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84004 Prg Rep_2009 Prog Rep Template 6/18/10 4:32 PM Page 1

Don’t Miss…

July/August 2010 Vol. 4 Issue 4

Social Media, p. 15

Chamber of Commerce J Convention and Visitors Bureau J Downtown Development

Also in this issue…

New Multi-Option ChamberChoice Health Savings Plan Launched for Longview-Area Small Businesses

ARE YOU USING E-VERIFY?— FROM THE PRESIDENT

3

LP WINS EXCELLENCE AWARD FOR COMMUNICATIONS

5

KEEP LONGVIEW BEAUTIFUL RECOGNIZES PARTICIPANTS

6

EXPERIENCE LEADERSHIP LONGVIEW

7

D.C. TRIP ADDRESSES ISSUES

8

IMPACT OF NEW HEALTHCARE BILL ON YOUR BUSINESS

12

WHAT IS GREEN IT?

13

RETURN ON PEOPLE

14

SOCIAL FAD OR REVOLUTION 15 BUSINESS PROFILE — LONDON BROADCASTING

18

Departments ANNIVERSARIES

10

NEW MEMBERS

11

CALENDAR

19

Longview Progress Report is published by:

410 N. Center Street / Longview, TX 75601 903-237-4000 / www.longviewtx.com

Introduced by The Longview Partnership and UnitedHealthcare, Plan options include standard PPO and consumer driven health plans

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he Longview Partnership and UnitedHealthcare are launching the ChamberChoice Health Savings Plan, an array of UnitedHealthcare health plan options for Longview-area small businesses. The ChamberChoice Health Savings Plan will be available July 1, 2010 to members of the Longview Partnership and will offer access to several different UnitedHealthcare health plan options – at prices that fit most budgets. In addition, businesses that enroll with UnitedHealthcare through this partnership will receive a 7 percent discount on select medical plans and have an option for saving 5 percent on their bundled dental and vision plans. Businesses and employees who enroll in the ChamberChoice Health Savings Plan will also have access to UnitedHealthcare’s nationwide health care provider network

of more than 600,000 physicians and care professionals, and 5,000 hospitals. The board of directors of The Longview Partnership developed The ChamberChoice Health Savings Plan to increase access to health care in the region and meet the needs of small employers with two to 99 employees that are looking for affordable group health benefits. The Longview Partnership board of directors includes the CEOs of Good Shepherd Medical Center and Longview Regional Medical Center. “As the full-time commerce advocate of Longview, the Partnership wants to empower its members with a superior, cost-effective health care product,” said Kelly Hall, president of The Longview Partnership. “Our entire team has thought outside the box, utilizing a fresh, alternative approach to develop an answer for our businesses.”

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2 July/August

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From the President

BOARD OF DIRECTORS

Are You Using E-Verify?

W

hen Emily Sanders with the Immigration Reform Caucus visited with the Longview group in DC, she discussed an unnecessary risk employers place on themselves when hiring. Emily also explained how employers can be a vital link in stopping unauthorized employment.

Richard Andrews LEDCO Past Chairman

• 2.9 percent of all E-Verify cases involved unauthorized workers who received final nonconfirmations

Edward Banos

The statistics show E-Verify works. E-Verify confirms employment eligibility instantly in most cases or identifies those not eligible to work in the United States. Even for employees who receive initial mismatches and are later confirmed as work authorized, E-Verify informs them of possible errors with their government records. By clearing up mismatches sooner rather than later, E-Verify can save these employees significant time and frustration.

E-Verify was authorized by the Illegal Immigration Reform and Immigrant Kelly Hall Responsibility Act of 1996 LP Presid ent (IIRIRA) and in 1997 E-Verify was introduced so employers could have a tool that is 96% accurate. E-Verify can also Currently, over 200,000 employers and protect employers against discrimination 700,000 work sites are using E-Verify. lawsuits. This tool places the burden on the Federal Government. Do business owners in Texas have to use E-Verify? What is E-Verify? Effective September 1, 2007 • E-Verify is an Internet-based system HB 1196 restricts the use of certain public that compares information from an subsidies to employ undocumented employee’s Form I-9, Employment workers, provides that a public agency, Eligibility Verification, to data from U.S state or local taxing jurisdiction, or Department of Homeland Security and economic development corporation shall Social Security Administration records to require a business that submits an confirm employment eligibility. application to receive a public subsidy to • E-Verify’s most impressive features are include in the application a statement its speed and accuracy. E-Verify is the only certifying that the business, or a branch, service that verifies employees’ data division, or department of the business, against millions of government records does not and will not knowingly employ and provides results within seconds. an undocumented worker. • E-Verify compares the information an employee provides on Form I-9, Read more: Employment Eligibility Verification, http://www.ebiinc.com/everifyagainst millions of government records texas.html#ixzz0oZgxcerU and generally provides results in three to five seconds. If the information matches, Is your business at risk? that employee is eligible to work in the You do not have to risk fines, criminal United States. If there’s a mismatch, Epenalties or your business future on Verify will alert the employer and the Form I-9 non-compliance. employee will be allowed to work while he Read more: or she resolves the problem. http://www.ebiinc.com/everifytexas.html#ixzz0oZhmt4rc E-Verify Statistics • 96 percent of initial responses were If you’d like to learn more you can consistent with employment eligibility view videos on YouTube: status www.dhs.gov/e-verify or • 93.1 percent of all E-Verify cases www.youtube.com/ushomelandsecurity involved authorized workers who were initially found to be employment Where can you enroll? www.dhs.gov authorized www.longviewtx.com

