plan.  Our team would be delighted to help.

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PR Day 2010 Coming Up Nov. 12

Tuesday, November 9th, 2010

By Ashley Bowen, MBWC Intern

Communications professionals and students from all over the United States will gather Friday, November 12 at the University of Tennessee for PR Day 2010, a one-day seminar sponsored by the School of Advertising and Public Relations at the University of Tennessee.

Experts and professionals will speak about communicating with credibility in the field of public relations and the challenges and opportunities in social media, political, health and crisis communications. They will also discuss best practices in each of the fields as well as how to use various strategies, key messages and tactics.

Keynote speaker Merrie Spaeth of Spaeth Communications in Dallas, Texas will discuss mastering the elements of communication to enhance the credibility and influence of a speaker. She will define credibility from the point of view of what a target audience hears, believes and remembers. Throughout her career she has been a pioneer in communication theory and executive training and has previously served as Director of Media Relations under President Ronald Reagan, a producer for ABC’s 20/20, and a writer/reporter for the Philadelphia Inquirer and the New York Daily News.

Professionals from HGTV, Edelman, The Center for Media and Democracy, Bryant Research, Blue Media Boutique and our very own Mary Beth West Consulting will also be discussing communication credibility in breakout sessions throughout the day.

Mary Beth West, APR, along with Tori Rose of Blue Media Boutique and Rebecca Bryant of Bryant Research will lead one of the breakout sessions on how to integrate social media for authenticity-driven employee relationships. They will also cover recommendations for employer organizations to consider in developing well-managed employee relations and communications programs and measurement and results tracking techniques for monitoring success.

Ed Patterson, senior vice president of Edelman, will discuss Edelman’s 2010 Global Trust Barometer and Good Purpose study as well as how trust and brands working for social change can drive successful communications.

Health industry whistle-blower and UT grad Wendell Potter will discuss the health care debate along with ethical public relations practices in the field.

Gary McCormick, APR, Fellow PRSA, Director of Partnership Development for HGTV and Chair and CEO of PRSA will discuss identifying opportunities for off-channel exposure and defining and implementing the partnerships that will increase ratings and awareness with viewers for the leading home and lifestyle cable network. Research efforts measuring credibility with HGTV’s product will also be covered.

PR Day 2010 looks to be an interesting and enlightening day that communications professionals and students in the area should definitely check out. Regardless of where you might be in your career, the things you will learn at this event will undoubtedly be beneficial.

For more information and to register for PR Day at the University of Tennessee please visit http://www.prday2010.com

 

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East Tennessee Firms Launch Interactive Springboard

Monday, February 15th, 2010

Interactive Agency and PR Firm Start Joint Venture

Knoxville and Maryville, Tenn. — Blue Media Boutique, a web development and interactive agency, and Mary Beth West Consulting, a public relations and reputation management consulting firm, announced today the launch of Interactive Springboard, a joint venture that provides an integrated, research-based approach to social media that supports client marketing communications.

The firms, led by Tori Rose of Blue Media Boutique and Mary Beth West, have partnered successfully on several diverse client projects since 2008 involving web strategy and social media and are now formalizing their collaboration under the Interactive Springboard name.

“Our work model is unique to this market in both its collaborative approach between two highly specialized firms and its focus on utilizing market research,” West said.  “Many current social media programs suffer two missing links: the effective use of audience research and a content-development process that drives dynamic relationship-building.  Our team is prepared to meet those client needs for better online engagement.”

According to West and Rose, the best web development and social media strategies demand client-specific audience research as the foundation.  Without that research, companies risk taking a “shotgun” approach and failing to realize the benefits of social and online community-building to their true potential. 

In some cases, companies get in over their heads and launch social media applications that they are unable to support with consistent and relevant content for their online audiences, resulting in a loss of credibility with customers and the public alike, Rose said.

“Great social media execution is the ultimate moving target today,” Rose said.  “With the constant changes taking place in social media technology development and use by consumers and businesses worldwide, it’s critical for clients to know their own customer base first-hand and how their media-use behaviors are trending.” 

Both firms comprising Interactive Springboard offer diverse team backgrounds and have their own histories of extensive work partnering with other third-party agencies and teams, both in the Knoxville market and beyond.

Blue Media Boutique’s design, programming and animation professionals are based across the continent and include a collective 50-plus years of interactive and web development experience.   

Rose’s background is extensive and diverse, spanning several marketing disciplines over a period of 16 years at companies in the United States and Canada. Most recently, as vice president, creative director of RIVR Media Interactive (RMI), Rose was responsible for RMI’s creative vision, design, and interactive projects for a wide variety of clients, including PricewaterhouseCoopers, John F. Kennedy School of Government, Shell, Gibbes Museum of Art, and Duke University. In addition to launching RMI’s first property, Needled.com, Rose developed three award-winning pieces for the Duke University Talent Identification Program (TIP) and won a PRSA and IABC award for two Morrison Management Specialists projects.

