Austin Entrepreneur Network Feature

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Relocating to a New City? – Twitter Can Pave The Way!

Posted on Friday, 25th September, 2009 by Thom Singer

To see the piece in its original form, Click Here.

When Jenna Oltersdorf and her husband Eric made the decision to relocate from Chicago to Austin to be closer to family, they had no idea that Twitter would help propel them ahead in both their business and professional lives.

Jenna and Eric are the owners of SnackBox, a public relations and design firm, now headquartered in Austin, Texas. They founded and grew the company in Chicago, but the desire to be closer to family lead them to Austin, where Eric’s sister and her husband are raising two young children. Jenna is an only child and Eric has the one sister, so being part of their family and seeing their nephew and niece grow up meant being in Austin.

Jenna originally joined Twitter in January 2009 with the thought that it would be a marketing and PR tool for their company. She soon realized that it was really more about communications and relationships, and instead of selling herself, she began to engage people in discussion. Her outgoing personality made her a natural for Twitter, and she soon was creating conversations and expanding her network.

She had grown up in the close knit culture of St. Louis. When you spend your whole life around the same people you establish a natural network. You don’t have to think about it, as it just happens. But moves to both Charlotte, NC and Chicago taught her the importance of cultivating relationships and actively seeking to make real connections. People do business with those they know, like and trust… so a new move would mean starting over in building an inner-circle.

In the spring of 2009, when the decision to come to Austin became official, Jenna began searching out Twitter’s most active Austin voices. She introduced herself, listened, watched, and instigated dialogues with Austinites. As the moving date arrived she began to reach out to her Austin Twitter friends in search of service providers that could help the couple successful execute the move. Most important was finding a lawyer who could help them incorporate the business in their new state. She queried Twitter and quickly found a great attorney.

(Side not to all those in the legal profession who are crying that Twitter is a waste of time. This is an example of how networking works. Her lawyer did not have to even be on Twitter to get this referral. Instead, he just had to know someone willing to take the time to answer Jenna’s request for an introduction!!!)

She also started polling people on what business and networking organizations would make the most sense for her to affiliate with after they arrived. She has been in Austin less than a month and already is getting involved with Leadership Austin’s Engage Program and serves on the board of a local non-profit.

Not only did they provide a long list of business services, her new Twitter friends also shared other interesting Austin factoids and recommended restaurants, best areas to shop, dentists, doctors, and real estate agents (The Oltersdorfs did not need a real estate agent, as Eric’s brother-in-law is Clayton Bullock of Moreland Properties, one of Austin’s top agents!).

Since she got to Austin Jenna’s calendar has been full, as her local Twitter Friends are actively signing up to meet her face-to-face.

I spent an hour with her today at the Starbucks in Westlake and found her to be blessed with a double dose of entrepreneurial spirit. She is excited about growing her company in the city where she expects to live for the rest of her life. While she was not born in Austin, she has that “can – do” attitude that makes this community special.

Additionally she has that “givers gene” that leads to success and win/win for everyone. I have found many people talk about it, but few people (maybe 5%???) really go out of their way to take actions to help others as a natural part of how they do business. Jenna is one of those people! I predict we see big things from Snackbox over the next few years.

I would like to extend a TEXAS SIZED welcome our newest neighbors, friends, and Austinites!! Eric and Jenna Oltersdorf – I wish you much success in Austin!! (I have not yet met Eric, but look forward to meeting him). I got here 18 years ago and have never looked back. I hope that the city is as wonderful of a place for your family as it has been for mine.

You can follow Jenna on Twitter at @JennaSnacks

Have A Great Day.

thom

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Jenna Speaking at AAF Topeka

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The American Advertising Federation in Topeka, Kan. has invited Snackbox principal Jenna Oltersdorf to speak about public relations, the industry’s future and how advertising agencies can successfully partner with PR firms. Jenna is speaking to the group’s members on Thursday, September 24.

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Jenna’s Guest Column in TalentZoo

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Benefits of Public Relations
By: Jenna (Gruhala) Oltersdorf

It’s no secret that both public relations (PR) and advertising offer unique benefits when employed correctly. And, when working together, the two practices can build awareness, boost brand value and drive sales. Some of our most successful campaigns stem from a strong relationship between our PR team and advertising agency partners.

