CultivatED Marketer

In the 46th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen and Julie Masson are joined by Lacey Graverson, Senior Manager of Brand and Strategic Communication at the Ewing Marion Kauffman Foundation. Together they explore how to steward a major nonprofit brand through strategic alignment, clarity, and consistent messaging. Lacey shares her career path into PR and branding, highlights the value of discovery meetings to create shared direction, and explains how the foundation’s storytelling focuses on grantees, entrepreneurs, students, and community impact rather than the foundation itself. She discusses how brand stewardship requires organization-wide buy-in and message discipline, then details the Uncommon Leader Visionary Award. CultivatED Marketer Ep. 46 — What Separates Visionary Leaders From Everyone Else One of the biggest themes throughout this episode is alignment. Lacey explains how successful organizations create clarity around mission, vision, and messaging so teams across departments can move toward a shared goal. From leadership strategy to brand management, she emphasizes the importance of message discipline and consistency – key skills for anyone focused on marketing career growth and communications leadership. The discussion also explores how discovery meetings and strategic planning help organizations avoid “Groundhog Day” cycles of rework and unclear expectations. For professionals looking to grow in marketing, the episode provides valuable marketing tips and leadership advice on how strategic communication drives organizational success. Storytelling as a Strategic Marketing Tool Lacey shares how storytelling at the Kauffman Foundation focuses not on the organization itself, but on the entrepreneurs, educators, nonprofits, and community leaders benefiting from its programs and funding. Through initiatives like 1 Million Cups, entrepreneurship programs, and educational partnerships, the foundation uses authentic storytelling to demonstrate impact and strengthen trust within the community. For marketing professionals, the episode offers real-world insights into how strong storytelling, brand alignment, and strategic messaging can elevate both nonprofit organizations and mission-driven brands. The Uncommon Leader Visionary Award A major focus of the conversation is the Kauffman Foundation’s Uncommon Leader Visionary Award, which recognizes executive nonprofit leaders creating meaningful impact across Kansas City. The award includes: $75,000 awarded directly to the individual leader $150,000 awarded to the nonprofit organization Lacey explains how the initiative reflects the foundation’s commitment to leadership, legacy, and community impact while reinforcing the importance of visionary leadership within the nonprofit sector. For marketers in nonprofit branding, and organizational strategy, this discussion highlights how strong leadership and clear communication can transform entire communities. Brand Leadership, Authenticity, and Team Collaboration The group also discusses the realities of leading communications teams inside a mission-driven organization. Lacey discusses: cross-functional collaboration managing freelancers and creative teams maintaining brand consistency balancing strategy with execution She also shares productivity habits, branding trends, and why authenticity remains the most important quality every strong brand should embody. She gives actionable lessons from a leader operating at the intersection of brand, strategy, and community impact. Entrepreneurship Data and Future Insights Lacey also previews the relaunch of the Kauffman Indicators of Entrepreneurship, a major research initiative examining entrepreneurship trends across the United States. Returning after a few years away, the reports and accompanying website will provide valuable data and insights for entrepreneurs, marketers, and business leaders alike. Lacey offers a powerful look at how strategic communication, authentic storytelling, and organizational alignment drive long-term impact. Whether you work in nonprofit communications, brand strategy, leadership, or marketing, Lacey Graverson’s insights provide valuable guidance for building stronger organizations and more effective teams.   00:00 CultivatED Marketer Episode Preview 02:58 Why Alignment Matters 05:57 Meet Lacey Graverson 07:39 Lacey’s Origin Story 10:54 Vision and Discovery Meetings 14:30 Thriving Nonprofit Messaging 16:53 Storytelling Beyond the Foundation 20:36 Comms Team as Mini Agency 22:22 Brand Stewardship and Buy In 26:37 Uncommon Leader Visionary Award 31:47 Quickfire Questions 36:36 Nominate and New Data

In the 44th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Julie Masson, and Matt Tidwell, PhD, are joined by Mary-Catherine Reinert, Founder of Fortissima, a firm specializing in multi-sensorial marketing for boutique hospitality and lifestyle brands. Packed with marketing career advice and marketing industry insights, this episode challenges conventional thinking of branding and delivers practical lessons from a marketing leader who built her career by breaking the rules. CultivatED Marketer Ep. 44 — Sensorial Branding, Bold Identity, and the Future of Marketing with Mary-Catherine Reinert Mary-Catherine Reinert, or “MC” as she’s known, didn’t enter marketing through the front door. She came, as she puts it, through the loading dock. Her career began in corrugated packaging design, evolved through luxury event creation, and ultimately led her to found Fortissima, where she helps boutique hospitality and lifestyle brands build deeper, more intentional connections with their audiences through a framework she calls sensorial marketing. What Is Sensorial Marketing and Why Does It Matter? MC opens the conversation with a concept that most marketers have never considered: sensorial marketing, which she defines as the intentional design of a brand experience across all senses. While most brands live in the sense of sight, MC’s framework – which she’s expanded to seven senses – challenges marketers to think far beyond the visual. Her core question: “What does a brand feel like in your body?” For professionals focused on marketing skills development, this episode offers a genuinely fresh lens for thinking about audience connection. Her process, built through Fortissima’s CereSenseTM methodology, asks brands to discover their “brand brain,” identifying and articulating their senses to create a full, embodied brand experience that translates across both physical and digital environments. From Packaging Designer to Brand Strategist One of the most compelling elements of MC’s story is the marketing career path she blazed for herself. Her degree wasn’t in marketing. Her first industry was corrugated packaging. But she credits that grounding with giving her the discipline to deconstruct what works, study systems with integrity, and think strategically about the entire customer journey from shelf to doorstep. MC expounds marketing career advice for beginners who may feel like they’re on the “wrong” path, sharing