In this episode of the Dear BAMf podcast, we speak with Jamie Gatto, Head of Marketing at Ureeka. Jamie is a serial perfectionist with midwest roots. She has experience in marketing management, product marketing, sales operations and was once a registered nurse. In this episode, Jamie answers tough marketing and PR questions from our listeners, including this one about communicating a brand refresh to media.
A few of my clients are currently undergoing a brand refresh, including updated messaging. How do we clearly communicate a brand refresh to our media contacts. Specifically those who we have already worked with, have covered our company and have prior assets saved to their files?
Listen now to hear how Jamie advises this writer to move forward.
JG: Ureeka is a technology platform that was built to do one thing, help small businesses grow. We do that through two avenues, tools and coaching. On the tool's side, we help you evaluate your website. Additionally, we have a bunch of Ureeka certified coaches that go through our built curriculum and help you evaluate where you're at currently. They then take that information and help you build a custom business plan that is unique to you as a business owner.
JG: For Ureeka in particular, what I'm most proud of is the impact we've had. When I started, we had 800 members, at this point we're well over 12,000, which is amazing. That's 12,000 business owners that are in there getting help surviving the pandemic. Many of them are thriving, which is great to see. As part of that, we've doled out over a hundred million dollars in grants.
JG: I do, and because we've seen so much success with some of our entrepreneurs, my favorite way is to let them tell their stories. I can sit here all day long and talk about the success they've had, but it's not going to be nearly as interesting unless you're hearing it from their own words. Package it up in a way where it's really easy to understand what has changed and where they should apply it.
How do you communicate a brand refresh to media?
JG: I have found the best way is to approach it very methodically and organized. Package it up in a way where it's really easy to understand what has changed and where they should apply it. As you're communicating with your media contacts be very clear and concise when you send it out, tell them, give them a summary in bullet points:
- My logo has changed
- The file is attached
- I have a brand new boilerplate, that's in the attached document.
Call out specifically what you've changed versus saying, "Hey, we've done a brand refresh." It's more likely that you're going to get people thinking, mental note — I need to use these new assets. If you can over communicate, but be clear and concise, that's always going to help you be more successful in the long run.
We are all BAMfs (badass motherf*ckers), but sometimes even BAMfs need help. Dear BAMf is an advice column-style podcast that lets you anonymously hit us with your hardest marketing and PR questions hosted by Founder & CEO of BAM Communications, Beck Bamberger.
Have a difficult PR or marketing situation you can't figure out? Drop us a line at Dear BAMf. Your submission will be entirely anonymous.
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