Whenever I hear “social media should be real, transparent, and audience focused,” I find myself nodding and wondering at the same time. I agree. It should. But why stop there? All communication should be that way. If it were, it would be way more successful.

Fresh from graduate school, where all I studied was communication—how we humans communicated, what worked, what didn’t—I approached every marcom project as a communication vehicle. My view: it didn’t matter how snappy the writing was or how cool the design looked, if it didn’t resonate with audience—if it didn’t communicate—the chances of success were slim.

Fast forward 15 years, and the mantra of “real, transparent, and audience focused” is heard everywhere—but only for social media. It’s a start, and I love it. But let’s make it the mantra for all communication.

Know Thy Audience

It’s not enough to focus on your audience based on your best guess. You need to know your audience:

• Who are they (customers/prospects, peers, influencers, mentors, others)?
• What do/don’t they like?
• Where are they?
• Why should they care?
• How do they like to interact with you and how can you help them?

I know, “Duh, obvious.” Yet, we don’t’ always communicate this way. Why? Because we’re most comfortable talking about what we know. And what do we know best? Ourselves. And, of course, there are those who think the best way to sell is to just talk about how great the product or service is, but that’s a topic for another post.

Pick a Tool for Gathering Knowledge About Your Audience

There is a multitude of ways for learning more about your audience, from traditional to social:

• Query existing and past clients/customers/patients
• Ask your social media followers what they think
• Be a “lurker”:
  • Find discussion groups and communities in your focus area by doing keyword searches and investigating different sites
  • Follow the same process to find other blogs in your focus area
  • Conduct similar searches on Twitter, LinkedIn, YouTube, and Facebook, etc.
  • Keep up on your audience’s interests using social media monitoring tools like Facebook Insights, YouTube Insights, Google Insights for Search, Google Trends, Quantcast, etc
  • Conduct old-fashioned market research

Once you’ve done your research, be adaptable and open to feedback and changing any approach that isn’t working. Most importantly, focus on helping your customers. No one wants to be “sold” to or pressured or bombarded with marketing messages. They want information. They want assistance. They want to laugh.

While preparing course materials for the new social media campaign class that I’m teaching at SFSU College of Extended Learning, I had the pleasure of revisiting several great campaigns from the past year or so: Old Spice Guy and Old Spice Guy Responses, Live Off Groupon, DEWmocracy, and MTV/Foursquare’s GYT to name a few.

What do these campaigns have in common? They’re:

• Unique
• Human
• Interactive
• True to brand
• Multichannel (social and traditional)

Imitation May Be the Sincerest Form of Flattery—But Going Viral Isn’t Likely

It’s good to study and learn from great campaigns, but use them for inspiration vs. a blueprint for designing your own. Remember, these campaigns succeeded because they were unique and the organization stayed true to their brand.

Think about your audience, your brand, your goals—and let your creativity flow. Old Spice is a great example. Personally, dare I say, I thought the first video silly when I saw it at the movies (good decision on Old Spice’s part to show it there, too). BUT, I no longer thought of Old Spice as just for my grandpa. And because it was different and entertaining, it got people talking about Old Spice.

Can we learn from Old Spice? Definitely. Are there best practices to take away from this and employ in your own campaigns? Sure. Mashable does a nice job of outlining the lessons learned and best practices employed by Old Spice imitators:

• Interact with consumers
• Leverage influencers
• Revitalize brand image
• Make your brand shareable

Five Sure Ways to Strikeout with Your Social Media Campaign

Audi’s 2011 Super Bowl campaign had all the makings of a home run. It was unique, interactive, true to brand (but looking to change things up), multichannel, and human. But—and that’s a big BUT—they mucked up the follow-through.

We should be thankful for campaigns that do this occasionally, because the lessons learned are often more beneficial than the ones garnered from home runs.

So what did Audi’s campaign teach us?

• It ain’t over ‘til it’s over—don’t forget the follow-through
• Be transparent—always
• Respond
• Be fluid not rigid in your implementation
• Own up to your mistakes

Ryan Kawailani Ozawa on Hawaii Blog analyzes Audi’s campaign in detail in “Audi’s Social Media Fail.”

What do you think? Did Audi tank? Did Old Spice kick butt? What defines success? As Jeremy Scott writes, “viral success does not equal money.”

FOR IMMEDIATE RELEASE 

Avery Horzewski Named Program Advisor and Instructor for First College-Level Social Media Certificate in Bay Area

San Jose, CA – March 14, 2011 – AVE Consulting (AVE) today announced its participation in a new Social Media Marketing (SMM) Certificate Program at San Francisco State University’s College of Extended Learning. AVE President Avery Horzewski was named program advisor, along with Susan Barnes, and will teach the program’s course on social media campaigns.

“Social media is no longer a fad, but rather a bona fide communication tool,” said Horzewski. “Whether you like social media or not, if your audience does, you need to consider it —seriously. This program gives marketers the information and tools necessary to manage this communication channel effectively and integrate it into their overall marketing strategy.”

