Episodes

  • #26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas

    #26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas
    Nov 21 2024
    In this episode of Local Marketing School, Emily Steele interviews Morgan Lerner, Chief Creative Officer at GoNanas, the fastest growing baking mix company, using bananas to make indulgent, vegan, gluten-free, and allergen-friendly baked goods. Morgan joins to share how GoNanas has grown from a college dorm room to ecommerce to now sold in over 4000 retailers. We discuss key strategies for growth, staying authentic on social media and innovating continuously. Morgan also offers insight into GoNanas brand ambassador program that’s grown from 25 people to over 3500 members. This is a great episode for marketers looking to grow their businesses while maintaining a strong connection with their customer base! TUNE IN FOR TOPICS LIKE: 2:28 Co-founding GoNanas and the inspiration behind the business 6:46 Key factors that turned a side-hustle into a full-time company 8:59 The most surprisingly successful flavor drop 10:17 Setting up a powerful ambassador program from scratch 14:54 Expanding into retail and lessons learned in the grocery aisle 19:53 Two things to get your brand ready for retail shelves 21:31 Strategies for growing @gonanas to 67k on Instagram 23:33 Lessons for building your ambassador community 25:52 Scaling nationally in an authentic way 27:30 What's next for GoNanas Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Morgan's episode: #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale #24: From DTC to Retail Ready | Umaimah Sharwani, Paro Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Morgan: LinkedIn Find GoNanas: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    29 mins
  • #25: Global Brand Expansion with a Local Feel | Holly Chapman, Papier

    #25: Global Brand Expansion with a Local Feel | Holly Chapman, Papier
    Nov 14 2024
    In this episode of Local Marketing School, Emily Steele interviews Holly Chapman, Head of Brand at Papier, a stationery and personalized products company. Holly shares her journey from the communication industry to becoming Head of Brand at Papier. We dive deep into Papier’s US expansion and all the strategies employed to make for a truly omnipresent brand splash across the market. Listen for tips on local creator partnerships, creative collaborations, and landing earned media. TUNE IN FOR TOPICS LIKE: 4:20 Holly’s career journey and landing a creative role at Papier 6:26 What the Head of Brand role at Papier looks like 8:09 Factors that played into Papier’s expansion plan 10:08 Advantages to having boots on the ground for your brand 12:11 Strategies to building a omnipresent brand presence in a new city 18:28 Grassroots vs. Traditional marketing approaches 22:20 Tips to finding the right PR partner 26:10 How to build your network in a brand new city 29:59 Holly’s recommendations for marketers operating on a startup budget 33:24 OK Mentor and advice for those looking to break into the creative industries 38:04 What’s next for Papier Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Holly's episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Holly: LinkedIn | Instagram Find Papier: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    40 mins
  • #24: From DTC to Retail Ready | Umaimah Sharwani, Paro

    #24: From DTC to Retail Ready | Umaimah Sharwani, Paro
    Nov 7 2024
    In this episode of Local Marketing School, Emily Steele interviews Umaimah Sharwani, founder of Paro, a food brand specializing in South Asian flavors. Umaimah shares her journey of creating Paro out of homesickness for her mother's cooking and her experience scaling digitally native brands. We cover various aspects of building a food brand, including the importance of being retail-ready, community building through events and social media, and the challenges of entrepreneurship. We also touch on personal branding in CPG, the realities of running a startup, and the importance of having a strong support system! TUNE IN FOR TOPICS LIKE: 2:35 Umaimah’s career journey and startup experience at brands like Glossier, Jet.com, Fab.com and more 7:02 Going down the path of entrepreneurship and launching a CPG food brand, Paro 10:39 Navigating DTC, e-commerce 12:43 One thing you need to know if you’re launching DTC 14:16 Two things you need to do to get retail ready 16:42 How to know when you’re ready to launch in stores 18:16 Creating a strong brand story and conveying that to your audience 20:57 Ways to keep people engaged with your brand beyond initial touchpoints 23:49 How to ensure your brand exists beyond you 27:22 Advice for fellow entrepreneurs getting started Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Umaimah’s episode: #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter#7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Umaimah: LinkedIn Find Paro: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    31 mins
  • #23: Expanding Your Business Vision and Trusting Your Gut | Leslie Bailey, Indy Maven/Maven Space

