Setting your intention at the beginning of a marketing and communications plan or an individual project is probably the most difficult and time-consuming step in the process. But it's also the most critical as it sets the stage for accomplishing goals.

A powerful concept when implemented, intention demands that we approach everything we do with purpose in a deliberate and thoughtful way. It allows us to take the time to understand goals and objectives so we can build a plan, whether long- or short-term, that seamlessly integrates with your business.

With intention establishing a strong foundation, we can move forward with the online and print tactics that support the plan and meet our goals.

05/02/12

I thought the medical community was catching on to the idea of customer service. But, from my experience today that's just not the case. I walked into this beautiful office. The waiting room was empty.  These folks are professional, efficient and I'll get through this without a problem. They even took me back at my appointed time. Everyone was friendly. The brand promise was established. I get in the room, chat with the PA who takes my blood pressure and tells me that the doctor will be only a few minutes; he's in a meeting. OK. A meeting at the same time as my appointment. I start wondering how long that will take. The clock starts ticking. I'm in that nice little room. 10 minutes. 20 minutes. The brand promise that had been established is fading away. Thirty minutes later another ...Read More >

Marketing and communications principles hold true for both non-profit and for-profit organizations. I've long contended that if you have the talent for marketing and business acumen your skills can be transferred from one organization to another. The issues particular to the industry or channel can be learned, the marketing and communications talent can't.

In my career I've managed marketing and communications departments for associations and technology companies. As a consultant I have had the pleasure of working with a variety of for-profit and non-profit companies. You will find the work that I've done for these companies in the case studies in "What I Do"with a short list provided below.

• Field Environmental Instruments, Inc.
• American Chemical Society Green Chemistry Institute
• American Society of Civil Engineers
• Solar Energy Industries Association
• Solar Power International
• SalonVoices
• Leapfrog Solutions
• Mortgage Bankers Association
• Anvicom, Inc.
• National Association of Federal Credit Unions