The groundbreaking SMM program, which kicked off in January 2011, is the first college-level certificate in social media offered in the Bay Area. The six-course program provides a solid foundation in the ever-morphing world of social media and gives students an array of skills and tools that they can immediately apply in the workplace. Courses in the program include:

• The Power of Community: An Introduction to Social Media
• Mastering Social Media: 3 Essential Tools for the Business Professional
• Engaging Your Community: Creating an Effective Social Media Campaign
• Social Media in the Real World: Successful Applications of Social Media Strategies
• Social on the Go: Trends in Mobile Technology
• Integrating Social Media into the Overall Marketing Strategy

“A lot of courses show participants the successes of others, but offer no opportunity to apply that knowledge,” continued Horzewski. “All of the courses in San Francisco State’s SMM program are highly interactive with plenty of opportunities to put into practice what’s being learned—and receive feedback on the plans, tools, and ideas developed during each course.”

Added SMM Program Director, Lauren Vanett, “We’re excited to be at the forefront of executive education for marketing professionals with this new program here in the Bay Area, where such key social media players as Facebook, LinkedIn, YouTube, and Twitter were launched and many media luminaries are located.”

About AVE Consulting

Based in San Jose, California, AVE Consulting (AVE) is a marketing and customer communication company that helps businesses communicate with their customers. Whether assessing existing approaches, developing strategies, or executing strategies, AVE brings an audience-focused perspective to the process that results in authentic interactions that truly engage customers. Clients have included such companies as Adobe Systems, ACT Medical, Borland, CareFusion, Cooley Godward LLC, E*TRADE, Exordium Group, Hitachi Data Systems, Logitech, TD Ameritrade, SAP, and Xerox DocuShare.

About San Francisco State’s Social Media Marketing Program

The Social Media Marketing (SMM) program, an offering of San Francisco State’s College of Extended Learning, is designed to provide participants with a solid foundation in the basics of social media marketing, as well as skills that can be applied immediately on the job. The program is designed for working professionals and offers a Certificate in Social Media Marketing, as well as the opportunity to earn continuing education units (CEU) for courses taken on an individual basis. For more information on the program, contact San Francisco State at 415.817.4247; to register, call 414.405.7700, press 5, or go to www.cel.sfsu.edu.

Press Contact:
Renee Maler
PhilosophyPR + Marketing
For AVE Consulting
925.968.9495
renee@philosophypr.com

New Board to Focus on Expansion of Member Benefits Nationwide

San Jose, CA – February 14, 2011—Women in Consulting (WIC), a collaborative community of professional consultants and small business owners, today announced its 2011 Board of Directors. The all-volunteer board is especially strong this year, with ten returning and two new members, all of whom are leaders in their field and bring years of professional experience to the organization.

For 2011, WIC is putting increased emphasis on delivering services that members throughout the country can access, such as its highly rated webinars and value-based partnerships with companies like Apple Computer, Office Depot, and Armstrong & Associates insurance brokers. In addition, the board will continue to add new programs, as well as further strengthen existing offerings in social media, mentoring, and events.

“This year’s board brings with it a powerful combination of strong leadership skills and a broad range of successful experience,” said WIC President Avery Horzewski. “I’m excited to see where our collaborative efforts will take us this year, as we focus on strengthening the valuable programs we started last year and introducing new benefits designed to help consultants at every stage grow and expand their businesses.”

The 2011 WIC board of directors includes:

President—Avery Horzewski continues for a second year as president. Under her leadership, WIC has launched several exciting programs and partnerships and continues to extend its online presence, bringing the organization’s services to consultants across the United States. Founder and owner of AVE Consulting, Inc., she helps companies develop effective and authentic customer-centric marketing and communications strategies that encompass everything from websites to social media to print collateral. Avery regularly speaks on communication topics, in particular social media, and serves as a program advisor and instructor for the new Social Media certificate program at San Francisco State University’s College of Extended learning.

Vice President—Jennifer Berkley Jackson builds on her past experience and contributions as WIC treasurer and WIC vice president. Founder and owner of The Insight Advantage, she helps businesses integrate customer insight to make key business decisions in the face of emerging customer needs. Jennifer also teaches the Power of Marketing Research at University of California at Santa Cruz Extension in Silicon Valley.

Treasurer and Finance Director—Melissa Stacey returns for a fourth year as WIC treasurer and finance director. Owner and founder of Feeling Organized, Melissa specializes in helping homes, offices, and small businesses create customized organization systems to fit their unique needs and styles. She’s also president of Women’s Networking Alliance (WNA).

Secretary and Communications Director—Deb McClanahan continues as secretary and communications director for a third year. Principal of BroadBand HR Consulting, Deb helps companies with executive search and HR consulting. She’s also developed a practice in expert testimony, helping attorney clients with challenging immigration and employment matters. 