    #23: Expanding Your Business Vision and Trusting Your Gut | Leslie Bailey, Indy Maven/Maven Space
    Oct 31 2024
    In this episode of Local Marketing School, Emily Steele interviews Leslie Bailey, co-founder and CEO of Indy Maven and Maven Space. Leslie shares her entrepreneurial journey, discussing the challenges and rewards of starting both a digital media brand and a coworking space. We dive into the importance of finding community and support outside one's immediate circle, learning from others in the industry, and being willing to make mistakes and pivot when necessary. We also touch on a few book recommendations and dabble in a little bit of the Enneagram. Tune in for valuable insights into the realities of entrepreneurship and trusting your instincts! TUNE IN FOR TOPICS LIKE: 3:01 Leslie’s journey to founding Indy Maven and Maven Space 5:14 Creating a media platform for local women in Indy 9:56 Why Leslie decided to build a co-working space in Indy 14:10 Balancing creating digital content with IRL events 18:36 Receiving and responding to feedback for your business 23:08 Creating gatherings and events that have purpose 27:36 Advice for entrepreneurs looking to bring their vision to life 33:25 What’s next for Indy Maven and Maven Space Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Leslie’s episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie #11: Staying True to Your Brand Values & Showing Up With Intention | Amanda Dare, Woman-Owned Wallet, WOW Factor Collective Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Leslie: Instagram | LinkedIn Find Indy Maven: Website | Instagram Find Maven Space: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    37 mins
  • #22: The Power of Placemaking and Creating Community-Driven Events | Alisha Espey, Downtown Davenport Partnership/Alternating Currents

    #22: The Power of Placemaking and Creating Community-Driven Events | Alisha Espey, Downtown Davenport Partnership/Alternating Currents
    Oct 24 2024
    In this week’s Local Marketing School episode, Emily Steele interviews Alisha Espey, the Program & Events Director at the Downtown Davenport Partnership. We dove into one of the area’s biggest festivals, Alternating Currents, and all the details that go into drawing big crowds and executing on powerful partnerships across the city. Alisha discusses how she and her team create awareness and leverage local expertise as well as the power of placemaking and community-driven events. We discuss measuring success beyond traditional metrics and the value of creating a sense of shared ownership in community projects. We close out with a look at some fun upcoming experiences coming to the Quad Cities region! TUNE IN FOR TOPICS LIKE: 2:43 Alisha’s journey from entertainment to wineries to the Downtown Davenport Partnership 10:07 The art of placemaking 12:46 Serving as the Festival Director for Alternating Currents, a music, film, comedy and art festival in Davenport 15:25 Attracting locals and visitors alike to attend events 16:50 Festival scaling strategies 19:41 Increasing foot traffic for area small businesses during events 23:38 Measuring success of events and activations 27:26 Building a cornerstone event in your city 31:01 What’s coming up next for Downtown Davenport Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Alisha’s episode: #9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway #14: Attracting Locals and Visitors with Engaging DMO Strategies | Rachel Greiner, Experience Grand Rapids Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Alisha: LinkedIn Find Downtown Davenport Partnership: Website | Instagram | Facebook Find Alternating Currents: Website | Instagram | Facebook Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    35 mins
  • #21: Building a Strong Local Presence Through Strategic Communication | Casey Harrison, Polished Strategic Communications

    #21: Building a Strong Local Presence Through Strategic Communication | Casey Harrison, Polished Strategic Communications
    Oct 17 2024

    In this week’s episode, Emily Steele chats with Casey Harrison, CEO and founder of Polished Strategic Communications located in Indianapolis, Indiana. Casey shares her journey to founding her own communications agency and touches on the incredible clients she’s gotten a chance to work with like Women's Equity Brunch, Central Indiana Corporate Partnership, Business Equity for Indy and Indy Crew. She shares her company’s core values and how they lead the way in the work she does. We also touch on the evolving landscape of event marketing, emphasizing the shift towards experiential and value-driven events. Casey shares insights on effective local marketing strategies, stressing the importance of clearly defining value propositions and understanding target audiences. Stay tuned for a sneak peek at what’s coming up for Polished!


    TUNE IN FOR TOPICS LIKE:

    2:33 Casey’s journey to founding Polished Strategic Communications

    6:08 The inspiration behind Polished’s core values

    8:15 Types of clients working with Polished

    11:13 Navigating the intersection of marketing and PR

    12:18 Setting strong goals

    14:06 Transforming IndyCrew’s communications strategy

    17:17 Becoming comfortable with networking and building relationships

    21:22 The state of event marketing in 2024

    28:08 Advice for business owners looking to cement their local PR and marketing strategy

    29:28 What’s next for Polished


    Listen to this week’s Local Marketing School conversation!