To contrast the two, PR earns media coverage through strategic outreach to journalists while advertising is a controlled message placed in paid-for space. Both practices work to influence the behavior of consumers by swaying opinion, calling consumers to action, etc., but the tactics used to gain results and meet goals couldn’t be more different.

Unfortunately, PR tends to be overlooked during the planning stages of some marketing campaigns because many don’t fully understand the benefits. And, if PR isn’t overlooked all together, many times key decision makers don’t quite understand how it works or worse, don’t understand how to measure a PR campaign’s success (common measurements include impressions, number of placements and types of placements).

The primary goal of any PR campaign, no matter how large or small, is to build relationships. Through these relationships, we’re able to secure stories, build momentum and create opportunities for brands, be it a person, organization, product or service. Before launching any PR campaign, it’s important to outline measures of success to fairly evaluate the benefits as well as manage expectations both internally and externally.

So what sort of benefits can you expect from a well-planned PR campaign?

Affordability. When compared to advertising, PR is an economical way to stay in front of consumers and works to build brand loyalty. With PR you are paying for time required and minimal out-of-pocket expenses in order for your agency to develop relationships on your company’s behalf. With advertising, not only do you need to pay your agency for the time required to create the ads, but you’re also paying the media outlets to run your ads.

Credibility. PR professionals pitch story ideas to reporters and because the journalist vets the story first, it becomes more unbiased than advertising. In contrast, consumers generally understand that an advertisement means that the company provided the messages and is therefore approached with some level of skepticism. News stories aren’t typically viewed with as much cynicism.

Visibility. By implementing a PR campaign, you can affordably increase search engine optimization (SEO) and organic results as well as repeat exposure for the same story through media coverage. You can achieve similar results through advertising, but because that visibility is paid for, the costs are great.

Value. PR results are tied to placements secured, conversations started. The value comes from those third-party endorsements that we work to nurture and develop on a client’s behalf.

Relationships. PR builds relationships with journalists and consumers on behalf of your organization by sharing information. Further, PR creates loyalty through dialogue that take place via tactics such as social media and events.

Details. Because PR coverage typically results in more space and time for information sharing, consumers are exposed to more details about your company’s product or service. This, coupled with established credibility, allows consumers to freely take in information from unbiased sources to ultimately make an educated decision for themselves. PR and advertising can easily complement one another by pushing the same key messages via varied channels.

Legitimacy. By launching a PR campaign, you’ll see regular media exposure that typically results in enhancing and legitimizing your reputation. As consumers see increased, positive media coverage, they’ll begin to look at your brand in a favorable light.

Position. Through PR, you can tell your side of the story and be seen as an expert within your industry. By working with a PR firm, they can train you on how to work with journalists, ultimately assisting you with interview styles, key messages and on-camera confidence. Once established as an expert, many times journalists will seek to interview you on other industry topics as new opportunities arise, allowing you to further solidify your authority.

Timely. Because fewer people are involved in developing and pitching a story in PR, advertising campaigns typically require more time to plan and execute. Messages secured via PR, more times than not, will appear much faster when compared to advertising. In addition, PR and advertising can work together to prolong messages presented in the media

When used correctly, PR can be a valuable marketing tool benefiting your brand position and bottom line. PR is not the only answer to a strong marketing campaign, but it is an important practice to employ in order to build strong brand credibility, legitimacy and value.

 

About the Author

 

Jenna has managed and executed award-winning public relations programs for national and international clients in a variety of industries including home/garden, fashion/beauty, pets, and B2B . Before launching Snackbox, she worked for a number of agencies including the largest independently owned PR firm in the world.

When she’s not making PR magic for her clients, Jenna enjoys drag racing Corvettes, baking cupcakes and playing Halo. You can find her on Twitter under @JennaSnacks.

jenna@snackbox.us

https://snackbox.us

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Jenna Featured in Pink Ladders

Rungs of Wisdom:
“No matter what you’re up against, belive in yourself and visualize the outcome.”

 

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Jenna featured in ArtsBiz

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To see the article in its original form, click here.