Membership Director—Kathie Sherman returns as WIC’s membership director for a second year. As president of TenFour Marketing, Kathie helps companies develop and implement direct marketing programs focused on increasing response rates, tracking and measuring results, and achieving higher ROI on marketing programs. She’s worked with many well-known companies, including Apple, CapGemini, Sun Microsystems, and Penton Media.

Programs Director—Robin Pieracci is this year’s new programs director. As a pricing and product marketing consultant, Robin helps marketing executives and small business owners drive more profit and revenue from marketing and sales efforts. She brings the strategic focus and implementation expertise necessary to deliver practical solutions for her clients.

Marketing & PR Director—Melody Appleton continues in her role as marketing & PR director. As principal of Avicenna Marketing, Melody draws on over 15 years of experience in high tech to help companies develop strong positioning and messaging that establishes and articulates their competitive advantage, design marketing and public relations strategies that drive demand for their products and services, and develop effective product launch and product marketing that stands out against the competition.

Online Marketing Director—Rachel Melia returns as online marketing director. Rachel is an online marketing consultant specializing in social media marketing, with an emphasis on Facebook marketing. Rachel leads WIC’s website and social media initiatives, including its blog, Facebook, LinkedIn, and Twitter channels.

Partnerships & Alliances Director—Sue Hay  continues her role as partnerships & alliances director. As CEO of BeWhys Marketing, Inc., Sue is passionate about helping clients create and execute demand generation campaigns that deliver real results. She’s dedicated to using the latest and most appropriate technologies and practices—from marketing automation to lead nurturing, lead scoring, and building personas—to help companies cost effectively achieve their vision, reach their goals, and grow their business.

Satellite Director—Angel Rampy joins the board to lead WIC’s ever-growing satellite groups. Angel is the founder and president of Success through Learning. With more than 20 years of experience as a manager, trainer, business consultant, and personal coach, she has the skills needed to empower and transform organizations and individuals. Her work spans from providing and developing customized training to corporations to providing one-on-one coaching to executives and entrepreneurs.

Strategic Audiences Director—Deborah Siegle returns for a third year as director of strategic audiences, overseeing WIC’s Leaders Network. Principal of Strategic Marketing Solutions, Deb assists clients with strategic research, market and product development, technology industry analysis, and customer loyalty and experience projects. With more than 25 years experience, she quickly identifies and addresses core issues, developing actionable strategies and tactics that make a measurable difference to her clients.

Strategic Initiatives Director—Jan Richards continues her role as strategic initiatives director for a third year. A national Baldrige Award examiner for five years, she heads up J.G. Richards Consulting, helping companies streamline and simplify their operations; clarify their vision, goals, and priorities; and implement effective process management. This enables clients to increase profits by reducing costs, growing revenues, and increasing business flexibility.

About WIC

Women in Consulting (WIC) is a vibrant, diverse, and powerful community of consultants and small business owners working to build strong businesses. Founded in the San Francisco Bay Area in 1998, WIC provides its 400+ members and affiliates a forum to connect and share with like-minded professionals. Established as a nonprofit, collaborative community to foster successful businesses for its members, WIC sponsors programs and activities to help members network, improve their skills, and thrive even in a tumultuous economic climate, and also provides consulting leadership and support to the community at large. 

For more information

• Visit our website
• Follow us on Twitter
• Chat with us on our blog
• Become a fan on Facebook
• Join our LinkedIn group
• Email us

WIC Kicks Off the New Year with a Host of Thought Leadership Events and a New Partnership with Apple Computer

San Jose, CA – January 3, 2011—Women in Consulting (WIC), a collaborative community of professional consultants and small business owners, today announced its first quarter 2011 programs, including webinars, networking events, and two new partnerships with Apple Computer and TriNet to augment its already robust member benefits offerings.

Programs slated for the first quarter include:

January 5, 11:00am – 12:00pm: “Blogging for Better Business: Get the Results you Want,” presented by Ann Evanston of Warrior-Preneur (Webinar)