    Other episodes you'll enjoy if you enjoyed Casey’s episode:

    #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie

    #17: Leveraging Local Partnerships for Social Good | Brandon Puszkiewicz & Scott Soltys-Curry


    Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!


    Find Polished Strategic Communications : Website | Instagram | LinkedIn | Facebook

    Find Casey: LinkedIn | Instagram


    Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

    ⁠Follow Local Marketing School on Social: Instagram | TikTok

    Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook


    Ready to work with local influencers? Download our free guide!

    Curious what type of influencer you should be working with? Take our quiz!

    This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    32 mins
  • #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale

    #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale
    Oct 10 2024

    In this week’s episode, Emily Steele chats with Erica Jacobs, the marketing director at Nightingale, a thriving ice cream sandwich company based in Richmond, Virginia, with a growing national presence. Erica shares insights into her role, discussing the obstacles and successes of managing marketing for a growing brand. We delve deep into the unique aspects of marketing a frozen product with seasonal fluctuations and explore the innovative partnerships Nightingale has forged with influencers and other brands, examining their significant impact. The conversation also touches on Nightingale's impressive growth trajectory and the invaluable lessons learned while scaling a business. Stay tuned for a sneak peek into Nightingale's exciting future plans!


    TUNE IN FOR TOPICS LIKE:

    3:22 Erica’s career journey and what led her to Nightingale

    7:00 Building a marketing strategy from the ground up

    9:16 Choosing people over performance marketing

    11:53 The accidental birth of Nightingale as a brand

    14:47 Partnering with Justine Dorian (@justinesnacks) on her cookbook launch

    17:07 Adjusting marketing strategies seasonally as a frozen brand

    18:58 Advice for staying organized as a multi-hat marketer

    21:39 Taking the lead on a rebrand for Nightingale in early 2024

    23:34 What’s next for Nightingale (expansion, partnerships, and more!)


    Listen to this week’s Local Marketing School conversation!

    Other episodes you'll enjoy if you enjoyed Erica’s episode:

    #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter

    #13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold


    Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!


    Find Nightingale: Website | Instagram

    Find Erica: LinkedIn


    Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

    ⁠Follow Local Marketing School on Social: Instagram | TikTok

    Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook


    Ready to work with local influencers? Download our free guide!

    Curious what type of influencer you should be working with? Take our quiz!

    This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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    27 mins
  • #19: Creating Memorable Experiences, Personally and Professionally | Jennifer Magley, The Basketball League, Basketball Super League

    #19: Creating Memorable Experiences, Personally and Professionally | Jennifer Magley, The Basketball League, Basketball Super League
    Oct 3 2024
    In this week’s Local Marketing School episode, Emily Steele interviews Jennifer Magley, a dynamic speaker, author, and Chief Brand Officer at The Basketball League and Basketball Super League. Jennifer shares the why and how to create memorable experiences, both in personal interactions and in business settings. She shares insights from her experiences as an emcee and host, emphasizing the value of surprising and delighting audiences. We chatted about our favorite business books and also got to learn a little more about Jennifer’s book, "How to Be Queen," a leadership fable exploring career growth and self-worth beyond achievements. This was such a great conversation for marketers and business professionals on creating impactful experiences and developing essential leadership skills. TUNE IN FOR TOPICS LIKE: 3:35 Jennifer’s journey from professional athlete to Chief Brand Officer at The Basketball League and Basketball Super League 5:30 Creating priorities and managing your time 6:54 Jennifer’s first priorities when stepping into the role at TBL and BSL 7:57 How to ask for what you want 11:26 Building a personal brand 13:23 How to increase attendance at your next event 18:33 Creating memorable experiences that your audience wants 22:26 What current networking events are getting wrong 29:09 Engaging an audience as an emcee 35:22 Authoring How to Be Queen 36:38 Jennifer’s book recommendations 38:15 Where you can find Jennifer Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Jennifer’s episode: #11: Staying True to Your Brand Values & Showing Up With Intention | Amanda Dare, Woman-Owned Wallet, WOW Factor Collective #16: Meaningful Scaling: Balancing Tech and Personal Touch in Marketing | Sara Croft, Five Four Partners Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Jennifer: Instagram | LinkedIn Find The Basketball League: Website Find Basketball Super League: Website Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
    Show more Show less
    40 mins