Good Shepherd Health System

Shane Best Texas Bank & Trust

Cathy Cace Johnny Cace’s Seafood & Steak House

Jon Cox STEMCO LP

Dr. Julie Fowler Kilgore College Longview

Keith Honey AEP Southwestern Electric Power Company

Anne Hugman Hugman Architecture & Construction

Wes Jones Spring Hill ISD

Jim Kendrick Longview Regional Medical Center

David McWhorter Gans & Smith Insurance Agency Inc.

Dr. Dale Lunsford LeTourneau University

Randy Oertel LeTourneau Technologies, Inc.

Darrell Rachels Eastman Chemical Company, Texas Operations

Dave Spurrier Wells Fargo Advisors, LLC

ADVISORY DIRECTORS Maxey Cerliano Gregg County Sheriff

Judge Bill Stoudt Gregg County

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Promoting the Community STAFF Kelly Hall Presid ent 903-237-4004 president@longviewtx.com

ChamberChoice Health Savings Plan, continued continued from p. 1

Paul Anderson Sr. Vice Presid ent 903-753-3281 lcvb@longviewtx.com Elaine Reynolds VP Do w nto w n Develo p m ent 903-237-4040 downtown@longviewtx.com Leska Parker Business Manager 903-237-4010 bmanager@longviewtx.com Mary Whitton Pro gram Co o rd inato r 903-237-4003 programs@longviewtx.com Mitzi Barnes Sp ecial Pro jects Co o rd inato r 903-237-4021 projects@longviewtx.com Amy Tatum Community Development Coordinator 903-237-4029 community@longviewtx.com Elton Taylor, Jr. Mem bership Services Coord inator 903-237-4013 membership@longviewtx.com

“We share The Longview Partnership’s commitment to ensure small businesses in the Longview area have access to quality, affordable health care coverage for their employees,” said Scott Flannery, CEO, UnitedHealthcare of North Texas. “We believe Longview-area small businesses will appreciate the value and flexibility of UnitedHealthcare PPO and consumer-driven health benefit plans and the added services that help their employees play a greater role in improving their health and well-being.”

insurance companies for more information. • John Black and Associates 903.295.0868 • Bockmon, Knight & Traylor Insurance Agency 903.234.8505 • D & H Insurance Group 903.757.3760 • Gans & Smith Insurance Agency, Inc. 903.757.4601 • Jackson Lloyd Insurance Agency 903.758.6206 • The Ward Agency 903.297.5546

Members seeking information can contact one of our certified member

Additional information is also available on our website at www. longviewchamber.com/chamberchoice.

The Chairman’s Club Platinum Silver

Elena Guilbeau Co nventio n Sales Manager 903-753-3281 meetings@longviewtx.com Margie Harris To urism Services Manager 903-753-3281 info@longviewtx.com Carrie Fisher Recep tio nist 903-237-4000 info1@longviewtx.com Kate King-Turner Customer Retention Representative sales@longviewtx.com

4 July/August

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Promoting the Community

Longview Partnership Wins National Award for Communication Excellence

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Winners will be recognized at the annual ACCE Convention in August in Milwaukee, Wisconsin.

Entries receiving the ACE Honorable Mention Award meet the fundamental standards and criteria for communications excellence.

The Awards for Communications Excellence (ACE) is a competition to recognize excellence in all areas of communication. The ACE program has been designed to honor, reward and celebrate the achievements of outstanding communication programs, campaigns and projects, and to comprehensively encompass all areas of "communications excellence." It also serves to enhance the professional development of chamber professionals through the evaluation and recognition of their communication efforts.

he Longview Partnership is a recipient of the American Chamber of Commerce Executives (ACCE) Award for Communication Excellence (ACE). The chamber’s entry, Community Branding Campaign, received an award of honorable mention.