• January 5, 6:30pm – 8:30pm: “Help! How Do I Get Paid?,” presented by Sandy McNabb (North Bay Meeting, Unity Center, Novato; Appetizers)
• January 10, 11:30am – 1:00pm: “Mission-Critical Tips to Getting the Most Out of LinkedIn, the Most Powerful Online Tool for Your Business,” presented by Irene Koehler, Almost Savvy (South Bay Networking Luncheon, Los Gatos Lodge, Los Gatos)
• January 12, 11:30am – 1:30pm: “The New Rules for Attracting and Engaging Clients,” with Adrian Ott, called “one of Silicon Valley’s most respected (if not the most respected) strategists” by Consulting Magazine (East Bay Networking Meeting, Pyramid Ale House in Walnut Creek.)
• January 20, 6:00pm – 8:30pm: “Energizing Your Life, Your Business, and Your Clients in the New Year,” presented by Joanne Bond, a certified Hudson Institute coach (Main Monthly Meeting, Michael’s at Shoreline, Mountain View)
• January 26, 5:30pm – 7:30pm: “Courage and Compromise: Redefining the Game in High-Stakes Client Relationships,” presented by Elizabeth Doty (San Francisco Networking Meeting, King George Hotel, San Francisco)
• February 2, 11:00am – 12:00pm: “Storytelling Secrets for Great Presentations,” presented by Alison Macondray and Matthew Clark of Alimat, Inc. (Webinar)
• February 9, 11:30am – 1:30pm: East Bay Networking Luncheon, (Pyramid Ale House in Walnut Creek.)
• February 14, 11:30am–1:00pm: “Be Yourself: Everyone Else Is Already Taken,” presented by Mike Robbins (South Bay Networking Luncheon, Los Gatos Lodge, Los Gatos)
• February 17, 6:00 pm – 8:30 pm: “Social Media Research and Trends,” presented by Jen McClure of the Society for New Communications Research and Reimagine Group (Main Monthly Meeting, Quadrus Conference Center, Menlo Park)
• February 23, 5:30pm–7:30pm: “Your Web Presence: Strategies and Best Practices,” presented by Irene Koehler (San Francisco Networking Meeting, King George Hotel, San Francisco)
• March 1, 8:00am – 12:00pm: “Blogging: From Basics to Brilliance,” presented by Ann Evanston, of Warrior-Preneur and Jerry Bates, Creative Director at Fittingsites.com (Workshop, Michael’s at Shoreline, Mountain View)
• March 1, 12:00pm – 1:30pm: Peninsula Quarterly Networking Meeting (Luncheon, Caprino’s, Belmont)
• March 2, 11:00am – 12:00pm: “End-of-Life Planning: Surprising Facts About the Laws Managing Your Life or That of a Loved One,” presented by Kathy Lane, author of “Die$mart” (Webinar)
• March 9, 11:30am – 1:30pm: “Crafting Your Business Narrative: How to Tell Your Business Story,” with Ruth Halpern, (East Bay Networking Meeting, Pyramid Ale House in Walnut Creek.)
• March 14, 11:30am – 1:00pm: “Helping Your Clients with Their Global Presence,” presented by Lucie Newcomb, The NewComm Global Group (South Bay Networking Luncheon, Los Gatos Lodge, Los Gatos)
• March 17, 6:00pm – 8:30pm: “How to Get Along With Anyone, Anywhere, Anytime in Two Minutes or Less,” presented by Janice Neiderhofer of Peerage Consulting (Main Monthly Meeting, Michael’s at Shoreline, Mountain View)
• March 23, 5:30pm – 7:30pm: “Self Care, Balance, Mindfulness: Stress Reduction at Work,” presented by Suvanna Cullen (San Francisco Networking Meeting, King George Hotel, San Francisco)

In addition to networking events and business strategy sessions, WIC starts the New Year with two new partnerships—Apple Computer and TriNet. WIC’s new relationship with Apple Computer gives WIC members access to special pricing on business-related purchases. TriNet, founded in 1988, enables small businesses to outsource the management of human resources, employee benefits, payroll, and workers’ compensation to a single partner in a cost-effective manner. WIC members receive a 25-percent discount on the setup fee and a 10-percent discount on the ongoing administrative service fee.

“We’re thrilled to start 2011 with the Apple Computer and TriNet partnerships,” commented Avery Horzewski, president of WIC. “Both companies provide products and services that our members want and need, and they support our overall mission to deliver essential business resources and solutions that build strong businesses.”

“I’m equally thrilled with the speakers for our Q1 programs,” continued Horzewski. “They’re reflective of the thought leadership and best practices that underscore WIC’s position as a resource leader for consultants.”

For a complete list of upcoming WIC networking opportunities, meetings, workshops, webinars, and other programs, visit the WIC website.

About WIC

Women in Consulting (WIC) is a vibrant, diverse, and powerful community of consultants and small business owners working to build strong businesses. Founded in the San Francisco Bay Area in 1998, WIC provides its 400+ members and affiliates a forum to connect and share with like-minded professionals. Established as a nonprofit, collaborative community to foster successful businesses for its members, WIC sponsors programs and activities to help members network, improve their skills, and thrive even in a tumultuous economic climate, and also provides consulting leadership and support to the community at large.

For more information:

• Visit our website
• Follow us on Twitter
• Chat with us on our blog
• Become a fan on Facebook
• Join our LinkedIn group
• Email us

Entrepreneur’s Advice Featured in 2011 Woman’s Advantage Calendar

San Jose, CA – Avery Horzewski, president/CEO of AVE Consulting, Inc., a marketing and customer communication strategy firm, was selected from over 5,000 submissions to be featured in The 2011 Woman’s Advantage Shared Wisdom Calendar. The calendar provides advice for women business owners from influential women leaders across the US and Canada.