how her own story is proof that diverse experience sharpens your edge. From packaging, she moved into luxury event design – corporate galas, nonprofit fundraisers, weddings, conferences – where she observed firsthand how sensory environments create lasting emotional memory. That insight became the foundation for the strategic work she does today. Her trajectory is a masterclass in how to grow your marketing career by following curiosity across disciplines rather than staying in one lane. Staying Grounded Under Pressure: Identity, Fear, and the Traps Brands Fall Into MC draws on her talk “Personality Under Pressure” (a hit at the Kansas City IABC Business Communicator Summit) to explore how brands, and the marketers who steward them, lose their way when fear kicks in. Impulsive discounting, competitor copying, product bloat: MC names these traps clearly and offers a framework for resisting them. Her core insight: “You can’t out-discount, but you can out-do you.” Diluting your brand identity to chase trends or mirror competitors doesn’t just erode your market position, it alienates your most loyal customers. She goes on to explain how to hold the line on brand conviction even when revenue pressure mounts – pivotal advice for marketers in leadership positions. Marketers Working with Company Founders MC’s strategic process always begins inward. Rather than jumping to mood boards and messaging guidelines, she goes deep into what a founder truly believes about the world – what made them create the thing, where they refused to compromise, and the emotional outcome they’re trying to deliver. These root-level insights become the foundation for identity, campaigns, and operational standards. She also tackles a challenge every marketer has faced: the breakdown between vision and operational follow-through. Brand strategy, she argues, too often stays locked inside a founder’s head or on a shelf in a beautifully bound notebook. When it isn’t embedded into team habits and SOPs, execution becomes mood-dependent. For marketing professionals who want to grow in marketing and lead more strategically, this practical marketing lesson bridges the strategy-to-execution gap. Measuring What Matters: Sensorial Branding and ROI For listeners wondering whether sensory branding is just beautiful theory, MC brings it back to earth with refreshing directness: “Vibes don’t pay my invoices.” Her CereSenseTM method is built to bridge the emotional and analytical sides of the marketing brain, tying each sensory touchpoint to measurable KPIs. MC shares a real client example: by implementing 15 additional sensory touchpoints for a lifestyle brand’s conference experience, they saw a 30% year-over-year increase in upsell revenue. Her team measures outcomes like: Return and repeat customer rates Unprompted referrals and reviews aligned with brand voice Website behavior (time on page, room-to-room flow, bounce rate) Rate acceptance without negotiation For anyone working on marketing tips around analytics and brand accountability, this section delivers applicable marketing insights for your brand. Sensorial Marketing in the Digital Space With so much of modern marketing happening online, MC explores how sensory branding translates to digital environments. Her answer is nuanced and practical: your copy has a cadence and even a “scent.” Your brand photography communicates texture. Your social voice in the consideration phase should sound different from your voice in the loyalty phase. The goal, she says, is “frictionless immersion.” When digital touchpoints are consistent and intentional, they trigger memories of physical senses — building loyalty, driving advocacy, and transforming both internal culture and external customer relationships. For the career-focused marketer, MC’s framing offers a genuinely new way to evaluate and audit digital brand experiences. Challenging Marketing Assumptions: What MC Hears Most from Founders MC names two assumptions she challenges most often in her consulting work, and they’ll ring true for anyone who has spent time in a marketing leadership role: “We’re different.” Most brands can describe their functional differences, but few can articulate how their customer feels. MC inverts Maslow’s Hierarchy of Needs as a provocation: stop building from safety and functionality up, and start from self-actualization down. Own who you are first, then work back to execution. “That’s a marketing problem.” When organizations treat themselves as islands rather than ecosystems, blame flows to marketing by default. MC’s reframe: everyone works for marketing, not the other way around. Identity fragmentation is usually an inside job – and fixing it starts with deconstruction, not destruction. For anyone thinking about transitioning into consulting marketing or building a practice as a brand strategist, this section offers a window into lessons from marketing leaders who’ve done the hard work of challenging clients constructively. Marketing Career Growth Through Authentic Self-Expression Throughout the conversation, MC models the very philosophy she teaches: authentic self-knowledge breeds confidence and unapologetic expression. Whether she’s describing her presentation style, often described as high-energy, humor-forward, memorable, or her conviction that marketing should be fun, her point is clear: professionals and brands that own who they are will always outperform those who imitate. This is one of the reasons CultivatED Marketer continues to grow as a marketing career podcast and marketing leadership podcast — to help professionals learn directly from practitioners like MC who have turned unconventional paths into distinctive, impactful careers. Whether you’re searching for marketing mentorship, trying to understand how to become a marketing consultant, or simply looking for marketing career growth inspiration, you’ve found the right place. Connect with Mary-Catherine Reinert LinkedIn Fortissima Brands     00:00 Smell and branding icebreaker 01:37 Personal brand scents 04:49 Key takeaways from MC 10:14 Show intro and guest bio 11:49 What is sensorial marketing 14:39 MC career journey and events 19:18 Staying aligned under pressure 21:52 High energy speaking style 25:48 Authenticity and acronyms 26:53 Founder First Strategy 29:08 Nonprofit Storytelling 31:20 Vision to Operations 34:44 Brands That Nail It 37:18 Proving ROI With KPIs 42:15 Scaling Boutique Hotels 44:52 Breaking Founder Myths 50:12 Digital Sensory Cues 53:34 Final Takeaways 54:57 Where to Find MC