This is the first time in the history of the organization that an award of this level has been received. This competition is a benchmark for the organization while competing and being recognized at the national level.

www.longviewtx.com

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Promoting the Community

Keep Longview Beautiful Says ‘Thank You’ to Groups, Volunteers and Partners with Annual Awards Luncheon Linda Pursley Volunteer of the Year Award Kasha Williams Accepting from past recipient Debbie Morrow (left)

Past President’s Plaque Craig Ayers Accepting from board member David Hayes (right) KLB Annual Award - Hudson Printing Accepting are Celia Taylor (middle) and Tim Shaunessey

Merit Award Gregg County accepting is Lt. Anthony Boone

Merit Award Tammy Cromer Campbell Merit Award - City of Longview accepting is Mayor Jay Dean

Merit Award - Longview Oil City Top Teens of America

Merit Award - Debbie Morrow

Merit Award - Spring Hill Junior High Student Council

Also receiving Merit Aw ard s fro m KLB fo r their d o natio ns o f tim e and m o ney w ere: World of Wonders, Mary Jane Burnett (City of Longview), Hayes RV and Amy Tatum (KLB Coordinator). Anyo ne interested in vo lunteering can visit www.longviewtx.com 6 July/August


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Community Leadership and Development

Experience Leadership Longview

A

re you looking for a first class leadership

development and community study and involvement. The

development program for your employees? If so,

eight month program begins in September and concludes

Leadership Longview is the

in April with graduation in

program for you. Since 1981,

May during the Partnership’s

Leadership Longview has

annual Business Expo

served as the premier

luncheon.

organization for leadership development in our

Leadership Longview is now

community.

accepting applications for the 2010-2011 year. Tuition for the program is

The vision of Leadership

$750 for Longview Chamber

Longview is to serve as the catalyst for progressive and effective leadership in the

Members of the 2009-2010 Leadership Longview class as well as community leaders celebrate the dedication of Jennings Park at SeeSaw Place last spring.

members and $850 for all others. Applications are

community and to strengthen and transform the

available online at www.longviewchamber.com or by

community of Longview through a program of leadership

contacting Mary Whitton at 237-4003. Application deadline is Friday, July 23.

www.longviewtx.com

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Representing the Interests of Business with Government

Immigration, Health Care and More Hot Topics Discussed While in Washington D.C. full day of meetings with elected officials and

A

Vercher, U.S. Steel, discuss the positive ITC ruling from

federal agency leaders took place on Tuesday,

earlier this year with Senator Cornyn. As the economy

May 18th in Washington DC. Participants in the

waned in late 2008, over a year's supply of tubular goods,

2010 DC Fly-In had the opportunity to visit one on one

manufactured in China, arrived at the Port of Houston

with Sen. John Cornyn, Sen. Kay Bailey Hutchison and

resulting in significant price impacts. The idling of several

Congressman Louie Gohmert on key issues such as the

of our facilities in Texas resulted from these unchecked

projected high cost on business to implement the new

trade practices. With the support of various elected

health care plan. Also discussed was the new Energy

officials and lengthy testimony by industry leaders in

Security Bill,

Washington

which is the

D.C., a tariff

replacement

was imposed

bill for Cap

on the import

and Trade

of Chinese

(known as

tubular goods.

Cap and Tax). 2008 and 2009 Advocacy co-

were tough

chairs Tim

years for

Vaughn,

business.

TVaughn

While 2010 has brought a

Properties LLC, and

Longview Partnership members meet with Senator John Cornyn

slow rebound,

Jeremy Dumond, US Steel, were both impressed with the

there are still concerns about increased proposed

quality of speakers that Congressman Gohmert’s staff

regulations, unfunded mandates and the unknown costs to

coordinated for our business leaders. Tim Vaughn said, “I

implement Obama’s Healthcare plan. More and more

thought it was interesting to hear from Emily Sanders with

businesses are being reminded of the importance of being

the Immigration Reform Caucus’ perspective on such a

a Chamber member. Small businesses simply do not have

current topic as immigration reform, in particular the new

the time and expertise to stay on top of proposed

Arizona law which, according to her, followed federal law

legislation at the federal level, explained small business

that has not been enforced."

owner Tim Vaughn. That is why now, more than ever, the business community needs to come together and hire the

While Jeremy Dumond explained he enjoyed hearing Paul

8 July/August

Chamber to be their watchdog!

