Kyle Argueta: Reflecting and looking ahead

Almost a year ago, Kyle Argueta joined our firm as an intern. Though he was still exploring various potential career paths available to communications graduates, he quickly took to the strategic communications work we do every day. He ultimately decided to pursue a career more tightly focused on publications or education, and recently departed us to finish his last semester at Trinity University. We're going to be watching and cheering as this outstanding young man take his next steps forward. The post below is Kyle's summation of his time with us.  

- Eric Whittington

Anxious about landing an off-campus internship, I took to the web and started a job search that lasted way too long into the night. As I clicked and sifted through countless company websites, I quickly noticed that the credentials and requirements for those open positions seemed to be of NASA caliber. To avoid facing the reality of the ultra-competitive workforce that I was soon obligated to join, I closed my laptop and tried to fall asleep. I was greeted by a pleasant surprise the next morning. In my inbox was an email from a professor who shared a posting about a local PR firm looking for eager and talented interns. I did research on the firm and liked what I saw. I decided to put myself out there and apply. Little did I know that responding to that email was going to change the trajectory of my professional life.

 My time at The Whittington Group was a fantastic experience filled with opportunities that few entry-level job holders, let alone interns, get to be part of. Still growing as a firm, the Whittington Group welcomed new talent and ideas, and invested in their workers, including me (the intern). However, I never felt like “the intern.” My role at the firm required more than fetching coffee and faxing documents. I was quickly immersed into the busy, ever-changing atmosphere that came with this line of work. Being part of a small staff meant that all of us would have to wear multiple hats and juggle a variety of assignments. Up for the challenge, I hit the ground running and tackled what came my way with gusto. While there were a few assignments and tasks that came down the pipeline, I never felt overwhelmed or under appreciated. My supervisors, Eric and Casey, made great efforts to explain the significance of each assignment and graciously extended their help when needed. The attention to detail that was placed on assignment description and feedback motivated me to produce quality work, and reinforced a level of professionalism that I respected and in which I took pride.  

Each day at work was dynamic, and offered something different. One day I would be drafting a press release and the next day I would be networking at an event, while simultaneously capturing clips for a video package. Never the same and constantly changing, my robust role required me to learn about the different sectors that our clients represented. It’s was my thirst for learning and proactive attitude that not only kept me at the firm, but contributed to my promotion as Account Executive. 

I believe that The Whittington Group has propelled my professional career in more ways than one. The Whittington Group has helped me sharpen my written and networking skills, and has given me opportunities to advance. I was constantly encouraged to give personal insight on projects and had multiple opportunities to sit in marketing and communication meetings with our clients.  As such, I garnered many valuable connections since my time at the firm and have been privilege to work with some of San Antonio’s biggest “movers and shakers.” The opportunities that were placed in front of me allowed me to grow as a worker and person.

As I move forward in my professional career, I now have the confidence to consider those intimidating job positions I once feared, because The Whittington Group has prepared me with the skills and experiences needed to succeed.

-Kyle Argueta

Buying the Craftsman brand: What you get for $900 million

Sears’ sale of the Craftsman brand – for a cool $900 million – is a great starting point for a discussion on “branding,” the overused, misunderstood and mysterious marketing buzzword.

I’ve heard branding described in a thousand different ways. The most frequent and, I would argue, wildly oversimplified view is that branding is the process of stamping a logo, slogan, colors, etc., on a website, letterhead, signs, product packaging and swag like beer can holders and reusable grocery sacks.

But think about that for a minute. Can you imagine a conversation in which execs from Stanley Black & Decker said, “Let’s pay almost a billion dollars so we can slap that cool Craftsman logo on a bunch coffee mugs and T-shirts”?

Of course not. The $900 million price tag is about what the Craftsman brand stands for, not just the logo and other visuals. The real value is what Craftsman means to consumers: durability, quality, toughness, hard work, reliability, performance, etc.  Those brand attributes were earned through decades of product development and customer cultivation, not just applying a logo to any random product.

Sears has been building those perceptions among consumers for the past 90 years. The familiar red and white Craftsman logo symbolizes everything that consumers expect from and believe about tools, lawn mowers, flashlights and other items that bear the logo.  The exact same products with an unknown name and logo – let’s say “EW’s Tools” – would sell at much lower prices because the EW brand has no history, no equity and no value in the marketplace.  

Stanley Black & Decker is paying $900 million for 90 years of brand building. The logo – what many mistakenly define as “the brand” – is just the symbol representing all of that work. As long as Stanley Black & Decker meets or exceeds the expectations consumers have of Craftsman, the brand will continue to have high value in the marketplace. 

- Eric Whittington

3 marketing & communications keys for 2017

With a new year fast approaching, it’s a good time for companies and organizations think about their communications and marketing strategies for 2017. Actually, six months ago was a good time to think about 2017, but we are where we are. It’s never too late to begin.

Obviously, everyone has their own issues and priorities. But if I were asked to name three things just about every organization should do in 2017, my sound bite would be:

1.       Get serious about social media.

2.       Be authentic and genuine about your brand.

3.       Have a plan!  

The social media priority should be painfully obvious by now. But too many businesses are still either avoiding it or barely dabbling in social media out of fear or ignorance.

The way people consume information has changed drastically thanks to mega-channels like Facebook, Twitter and Snapchat.  It’s way past time for every company, regardless of size, to participate in the social media revolution.

Brand authenticity is timeless. But 2016 made it extremely clear that people now demand it. They increasingly can see through BS. They won’t tolerate disconnects between what a company says and what it does. Transparency is a must.  It’s time for every company to make sure its actions live up to the aspirations of its brand.

Planning – or the lack of it – is a longstanding problem that just won’t go away. It’s especially a problem at smaller organizations but it’s surprisingly common among larger, supposedly more sophisticated ones, too. A marketing and communications strategy should serve as a guide and it should align with the company’s overall strategic plan.

Resolve to quit throwing mud on the wall to see what sticks in 2017. Instead, develop and implement a marketing and communications plan.

Now, get back to your black-eyed peas and cabbage. And have a great, prosperous new year.  

-          Eric Whittington

Finding your voice

A client told me recently, “We really feel like you’ve found our voice.” Which was great to hear. Because perhaps the most difficult aspect of copywriting for someone else is making it sound like they wrote the copy themselves.

But that compliment also got me thinking about how important it is for a company to figure out what its voice is. Since there are infinite ways a company can express itself, it’s not always easy to nail the voice.

So, what do we mean when we talk about “finding your voice?” In copywriting, voice is a complex soup. Its ingredients include tone, attitude, level of formality, confidence, simplicity, cadence, sense of humor and so many more intangibles.  You can mix these ingredients in countless ways to end up with a “voice” that is uniquely yours.

In this client’s case, we listened to the founder of the company talk at length about his values, his vision for the company, how he feels about his company vs. competitors and what makes his company special. Then we distilled all that into a style that we felt reflected his own voice as we began drafting copy for the company’s new website.

What we came up with is a voice that is confident and slightly cocky, but not boorish. Energetic. A little intense. Inspiring but with a down-to-earth practicality.  Turns out we were on the money. Because we took the time to listen closely, to essentially get inside the head of our client.

The takeaway here is that companies looking for copywriting support need to help their public relations and marketing people, be they employees or vendors, understand what really matters to them, how they express themselves, and the kind of voice they want to represent the company.

It’s not just about grammar and the rules of proper punctuation. Great copywriting for any application also calls for style, tone and all the other intangibles that together define the company’s voice. 

- Eric Whittington