WILL USING FACEBOOK AND TWITTER BUILD YOUR AUDIENCE? Undefeated drag racer, cupcake baker and PR expert, Jenna Gruhala Oltersdorf, has practical tips for how to use social media to build your brand and grow your audience.
Jenna Gruhala Oltersdorf, Principal of Snackbox Public Relations, recently presented at A&BC’s workshop “PR in the Digital Age” and she’s the mastermind behind the creation of Artsbiz. Her workshop presentation was so tactics-based and interesting; A&BC interviewed her for its newsletter. Everyone keeps talking about social media. What exactly is it? Social media, or SM, is user-generated content on the web. SM offers low-cost and free tools that enable anyone to publish or access information. Examples of SM sites include YouTube, Flickr, Facebook, Wikipedia, Blogger, etc. The key factor of SM is creating conversations and building personal relationships.

Should arts organizations use SM as a PR tactic? SM is a very rewarding PR tactic for arts organizations to employ, though it does require time, creativity and consistency. SM can help your organization connect with volunteers, build relationships with donors, publicize fundraisers and events, and so much more. How much time per week should an organization devote to their SM efforts? I suggest spending about an hour a day on business days with your SM efforts. It’s important to “check in” on a consistent basis.

Do you have any suggestions as to how to make it as easy as possible to maintain SM efforts? A few suggestions for streamlining your SM efforts:

 

  • Create a list of all of the SM outlets with which you’re involved, along with usernames and passwords. This makes passing the baton MUCH easier should you eventually hire someone to help with your efforts, etc.
  • Develop an editorial calendar for topics you want to cover … this helps you stay on top of your messages and keeps the conversation going even on days when you’re not sure what to talk about.
  • Create a folder within your Internet bookmarks so you can store relevant sites for future use. These sites may inspire you for a future blog entry, be something to share with your Twitter followers, and so on.
  • Keep your staff up-to-date on what’s happening with your SM efforts and call for brainstorm sessions so you can keep your content as fresh and creative as possible.
  • Start small … add more and more SM tactics as you become more comfortable with the types that are out there.
  • Don’t be afraid to try new types of SM tactics, but do sit back and listen in on the conversations so you get a good feel for how the environment works.
  • Keep in mind that you get what you give when it comes to SM. There is no secret formula for how much time you should put into it.

 

 

Jenna Gruhala Oltersdorf has managed and executed programs for sole proprietorships, multi-billion dollar companies and nonprofits. When she’s not making PR magic for her clients, Jenna enjoys drag racing Corvettes (she’s undefeated), baking cupcakes and reading Augusten Burroughs. You can find her playing Halo 3 under the Xbox Live gamer tag xxxJENNACIDExxx and on Twitter under @JennaSnacks.

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Snackbox Earns 3 Creative Awards

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Snackbox is a three-time winner in the 2009 Summit Creative Award competition for creative work. The firm’s winning entries include:

  • Silver award for logo work on behalf of the Chicago French Bulldog Rescue
  • Bronze award for logo work on behalf of Minx Parlor, an upscale fashion boutique
  • Silver award for logo redesign on behalf of Canine Therapy Corps, canine assisted rehabilitative therapy

The Summit Creative Awards recognize and celebrate the creative accomplishments of small and medium-sized advertising agencies and other creative groups with annual billings of $30 million or less. Over the past 15 years, the competition has established itself as the premier arbiter of creative excellence for firms of this size.

Entries in 22 categories are judged against a stringent set of standards. During the blind judging events (entering company names withheld), judges search for innovative and creative concepts, strong executions and the ability to communicate and persuade.

About Snackbox
Snackbox LLC is a Chicago-based public relations and design firm created by Jenna Gruhala Oltersdorf and Eric Oltersdorf with a network of experienced and talented indepenedent professionals spanning the United States. Clients include Chinet premium disposable tableware, Feline Pine all-natural cat litter, Perlabella anti-aging serums and Chicago Academy for the Arts. For more information about Snackbox, visit www.snackbox.us.

About Summit International Awards
The Summit International Awards (SIA) organization was founded in 1994. The organization conducts the Summit Creative Awards, the Summit Marketing Effectiveness Award and the Summit Emerging Media Award. The 2009 competition is the 15th year for the creative competition. Additional information about the SIA, its  competitions and winning firms can be found at www.summitawards.com.