Mary Cantando, Growth Expert of The Woman’s Advantage, today announced that Avery Horzewski’s advice has been included in the calendar, which was released on October 1, 2010. Horzewski’s sage advice is core to how she approaches her communication consultancy, “You cannot NOT communicate. Everything you do and don’t do sends a message.”

“Avery Horzewski’s quote was selected because it was powerful yet easy to understand. Her idea is relevant to almost every woman in business today.” says Cantando. “Women business owners and those who dream of starting a business will learn so much from the advice provided by Avery and the other successful women quoted in the calendar.”

The Woman’s Advantage 2011 Calendar provides sound bites of advice on key business issues including: organization, promotion, sales, and human resources.

About AVE Consulting

Based in San Jose, California, AVE Consulting (AVE) is marketing and customer communication company that helps businesses communicate with their customers. Whether assessing existing approaches, developing strategies, or executing strategies, AVE brings an audience-focused perspective to the process that results in authentic interactions that truly engage customers. Clients have included such companies as Adobe Systems, ACT Medical, Borland, CareFusion, Cooley Godward LLC, E*TRADE, Exordium Group, Hitachi Data Systems, Logitech, TD Ameritrade, SAP, and Xerox DocuShare.

About The Woman’s Advantage

The Woman’s Advantage is a line of information products, including books, workbooks, audio CDs, and calendars designed exclusively for successful women business owners. For more information, call 919-841-0401 or visit www.WomansAdvantage.biz.

Full Calendar of Programs Designed to Guide Members on Proven Business Strategies from Leading Business Experts

San Jose, CA – March 31, 2010—Women in Consulting (WIC), a collaborative community of professional consultants and small business owners, today announced its second quarter 2010 programs, including webinars, in-person events, and seminars throughout the Bay Area.

Events slated for the second quarter include:

• April 7, 11:00am – 12:00pm: “Play Like the Big Guys: Great Productivity Tools for the Well-Connected Consultant,” presented by Denise Brosseau, founder of the Brosseau Group (Webinar)
• April 12, 11:30am – 1:00pm: “Boost Your Income with e-Commerce: Getting Started in Four Easy Steps,” presented by Christy Hubbard (South Bay Networking Luncheon, Los Gatos Lodge, Los Gatos)
• April 14, 11:30am – 1:30pm: “Getting Famous,” with Dennis Erokan, creator of the Bay Area Music Award (Bammies) and CEO of Placemaking Group (East Bay Meeting, Pyramid Ale House, Walnut Creek)
• April 15, 6:00pm – 8:30pm: “Accomplishing More with Less: Five Productivity Principles for the Digital Age,” with Pierre Khawand, founder of People-OnTheGo (General Monthly Meeting, Quadrus Center, Menlo Park)
• April 28, 5:30pm – 7:30pm: San Francisco Networking and Best Practices Meeting (San Francisco)
• May 5, 11:00am – 12:00pm: “Taking the Plunge: Becoming an Approved Vendor,” with Sandy Thorpe, principal Blue Sky Consulting (Webinar)
• May 10, 11:30am – 1:00pm: “Best Practices for Life/Work Balance,” facilitated by Angel Rampy and Jennifer Berkley (South Bay Networking Luncheon, Los Gatos Lodge, Los Gatos)
• May 12, 11:30am – 1:30pm: “Social Networking: It Works for Business!” with Ann Evanston, one of the Bay Area’s top influencers on Twitter (East Bay Meeting, Pyramid Ale House, Walnut Creek)
• May 17, 8:00am – 2:00pm: “Generating Business via Social Media,” a collaborative presentation by Jeff Widman and Amy Bruegmann from BrandGlue.com; Tatyana Kanzaveli, a social media CRM consultant; and David Stevens, programs and events manager for the Mountain View Chamber of Commerce (Workshop, Biltmore Hotel, Santa Clara)
• May 20, 6:00pm – 8:30pm: “Entity Selection and Tax Implications for the Consultant,” by Katie Phetteplace, Esq., partner at Starr Finley, LLP (General Monthly Meeting, Michael’s at Shoreline, Mountain View)
• May 26, 5:30pm – 7:30pm: San Francisco Networking and Best Practices Meeting (San Francisco)
• June 1, 12:00pm – 1:30pm: Peninsula Quarterly Networking Meeting (Luncheon, Devino’s, Belmont)
• June 2, 11:00am – 12:00pm: “Improve Business Success by Reading—and Understanding—Financial Statements,” by Renee Daggett, CEO of Admin Books (Webinar)
• June 9, 11:30am – 1:30pm: “Be Yourself, Everyone Else Is Already Taken,” with Mike Robbins, bestselling author (East Bay Meeting, Pyramid Ale House, Walnut Creek)
• June 14, 11:30am – 1:00pm: “30-Day Social Media Plan,” facilitated by Elaine Starling (South Bay Networking Luncheon, Los Gatos Lodge, Los Gatos)
• June 17, 6:00pm – 8:30pm: “Adaptability: How to Survive Change You Didn’t Ask For,” with MJ Ryan, change expert and best-selling author (General Monthly Meeting, Quadrus Center, Menlo Park)
• June 23, 5:30pm – 7:30pm: “Business Love Letters: How to Deepen Client Relationships and Set Yourself Apart from the Crowd,” presented by Tresa Eyres and Janet Gallin (San Francisco Meeting, San Francisco)

WIC events are interactive and provide participants with timely business advice and best business practices. They also serve as a forum for exchanging business ideas and networking with speakers and other consultants.

