Business Connections October 2018

October

2018

Business Connection

Volume 10, Issue 10

Kelso Longview Chamber of Commerce

Lower Columbia Professionals present Spooktacular, hosted by the Kelso-Longview Elks, Oct. 26.

The costumes are part of the fun! For more information, see page 27.

Healthcare and Broadcast Leader Bring Experience, Fresh Perspective to Board Kelso Longview Chamber of Commerce Team Bill Marcum, CEO Amy Hallock Project Manager Pam Fierst Office Manager Joelle Wilson Social Media Services

Kelso Longview Business Connection is published monthly by the Kelso Longview Chamber of Commerce 105 N. Minor Road • Kelso, WA 98626 • 360-423-8400 kelsolongviewchamber.org To advertise, call Bill Marcum, 360-423-8400 or email bmarcum@ kelsolongviewchamber.org Ad Deadline: 20th of each month

E

xperience and fresh perspective are two of the qualities newly appointed Chamber of Commerce board members Cherelle Montanye and Bruce Pollock bring to the table.

Montanye, chief administrative officer for PeaceHealth St. John Medical Center, is settling into the Longview-Kelso area after career moves through Colorado, Iowa and Kansas. Pollock signed on as the market manager for Bicoastal Media four years ago after spending time in California, Wyoming and New Mexico.

“PeaceHealth is our largest employer and one of our Diamond Members, so having someone from PeaceHealth on the board is very important and having Cherelle ready and willing to volunteer to be a member of the board is fantastic,” Chamber CEO Bill Marcum said. “She brings an incredible amount of management experience to our com-

munity and the fact she is not from Longview or Kelso means she also brings fresh eyes which will be very helpful to the board and the Chamber of Commerce.

“I have really gotten to know Bruce over the past four or five years as a member of the Early Edition Rotary Club,” Marcum said. “Since Bruce’s arrival to Longview and Kelso he has really become a member of our community, involved in Chamber CEO many nonprofit events, Bill Marcum and even created a few events to support local charities. The group of radio stations at Bicoastal Media has been a huge supporter of the Chamber and its many events.

Bruce’s positive attitude and professional experience in media and fundraising will be a great benefit to the Chamber board of directors.”

For more Board Additions, see page 3

2018 Small Business

BOOT CAMP 2018 Fall Series begins Friday, Sept. 14 Friday Mornings ★ Lower Columbia College

7:30 am - 9 am ★ Heritage Room at LCC - Admin. Bldg.

Fall 2018 six pack

Sept. 14 Maximum Cash Generation Facilitator: Frank McShane, Square Peg Consulting. This is not the same as Profit or Cash Flow. How do I know which products or services are providing the most cash so I can keep expanding my business? This workshop will show you how to use your own data to determine which products or services are generating the most cash.

Then you can focus your time and resources on the things that will help you grow your business faster.

Sept. 21 Marketing vs. Sales So now you are in charge of Marketing and Sales for your business or company. They are not the

same. How do you know what works, doesn’t work and how can you track sales to try to determine what is providing you the most bang for your buck. Facilitator is still to be determined.

Sept. 28 How to Read a Balance sheet and other financial statements David Futcher, Futcher Group CPA’s will be help you better understand your financial documents which will help you manage your revenue and expenses for maximum growth.

Oct. 5

Conflict – Home, work, boss and the kids Mary Cranston, Performance Coaching will be facilitating this class on

dealing with conflict both at home and at the office. There are simple strategies that can help when dealing with conflict with co-workers, the boss, your kids or your spouse. Mary will show you how to make these work for less stress and better outcomes.

Oct. 12 Optimizing Inventory – Frank McShane, Square Peg Consulting. How can I make sure I have the right products at the right time to serve my customers without ending up with slow or dead inventory? This workshop will show you how to use your data to fine tune your inventory plan and provide great customer service at the lowest level of investment.

Oct. 19 How to generate higher profits. Jerry Petrick with Small Business Development Center will facilitate this class on finding ways to grow your profits. The two basics, sell more product and cut expenses, right. But how do you do that. How do you sell more product? What expenses do I cut? Jerry will lead this discussion and help you answer those questions.

No pricing change since 2013!

100 Members

$

★ $160 Non-Members

Sponsored by:

You can bring up to three people from your business making the cost to attend about $5.50 per person, per class. Individual classes are $25 for members and $35 for non-members.

360-423-8400

www.kelsolongviewchamber.org

Board Additions, continued from page 1

Cherelle Montanye

Bruce Pollock

Since arriving in the Pacific Northwest, Montanye has been soaking in the sights from Cannon Beach to British Columbia.

Not counting a drift into owning a cowboy bar and restaurant, Bruce Pollock brings his extensive background in the radio industry to Longview.

“It is absolutely, breathtakingly beautiful,” she said. “The people are so welcoming.”

Originally from Wisconsin, the Green Bay Packer fan notes she is “a very competitive person” and “a fantasy football champion.” The fact she won that chamCherelle Montanye pionship on the arm of Seattle Seahawk quarterback Russell Wilson is part of the fun of now calling the Pacific Northwest home.

Montanye takes her competitive spirit into her positions at PeaceHealth and the Chamber, where she wants what’s best for the hospital and the community.

“I am excited to be invited to sit on the Chamber’s board of directors,” Montanye said. “An important part of my role is being involved in the community outside the four walls of the hospital.”

Serving the community’s healthcare needs for more than 70 years, Longview-based, nonprofit, PeaceHealth St. John Medical Center and Medical Group provide comprehensive specialty care for more than 190,000 patients per year in Cowlitz County. As one of community’s largest employers with more than 1,500 caregivers and 260 active medical staff members, PeaceHealth St. John offers dozens of medical specialty services and programs including emergency, trauma, heart, behavioral health, bone and joint, cancer, birthing and women’s services.

Montanye said healthcare, like many businesses today, is under construction.

“From the way we care for people to the way we go about billing, we are reinventing ourselves and changing what we offer,” she noted.

Montanye looks forward to bringing information from the hospital and collaborating with other businesses to create, for example, workforce strategies that economically benefit the community.

Part of her role at PeaceHealth will also focus on the community’s mental health.

“My passion is behavioral health. I started my career with social work and working with the homeless,” she said.

The goal is good patient care inside the hospital and in the community. “Healthy communities are productive communities,” she said.

This is a return to the Evergreen State for Pollock, who as market manager for Bicoastal Media is here to grow the stations’ presence in Cowlitz County, as well as the company’s two stations in Centralia/Chehalis. In Longview those radio stations include KLYK, KRQT, KBAM, Bruce Pollock KEDO and KPPK with formats covering country, news/talk/sports, adult contemporary and classic rock. Chamber members may be most familiar with KEDO 1400 am which hosts Chamber Connection between 3 and 4 p.m. on Wednesdays.

Longview’s stations are one piece of Bicoastal Media. Bicoastal Media operates radio stations in 12 distinct markets throughout Northern California, Oregon and Washington. Its overall radio footprint in the Pacific Northwest is large from a geographical coverage standpoint, but its radio stations are also the most listened to in their respected markets.