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Jenna Presenting at Marketing Workshop

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Marketing Matters Series, Part 3: PR in the Digital Age

Tuesday, June 23, 2009
Location: National-Louis University,
122 S. Michigan, Room 5006 – 5th Floor, Chicago
9:30 AM – 12:30 PM

Where’s your ready-to-go content? RSS feeds? Is your blog a must-read?
Oh, and you’re keeping an eye on your brand equity, right?

Yes it’s hard work, but keeping your voice heard during difficult times is vital. And with everyone spending more time online today, it’s crucial that your organization maintain a strong presence among stakeholders, customers and prospects where they are congregating.

At this workshop, we’ll explore:

  • The evolution and future of PR
  • Maximizing your PR efforts while saving time and money
  • Digital Strategies for Building your Brand
    • Creating an online presence
    • Search Engine Optimization
    • Social Media (Twitter, Facebook, YouTube, Flickr, etc.)
    • Monitoring conversations

You will also participate in a breakout session designed to give you hands on experience in developing a digital PR brand strategy.

Presenter:Jenna Gruhala Oltersdorf, Snackbox Public Relations Principal
Jenna has managed and executed programs for sole proprietorships and multi-billion dollar companies. Her agency experience ranges from a small firm in St. Louis to the largest independently owned PR firm in the world. She has expertise, contacts and strategy to help your business grow.

Jenna’s client experience includes Chinet, Feline Pine, Remi-D, Perlabella, NASCAR, Hardee’s, North Carolina Division of Tourism, Unico, Georgia-Pacific, St. Louis Effort for AIDS, GMAC Real Estate, Agility Recovery Solutions, Heatcraft Refrigeration Products and Levi’s Signature Series, to name a few. She’s a member of the American Marketing Association and the Public Relations Society of America.

Recognized for excellence in public relations, Jenna has received a number of industry awards including Communicators, Summits, Bronze Anvils, Silver Anvils, Platinum PR Awards, Tellys, U.S. International Film Festival Award and a nomination for an Emmy … but it’s not all about a fancy piece of stone and glass, is it?

When she’s not making PR magic for her clients, Jenna enjoys drag racing Corvettes (she’s undefeated), baking cupcakes and reading Augusten Burroughs. You can find her playing Halo 3 under the Xbox Live gamer tag xxxJENNACIDExxx and on Twitter as @JennaSnacks.

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Snackbox in PRWeek

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March 6, 2009
Snackbox donates services to Arts & Business Council of Chicago
Author:Kimberly Maul
CHICAGO: The Arts & Business Council of Chicago partnered with Snackbox for 2009. The agency will donate its services for the year and will handle strategic media relations outreach and consult on collateral development for the Council.

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Letter to the Editor: Dear Snow

 

Enough snow!

March 2, 2009

Dear Snow,

I hate you.

It’s not as if we haven’t had this conversation before. Our relationship is over. Done. No more. I’ve tried talking with you about it, yet, you don’t seem to listen. I’ve asked nicely, I’ve asked angrily. Just go away. Restraining orders don’t seem to do the trick, so I’m begging you. Go away. I’m done.

–Jenna Gruhala-Oltersdorf

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Snackbox Assists Arts & Business Council of Chicago

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Snackbox has committed to donating services to the Arts & Business Council of Chicago for the 2009 calendar year. Snackbox PR will assist the non-profit in strategic media relations outreach while Snackbox design will serve as a consultant for collateral development.

“For decades, the Arts & Business Council of Chicago has been the leading management support organization for the arts in Chicago,” said Jenna Gruhala Oltersdorf, Principal, Snackbox. “We’re proud to align ourselves with such a dedicated group of people who are truly making a difference in the business of the arts here in Chicago.”

About Arts & Business Council of Chicago
The Arts & Business Council of Chicago has, for nearly a quarter of a century and with the help of hundreds of volunteers from the business sector provided vital, capacity-building services and programs to our city’s vibrant cultural community. The Council makes good business practices “the business” of the arts, while also making the arts “the business” of business. For more information, visit www.artsbiz-chicago.org.

About Snackbox
Snackbox is a Chicago-based design and public relations agency with a network of highly experienced and talented independent professionals spanning the United States. Snackbox principals Eric Oltersdorf and Jenna Gruhala Oltersdorf work to provide clients with the best possible work at the best possible price. Clients include Chinet brand premium disposable tableware. For more information about Snackbox, visit www.snackbox.us.

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