New for 2010 is a Member Orientation held before all General Meetings on the third Thursday of every month at 5:30pm, either at Quadrus in Menlo Park or Michael’s at Shoreline in Mountain View. This Member Orientation is the perfect opportunity for new, veteran, and prospective members to learn about WIC, its programs, and how to take advantage of the numerous benefits offered to members. Each session covers:

• Member benefits
• Procedures, processes, and overall structure
• Available tools and how best to access them
• Ways for members to increase their exposure within the WIC community for optimum networking
• Pro bono opportunities within WIC that help deepen members’ WIC connections

“Our current and prospective members look to WIC to provide engaging and thoughtful meetings and seminars that meet their business needs,” said Avery Horzewski, president of WIC.  “I’m thrilled with the diverse program offerings and the caliber of speakers our programs team is developing this year. I’m equally excited about the new Member Orientation program created by the membership team and look forward to expanding it to our satellite groups and online community via a webinar format later in 2010.”

For a complete list of upcoming WIC networking opportunities, meetings, workshops, webinars, and other events, visit the WIC website.

About WIC

Women in Consulting (WIC) is a vibrant, diverse, and powerful community of consultants and small business owners working to build strong businesses. Founded in the San Francisco Bay Area in 1998, WIC provides its 400+ members and affiliates a forum to connect and share with like-minded professionals. Established as a nonprofit, collaborative community to foster successful businesses for its members, WIC sponsors programs and activities to help members network, improve their skills, and thrive even in a tumultuous economic climate, and also provides consulting leadership and support to the community at large. 

For more information

• Visit our website
• Follow us on Twitter
• Chat with us on our blog
• Become a fan on Facebook
• Join our LinkedIn group
• Email us

Press Contact:
Renee Maler
PhilosophyPR + Marketing
for Women in Consulting
925.968.9495
renee@philosophypr.com

WIC Mentoring Program Provides Members with Intensive Workshop to Support Members’ Long-Term Business Growth and Strategy 

San Jose, CA – March 23, 2010—Women in Consulting (WIC), a collaborative community of professional consultants and small business owners, today announced the launch of its spring WIC Mentoring Program as part of the organization’s commitment to supporting the full lifecycle of consultants. A new member benefit, the program is designed to provide guidance and best business practices to WIC members who are interested in improving their marketing and business management processes and skills.

By leveraging a webinar format, the WIC Mentoring Program—delivered by WIC board member Jan Richards and special initiatives chair Desiree Lehrbaum—is available free of charge to WIC members nationwide from March 24 to April 28, 2010. The Web-based meetings are held weekly for one hour, and then supplemented by thirty-minute one-on-one mentoring calls in the final weeks of the program.

Over the course of six weeks, participants gain business-building insights into five core areas:

• Marketing: participants create or clarify their greatest opportunities for current and future business, define best service delivery models, and identify their target customers and the solutions they will provide
• Business development: this component covers writing a marketing script, networking role playing, and maintaining marketing momentum
• Vision setting: participants learn ways to clarify, strengthen, and work toward the vision of business success they hold
• Action planning: this focus area shows participants how to turn their visions into plans, actions, and results
• Process streamlining: mentors and participants delve into a root cause analysis for recurring problems in their businesses, and identify opportunities to improve processes, allowing them to produce greater results more easily

“With so many highly accomplished business professionals within our membership, it just makes sense to tap into that business savvy through a mentoring program to our broader membership,” said WIC President, Avery Horzewski. “We first introduced the concept of a mentoring program as a pilot late last year and received overwhelmingly positive results. This valuable new program clearly serves an important need, especially for newer consultants, and complements nicely our Leaders Network program that provides a forum for senior consultants.”

Mary Edmunds, a consultant specializing in information technology and a WIC member who participated in the pilot program, added, “Not only did I learn specific skills, but I felt more focused on my business and more motivated to actually get past hurdles and get things done.”

The new WIC Mentoring Program will be offered twice each year, in Spring and Fall. Fall dates will be determined later this year. For more information on WIC and its programs, please visit http://www.womeninconsulting.org/.

About WIC

Women in Consulting (WIC) is a vibrant, diverse, and powerful community of consultants and small business owners working to build strong businesses. Founded in the San Francisco Bay Area in 1998, WIC provides its 400+ members and affiliates a forum to connect and share with like-minded professionals. Established as a nonprofit, collaborative community to foster successful businesses for its members, WIC sponsors programs and activities to help members network, improve their skills, and thrive even in a tumultuous economic climate, and also provides consulting leadership and support to the community at large. 