In the 42nd episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Mike Farag, CEO and Chief Strategy Officer at Fervor, an award-winning strategic marketing agency. Mike shares his journey from the corporate world to building a purpose-driven career, offering powerful insights into career development, professional growth, and aligning personal values with marketing communications across both for-profit and nonprofit sectors. CultivatED Marketer Ep. 42 — Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications Mike’s path toward purpose-driven work began with a life-changing mission trip to Haiti in July 2008. There, he met a young orphan named Daniel whose joy and resilience reshaped Mike’s understanding of success and fulfillment. That moment ultimately led Mike to transition from his corporate role at Sprint into work centered on impact and meaning. As Mike discussed his shift into nonprofit marketing, he highlighted the importance of adapting marketing communications strategies to connect with diverse audiences. Navigating this transition required intentional learning, empathy, and a commitment to continuous professional development – especially when moving between corporate and nonprofit environments. Despite the challenges, Mike found renewed purpose in helping organizations build brands that truly matter. Building Organizational Trust Through Internal and External Communications On building brand trust, Mike says he draws a lot of inspiration from Cory Sheer, emphasizing the difference between brand awareness and genuine brand trust, noting that trust is built through consistent, authentic internal communications and external communications. For nonprofits in particular, investing in thoughtful communication strategies is essential for building long-term relationships with donors, stakeholders, and communities. Mike encouraged organizations to move beyond a scarcity mindset and view communication as a core function, rather than a luxury. This approach reinforces transparency, strengthens leadership credibility, and supports sustainable organizational growth. The Role of Organizational Culture in the Success of a Brand Julie calls out a study done and how St. Jude is the most trusted nonprofit organization, and they achieved this by spending over $100M in marketing. Mike shared practical advice for leaders focused on professional development, starting with simple but powerful internal actions. Regular, authentic communication from leadership plays a critical role in shaping culture and alignment. As Mike put it, “Culture begets communication, and communication begets culture.” Drawing from his book, Marketing with Fervor, Mike outlined a framework that helps organizations articulate purpose, clarify messaging, and build cohesive marketing strategies. These principles support both marketing professional development and healthier internal cultures – ensuring organizations grow from the inside out. Translating Organizational Purpose into Day-to-Day Decisions While some industries struggle with purpose-driven branding in polarized environments, as noted in the interview with Fred Cook and the Annenberg study, Mike believes purpose remains essential for nonprofits and mission-driven organizations. Purpose provides clarity, direction, and authenticity – key ingredients for meaningful career development and organizational impact. Mike’s perspective reinforces the value of communication professional development rooted in integrity and consistency. By showing up as the same person in every setting, leaders can foster trust, strengthen culture, and build brands that resonate deeply with their audiences. Mike Farag’s story is a compelling reminder that professional growth doesn’t have to come at the expense of personal values. By aligning purpose with marketing communications, leaders can create meaningful change while advancing their own career development.     03:07 The Importance of Nonprofit Communications 06:21 Mike Farag’s Journey from Corporate to Nonprofit 09:31 Challenges and Strategies in Nonprofit Marketing 17:49 Building Organizational Trust and Effective Marketing for Nonprofits 24:42 Overcoming Scarcity Mentality in Nonprofits 27:35 Google’s Secret Sauce and Nonprofit Challenges 29:42 Integrating Purpose and Career 33:11 Translating Purpose into Action 35:44 The Future of Cause Marketing 41:29 Building Organizational Trust with Internal Communications  

In the 40th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Kim Derrick Rozdeba. Derrick shares with us about his impressive journey of over 30 years, insights into building iconic Fortune 500 brands, and his recent foray into fiction with his debut novel. We cover a variety of topics including the importance of community in professional development, the five Cs of branding, and the challenges and triumphs of brand consistency. CultivatED Marketer Ep. 40 — The 5 C’s of Brand Identity with Kim Derrick Rozdeba The discussion opens with Derrick’s intriguing dual identity: “Kim,” his fictional writing persona, and “Derrick,” his corporate branding strategist persona. This dual perspective reflects the balance between creative storytelling and strategic external communications—an interplay central to modern marketing communications. He shares how he crafted his debut novel Balance of Evil while simultaneously shaping Fortune 500 brands through strategic planning, internal communications, and executive influence. The Five Cs of Branding Derrick introduces his renowned Five Cs of Branding—a powerful framework that aligns perfectly with continuing professional development for marketing and communications professionals: Commitment: Brands must anchor themselves with purpose and vision, much like Estee Lauder’s iconic “jar of hope.” Construct: Logos, style, tone, and identity form the visual and emotional construct of a brand. Community: Employees, customers, and stakeholders form the community that carries a brand’s message—an essential concept in external communications. Content: Marketing communications, public relations, and storytelling fuel brand awareness and trust. Consistency: Brand loyalty grows when messaging, design, and values remain steady over time, as seen with Oprah Winfrey and long-standing Fortune 500 campaigns. Insights from Experience: Professional Development and Branding Success Derrick then reflects on pivotal moments in his career, highlighting how embracing uncertainty can be essential for continuous professional development. Brent and Matt connect these insights to the theme of professional growth, encouraging listeners – especially those seeking marketing professional development – to take bold steps outside their comfort zone. His stories from global agencies like Ogilvy offer a masterclass in leadership and communication professional development. The Role of Community in Professional Growth A recurring theme is community – a cornerstone of both career development and professional development for communications professionals. Derrick emphasizes the importance of joining professional organizations, especially in a climate where membership is declining. The hosts discuss how community-driven learning fuels both internal and external communications success, offering support and shared expertise that can accelerate continuous professional development. A Personal Take on Brand Loyalty Derrick shares memorable anecdotes demonstrating how small, human-centered actions can create lifelong brand loyalty. One story highlights how a bank manager’s simple gesture – offering space for a book launch – became a powerful example of authentic marketing communications and customer-focused engagement. These moments, he explains, reinforce the value of consistency, trust, and meaningful professional relationships. We encourage you to explore Kim Derrick Rozdeba’s books, or connect with Derrick on LinkedIn.   01:37 The Importance of Personal and Corporate Branding 02:31 Derrick’s Branding Expertise and Career Highlights 04:41 Introduction to the Five Cs of Branding 08:22 Derrick’s Journey and Writing Career 12:32 Deep Dive into the Five Cs of Branding 16:48 Consistency: The Hardest C to Master 18:19 Derrick’s Role in the IABC and Branding Success Stories 21:35 The Evolution of Logos in a Visual World 22:23 Successful Rebranding Strategies 23:03 Case Study: Kraft and Heinz 23:31 Branding from Scratch: A Telecom Example 24:56 The Power of Consistency in Branding 26:50 Personal Branding Insights 27:38 The Inspiration Behind ‘Omics’ 29:19 The Importance of Small Interactions 33:11 Advice for Career Reinvention 36:53 The Value of Professional Communities