Answering the call to serve on the Chamber board was an easy decision Pollock said. His friendship with CEO Marcum was key – plus, it’s another way to be involved in a community that has welcomed he and his wife Robin with open arms.

“It’s an honor to be on the board,” Pollock said. “Bill does a terrific job; the Chamber staff does a great job. The Chamber has done a good job of drawing new businesses to the area.”

Pollock appreciates the effort and growth. As market manager, part of his role is to grow revenue and draw in advertisers and community organizations to recognize Bicoastal Media as their local media choice. Pollock admits it’s been a tough climb, and at times the job and extra duties stretch him, but sharing Bicoastal Media’s commitment to the community and showing its commitment through example and leadership has been enjoyable and enriching.

“Longview has been a real challenge for me. It’s a tough market,” he said. “It’s the hardest market of my career. My wife thinks it’s the most successful I’ve ever been. Getting involved in the community is key. It’s about doing good things beyond self.”

In addition to the Chamber board, Pollock serves with local organizations like Lower Columbia College Foundation, Rotary and the Go Fourth festival.

Although it was his media experience and fundraising skills Marcum singled out, Pollock is not sure what role he will serve on the Chamber board.

“I will serve where Bill asks me to serve,” he said.

October 2018 | Kelso Longview Business Connection | 3

Friday, December 7, 2018 Festive Sponsorship Levels Grand Bell: $1,000

Logo on all marketing materials, website, advertising, radio ads, large logo on shirt, runner’s bag, banner at event (provided by Sponsor), promo item inside runner’s bag, and six (6) free registrations.

Gold Bell: $500

Logo on all marketing materials, website, advertising, medium logo on shirt, promo item inside runner’s packet and four (4) free registrations.

Silver Bell: $250

Logo on all marketing materials, website, advertising, logo on shirt, promo item in runner’s bag, two (2) free registrations.

Bronze Bell: $100

Promo item in runner’s bag and listing as ‘Friend of the Jingle’ on marketing materials.

Cowlitz Wahkiakum Council of Governments

By Bill Fashing Executive Director

Economic Census: Information Adds to the Understanding of the Economy The deadline for all businesses to respond to the Economic Census (EC) has been extended to Dec. 31. The economic census is conducted every five years and is mandatory for business participation.

The EC is the basis for the estimation of the nation’s Gross Domestic Product and provides other information used in business marketing and policy development efforts from the federal level down to local governments and Council of Government operations.

The 2017 Economic Census is part of the U.S. Census Bureau’s overall efforts to measures the nation’s population and economic changes. The population census is conducted every 10 years and the business census is conducted every five years.

To reduce the burden on the business community, not all companies receive the Economic Census. Companies without paid employees are not included in the EC. Approximately 4 million of the nearly 8 million employer businesses are required to respond to the Economic Census.

Businesses who have not yet responded are now receiving past due notices with instructions on how to comply and get assistance. Response is required by law (Title 13, U.S. Code). Specific company information is kept confidential and the input provided is used for

statistical purposes only.

For the first time, the EC is totally online. This new online process provides for an easy reporting process that improves accuracy and reduces the overall cost of producing the census.

According to the Census Bureau, the Economic Census asks companies to report information for each location, including employment, payroll, and value of goods or services produced in 2017.

Questions are tailored by industry and size.

Assistance in completing your Economic Census reporting is available at this link.

The Value of the Economic Census This is the bonus section for those of you that read the entire article (or maybe you just skipped to the end for the good stuff). The Census Business Builder is one of the many resources made available from census data. Click here to access the tool designed to help startup businesses and help established businesses to grow and expand. This resource can help with key information for your business plan or data to help identify and understand new market opportunities.

SAV E TH E DA TE!

Friday, December 7, 2018 • 6:00 pm The Civic Circle in Longview Sponsorship opportunites available!

Register online www.kelsolongviewchamber.org October 2018 | Kelso Longview Business Connection | 5

Chamber CEO’s Message

By Bill Marcum

Boot Camp boosts business I admit I am a bit disappointed in the turn out for our Small Business Boot Camps this fall. We have about 15 business people attending representing about nine businesses each week. These classes are designed to help small business owners gain more knowledge about running their business more effectively, efficiently, and the final goal, more profitably.

We have had some great facilitators with years of experience running their own businesses and companies very, very successfully. The adage learn from those who are doing it right and apply that to your business is true.

The series of classes this fall include: Marketing vs.

Sales, Generating Cash, Understanding Your Financial Statements, Dealing with Conflict, and Generating More Profit. Yet, only nine businesses feel they can improve their business by attending. The classes are from 7:30 to 9 a.m. on the Lower Columbia College campus. We did that intentionally. It was designed at that time to eliminate the one major issue for not attending... “I have to open my business by 9 a.m.” In most cases we have you out the door by 8:45– in time to open your business. Then there is cost... $100 for six classes and up to three people per class can attend from your business. It doesn’t even have to be the same three each week. That is about $5.50 per person per class. Helping yourself and your employees be more successful at what you do should mean better service and more profitability to the business.

We have three classes left this fall. They are listed here. I hope to see some of you at these classes. I want to make sure your business is as successful as it can be.

Friday, Oct. 5 – 7:30-9 a.m.

Dealing with Conflict – Confident Confrontation Facilitated by Mary Cranston, Performance Coaching I actively avoided every situation possible if I thought it might make me feel anxious or simply make me look bad. The mere thought of confrontation made me sweat. Anybody? Here’s the deal. Avoiding conflict in business, with employees, with clients, with customers and most importantly with yourself can lead you down an unhealthy and unproductive path. Regardless of our reluctance to confront tough issues or challenge people, we need to. We can’t advance, succeed or grow without confrontation.

Confident Confrontation will equip you with; collaborative listening skills, problem-solving, efficient verbiage, win/win tool. Confident Confrontation is a must for your leadership toolbox.

Friday, Oct. 12 – 7:30-9 a.m.

Optimizing Inventory – from restaurants to furniture there is a strategy Facilitated by Frank McShane, Square Peg Consulting How can I make sure I have the right products at the right time to serve my customers without ending up with slow or dead inventory? This workshop will show you how to use your data to fine tune your inventory plans and provide great customer service at the lowest level of investment.

Friday, Oct. 19 – 7:30-9 a.m.

How to Generate Higher Profits Facilitated by Jerry Petrick, Small Business Development Center Jerry has spent many years working with small business owners to help them return a higher rate of profit. The two basics are sell more product and reduce expenses, right? But how do you do that? How do you sell more product?

What expenses do I cut? Jerry will lead this discussion and offer tips and strategies to answer those questions that will lead to a great profit margin for your business.