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Promoting the Community

July 2010

Anniversaries

August 2010 One Year

One Year Global Representatives

The Ranch Café

Texas Federal Credit Union AHS Audiology

Benchmark Industrial Services Clark & Porter – Dr. Charles H. Clark

Money Tree Merchant Services

The Write Solution B & L Cabinet & Supply

Overhead Door Company

Newk’s Express Café/AB Dining LLC

East Texas Review/Trumpet Enterprises

Dowden Building Materials Wells Fargo Advisors LLC – Jim C. Tachias

Hamill’s Flower & Gifts Preferred Medical

Bowen Chiropratic

Drivers Choice Gregg County Crime Stoppers Five Years Five Years

Evan’s World Travel & Cruises

Heritage Mitsubishi St. Mary’s Catholic School

Jack O’Diamonds Jarvis Christian College Kokenzie Floor Store, Inc.

Ten Years Ten Years

KBLZ KAZE KVEE Radio/White Oak Radio LP

Hiway 80 Rescue Mission Keep Longview Beautiful

Chief Justice Jim Worthen

Alvin Khoury Fifteen Years Longview Community Ministries Fifteen Years

Thieman & Associates, Inc.

Comfort Suites Thirty-Five Years Fairfield Inn

East Texas Containers

Tatum Economic Development Corporation Forty-Five Years East Texas Allergy & Asthma Associates PA

Trinity Rail

10 July/August

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Providing Networking Opportunities

New Members Alliance Document Shredding Jim Hellferich P O Box 1147 Sulphur Springs, TX 75483 (903) 485-2373 Belcher Center Valerie Lewis 2100 S. Mobberly Avenue Longview, TX 75607 (903) 233-3073

Carl’s Jr. Ken Shotwell 411-A Loop 281 Longview, TX 75605 (972) 687-9062 HealthCARE Express Tina Baiter 1509 NW Loop 281 Longview, TX 75604 (903) 740-0681 Mullikin Insurance Toby Mullikin P O Box 1293 Marshall, TX 75670 (903) 938-0012

SlushFun Katy Hull ST97 Lake Cherokee Henderson, TX 75662 (903) 237-8995 Stragent Foundation Brenda Day 211 W Tyler Street Suite C-2 Longview, TX 75601 (903) 230-9678

HANDMADE • HOMEGROWN • LOCAL PEOPLE If you are in a band or a music group and would like the chance to perform and have your talent discovered, we are looking for entertainers for the Fall season to perform one hour during lunch in Heritage Plaza in downtown Longview. Brown Bag Lunch Concert Series is in conjunction with the Second Season of the Downtown Market. Vendors are urged to apply now for the Fall Downtown Market. For more information, contact: Elaine Reynolds Vice President, Downtown Development Longview Partnership Ph: 903.237.4040 downtown@longviewtx.com

The Downtown Market and Brown Bag Lunch Concert Series www.longviewtx.com

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Promoting the Community

How Does the NEW Healthcare Bill Impact Your Business? re you ready for the upcoming changes that the new

A

covering 50% or more of insurance costs will be eligible.

Healthcare Bill outlines? Many businesses are

(4) The credit is only available for a maximum of six years.

confused about what they are to do and when. The

There are additional provisions for start-up firms

Longview Chamber will be providing regular updates on

beginning business after the enactment of this law.

their website at www.longviewchamber.com. Be sure and select Health Care on the left side of the home page and click on Impact of New Law. Currently, we are showcasing the U.S. Chamber and NFIB’s most recent webcast and supporting documents which outline the bill and helps

• Age 26: Children may stay on their parents’ policies until age 26. • Tanning salon tax: A 10% excise tax on indoor tanning services begins July 1. • Economic substance doctrine: The bill alters long-

diffuse many of the myths that are still in play. We have

standing judicial doctrine in ways that could reduce tax-

also provided you with several PDF files to download,

planning options and increase litigation.

which will help businesses understand the upcoming As well as collecting new information to help our

changes. Do w nlo ad able files includ e: •

Critical Employer Issues in the Patient Protection

members, we will be posting additional information to our

and Affordable Care Act Health Care

website at www.longviewchamber.com.