In the 38th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, explore public service communications with our guest, Jazzlyn Johnson, Director of Communications for the Jackson County Prosecutor’s Office. She offers invaluable insights into professional growth and the transition from journalism to public relations. This conversation is perfect for those pursuing career development in communications or seeking inspiration from leaders who thrive under pressure. CultivatED Marketer Ep. 38 — Leading with Empathy in the High-Stakes World of Public Service Communications with Jazzlyn Johnson Jazzlyn’s career began in journalism, where she quickly learned the power of storytelling in serving her community. Her move into public service communications revealed the unique challenges of government work, where internal and external communications play a critical role in maintaining transparency and public confidence. The shift from newsroom deadlines to navigating legal communications helped her understand how communication professional development can directly influence public perception and trust. Building Public Trust Much of Jazzlyn’s focus centers on combating misinformation and fostering understanding through strategic messaging and community outreach. She leads initiatives like the Understanding the Justice System video series, which bridges gaps between the public and the prosecutor’s office. For professionals focused on continuous professional development in marketing and communications, Jazzlyn’s approach demonstrates how effective messaging can transform complex topics into relatable, transparent stories that strengthen public trust. The Art of Crisis Communication When crises arise, communicators must remain steady, clear, and authentic. Jazzlyn shares how strong media relationships and emotional intelligence are essential tools in communication professional development. Her insights on handling public scrutiny, responding to misinformation, and maintaining composure under pressure offer a real-world perspective for those advancing their marketing professional development. Advice for Aspiring Communicators For those at the start of their communications careers, Jazzlyn encourages curiosity, mentorship, and resilience. She highlights how continuing professional development helps communicators evolve as they adapt to new technologies and media landscapes. Her advice: focus on building meaningful relationships, learn from mistakes, and seek mentors who challenge you to grow both personally and professionally. She also mentions how prominent a role mentorship has played in her career, specifically calling out her mentor Morgan Said, former Chief of Staff for Mayor Lucas of Kansas City.   Jazzlyn Johnson’s journey exemplifies the power of leadership and communication in public service. Her story is a reminder that professional development for communications professionals is not just about learning new skills – it’s about understanding how authenticity, empathy, and strategy intersect to build trust and inspire change.   You can connect with Jazzlyn Johnson on LinkedIn or the Jackson County Prosecutors office on Facebook or X.     00:00 Leading with Empathy with Jazzlyn Johnson 01:06 Early Career Transitions and High-Pressure Environments 02:56 The Importance of Empathy and Trust in Communications 06:18 Challenges and Strategies in Public Service Communications 06:41 Interview with Jazzlyn Johnson: Background and Career Insights 08:15 Lessons from Journalism and Public Service 14:25 Building Public Trust and Handling Misinformation 23:02 Advice for Young Communicators and Career Reflections 27:05 Conclusion and Final Thoughts

In the 36th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sat down with Valerie Morrow, Director of Social Media at Dairy Farmers of America. Valerie is a seasoned social media leader with nearly 15 years of experience, and explores with the group how marketing communications strategies can adapt in a fast-changing digital environment, integration of data and storytelling, the impact of AI on social media, and the evolving role of social platforms in SEO. Don’t miss Valerie’s expert tips on creating intentional content, building engaged communities, and managing social media strategies effectively. CultivatED Marketer Ep. 36 — Data and Storytelling in Social Media: Valerie Morrow’s Playbook Valerie’s career in social media may have chosen her, but her journey is marked by strategic foresight. While at the University of Central Missouri, Valerie began exploring how social media could fulfill business needs, discussions that laid the groundwork for her career in communication professional development. By consulting with marketing leaders, she identified an emerging opportunity: social media. As she puts it, the key was to be “solution-oriented” — a mindset that supports career development for anyone in the field. The Intersection of Data and Storytelling Valerie emphasizes the power of combining data analytics with storytelling. “They tell a complete story when brought together,” she says. At Dairy Farmers of America, where Valerie is the Director of Social Media, blending long-form storytelling with analytics has been transformative. By using both qualitative insights and strategic narrative construction, her team has revolutionized their marketing professional development efforts—shifting from long-form stories to dynamic video content that drives both internal and external communications. Focus, Not Fads: Strategy Over Tactics One constant in the social media world is change, whether it be platform algorithms or emerging technologies. Valerie encourages a focus on strategy rather than tactics. “Social strategy is more than just posting or chasing trends,” she remarks, advocating for purposeful engagement over mere presence. This aligns closely with the kind of continuing professional development that marketers and communicators need to thrive. By narrowing focus on what aligns with an audience and organizational goals, leaders can strengthen both internal communications and external