Kelso Longview Chamber of Commerce Board of Directors Frank Panarra, President

Chris Bailey Lower Columbia College

Nancy Malone Mayor of Kelso

Bianca Lemmons, Vice President

Clayton J. Bartness, DC Longview Chiropractic Clinic

Cherelle Montanye St. John/PeaceHealth

Neil Zick, Treasurer

Ken Botero Longview City Council

Bruce Pollock Bicoastal Media

Michael Claxton, Legal Counsel

Bob Crisman Gallery of Diamonds

Tom Rozwod NORPAC/Weyerhaeuser

Wendy Hutchinson Millennium Bulk Terminals

Ted Sprague Cowlitz Economic Development Council

Marlene Johanson Heritage Bank

Dennis Weber Cowlitz County Commissioner

Foster Farms

Cowlitz County Title Twin City Bank

Walstead Mertsching

Nick Lemiere, Executive Board Edward Jones Chris Roewe, Executive Board Woodford Commercial Real Estate

Wendy Kosloski Teague's Interiors

6 | Kelso Longview Business Connection | October 2018

Cowlitz County Commissioners

By Joe Gardner

Roof Complete, Morgue and 911 Projects Continue to Move Forward

Over the past several years the county has been addressing several significant facilities issues. This process started as many government projects do – with a consultant. The consultant verified and provided further details as to the magnitude of the issues facing some of our county facilities. Then came the next phase of the process – the formation of a committee. With the information from the consultant and the input of the committee we were then ready to take action. The top three priority projects were the Hall of Justice roof, the morgue and finding a new location for 911. So, where are we at with these three projects?

The county went out for bids for the Hall of Justice roof replacement project in June of 2017. In July contracts were awarded and in early 2018 the project was completed with a total cost of approximately $2 million.

The next large project will be to build a new morgue. The current facility is a 1,200-square-foot structure originally constructed in 1968. As stated in the Facilities Conditions Assessment report this is a “small residential building trying to do a big technical job. The

use does not fit the building and is in poor condition overall.” The county’s facility staff and the coroner are currently working with an architect on this project and initial geotechnical work has been done.

With 911 we are taking a different approach. As most are aware 911 is currently located in the basement of the Hall of Justice and for years it has been known that they need to relocate. Serious discussions began last year about 911 becoming an independent entity.

Ultimately, a consultant was hired and with input from the various stakeholders throughout 2017 and into early 2018 a recommendation was made to the county. Earlier this year the Board of County Commissioners approved the formation of the Cowlitz 911 Public Authority. Currently Cowlitz 911 is in transition mode. A new nine member governing board has been established with the goal of being a stand-alone entity by early 2019. As well, Phil Jurmu was recently selected to be the director of the new public authority. The county and Cowlitz 911 continue efforts to find a new location. 911 is currently working with the facilities department and an architect to take a closer look at county owned property located at 304 Cowlitz Way.

EstatE Planning & EldEr law

Attorney Michael Claxton Licensed in WA & OR

Attorney Brian Brault LL.M. in Taxation

WALSTEAD MERTSCHING AT TO R N E Y S AT L AW

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A Full Service Civil Law Firm for over 90 Years CIVIC CENTER BUILDING, 3RD FLOOR 1700 HUDSON ST., LONGVIEW, WA

(360) 423-5220 Longview www.walstead.com October 2018 | Kelso Longview Business Connection | 7

City of Kelso

City of Longview

By City Councilman David Futcher

By City Councilman Ken Botero

Prespective from the not-old guy I’m not old, regardless of what my kids might try to tell you. But in Kelso, I’m the old man on the council any more, wrapping up my 14th year of service in that role. The changes are hard to see as they happen, but as I look back, Kelso is definitely moving in the right direction.

I’m not trying to take credit for any of these changes. They’re just things that have happened along the way the last 14 years. The staff at the city deserves the vast majority of the kudos for our improvements.

When I started in 2005, Kelso seemed to operate in its own little bubble at times. We weren’t rich, but conservative financial management helped us to get by. We didn’t spend a lot of time figuring out how to find money from the state that could help us flourish. Now, we still manage finances conservatively, but we build strong relationships with our state legislators, and hire lobbyists to help tell our story. Those efforts have produced millions of additional funding for Kelso.

We also used to be a little behind the times technologically. I know those things move quickly, but in 2005, permits were tracked in a spiral notebook. Sometimes, if the page got turned, your permit might have been forgotten. Now everything is managed in software designed for such things. We also are upgrading from old accounting software that was largely custom programmed to a new system that will make us more efficient.

Tam O’ Shanter Park had a gravel parking lot as you entered the park.

We not only paved and upgraded that lot, but we’re in the process of repaving all of the park to make it more available and accessible.

In 2005, we had no skateboard park, the library had no parking, and the worst road in town was the block of SW First Avenue between Allen Street and the Hall of Justice, followed closely by Catlin Street. (Remember how horrible those were?). All of that has changed now, and there’s a lot more work on the table.

These improvements are a result of strong staff and thoughtful councils working together to enhance the city. No one person, even this not-old guy, made this happen on their own. If we can work together, Kelso will continue to grow and improve for the next generation.

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1157 Longview, 3rd Avenue, WA Suite 98632 218 1157 3rd360.952.3100 Avenue, Suite 218 Longview, WA 98632 Longview, WA 98632 www.amadaseniorcare.com 360.952.3100 360.952.3100 www.amadaseniorcare.com www.amadaseniorcare.com 8 | Kelso Longview Business Connection | October 2018

Small business heart of community How often have you heard some of our community leaders make the statement about how small businesses are important to our community?

Let’s take a few minutes and look at the city of Longview and our drive to provide that Quality of Place that is everyone’s dream. When we tour the city we find that our small business owners, not necessarily the big box businesses, are an integral part of Longview with the reality that this is where they work and play.

Our local small business owners tend to be cognizant of how their decisions may have impact on the community, for instance, they may sponsor many youth, and at times adult, sporting activities, just look at the soccer programs, Little League and family activities through our recreation programs. Look at the list of sponsors for our Columbia Theater, Stageworks, symphony, and arts at Lower Columbia College. Our local small businesses also contribute to our local homeless programs, Community House on Broadway, Women’s Support Shelter and many other valuable charities bringing that Quality of Place to the top of the ladder.

In Longview, small businesses, in addition to contributing to our community’s unique identity and being involved with our community, our small business owners help build a sense of a real community. Their businesses tend to be people businesses. Our local small businesses are more likely to build personal relationships with their customers, knowing many of the customers by name. Speaking of that when was the last time you walked into a large, big box store, and were greeted by name?

When our local residents shop at our small businesses, the TAX DOLLARS stay within our local economy which helps us to improve issues in our community. Small businesses are also job creators and most of those jobs are local jobs, instead of commuting to another city, the employees stay closer to home and this also creates more opportunities to shop locally during lunch breaks providing opportunities for supporting other small businesses.

I invite you to visit and get involved with our small business atmosphere here in Longview with our historic downtown core on Commerce Avenue and the adjoining historic downtown business district, the abundant small business activity at the Triangle Mall, the Ocean Beach corridor and the many neighborhood markets.

Our Quality of Place also lets you take advantage of a great education system, performing arts programs, shopping, family entertainment, and many, many family recreation opportunities through the Longview Parks and Recreation programs.

Longview is open for business, we would like to have you join us in STAYING HOME, for a quality of life and Quality of Place experience.