For more information

• Visit our website
• Follow us on Twitter
• Chat with us on our blog
• Become a fan on Facebook
• Join our LinkedIn group
• Email us

 Press Contact:
Renee Maler
PhilosophyPR + Marketing
for Women in Consulting
925.968.9495
renee@philosophypr.com

San Jose, CA – January 26, 2010—Women in Consulting (WIC), a collaborative community of professional consultants and small business owners, today announced its 2010 Board of Directors. The all-volunteer Board is comprised of some of the best minds in consulting and includes some key reappointments of WIC’s senior leadership.

The new board is focusing its efforts on adding to and strengthening the wide range of programs and benefits that WIC offers its innovative community of consultants. With an emphasis on social media and even more robust mentoring programs, webinars, and events, the board is committed to ensuring that WIC remains the leading go-to resource for its members and affiliates throughout the United States.

“I’m honored and excited to work closely with such a high-caliber leadership team as we continue to grow and strengthen WIC and the programs we offer our members,” Horzewski commented. “The organization is dedicated to supporting consultants of every experience level, so they have what they need to grow their businesses even in an uncertain economic climate.”

The 2010 WIC Board of Directors Includes:

President—Avery Horzewski steps up as president after serving as WIC’s marketing and PR director for three years. Founder and owner of AVE Consulting, Inc., she works with companies of all sizes to develop compelling, persuasive, and effective customer-centric marketing and communications strategies that encompass everything from websites to social media to print collateral. Under her leadership, WIC is poised for an accelerated level of growth, with expansion of its member benefits through such programs as its prestigious Leaders Network, satellite groups, workshops, and webinars. Horzewski’s specific expertise in social media strategies is well suited to help the organization further enhance its online presence as the organization enters its 12th year.

Vice President—Jennifer Berkley builds on her past experience and contributions as WIC treasurer and WIC vice president. Founder and owner of The Insight Advantage, she helps businesses integrate customer insight to make key business decisions in the face of emerging customer needs. Jennifer also teaches the Power of Marketing Research at University of California at Santa Cruz Extension in Silicon Valley.

Treasure and Finance Director—Melissa Stacey returns for a third year as WIC treasurer and finance director. Owner and founder of Feeling Organized, Melissa specializes in helping homes, offices, and small businesses create customized organization systems to fit their unique needs and styles. She’s also president of Women’s Networking Alliance (WNA).

Secretary and Communications Director—Deb McClanahan continues as secretary and communications director for a second year. Principal of BroadBand HR Consulting, Deb helps companies with executive search and HR consulting. She’s also developed a practice in expert testimony, helping attorney clients with challenging immigration and employment matters.

Programs Director—Melissa Frank joins the board as programs director and is an attorney providing startup counseling and guidance to small businesses and consultants in a variety of industries. Melissa also provides a select number of clients custom event planning services through her event management company Marlowe Berglund Events.

Marketing & PR Director-Elect—Fanny Kim joins the board as marketing & PR director-elect, and will assume full responsibility for WIC marketing and PR in Q2 2010. A public relations consultant with over 15 years of experience, her expertise ranges from nonprofit and health/wellness to media properties and digital technology. Fanny started consulting in 2001 while attending graduate school in New York City. Since then, her firm, FKPR, has partnered with New York City, San Francisco, and Los Angeles-based public relations firms. 

Online Marketing Director—Jean Lombard joins the board in a newly created position focused on WIC’s online marketing endeavors, previously under the marketing and PR director. Formerly one of WIC’s marketing co-chairs, Jean was responsible for positioning and promoting WIC and its events. In her board role, she’ll oversee WIC’s online marketing efforts, including the WIC blog and website, and the organization’s Facebook, Twitter, and LinkedIn presence. Jean is a PR and marketing professional, operating her consultancy The Jean Effect.

Membership Director—Kathie Sherman joins the Board as WIC’s membership director. As president of TenFour Marketing, Kathie helps companies develop and implement direct marketing programs focused on increasing response rates, tracking and measuring results, and achieving higher ROI on marketing programs. She’s worked with many well-known companies, including Apple, CapGemini, Sun Microsystems, and Penton Media.

Partnerships & Alliances Director—Sherry Prescott–Willis returns for a third year in her role as WIC director of partnerships. A former principal of Prescott Marketing and founder of Market This Strategy, she has over 18 years of strategic marketing expertise in both consumer and high-technology industries. Sherry is the author of Market This!: An Effective 90-Day Marketing Tool, currently available on Amazon and BarnesandNoble.com.

Partnerships & Alliances Director-Elect—Kelli Richards joins the board this year as partnerships & alliances director-elect, and will assume full responsibility for WIC partnerships in Q2 2010. For the past 12 years, she’s run The All Access Group, advising companies involved with digital music and entertainment. A connector, bridge-builder, and trusted navigator in digital media, Kelli creates opportunities for clients when they may not otherwise have access to the most sought-after influencers and decision makers.