reach. Staying Ahead with Community and Authenticity Despite the rapid evolution of social platforms, Valerie firmly believes the future lies in blending AI, community, and trust. AI is transforming content creation and analytics, but it cannot replace the human touch in storytelling. She underscores that brands must maintain authenticity to meet the growing audience demand for genuine connections. These insights are key for professional growth and for those pursuing continuous professional development in digital marketing and communications. Beyond operational insights, Valerie offers personal reflection, sharing that effective social media management involves asking “the right questions” to shape impactful strategies. This approach reflects the essence of professional development for communications professionals, reminding marketers to remain curious, adaptable, and intentional in their work. Looking Ahead to Social Media’s Future For those leading teams or embarking on personal development journeys in social media, Valerie suggests managing goals with intent and aligning them with broader organizational objectives. Her approach to layering innovation onto existing strategies is a blueprint for long-term success in marketing communications and career development. To gain further insights or connect with Valerie, she can be reached on LinkedIn. For those seeking excellence in social media and communication professional development, her journey and lessons provide invaluable guidance on how to thrive in today’s evolving digital landscape.   00:00 Introduction to Episode 36: Social Media Insights with Valerie Morrow 01:15 Pre-Interview Discussion: Highlights and Key Takeaways 07:22 Valerie Morrow’s Career Journey and Social Media Expertise 11:16 Blending Data and Storytelling in Social Media 17:42 Authenticity and Innovation in Social Media Strategy 18:27 Navigating the Ever-Changing Social Media Landscape 23:31 Galvanizing Friends for a Road Trip 23:52 Nostalgic Memories and Corn Nuts 24:23 SEO and AI: The New Symbiotic Relationship 25:47 The Evolution of Social Media Content 31:09 Challenges in Social Media Strategy 35:00 Future Trends in Social Media 37:26 Insights from a Master’s Experience 42:32 Effective Goal Setting and Team Management 46:44 Conclusion and Final Thoughts

In the 34th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sit down with Amy Whitfield, a communications and crisis communications specialist who frequently works with churches and faith-based organizations. Amy’s journey into crisis communications was unplanned but became a cornerstone of her career. Her insights offer valuable lessons in marketing communications, internal communications, and career development for anyone navigating high-stakes communication challenges. This episode is a must-listen for communications and marketing professionals wanting to learn about crisis communications and how they intertwine with marketing communications strategies. CultivatED Marketer Ep. 34 — Crisis Communications Secrets Every Marketing Pro Must Know with Amy Whitfield Amy’s introduction to crisis communications came unexpectedly, but she quickly developed the instincts needed to manage chaos with clarity. Her political science background and denominational work helped her build a strong foundation in communication professional development, allowing her to guide organizations through sensitive moments while maintaining trust and credibility. Developing a Crisis Communication Plan Crisis communication, Amy explains, requires more than strategy—it demands practice, resilience, and continuous learning. Over the past decade, she has developed her “muscles” for crisis response through real-world experience in Southern Baptist Convention. For communicators committed to professional growth, she recommends resources such as Crisis Communications: A Case Book Approach and You’re It: Crisis, Change, and How to Lead When It Matters Most. These tools support continuing professional development and encourage a mindset of growth in high-pressure communication roles. Aligning Marketing Communications with Crisis Response One of Amy’s key takeaways is the need to align marketing communications with crisis messaging. Whether pausing campaigns, adjusting tone, or creating unified statements, organizations must balance marketing with internal and external communications. Amy emphasized that close collaboration between marketing and communications teams is vital for organizational reputation, especially when addressing external stakeholders. This integrated approach is also central to marketing professional development, teaching communicators how to adapt strategies across departments. Preparation and Crisis Response Strategies Preparation is at the heart of effective crisis management. Amy shared best practices in internal communications, including building a crisis response team, designating media liaisons, and mapping out communication channels. These strategies help organizations respond quickly, protect reputations, and maintain credibility with employees and external audiences alike. For those investing in professional development for communications professionals, mastering internal planning and execution is a key skill set. Keeping Humanity at the Core of Messaging Beyond tools and strategies, Amy reminds communicators to keep humanity at the center of crisis work. Empathy, compassion, and authenticity build trust with affected communities and teams. For professionals focused on career development in communications, cultivating these traits is just as important as mastering technical skills. Professional Development for Communications Professionals Amy Whitfield’s expertise illustrates why crisis communications is such a valuable area of focus in the broader field of marketing communications. Her advice reinforces the importance of preparation, alignment across internal and external communications, and continued investment in communication professional development. To learn more about Amy or connect with her work, find her on LinkedIn.       00:00 Crisis Communications with Amy Whitfield 01:19 Upcoming Episodes and Guest Lineup 02:04 Meet Amy Whitfield: Crisis Communications Expert 04:07 Diving into Crisis Communications 05:46 Amy Whitfield’s Journey into Crisis Communications 14:25 Common Crises in Nonprofits and Faith-Based Organizations 18:01 Preparing for a Crisis: Tips and Strategies 22:01 Collaboration Between Marketers and Communications Professionals 27:15 Continuous Learning and Final Thoughts 29:03 Conclusion and Where to Find More Information  