Lower Columbia College

Calendar Wednesday October 3 – 7:30-8:30am Education Foundation Millennium Bulk Terminals Thursday October 4 – 7:30-8:30am Ambassadors Meeting Columbia Bank Friday October 5-19 – 7:30am Small Business Boot Camp Lower Columbia College Monday October 8 – Noon Government Affairs Committee Teri's Restaurant Speakers Doug Orcutt 20th District Represenative Brennan Bailey Candidate for 20th District Seat Brian Blake 19th District Representative Joel McEntire Candidate for 19th District Seat Tuesday October 9 – Noon Chamber Executive Board Mill City Grill October 9 – 5:30-7:30pm Business After Hours KUKN Thursday October 11 – 4-5pm Lower Columbia Professionals Meeting Antidote Tuesday October 23 – Noon Chamber Board Meeting Mill City Grill Friday October 26 – 7pm-Midnight LCP Halloween Spooktacular Kelso Elks

By Chris Bailey President

Manufacturing Day

2018 Open House Oct. 4 Manufacturing Day is a growing grassroots movement of manufacturers and others dedicated to overcoming the shared challenges facing manufacturers today. The most pressing issue is a gap in skilled labor. Nationally, 80 percent of manufacturers cannot find the skilled workers they need. Persistent misperceptions about what careers in manufacturing are really like contributes to the problem.

Here are a few facts about modern manufacturing environments in the United States, from the Manufacturing Institute:

role in preparing workers for local manufacturing jobs. We offer certificate and degree programs in the following areas: • Advanced Manufacturing Technology • Automotive Technology • Automotive Technology – Maintenance and Light Repair • Commercial Truck Driving • Computer Numerical Control (CNC) • Diesel/Heavy Equipment Preventative Maintenance

• Manufacturing is technologically advanced, with ample use of automation, 3-D printing, robotics, and screen technology.

• Diesel/Heavy Equipment Technology

• The average annual salary of manufacturing workers in the nation is more than $77,000.

• Machine Trades

• Manufacturers have the highest job tenure in the private sector.

• 90 percent of manufacturing workers in the U.S. have medical benefits.

Manufacturing makes up a critical part of our local economy. According to the Washington State Employment Security Department: In 2016, one-sixth of Cowlitz County’s employment base was in manufacturing, including two paper mills, several sawmills, a large chicken processor, as well as numerous smaller producers in machinery, fabricated metals, chemicals and other segments.

Lower Columbia College plays an important

• Fundamentals of Manufacturing • Machinist • Manufacturing Occupations • Process Manufacturing • Welding Please join us on Oct. 4 to learn more about how LCC supports the local manufacturing sector, and more.

2018 Manufacturing Day Open House at Lower Columbia College Thursday, October 4 4 – 6:30 pm Don Talley Building (across 15th Avenue from Winco) We hope to see you there!

Every Wednesday Chamber Connections KEDO/1400 AM or 99.1 FM 3-4pm Stream live at www.kedoam.com

October 2018 | Kelso Longview Business Connection | 9

MOUNT ST HELENS EVENT SPONSOR

Cowlitz Economic Development Council

By Ted Sprague CEO

How Does Your Garden Grow?

The Washington State Department of Commerce is committed to helping small businesses grow. One way to do that is to help business leaders get over the inevitable hump that occurs in the second stage of a company’s life. Typically, businesses at this stage know that they need to grow, they just don’t know how, where or when.

resources.

Washington’s Economic Gardening program is designed to reduce this risk while increasing the potential for growth by engaging business specialists from throughout the country to help a company more fully understand its strengths, challenges, and most importantly, opportunities.

• Track websites, blogs and online communities to better understand competitors and current and potential customers.

At its core is a group of highly specialized professionals known as the National Strategic Research Team (NSRT). These individuals are certified by the National Center for Economic Gardening, hosted by the Edward Lowe Foundation. Working together with the company’s management team, they provide analysis on core strategy, market dynamics, qualified sales leads, innovation and temperament.

Leveraging sophisticated corporate tools often not available to second-stagers, the NSRT functions like an adjunct research staff, providing CEOs with information to make better decisions about critical issues. Researchers show second-stagers the big picture so they can make necessary adjustments that lead to increased growth and profitability.

Twenty-four Washington companies have already completed the program, increasing projected revenue, adding new locations, products or services and hiring new employees to handle the new business opportunities.

FAQs What are second-stage growth companies?

• Private, for-profit companies that have been operating in a Washington state community for at least two years.

• Employ between 6-99 employees.

• Generate between $750,000 and $50 million in annual revenue.

• Map geographic areas for targeted marketing.

• Raise visibility in search engine results and increased web traffic.

• Make informed decisions on core strategies and the business model.

• Gain access to competitive data intelligence.

How does the program work?

• National Strategic Research Team coordinates schedule with participating CEOs. • Participating CEOs spend eight to 12 hours collaborating with the National Strategic Research Team.

• The research team spends 20-24 hours working on specific business issues.

• It then conducts a follow-up engagement for assistance with implementation.

• Completion of individual engagement with the company is completed in four to six weeks.

What are the deliverables?

• Identification of critical industry trends, current and new competitors and implementation of underutilized resources.

• Enhanced visibility in new media and web traffic, including improved search engine rankings.

• Improved tracking of digital information and online communications to improve knowledge of customers and competitors.

• Timely data that can be used to shape core strategies and future decision-making in order to better respond to the dynamic market encountered by the business.

• Demonstrate the intent and capacity to grow.

• Provide products and services beyond the local area.

What are the benefits to a company?

Economic Gardening allows you to: • Identify market trends, potential competitors and unknown

What does it cost?

The total cost of the Economic Gardening program is $5,000. The participating business pays $750 of that amount.

Let me know if you would like more information on this opportunity by calling 360-423-9921 or email me – sprague@cowlitzedc. com

October 2018 | Kelso Longview Business Connection | 11

Business Toolbox

By Jerry D. Petrick Certified Business Adviser

How to Make this Holiday Season Better Than Ever – Hire Early, Hire Smart!

The last quarter of the year for some businesses is filled with anticipation, hope, and more than a little nervousness. If you are in a retail business the October through year-end period can represent THE opportunity to show a profit for the year. No pressure!

Right!?

If you have been in business for more than two years you know how you have handled your peak season in in the past. My challenge to you is to rethink your approach to this holiday season.

For starters, what do your sales projections look like for the quarter and year-to-date? How well have your projections compared to your actual results thus far this year?

Naturally, if the true answer is… “I don’t know” you will probably have some challenges achieving your goals and making them reality. If this is your situation – all is not lost – we just need to do some preliminary work to develop a workable plan to succeed this season.

Before you start to think about staffing or other investments for a seasonal increase in business take a moment to decide: • What season(s) are you planning for? (Halloween, Christmas, New Year) • Why are you making this investment (time AND money)?

(Restocking, on the floor sales, cashiering, social media marketing/sales) • How will this investment affect cash flow?

• How will you know if the investment is working?

• What did you or your competitors do last year that you want to avoid or make sure you do again?

Ok, let’s get down to some specific best practice suggestions.

Seasonal Hiring Best Practices 1. Hire a specialist. Unless someone is a former employee or at the very least has worked in a competitor’s store, the chance of a seasonal employee stepping in and doing the job as well as your regular employees is rare. And if they do, either you’ve hired an amazing seasonal employee or your standards for your staff are way too low.

The most valuable seasonal specialists are cashiers. They don’t require much product knowledge, the good ones already have the right skills and just need to learn your system, and a great one can make a huge difference when it counts the most.

