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Join us at the 9th Annual Create Campaign Forum

By Blog

Baseline Creative’s Bridgette West-Williams, MBL, Featured Workshop Presenter

Event Image for 9th Annual Create Campaign Forum,
Event promotional image featuring Bridgette’s headshot and event details.

We invite our clients, friends, and collaborators to join us at the 9th Annual Create Campaign Forum: Certified for Business. Our own VP Bridgette West-Williams, MBL will be a featured workshop speaker. The Forum is Saturday, July 22, 2023, 8:30 a.m.-3 p.m., at Wichita State University, Woolsey Hall, 1845 Fairmount. Plan to come as you are and attend Wichita’s largest minority business development symposium planned with you in mind. Free Event. Register online.

The Forum, is the signature business development event for minority entrepreneurs and business owners, and features workshops, panel discussions, keynote speakers and networking opportunities to provide resources, insight and inspiration to diverse entrepreneurs. The Baseline team will be at the event to discuss opportunities and services we provide, and Bridgette will be a featured presenter on Marketing 101 during the 11:30 a.m. workshop. Attendees need to register for this free event in advance.

Attendees at the Forum can look forward to a dynamic and interactive presentation on Marketing 101, where Bridgette will condense years of practice and experience into marketing tips and tricks for individuals of all skill levels to build and learn. Bridgette is the Vice President of Strategy and Business Development at Baseline Creative and has been a leader on our team since the spring of 2015. Her background encompasses expertise in marketing, brand development, strategy, public relations, crisis communications, and business development.

Bridgette serves as an advisor and coach to Baseline’s clients across a wide array of industries, categorized as small and mid-sized businesses. She has served in leadership roles in her career and community in higher education, health care, nonprofit, and in retail sales and merchandising. Bridgette’s formal education includes undergraduate studies in public relations and political science at Kansas State University, and a Master of Business Law from Friends University. She also holds certificates in diversity, equity, and inclusion [and belonging], and women in leadership. She is also a certified DEI facilitator specializing in the intersectionality and identity, and works with businesses to encourage cultures where living genuinely and authentically even in the workplace is encouraged.

Earlier this year, Bridgette worked with entrepreneurs in the Create Campaign Spark Community Business Academy as a marketing success sprint mentor. Spark provides hands-on business training with curriculum and coaching tailored to minority entrepreneurs. This 12-week program is designed for new and growing for-profit businesses. Bridgette met with and advised entrepreneurs on marketing tactics to help grow their business and learn technical skills to help support those efforts. You can connect with Bridgette to learn more about business coaching and mentorship on LinkedIn, or by reaching out to us on via our contact form.

The work Bridgette does for Baseline Creative and our clients aligns directly with the mission of Create Campaign. Create Campaign, Inc. is a minority business development nonprofit that is advancing inclusion in entrepreneurship and evolved from a half-day entrepreneurship forum in 2015 to a leading and trusted innovator providing culturally-relevant business training, technical assistance, and micro-lending to diverse entrepreneurs.

With a sole focus on building strong, minority-owned businesses, Create Campaign and its partners are closing gaps and removing barriers of entry to ensure that minority entrepreneurs have access to resources and knowledge to experience the fullness of business ownership in ways that can lead to generational wealth and sustainability. Together, we make the difference.

Create Campaign Forum: Certified for Business

Marketing Plan in 2021

Marketing in 2021

By Blog

What will your marketing plan look like in 2021? There are some trends that should be considered when making your plan or working with an agency like Baseline Creative to make your plan.

Social media, technology, and web presence, and cause marketing will be important elements include in your marketing plan in the new year.

Social Media  

Social Media will continue to be an important part of your marketing plans. While it may not make sense for your business to be on every social media platform, businesses need to be on social.

Most of your customers simply expect to find you there. In this way, social media serves as a local listing of sorts—which boosts your SEO and makes it easier for people to find you.

For those in retail, food, the hospitality industry, or even health care, social media is a natural fit, and platforms such as Instagram, Twitter, and even TikTok are likely to put your business in front of your customers. For those whose products and services are more business to business (B2B) chances are that a presence on Facebook and LinkedIn is enough. Your marketing goals and target audiences will help determine where you should be on social.

Social media, when done right, can help improve your customer service experience. Responding quickly to customer inquiries, or customer feedback can help you build credibility for your business and can help you recognize the things you do well in addition to opportunities to grow and change.

Influencers will also continue to be an important element of marketing in 2021. While it may look different for every business, an influencer can get your product or services in front of a targeted audience and provide credibility to your business.

Technology

Technology and the ability for your customers to shop, meet, or conduct business online is going to remain vital in 2021. According to Census.gov, online purchasing increased by 44% in the second quarter of 2020 and was at 37.1% in the third quarter. Many experts agree that even as businesses open back up to the public, e-commerce will still be important.

Ecommerce has been the difference between success and failure during Covid. For example, this year, restaurants that never offered online ordering, quickly had to add that to their websites to remain viable as dining rooms were closed during the pandemic. This kind of quick adaptability was critical to success for many.  Online shops for retailers, including small businesses, is also a trend that is continuing. Businesses will need to continue to provide virtual, delivery, and online ordering capabilities to remain adaptable in 2021.

In the same vein, search engine optimization (SEO) will be even more important in your marketing plan. As more retailers and businesses compete for our attention, SEO will be key to make sure your website is offered up to the right audience, more often.

Cause Marketing and Social Issues

According to EngageforGood.com, “71% of Americans believe that companies have more responsibility than ever before to address social justice issues and 56% say companies that do not talk about social justice issues in their marketing or communications are out of touch.” This is especially true for Gen Z who are increasing their purchasing power every year, and who expect the brands they support to take a stand on social issues.

Several examples of cause marketing include Nike’s “Dream Crazier” campaign aimed at celebrating women in sports. Ben & Jerry’s ice cream brand has been supporting the Black Lives Matter movement since 2016 and has incorporated their support into messaging on their website, in blogs, and even in products. For Ben & Jerry’s cause marketing isn’t a gimmick, it’s a part of their brand’s culture.

Cause marketing is more than supporting a favorite nonprofit throughout the year. Cause marketing should incorporate your brand and involve marketing, advertising, and public relations as well as internal communications. In short, cause marketing should go beyond just one event or campaign.

Bring on 2021!

Most of us are looking forward to a new year and leaving the trauma and chaos of 2020 behind us. However, we must not forget the lessons we learned in this challenging year and should strive to grow in 2021.

If you need to develop or add to your marketing plan in 2021, Baseline Creative would be happy to help. Contact us for a conversation about how we can help you reach your goals in the new year.