Balancing Act: Managing Effectiveness and Efficiency to Make the Most of Your Marketing

This is part one of a three-part series on the importance of achieving balance between effectiveness and efficiency in your business’s marketing efforts. In this post, we’ll compare effectiveness and efficiency. In 2002, the Oakland Athletics had the third-lowest team payroll in the league at around $40 million. That same season, the New York Yankees spent $125 million in salary....

4 Tips for Better Feedback

Last month, the Willow office closed its doors and turned off its computers for 24 hours (give or take a few hours) for our annual agency retreat on Lake Sweetwater near Ninevah, Indiana. These retreats are legendary. It’s a coworker-only event where we get to really know each other better, let loose and have fun. We also cap the retreat...

The Value and Importance of Company Culture

Every company has a culture, but does your current culture contribute to achieving your business goals, or does it actually hinder it?   Let’s start with what it is. “Culture” consists of shared beliefs and values established by an organization’s leaders and is communicated and reinforced through various methods, ultimately shaping employee perceptions and behaviors. At Willow, the foundation of...

How to Grow Conference Attendance Through Research and Marketing

A couple of years ago, the National Association of Mutual Insurance Companies, or NAMIC as we know them, spotted a trend. It’s Claims Conference was under-attended in comparison with the association’s membership base. With over 700 member companies and each one having at least one person in claims, the NAMIC team thought they should be reaching at least half of...

Rebranding for Success… in 10 Simple Steps

Last month, I was honored to present to association professionals at ASAE19, in a session I co-led with Hilde Marnul from the Board of Certification for Emergency Nursing. I consider Hilde and her organization as a client, a friend, and a rebranding success story. But the prospect of rebranding can be a daunting challenge to many organizations. Some don’t understand...