In the 32nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, are thrilled to introduce Julie Masson, a dynamic new voice and our newest co-host. With over 15 years of experience in the nonprofit sector, Julie brings a fresh perspective on career development and nonprofit communications. Her journey to becoming a fractional Chief Communications Officer and her deep-rooted passion for helping mission-driven organizations make her a perfect fit for our audience of communications professionals. CultivatED Marketer Ep. 32 — A New Voice for Cultivated Marketer and Renowned Thought Leader in Nonprofit Communications. Welcome Julie Masson! Brent and Matt enthusiastically welcome Julie to the CultivatED Marketer family. They reflected on the process of selecting a co-host who could elevate conversations around internal communications and marketing strategy. Julie’s professional background and commitment to communications excellence—particularly within nonprofits—aligns seamlessly with the podcast’s mission: to support ongoing professional development in marketing communications. Julie’s relationship with both co-hosts dates back to her time in the University of Kansas’ Integrated Marketing Communications master’s program. Now, as a communications leader, she brings a valuable perspective on how professionals can grow their careers across various sectors, especially in nonprofit and purpose-driven roles. Why Nonprofit and Internal Communications Matter Julie’s passion for nonprofit communications was evident from the start. She spoke about the communication challenges that nonprofit organizations often face—especially when it comes to internal communications. Whether it’s misalignment between staff and leadership or the absence of a clear external messaging strategy, Julie is dedicated to bridging these gaps. Her focus on improving both internal team dynamics and external stakeholder communication ensures nonprofits can effectively fulfill their missions. Supporting Career Development Through Fractional Leadership Julie’s career path—from education to nonprofit leadership to her current role as a fractional communications officer—highlights the importance of career development and flexibility in the evolving marketing landscape. She discussed how fractional leadership allows her to support multiple organizations that may lack full-time communications staff, helping them build solid marketing foundations, strategic plans, and consistent messaging for both internal and external audiences. Advice to Aspiring Communicators Julie shared her insights on why nonprofit work is a powerful launchpad for those pursuing careers in marketing communications. For young professionals interested in meaningful work and diverse experience, the nonprofit sector offers unique opportunities for professional growth. Julie emphasized how these roles often provide hands-on involvement in both internal and external communications—something that’s rare in more siloed corporate settings. A Shift Toward Purpose-Driven Work As Julie transitions into gig-based communications leadership, she reflects on how this shift supports not only her personal values but also her professional growth. The flexibility of fractional work has allowed her to focus on empowering smaller organizations and mentoring communications professionals—two things she sees as deeply connected to long-term success in the industry. A Communications Leader with Purpose Julie Masson’s addition to CultivatED Marketer signals a deeper commitment to exploring all facets of marketing communications, especially within the nonprofit world. Her expertise in internal communications, strategy, and leadership will help our listeners grow in their careers and strengthen their communication skills across the board.   Want more insights from Julie? Subscribe to her newsletter at juliemasson.com or connect with her on LinkedIn.   Stay tuned for upcoming episodes, including conversations with Lynn Zimmerman on internal communications and change management, and Fred Cook on building trust in external messaging.   00:00 Introduction to Cultivated Marketer 00:09 Meet the New Host: Julie Masson 00:29 Julie’s Professional Background 01:16 How Julie and the Hosts Met 05:51 Julie’s Journey in Nonprofit Communications 11:20 The Importance of Internal Communications 16:29 Benefits of Working in Nonprofits 19:19 Julie’s Transition to Fractional Leadership 24:07 Julie’s Live Training and Future Plans 27:11 Conclusion and Upcoming Episodes

In this 30th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Dr. Cory Scheer, Founder and CEO of TrustCentric Consulting, to delve into the intricate world of organizational trust. The discussion covers the pervasive decline of organizational trust, and the importance of co-creating organizational values. They also delve into the impact of toxic workplaces on employee retention and loyalty, and Cory shares insights from his national study on trust. CultivatED Marketer Ep. 30 — Trust in Organizations: Building the Foundation for Success with Dr. Cory Scheer Trust is a fundamental aspect of effective communication and marketing. Cory emphasized that trust is not just a buzzword but a crucial component that must be understood from all angles by today’s communicators. Trust, as Cory conveyed, is the stock in trade for professionals who act as the voice and front door of their organizations. Cory highlights how trust affects not only how organizations deal with external clients but also the internal dynamics with employees. Matt points to studies like the Edelman Trust Barometer, which underscore the necessity of understanding trust within various organizational contexts. The Pervasive Decline of Trust Brent and Matt discuss the pervasive decline of organizational trust, citing factors from both internal and external marketing perspectives. Cory elaborates on the topic by referencing a national study that he collaborated on, which shows that trust must be nurtured from the inside out. This comprehensive study identified three building blocks of trust: competency, problem-solving, and demonstrating care for others. In the competency domain, communication, being a competency itself, plays a critical role. Leaders must ensure that the right people are in the right places, something that Jim Collins identified as critical over 20 years ago: having the right people in the right seats on the bus. High Trust vs. Toxic Work Environments Matt and Cory explore the differences between high-trust and toxic work environments. In high-trust environments, employee retention, loyalty, and advocacy improve, whereas these decline significantly in a toxic environment. One illuminating point in the conversation was how diminished trust can lead to laziness among employees, affecting productivity and the overall success of an organization. The Role of Leadership and Communication When assisting organizations in addressing trust gaps, Cory notes that leaders often find the actual trust deficit less severe than anticipated. This revelation provides a platform not only for improvement but for hope and potential growth. Leaders who are willing to be vulnerable and begin a new season of leadership have the opportunity to close the trust gap significantly. Practical Steps Toward Trust Building Cory advocates for practical steps toward fostering trust, which include broadening the conversation to include voices one layer lower than traditionally considered in organizational hierarchy. This approach enhances the dialogue around trust and opens up new opportunities