2. Recruit your customers. Who better to work in your store this holiday than someone who already knows the products 12 | Kelso Longview Business Connection | October 2018

and people? Send out a special message to your email/mailing list on the benefits of joining your holiday team.

3. Don’t compromise your standards. Most of your customers won’t know or care if an employee is a seasonal employee or not, but they will know if they want to return based on the quality of the help they received. A sub-standard employee will not only cost you sales, but customers, too. It is usually better being short staffed than compromise on this.

4. Reward your staff for recruiting seasonal help. Some of the best seasonal hires were friends and acquaintances of employees. One caution here: don’t be shocked if people who have a relationship outside of work bring it with them into the workplace. Just be clear with your expectations in the workplace regarding things like texting, phone calls, and non-work related activities.

One very effective strategy to reward your team is to pay a two-step seasonal recruiting bonus. Pay out the first bonus to the regular employee when the person they’ve recruited is hired. If the seasonal employee makes it through the holidays pay out a second bonus. This way the regular employee has a vested interest in the success of the person they recruit.

5. Recruit former employees. It’s worth a phone call or email to see if a former employee, one who left in good standing, would like to make some extra money this holiday. This can be a real win for everyone.

6. Hire early and start your seasonal employees sooner rather than later. We’re all tempted to delay hiring and starting seasonal staff to save money but that’s shortsighted.

The amount of money you save is peanuts compared to the difference a more experienced employee makes during the holiday season. Hiring earlier allows you to: – Pick the best talent available, choosing candidates who have potential for long time employment if required.

– Provide enough time to conduct a reference check, an indispensable process for any employer.

– Train the staff in operational aspects and expose them to the company culture. Many companies place seasonal hires on the job straightaway, hoping they will learn on the job. Seasonal hires placed to cater to the extra rush in the first place have neither the time nor the motivation to learn on the job, and they need a proper induction and training about the company’s products, operational procedures, and culture.

For more Petrick, see page 13

Petrick, continued from page 12

Hire for Temperament There is an adage in human resources circles: ‘We hire for skill and fire for fit.’ Does this ring true for your business?

Most seasonal hires come into direct contact with your customers, and the biggest challenge of seasonal hiring is to find workers with a good attitude and temperament. The seasonal employees need to reflect the company’s brand image and culture and behave as the company’s representative. Customers do not forgive poor service just because it was given by a temporary employee.

– Ensuring you have accurate job descriptions and job specifications during the hiring process is half the job.

– While a previous relevant work experience is handy, attitude and temperament take preference, for much of the seasonal work will require flexibility and speed rather than requiring some elaborate skill set. A crash-training program usually takes care of the skill requirements.

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Finally, many employers bypass standard HR policies and related processes for seasonal employees. Such mistakes can lead to trouble such as non-compliance with labor laws and the like. WorkSource can be a valuable partner in planning, recruiting, screening, and selecting candidates with/for you.

For help with sales projections and other planning activities please contact your Small Business Development Center (SBDC) adviser.

Have a prosperous fourth quarter!

This article was compiled by Jerry Petrick, MBA, and Certified Business Adviser with the Washington State University Small Business Development Center (SBDC) in Longview. Jerry provides nocost, confidential business advisory services by appointment. He can be reached via email jerry.petrick@wsbdc.org

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October 2018 | Kelso Longview Business Connection | 13

Business After Hours

Tribal Tribute

September's Business After Hours was hosted by the Cowlitz Indian Tribe.

Participating members enjoyed Ilani prize give aways, traditional fry bread, facility tours, native drum music and a meal from Summerland. Longview Schools Jill Diehl was a prize winner.

See more photos on the Chamber’s Facebook page or click here.

14 | Kelso Longview Business Connection | October 2018

Kelso School District

Longview Public Schools

Superintendent Mary Beth Tack

Superintendent Dan Zorn

A number of things about KSD Greek philosopher and mathematician, Pythagoras, said, “Number rules the universe.” Numbers are, seemingly, at the heart of everything.

We can’t be reached, or even identified, without them (think phone number, address, social security number). Numbers can also tell us stories to help us understand things in ways only numbers can do.

With that in mind, we’ve gathered some numbers to tell you a story that will help you know more about our students and staff, and understand the depth and breadth of work that happens at Kelso School District. All numbers are for the 2017-18 school year unless otherwise noted.

Student Achievement • 84.3 percent of 2017 seniors graduated (compared to 79.3 percent Washington seniors) • $3.4 million in scholarships awarded to the class of 2018 • 70 percent of all Kelso students have never had an office referral • 96 percent of our Kelso students have never been tardy to class • 697 students participated in athletics at Kelso High • 100 percent (20 of 20) Kelso High sports programs advanced either teams or individuals into postseason play • Two academic state championship teams at Kelso High: boys wrestling and cheerleading Demographics • 5,085 students enrolled • 52 percent male, 48 percent female • 56.7 percent of students get free or reduced-price meals (May 2017) • 8.85 percent of all Kelso students have been, or currently are, considered homeless; which equates to three students in every class of 25 Variety of Class Offerings at Kelso High • 14 AP/Honors/College in High School classes offered • 43 CTE (Career and Technical Education) courses offered For more Kelso Schools, see page 17

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Below is a reprint of a guest editorial that appeared in The Daily News on Sept. 23.

It has been great getting students back in the classroom over the last two weeks. The positive interaction between our staff and students and the excellent instruction being provided is indicative of the quality education our schools are committed to providing the students we serve.

When I talk with folks in the community they often ask, “How is the school district doing?” The short answer is the district is doing well – and focused on getting better every day.

Grand Opening

Pre-Apprenticeship An indicator of this success is found in the school district’s graduation rate improvement Program over the past five years. During this period, Oct. 3, 5:30pm our district’s graduation rate has risen from 72 Mark Morris High percent to 88 percent. Graduation rates from the past two years have risen above state averages and this year’s rate includes a 6 percent increase at Mark Morris High School, a 13 percent increase at RA Long High School and an impressive 46 percent increase at Discovery High School, our alternative school.

The importance of the high school diploma can’t be understated. It is our student’s ticket to opportunities in the work force, vocational training, and two and four year colleges. We will continue to focus upon providing courses and experiences for our students that meet their unique interests, needs, and career aspirations.

We are proud of the work of our staff and students. Their hard work and commitment has resulted in gains that we can all be proud of.

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16 | Kelso Longview Business Connection | October 2018

While the district has been increasing graduations rates, we’ve also focused on another important aspect of getting a diploma – being “work ready”. A work ready high school graduate is a young person who can enter the labor market with basic marketable job skills. To help achieve work ready status students are exposed to career information in middle school. At this point the goal is to help young people start to form ideas about what type of jobs might interest them.

As kids get to high school the district offers career pathways organized into six broad areas of study. The six pathways include agriculture and natural resources, arts and communications, business and information technology, engineering and manufacturing, health sciences and human services.

From the six broad areas of study coursework is further broken down into 16 “career clusters”. The career clusters are jobs grouped by similarity. For example, a student can choose to take the manufacturing pathway focusing on construction trades. The student would take specific coursework including classes in manufacturing foundations, computer aided drafting, pre-apprenticeship skills, Microsoft IT academy and more to prepare them to be work ready.