Prior to RIVR, Rose served as creative director of Edison Schools in New York, Chris Whittle’s entrepreneurial initiative to change public education in America. Rose was a key player in the design and development of Edison’s distance learning initiative—using live video, animation and Internet resources to deliver a K-12 curriculum program and professional development training to the classroom. She holds a master’s degree in media from The New School University and a bachelor of arts degree from Wake Forest University.

The team at Mary Beth West Consulting includes a collective 75-plus years of marketing communications and public relations experience working in-house with such companies as General Motors, Boeing, Lockheed Martin, Blue Cross/Blue Shield Association, Eastman Kodak, Corrections Corporation of America and Champion Products.

Accredited in public relations, Mary Beth West’s own 16-year career has included award-winning work producing national media relations campaigns, employee communications programs and crisis preparedness systems in the energy, financial services and corporate sectors.

West has served two appointments on the national board of the Public Relations Society of America (PRSA), the world’s largest organization of public relations professionals, and is a past president of the Knoxville-based PRSA Volunteer Chapter.  She serves on the UT College of Communication and Information Board of Visitors.

Interactive Springboard can be found on Facebook and Twitter.

About Blue Media Boutique
Based in Knoxville, Tenn., Blue Media Boutique provides creative, technology and marketing services, including design, development, animation, video, illustration, branding, print, e-commerce, database, CMS, search optimization, copywriting, promotions, events and campaigns.

About Mary Beth West Consulting, LLC
Based in Maryville, Tenn., Mary Beth West Consulting advances clients’ communications, relationships and reputations to meet business and organizational objectives.  The firm’s services include research strategy, integrated marketing communications campaigns; media, community and employee relations programs; interactive media strategy and program management; crisis preparedness; and special events.

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Get Your 2010 Social Media Strategy Developed

Tuesday, November 17th, 2009

By Tori Rose, principal / founder of Blue Media Boutique and social media collaborator with Mary Beth West Consulting

If you have spent much of 2009 worrying about how to create a Facebook page for your company or when to open up the Twitter floodgates, you’ve probably put too much emphasis on the tools and not enough emphasis on the strategy behind those tools.

In any other business initiative, you’d begin by first looking at what you want to accomplish. The same type of planning needs to be applied to social media. They’re not just tools to launch because “everyone else is doing it.” They’re tools that can effectively work for you once you have a plan in place to guide your way.

Step 1: Research your audience. Who are they? Where are they online? Understand how your target audience (as defined by gender, age, and geography) uses social media. If your audience skews younger, consider Facebook and contests or sweepstakes. If your audience skews older – business executives, for example – consider ratings and reviews instead.

While secondary research may help inform what general direction you should go in, there is no substitute for primary research. Surveys, focus groups and other services will give you an analysis of what your current audience is doing online. Direct observation is also imperative. Are there already Facebook fan pages and/or groups talking about your industry or brand? Who are the key bloggers writing about your topic area? Listening to what is already going on is an essential first step in developing a social media strategy.

Step 2: What type of relationship, if any, do you already have with your audience? Are they aware of your brand? Are they loyal customers and brand enthusiasts or have they really only made a transaction or two with you? Pick one side of the scale and stick with it. Social media is not about reaching a mass audience. Instead, it is about reaching the influencers, developing relationships, having a conversation, and getting insights.

Step 3: What is your objective? Are you launching a tool to communicate with your customers? Are you trying to incite them to talk about your company with others? Is this an awareness initiative where you’re increasing your visibility and are actively interacting on many different levels? Are you trying to get your audience to generate content that you can then use in product development? Is this an effort to improve your reputation and manage communications? It is very important to decide on the objective before you decide on the technology to be used.

Step 4: Content, content, content. Start with your pitch. What is it? Describe what your company does in 120 characters or less. Better yet, define it in one word. Volvo = Safety, for example. Develop an editorial calendar and allocate resources to implement it. Do you have the capacity internally to handle the workload or do you need to hire an external resource to do the work? And keep in mind, social media that exists and is generated in a silo is never a good idea. It needs to be owned by the entire organization. The person/people put in charge of the content should be comfortable with the tools and be passionate about your organization.

Step 5: How are you going to humanize your company? Social media is about people and conversations. It’s not about logos and corporate-speak. How will you get down to that level online? Transparency and honesty are key. Will you allow employees to engage in the social media efforts? How will you deal with negative comments to turn them into positive situations? All of these items need to be considered before launching a program.

Step 6: How will you measure success? Determine your key metrics before you get started. Pick the right metrics that will help you track your objectives. Look at trend movements and changes over time, not just numbers. It is also important not to look at a single metric, but rather to evaluate your strategy performance from multiple dimensions.

Once all of these factors are carefully considered, you’ll be able to pick the right tools and social media tactics. Start small. Be willing to make mistakes and learn from them. Modify, evaluate, and grow.

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