for change. Future Trust Trends The conversation also ventured into potential future trends in trust, including the reliance on satisfaction surveys that may not paint the full picture. Instead, Cory suggests looking upstream with specific structural elements of trust to identify areas for improvement more effectively. Professional Development Insights Wrapping up the discussion, Cory offers invaluable advice to budding communicators. By reflecting on the structure of trust within themselves and their organizations, young professionals can identify opportunities to fill existing gaps and foster a culture of caring, ultimately setting themselves up for faster career promotion and making a significant impact. Conclusion Trust is a dynamic and critical element in the success of any organization. Dr. Cory Scheer’s insights serve as a guide for leaders and communicators seeking to understand and bridge the trust gaps that may exist within their organizations. For a deeper dive into these topics, Cory’s book, “Closing the Trust Gap,” expands on the principles discussed in the podcast. You can find out more about TrustCentric Consulting at their website: https://www.trustcentricconsulting.com/   00:00 Introduction and Episode Context 01:47 Welcome and Episode Overview 02:21 Introducing Dr. Corey Shear 02:32 The Importance of Trust in Organizations 05:38 Building Blocks of Trust 08:36 Impact of Toxic Work Environments 10:57 Leaders’ Reactions to Trust Assessments 13:26 Framework for Trust and Loyalty 17:23 Moving to a New Room for the Workshop 17:29 Understanding Trust and Co-Creation 18:37 Role of Marketing and Communications in Trust 20:17 Involving All Levels in Decision Making 20:56 Examples of Successful Trust Building 21:49 Challenges with Corporate Values Programs 22:51 The Trust Gap Between Leaders and Employees 23:47 Trends and Future of Trust in Organizations 29:01 Advice for Young Marketers on Building Trust 30:32 Conclusion and Resources

In this 28th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, about marketing, professional development, and more. In this episode, they delve into a variety of topics, ranging from personal updates to highlights from the recent Business Communicators Summit (BCS) event. CultivatED Marketer Ep. 28 — Marketing Professionals Reconnect: Updates, Insights, and A Look Ahead The episode starts with a heartfelt introduction where Brent shares updates on his wife’s health journey and expresses gratitude for being back on air to engage in dialogues that resonate with professionals in the marketing realm. The conversations at BCS cover a wide range of topics, starting with Matt and Brent catching up on their recent activities and the exciting developments in their respective fields. From online master’s degree programs to accolades in the industry, Matt shares his experiences and achievements, setting the tone for an insightful discussion ahead. Highlights of the BCS Speakers The podcast delves into the highlights of the BCS speakers, including Dr. Corey Sheer, who discussed closing the trust gap in marketing communications. Corey’s expertise in consumer trust and organizational trust dynamics offered valuable insights for marketers looking to build credibility in their messaging. They also discussed Martin Waxman’s LinkedIn Learning series, noting that it is a must-watch for those wanting to learn about the impact of AI in marketing. The conversation then shifts to the importance of collaboration between sales and marketing teams, as discussed by industry veterans Chris Ann Cardiff and Diane Collins. Their practical tips on fostering a strong relationship between these two vital departments shed light on the significance of aligning strategies and understanding the business acumen to drive organizational success. Looking Ahead: Upcoming Events and Insights As the podcast wraps up, Matt and Brent tease upcoming events in the marketing community, including Angela Kennedy’s talk on high-performing cultures and the Digital Summit events focused on AI and podcasting. These events promise to offer valuable insights and networking opportunities for professionals looking to stay abreast of the latest trends in the industry.   00:00 Welcome to Cultivated Marketer: A Fresh Start 00:12 Catching Up: Personal Updates and Professional Endeavors 01:04 Transforming Education: The Shift to Online Learning 01:45 Celebrating Achievements and Looking Ahead 04:18 The Return of Live Professional Development Events 06:38 Exploring AI in Marketing Communications 09:38 Insights from the Business Communicator Summit 14:36 Bridging the Gap: Sales and Marketing Collaboration 19:26 Upcoming Events and Final Thoughts 24:05 A Personal Note and Looking Forward  

In this 26th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mark Schumann, IABC Fellow and renowned executive coach, as he shares his invaluable insights on leadership, communication, and the new challenges faced by leaders in a post-pandemic world. CultivatED Marketer Ep. 26 — Navigating Leadership and Communication in a Post-Pandemic World   Leadership in a Post-Pandemic World Our guest for this episode is IABC fellow and Professor in communications and culture at New York University, Mark Schumann. Mark is an executive coach and consultant who has worked with some of the biggest names in the CEO world. We talk with Mark about his experience working with senior leaders at the highest levels in big companies, such as Southwest Airlines CEO Herb Kelleher. We also discuss how the role of leaders has permanently changed due to the pandemic and how they have had to adapt to living and working in different ways. Mark walks through a recent conversation with a CEO that he has worked with before, during, and after COVID, and reflects on how leaders became a source of information about not only the business, but also vaccines, schools, home education, and a myriad of other things that connect our lives. Mark helps us to understand the importance of acknowledging how our lives have been impacted by this difficult time. He draws attention to the newly formed expectation of connection, and how marketers play a pivotal role. Empathy in Virtual Meetings and Communication We explore how the check-in process has changed in the virtual world and how to create a safe space for employees to express themselves. We emphasize the importance of fostering camaraderie and productivity by taking the time to connect with others as human beings. We also look into the notion of work-life balance and how the open window of the outside world can have an impact on an organization. Mark notes how previously it might have felt as though you were walking a tight rope, but now we are so connected that there isn’t a separation. He says marketers’ skills to intently listen to their people, and put together what is heard, they can create a safe space to have those open conversations. CEO Communication Strategies Following the same progression, we examine the changing role of a CEO in terms of expressing opinions on the world and how this can influence the dialogue