We’re proud of improved graduation rates and efforts to produce work ready young adults, but we also recognize the need for improved programs and educational opportunities.

For more Longview Schools, see page 17

Kelso Schools, continued from page 16 Our Staff

Facilities

• 29 Administrators

• 785,000 square feet of building space maintained

• 358 Certificated Staff

• 111 acres of grounds maintained

• 24 National Board Certified Teachers • 345 classified employees Food Service • 658,951 meals served, which equates to 3,681 meals each school day Transportation • 389,329 miles transporting students to and from school, or 2,162 miles/day • 1,950 students transported each day • 43,115 fieldtrip miles

• 26,000 square feet cleaned by each custodial staff Technology • 6,490 user devices in schools (Windows, Chrome) • 1,303 teaching peripherals in schools (projectors, smart boards, printers) • 22 percent increase in technology equipment between the 2016-17 and 2017-18 school years Numbers only tell part of the story. Behind them are dedicated staff and engaged students working every day towards our district goal of 100 percent graduation and our mission of preparing every student for living, learning and achieving success as a citizen of our changing world.

Longview Schools, continued from page 16 On Oct. 3 the district will hold a grand opening event for its new preapprenticeship program. The event will be held at Mark Morris High School at 5:30 p.m. The pre-apprenticeship program will prepare students for careers working in the trades after high school through specific coursework and application. The new pre-apprenticeship program will give graduates more career options for a brighter future.

In addition, three Longview schools were the only schools in Washington recognized by the Alliance for a Healthier Generation for creating a “culture of health” – RA Long and Mark Morris high schools

along with Olympic Elementary recently won these awards. Creating a culture of health in schools is more than serving nutritious food. A healthy culture means healthy food, exercise, community involvement and a focus on the health of both students and staff members. The result of a healthy school culture is students performing better on tests, getting better grades, attending school more often, behaving better in class, and earning a high school diploma.

We appreciate your support of Longview Public Schools. The district is working hard to give each child we serve the best education possible.

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October 2018 | Kelso Longview Business Connection | 17

The Executive Corner

By Frank McShane Square Peg Consulting

Find Right Fit and Focus for Profitabilty

The Kelso-Longview Chamber has graciously asked me to write a regular column dealing with business management issues for the Business Connection. By way of introduction to those who don’t know me, I have more than 38 years of experience in business leadership roles – 25 years as a consultant with firms such as Ernst & Young and 13 years helping lead Longview Fibre as COO and president, then as COO of Cascade Networks. I recently founded Square Peg Consulting to help local and regional companies grow faster and more profitably.

In my experience, I often found myself spending valuable time dealing with issues such as: • employees under-performing

• disappointing product launches or marketing campaigns • uncertainty about which products/ervices really generate the most cash It began to dawn on me that I wasn’t addressing the root causes of these problems. In the first set of symptoms, I found the real reason was most often a poor “fit” between the people and their roles – whether a line operator, salesperson, or a leadership role. When I started solving the fit issues, the symptoms started to disappear. Then the new challenge became retaining the right people in the right jobs. This is especially important in the tight labor market we are facing now and will be the subject of the next article.

The root cause I uncovered for the second set of symptoms was a lack of “focus” on the products or services we offered that would generate the best return. This was due to a lack of clear data that would show the real results of each product or service. Instead, they were all blended together in our financial and operating reporting. This hid the effect of the various “moving parts” of the business which caused the bottom line.

Addressing this problem will be the subject of future articles.

• sales slumping or stagnating • ineffective leadership • teams not collaborating • employees disengaged • high-potential people going undeveloped.

Thanks for listening and I look forward to contributing to future editions of the Business Connection.

Sound familiar? How about these?

• trying to be “all things to all customers” • proliferation of inventory items • putting resources into products/services that didn’t generate a return

Frank McShane is president of Square Peg Consulting. To provide questions or comments contact him at fvm@SqrPegConsulting.com or 360562-1077.

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Longview Downtowners

By Lindsey Cope President

Pumpkins, Celebrations and Parties – Oh My!

With the beginning of October, you will begin to see the pumpkins apeeking, the flannel a-flowing and the shoppers celebrating the change in seasons. Downtown Longview will be bustling and hustling with all you need for the new season and events to get you in the spirit!

Oct. 4 – You can attend a “Fall Pumpkins” painting party at Urban Saloon and Grill from 6:30 to 9 p.m. Tickets are $30 and can be purchased on Eventbrite through their Facebook page. Also, The Urban Saloon is now open Sundays.

Oct. 11 – Monthly Downtowners Meeting – open to all who want to see downtown Longview thrive, 8 a.m. at the gracious Creekside Café and 3 p.m. – TBD. Keep up with us at www.facebook.com/ longviewdowntowners for meeting updates.

Oct. 12 – 26 visitors from our Sister City, Wako, Japan will be touring downtown in the evening. Be sure to say hello.

Oct. 20 – We will be celebrating in style J Squared Barrel House’s one-year anniversary in partnership with Longview Union Firefighters IAFF Local 828 raising funds for their Coats for Kids Program.

You can find more details at www.facebook.com/j2barrelhouse Oct. 26 – Stageworks Northwest next production “Time Stands Still” opens. Tickets are available at www.stageworksnorthwest.

com. Make a date of it.

Oct. 27 – We are thrilled that Christine Randall with TrolleyLocal has volunteered to coordinate our annual Trick or Treat Downtown event. From 2 to 4 p.m. you can bring your kids and trick or treat at many of our businesses. Participating businesses will have a sign in their window. We look forward to seeing all the fun costumes and bright smiles for this event. Thank you again, Christine.

Oct. 27 – The Columbia Theatre presents: “Dracula”, the classic tale of seduction, desire and madness as you’ve never seen before in an acrobatic spectacle from the masters of motion theatre – PUSH Physical Theatre. This adaptation of Bram Stoker’s 1897 horror novel is a groundbreaking, thrilling and unforgettable ride into the warped world of one of literature’s most famous villains. This show is a Halloween treat. It also comes with a parental advisory. Tickets on sale now at www.columbiatheatre.com Also, don’t forget our downtown salons, spas and makeup artists to take your Halloween looks to the next level and to book for your holiday parties now before they are all full.

We look forward to the festivities with you – come see and be seen in downtown Longview!

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New Members Add your business to our growing membership – Call 360-423-8400 Today!

Urban Saloon and Grill Shannon Wallace 1202 Commerce Ave. Longview, WA 98632 sahannon@judyrestaurant.com

Elam’s Mattress Gallery 1416 14th Ave. Longview, WA 98632

Specialty Rents and Events Kelly Godden 1170 - 15th Ave. Longview, WA 98632 specialtyrents@gmail.com

Business Association with opportunities to promote trade through Chamber socials, special events and committee participation.

• Annual Meeting and Banquet • Networking Events • Committee Participation • Business Contacts • Quarterly Membership Meetings

Representation through action committees, candidate forums and up-to-date action alerts.