Satellite Director—Anne Evers joins the board in a newly created position focused on WIC’s ever-growing satellite groups. Anne was co-founder of the WIC San Francisco satellite group and just recently stepped down from that role. Founder and owner of Anne Evers Communications, Inc., Anne provides editorial services for financial services clients, ranging from Fortune 500 companies to small startups. Specializing in writing, editing, and project management, she works with clients to turn business communication ideas into reality.

Strategic Audiences Director—Deborah Siegle returns for a second year as strategic audiences director, overseeing WIC’s Leaders Network. Principal of Strategic Marketing Solutions, Deb assists clients with strategic research, market and product development, technology industry analysis, and customer loyalty and experience projects. With more than 25 years experience, she quickly identifies and addresses core issues, developing actionable strategies and tactics that make a measurable difference to her clients.

Strategic Initiatives Director—Jan Richards assumes her role as strategic initiatives director for a second year. A national Baldrige Award examiner for five years, she heads up J.G. Richards Consulting, helping companies streamline and simplify their operations; clarify their vision, goals, and priorities; and implement effective process management. This enables clients to increase profits by reducing costs, growing revenues, and increasing business flexibility.

Volunteer Director—Deborah Hoard continues her second year on the board, this time as volunteer director, putting to good use her experience as VP of volunteers for the Silicon Valley chapter of IABC. In her first year on WIC’s board, she served as programs director. As founder of Net Results, Deborah consults on marketing campaigns for a range of Silicon Valley businesses, from startups to Fortune 500 companies, helping them further their business objectives and maximize their budget and resources.

Past President—Linda J. Popky continues to support the WIC board in the role of past president. Recently recognized as one of Silicon Valley’s top “Women of Influence” by the San Jose/Silicon Valley Business Journal, Linda is founder and president of L2M Associates, Inc., a strategic marketing firm. She’s a speaker, educator, coach, and consultant, as well as the author of Marketing Your Career and Promoting Your Non-Profit.

About WIC

Women in Consulting (WIC) is a vibrant, diverse, and powerful community of consultants and small business owners working to build strong businesses. Founded in the San Francisco Bay Area in 1998, WIC provides its 400+ members and affiliates a forum to connect and share with like-minded professionals. Established as a nonprofit, collaborative community to foster successful businesses for its members, WIC sponsors programs and activities to help members network, improve their skills, and thrive even in a tumultuous economic climate, and also provides consulting leadership and support to the community at large. 

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 Press Contact:
Renee Maler
PhilosophyPR + Marketing
for Women in Consulting
925.968.9495
renee@philosophypr.com

Entrepreneur’s Advice Featured in 2010 Woman’s Advantage Calendar 

San Jose, CA – Avery Horzewski, president/CEO of AVE Consulting, a marketing and customer communication strategy firm, was selected from over 3,500 submissions to be featured in The 2010 Woman’s Advantage Shared Wisdom Calendar. The calendar, released in September, provides advice for women business owners from influential women leaders across the U.S. and Canada.

The Woman’s Advantage 2010 Calendar includes sound bites on key business issues including: organization, promotion, sales, and human resources. Horzewski’s sage advice sums up her personal business philosophy, “Approach everything from your customers’ perspective. It’s not about what you think is important.”

“Avery Horzewski’s quote was selected because it was powerful yet easy to understand. Her idea is relevant to almost every woman in business today.” says Mary Cantando, growth expert of The Woman’s Advantage. “Women business owners and those who dream of starting a business will learn so much from the advice provided by Avery and the other successful women quoted in the calendar.”

About Avery Horzewski

Avery Horzewski is president and CEO of AVE Consulting and president-elect of Women in Consulting (WIC), a nonprofit organization dedicated to helping consultants and small business owners build strong businesses. She helps clients develop and refine their communication strategies and regularly speaks about social media to groups interested in learning more about this new communication medium, its impact on business, and best practices for implementing. She also regularly shares ideas on the AVE Consulting Blog, WIC Consulting Blog, LinkedIn, and Twitter.

About AVE Consulting

AVE Consulting works with companies of all sizes, across a variety of industries, to develop compelling, persuasive, and effective customer communication strategies and marketing communication deliverables that encompass everything from websites to social media to print collateral. For more information, visit www.aveconsulting.com.

About Mary Cantando

Mary Cantando is a nationally recognized expert on women business owners. She is the developer of the successful Woman’s Advantage line of products, geared specifically to women entrepreneurs. A member of the National Speakers’ Association, Cantando provides keynotes and workshops for women who want to grow their businesses.

About The Woman’s Advantage

The Woman’s Advantage is a line of information products, including books, workbooks, audio CDs, and calendars designed exclusively for successful women business owners. For more information, call 919-841-0401 or visit http://www.womansadvantage.biz/