within organizations. After Brent gives a few examples of how a CEO responds to crisis communication, he asks Mark to explore why it is difficult to find the personality of these individuals. Mark dives into the self-awareness of these leaders, and how through their behavior they can express what is permissible or not throughout the organization. Mark stresses the importance of how a leader communicates and interacts with people dictates whether those people feel heard, which correlates to their involvement in the organization. He gives examples of how important it is for people to see the CEO in unscripted moments, where the human side of them and their personality can really show. The group discusses some examples of when these unscripted moments can be better or worse for employee connection. Effective Communication Beyond Technical Tools We discuss the importance of developing the skills necessary to be an effective communicator. Mark discusses one of the methods he uses with his students to get them examining the tactics driving the messages some of these people or organizations are putting out. The group explores how curiosity and conviction can help lead to clarity when communicating. They hark back to times when there were fewer tools to distribute an organization’s message, yes the effectiveness of those messages was ultimately the same. Mark emphasizes that clear communication is at the top of the hierarchy, more than distribution, as people will find the messaging no matter what tools were used. He adds that having fewer tools may help improve the effectiveness of communication. Finally, they examine the important aspect of remaining calm plays for leaders. Mark regales a story of a CEO he was working with, and how the environment he was in changed his personality. He notes how a CEO’s personality and “presence” are also always being judged, yet it is important to remain true to yourself and deliver what people need. The group then contrasts this with the bombastic personalities that are often rewarded in our current society. They draw to the conclusion settling on the importance of authenticity for a leader.     (0:00:00) – Leadership in a Post-Pandemic World (0:07:56) – Self-Awareness in Leadership Positions (0:14:40) – Empathy in Virtual Meetings and Communication (0:20:55) – CEO Communication Strategies (0:30:54) – Effective Communication Beyond Technical Tools (0:35:49) – Importance of Calm and Authentic Leadership  

In this 24th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Dr. Dani LaGree, Public Relations Professor at Kansas State University and Co-Founder of the Trajectory Project, about the Trajectory Project, the influence personal connections can have on a career, and what employees really want in a workplace. CultivatED Marketer Ep. 24 — How to Shape Your Career with Dr. Dani LaGree After updates about upcoming local events, Brent introduces Dr. Dani LaGree, briefly touches on her background, and then asks how the Trajectory Project got started. Dani says that together with her colleague, Dr. Katie Olsen, they maintain relationships with their students as they leave the university and enter the workforce. She says that a lot of those graduating students have the skills to perform their jobs, but did not have resources around career navigation, and have many questions. Trajectory Project for Early Career Professionals Matt asks what are some of the strategies and tools that the Trajectory Project are currently using. Dani discusses the variety of resources they have including a Facebook and Instagram page. She then discusses some of the research they’ve done over the last 5 years looking at the early career phase of professional employment in advertising and public relations. Dani then highlights four strategies that came out of that research that can help boost an individual’s career trajectory. Brent talks about the strategy of ‘growth through failure’ and how they approach the topic of failure with early career professionals. Dani says having a good manager that you are able to talk to, and provides you the resources in those challenging situations, is critical. She also points out the importance of the middle manager encouraging and promoting their people, results in greater employee retention. Brent asks about why there was a strategy shift away from finding one’s professional identity, and towards developing one’s professional network. Dani discusses how their early research has shaped and changed their strategy. She continues noting differences between generations, and how that certain proclivities tend to play out in the work environment. She walks through what their study found when they focused on developing your professional network, and what results came from that, such as higher employee retention. The Influence of Mentors on a Career Path Matt notes how many students don’t have any idea what a career path might look like in their field, and asks Dani what they might be able to do to give them a better idea. Dani recognizes that there is not one formula to give them a better idea, because it is so different in field by field. She mentions a couple of different characteristics that can help people discover more about your current field. Matt adds on this by emphasizing the importance of getting involved in extra curricular groups. Brent asks Dani if there was an influential person, or mentor, that steered their careers towards academia after being in the field for many years. Dani discusses her career path, mentioning that she is the first person from her family to go to college. She talks about her collegiate years, her many experiences in the working world, mentioning the many mentors that helped steer her career path, that ultimately resulted in her returning to academia. Gender Representation in Marketing Matt notes how few women are at the top of the business, and yet in his classes it is 80% female, and asks Dani about female representation in the field. Dani corroborates Matt’s findings, and then speculates some of the reasons why the disparities exist. She explains why her research is focused on early career professionals, and what she expects the future C-Suite to look like. She describes the importance of having a presence in the office, rather than just online, and once again stresses the importance of middle managers. How to Increase Employee Retention Matt asks Dani to discuss some of her research around what young workers want in terms of the workplace, and what their findings were. She explains her research on respectful leadership communication, and what leads to employee satisfaction and retention. Dani continues by describing how large of a role respect in the workplace plays, and a couple of ways that employers can show that to their employees. She relates this back to employees’ want to do meaningful work.   To learn more about the Trajectory Project, visit their LinkedIn page. To find out more about Dr. Dani LaGree, visit her site at https://www.danilagree.com/   To hear the first part of the conversation, listen to part 1 here.