• Legislative Representation • Issues Tracking and Information • Task Forces • Candidate Forums • Legislative Update Breakfast • Demographics Publication

• Civic Representation • Monthly Business After Hours

Business Services include marketing for your business, referrals and access to Chamber publications and research data.

• Mailing Labels • Membership Window Decals • Member Referrals • Ribbon Cutting • Website Links • Member to Member Discounts • Membership Directory • Tax Deduction • Newsletter • Business Card Display • Use of Chamber Logo 22 | Kelso Longview Business Connection | October 2018

Packages Basic Membership Package – $275 or $26 per month.

Bronze Membership Package – $500 or $46.66 per month.

Silver Membership Package – $1,000 or $86.33 per month.

Gold Membership Package – $2,500 or $211.33 per month.

Platinum Membership Package – $5,000 or $416.66 per month.

Diamond Club Membership Package – $10,000 or $834 per month.

Nonprofit Package – $180 or $18 per month.

Welcome Back!

The Kelso Longview Chamber of Commerce would like to give a SHOUT OUT and a big THANK YOU to the following loyal members for renewing their partnership with us.

Brown & Brown Northwest Insurance Corwin Beverage Cowlitz River Rigging, Inc. Educational Service District No. 112 Emergency Support Shelter Fairway Collections Futcher Group Hart C's Steakburger and Thai Food Kelso School District Kelso Theater Pub Kelso-Longview Television, Inc. (KLTV) KeyBank Longview Eye and Vision/Drs. Terry and Jeff Tack Longview Physical and Sports Therapy Services Longview Self Storage Mobile Mic Entertainment Northwest Hardwoods, Inc. Opsahl Dawson Renaud Electric Company, Inc. Reprographics, Inc. Southwest Washington Blood Program United Way of Cowlitz and Wahkiakum Counties Willamette Dental October 2018 | Kelso Longview Business Connection | 23

Ribbon Cuttings

Career Solutions

Our Ambassadors welcomed Compass Career Solutions in late September. The Kelso company provides supported employment, person-centered planning and community inclusion.

See more photos and the video on the Chamber’s Facebook page or click here.

Steak. Burger.

Peanut Butter Pie. Oh My.

Urban Saloon and Grill owner Shannon Wallace cut the ribbon on her business and introduced us to the Longview restaurant's menu.

24 | Kelso Longview Business Connection | October 2018

State of the Cities

A Tale of Two Cities

A large crowd turned out for our Sept. 20 State of the Cities Quarterly Membership Luncheon at the conference center. Kelso Mayor Nancy Malone and City Manager Steve Taylor and Longview Mayor Don Johnson and City Manager Kurt Sacha updated attendees on projects and progress.

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Mind Your Own Business (at the Library)

By Chris Skaugset Director – Longview Public Library

Brace for the Impact Found in these Weather-related Reads Natural disasters whether they are weather related or geological in nature have a huge impact on those areas that face them. Think of the devastation of hurricanes Florence in the Carolinas, Maria in Puerto Rico, and Katrina in New Orleans and the Gulf Coast, or the earthquake and tsunami that struck Japan that led to the Fukushima disaster or even to our own backyard with the eruption of Mount St. Helens. With all of the recent news of the devastating effects of natural disasters, I thought I would tell you about a few of the many books that we have discussing natural disasters in general or specific ones. You can find these and much, much more at the Longview Public Library.

“Washed Away: How the Great Flood of 1913, America’s Most Widespread Natural Disaster, Terrorized a Nation and Changed it Forever” by Geoff Williams brings to life the effects of a spring storm that through tornadoes, torrential rains, and subsequent flooding impacted hundreds of towns in more than a dozen states and claimed more than 700 lives. While at times it is hard to separate the research and first-hand accounts from the personal speculations of the author, overall there is still much interesting information here.

The first book is “The Big Ones: How Natural Disasters Have Shaped Us (and What We Can Do about Them)” by Lucy Jones.

Seismologist Jones writes about the devastating effects of volcanoes, earthquakes, tsunamis and hurricanes over the past few hundred years. Filled with excellent scientific content, the author takes that knowledge and makes it accessible to the lay reader. While she spends a certain amount of time on the specific instances, she really focuses her attention on how to minimize the destructive impact on human civilization, offering plenty of advice for those who are building and those who want to be more resilient in the future.

One of the more famous storm books is Erik Larson’s “Isaac’s Storm: A Man, A Time, and the Deadliest Hurricane in History”.

Bestselling Northwest writer Larson best known for his award winning “The Devil in the White City”, but in this earlier work writes about the 1900 hurricane that inundated Galveston, Texas. This absorbing narrative tells the story of this devastating storm from the perspective of Isaac Cline, the Senior U.S. Weather Bureau official in Galveston at the time. This storm ultimately killed more than 6,000 people and destroyed a third of the city. Larson expertly captures the power of the storm itself and the ironic, often catastrophic consequences of the unpredictable intersection of natural force and human choice.

In a similar vein as Jones’ book is “The Cure for Catastrophe: How We Can Stop Manufacturing Natural Disasters” by Robert Wood. Wood is an emergency management expert and this fascinating work really is not trying to say that we are the cause of natural disasters, but what he really discusses is the role that humans play in their devastating effects. Much of the damage and loss of life has to do more with where we build our buildings and towns and what materials we use to construct them. If we can learn from the past, we might be able to save more lives in the future.

Finally, I offer you “The Man Who Caught the Storm: The Life of Legendary Tornado Chaser, Tim Samaras” by Brantley Hargrove.

Journalist Hargrove has written a fascinating example of narrative nonfiction about storm chaser Samaras’ life and accomplishments.

He deftly blends information about his subject while skillfully writing about the complexities of meteorological science in concise and understandable prose. Whether you are interested tornado chasing, meteorology or just looking for a fascinating and well-written book, this one might be for you.

26 | Kelso Longview Business Connection | October 2018

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By Chuck Nau Retail Consultant and Sales and Managment Trainier – Murray & Nau, Inc.

How Much Should a Retailer Invest in Dollars on Advertising? ...Depends on a Number of Factors!

Two questions frequently asked when I am working with small and midsize businesses, retailers and service providers typically seem to be related to, “How much should I spend on advertising for my business?” and, “How do you establish an advertising budget?”

Another question often asked would be, “What works best, one at a time, hit or miss, or a planned long range advertising program?”

So, the focus of this month’s column will be to answer those questions.

Investing in your business or the service you provide through advertising depends on a number of factors. But, first let’s clarify a basic assumption. Advertising to promote your business or service is NOT a cost. Rather, as I just stated, advertising is an INVESTMENT in your business or the service that you provide to the community. It’s also an investment in YOUR community.

Let’s explore the four contributing factors in determining the amount of your advertising investment. Let’s also review what happens when you advertise price or if you are only promoting (selling) based on price alone.

• Business Location - You have heard it before...location, location, location! High traffic area? Low traffic area? The lower the traffic, the more rural or out of mainstream flow, the larger the dollar investment in advertising required.

• Top of Mind Awareness – Or, as I like to say... “Name a (business) in your community?” Will YOUR business name or service be “Top of Mind” or quickly identified? And, of course, a new business will need a larger dollar investment in advertising unlike an established business that already has local awareness, familiarity and trust.

• Competitive Market – Do you know who your competitors are? Have you reviewed your competitive advantages...what benefits set you off from others in your community? What’s unique about your business or service? Businesses in a market with a number of competitors will need a larger dollar investment in advertising as opposed to a one of a kind business in a market.

• Price vs. Value – It’s ALL About Value! What’s the value of your business or service? Teach your staff (and remind yourself) NOT to give “facts”. Rather talk BENEFITS or how the facts or features 28 | Kelso Longview Business Connection | October 2018

you offer will help solve a need or problem (or opportunity) your customer has. Facts create objections...BENEFITS reinforce your value and sell your goods or services.

A business that only guarantees lowest price or features ongoing sales must continually reinforce this message and therefore will require a larger dollar investment in advertising. When you advertise price, or if you are only selling price...you have to continue to lower the price, or come up with enhanced incentives, on an ongoing basis in order to continue building your customer base. Value! It’s all about value...your business or service value!

Now that you have clarified some of the factors to consider as you move forward with your advertising investment planning... the next question is how to establish an advertising budget.

Most retailers set their investment in advertising dollars based on a percentage of sales. In other words, if your monthly sales goal is $10,000 to maintain a positive cash flow and GROW your business, most retailers would consider a $300 (3 percent of monthly sales goal) to $500 (5 percent of monthly sales goal) monthly ad budget BEFORE taking the aforementioned contributing factors into consideration.

In closing, do not allow your advertising investment to be wasted. One time or “hit and miss” advertising has a very high likelihood of generating minimal, if any results.

Planning an advertising campaign (a series of ads, with a set aside/allocated budget, within a timeframe, to meet an IDENTIFIED need, problem or opportunity, with a DESIRED outcome) will maximize your advertising investment dollars. © Murray & Nau, Inc. Chuck Nau of Murray and Nau, Inc. is a Seattle area based consultant and sales and management trainer. He is a 25-year veteran of advertising, sales, media and management, who knows and understands the everyday challenges of starting up, growing, and surviving in today’s ever changing retail climate. He has spoken to and conducted workshops for a number of local retail and chamber organizations, national publishing groups, national retailers and manufacturers, state press associations, and newspaper groups.

Comments and questions are welcome and may be directed to Chuck via email: murnau@nwlink.com or at 425-603-0984.

In the News she has earned the right to be amongst those Tom Manning awardees who have gone before her.

First annual Oktoberfest dinner benefits Community Home Health & Hospice Arleen Hubble was honored for her service, passion and leadership.

Hubble named Tom Manning Award winner PeaceHealth St. John Medical Center Foundation named Arleen Hubble as the 2018 Tom Manning award recipient. This award recognizes board members for their exceptional service and contributions to involvement, passion and courageous leadership. Well known for her community service work and dedication, Arleen is respected and admired by everyone she meets.

Joining the Foundation Board in 2015 she quickly went into action in committee and event work. Arleen credits PeaceHealth St. John Medical Center for saving her life. She is a proud breast cancer survivor and offers her time and compassion to others who have been diagnosed. The Foundation Board is proud to have her as a member and all agree that

A full course authentic German dinner brought to you be the Lower Columbia Cabaret Follies at the Oktoberfest benefit dinner for Community Home Health & Hospice Oct. 13.

Seating begins at 5:30 p.m. at the Moose Lodge. Live music and German beer and wine also part of the evening’s festivities. Tickets are $40 in advance or $45 at the door. Register online at www.kelsolongviewchamber.org.

Community Home Health & Hospice offers free grief education series for adults Join Community Home Health & Hospice as it hosts a six-week, free grief education series adults.

Classes are scheduled from 1:30 to 3 p.m. Tuesdays, Oct. 2 through Nov. 6, at the James Avery Center for Grief Support, 1000 - 12th Ave., Longview. Registration is required.

For more information, or to register, email griefsupport@chhh.org or call 360-703-0300.

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October 2018 | Kelso Longview Business Connection | 29

Chamber Connection

All Smiles

Brittany and Nicole with Happy Kids Dentistry talking about the Pasta with a Purpose event for Nicole McCabe.

Taco Time NW did you know they do catering?

Emergency Support Shelter participating in Give More 24!

Cowlitz Master Gardeners - Fall Symposium was Sept. 22.

“Your Chamber Connection� EVERY Wednesday Hosts of the Show: Carey Mackey, Red Canoe Credit Union; Karen Sisson, Stewart Title; and Russ Chittock, Enlivant Would you like an opportunity to be on Your Chamber Connection or to have more information about the qualifications of an open house or ribbon cutting? Contact Bill or Amy at the Chamber 360-423-8400 30 | Kelso Longview Business Connection | October 2018

Stream live at www.kedoam.com Local guest and current events

September Ambassador of the Month Marlene Johnanson Red Canoe Credit Union

Volunteer Adds Another

Honor to an Already Big Year of Accolades Marlene Johanson has been selected the Kelso-Longview Chamber of Commerce’s September Ambassador of the Month. She was named the Chamber’s Ambassador of the Year earlier in 2018 and recently joined the Chamber Board of Directors.

For a number of years, Marlene was the branch relations manager with Heritage Bank, but recently took a position with Red Canoe Credit Union.

She saw becoming an Ambassador as an opportunity to actively participate in community events and to help assist and grow businesses in the community.

“I have lived in the area since I was in high school and I’ve seen many changes and now as an adult it will feel good to be involved in the changes,” she said.

How long have your been an Ambassador? Five glorious years What prompted you to be an Ambassador? To learn more about our business community and to share the bank’s story with the community.

had attended 18 different schools.

What do you like to do for fun? I love to explore the Pacific Northwest either by car or hiking. And reading. Right now I’m reading three books “The Shack”, “Outliers” and “Dust”.

Favorite snack? Snicker bars Your guilty pleasure: Right now apple Crown Royal with apple cider Chamber Ambassadors, known as the Red Coats, are an integral part of the Chamber of Commerce. The Ambassador team is made up of active Chamber volunteers whose responsibilities include meeting and greeting at Chamber events, welcoming new members and assisting at ribbon cuttings and community events. Ambassadors juggle busy professional careers while making time to assist the Chamber at a variety of events year long. If you would be interested in wearing a red coat and representing the Chamber, contact CEO Bill Marcum at the Chamber office.

What do you like most about volunteering with the Ambassadors? I enjoy every aspect: events, ribbon cuttings and meetings.

Other volunteer/organizations you participate: United Way board member, CAP Asset Building Coalition, active member of LeTip of Longview Tell us about your family: Keith and I have been married for 25 years we have three adult children – William, Sarah and Jennifer and two, soon to be three grandchildren, Taylor and Bentley What is something most people do not know about you? I grew up in a military family. By the time I graduated from high school I

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2019

January 15: Specialty Rents February 12: PeaceHealth March 12: Business and Tourism Expo April 9: Three Rivers Christian School May 14: Life Works June 11: Antidote July 9: Three Rivers Eye Center August 13: Monticello Park Prestige September 11: Cowlitz County Title October 8: Steele Chapel November 12: Silver Star December 10: Monticello Hotel (Holiday Mixer)