Implementation Timeline (PDF) •

Aftermath: New Realities for Businesses in the Wake of the Health Care Law (PDF)

Healthcare Reform Law: Timeline for Small Business (PDF)

Five Unaffordable Facts About the New Healthcare Law: The Patient Protection and Affordable Care Act (PDF)

What do you need to be ready for in 2010? • Small business tax credit: A temporary small business tax credit is available for some firms who provide qualified health coverage. However, the credit puts small business owners through a series of complicated tests to determine the actual amount of the credit. (1) Very few small firms will receive the full credit (only firms with 10 employees or less). For firms with 11-25 employees, the credit is reduced per employee. Firms with more than 25 employees get NO credit. (2) Only firms who pay their workers an average of $25,000 or less are eligible for the full credit. The credit is reduced as the average wage goes up, stopping when it reaches $50,000. (3) Only firms 12 July/August

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Strengthening the Local Economy

What is Green IT? (and why you should care)

G

reen IT refers to the study and practice of using computers and IT resources in a more efficient and environmentally responsible way. Here are some simple ways for achieving greener IT:

Eliminate paper, printer, and packaging waste. The average office worker used 130 pounds of paper in 2008, according to InfoTrends. Try tools such as Green Print to make people “think before they print” and automatically eliminate things such as printing that extra page with only a footer or disclaimer on it. Buy remanufactured toner cartridges and get personal ink cartridges refilled. Reduce power consumption. “Set it and forget” tools, such as smart power strips, automatically turn off peripheral devices when you turn off the main device. When buying new equipment, look for EnergyStar 4.0 ratings and above. Try Edison, a free application that helps you monitor energy use. Intuit QuickBooks’ customers can use Intuit Green Snapshot to estimate their firms’ carbon footprint

and get recommendations to conserve energy and dollars. Recycle old equipment. The Environmental Protection Agency estimates that only 18% of electronic waste was collected for recycling in 2007. But it’s easy to recycle. At Gazelle, you can sell and/or recycle all kinds of electronic devices, from mobile phones to printers. Through Dell’s and Goodwill’s Reconnect Partnership, you can donate unwanted devices. Or go online to IBM’s Asset Recovery Program and get a buyback quote for the value of 1 to 250 items. Transition from paper-based to digital processes. E-mail marketing solutions are greener and more affordable, flexible, and interactive than direct mail. Free and low-cost online invoicing solutions such as Sage BillingBoss and Freshbooks and online faxing solutions such as Myfax and RingCentral Fax also help cut down on paper waste. by Laurie McCabe, Partner, SMB Gro up ; w w w.sm b-gr.co m

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Providing Networking Opportunities

Return on People: Simple Gestures Count the Most

O

ne of the best kept secrets in management today is the power of recognizing employees. Study after study has demonstrated that what employees most want is to be acknowledged for the job they do day in and day out. This recognition does not have to be anything fancy, in fact, the simpler and more direct, the better. One of the most motivating forms of recognition as reported by employees is very simple indeed: taking the time to personally thank an employee for something they did well. This seems very obvious yet when was the last time you did it? If you are typical, it has been some time. If this is the case, start thinking about who you will thank for his or her efforts today. To be the most effective, the thank you should come as soon as possible after the achievement or desired activity has occurred. If you wait too long to thank a person, over time the gesture will lose its significance. Implicitly, the employee will figure that other things were more important to you than taking a few minutes with him or her.

specifically did in two to three words. Put the person's name on the card and sign it. Although less personal, messages left on telephone voicemail or computer e-mail can be also be effective. All these simple gestures indicate that you are not too busy to miss the fact that an employee has done something special. As Ron Zemke, senior editor of Training magazine once observed: "Recognition is something a manager should be doing all the time -- it's a running dialogue with people." The act of delivering simple, direct praise for a job well done is so easy to do, yet so many managers do not do it. As a result they are robbing themselves and their employees of one of the most powerful forms by which to shape and reinforce desired performance -- and feel better in the process. Try it, you'll like it--and so will those with whom you work. fro m “Return o n Peo p le” by Bo b Nelso n, Ph.D. - p resid ent o f Nelso n Mo tivatio n Inc. in San Diego , CA; autho r o f “1001 Ways to Rew ard Em p lo yees” and “1001 Ways to Energize Em p lo yees.”

You need to also be very specific about what you are praising the person for and why. Praisings that are too broad tend to seem insincere. But saying, "Thanks for staying late to finish those calculations I needed. It was critical for my meeting this morning," specifically says what and why an employee's effort was of value. If you need a reminder, a form can be used. At Tektronix, Inc., the company instituted a simple way for managers and employees alike to focus on recognizing others for doing something right. Dubbed the "You Done Good Award," this simple certificate was printed in pads and could be given to anybody in the company from anybody else in the company. On it, individuals stated what was done, who did it and when, and then gave the certificate to the person. The idea has caught on and is now part of life at Tektronix. Says one employee: "Even though people say nice things to you, it means something more when people take the time to write their name on a piece of paper and say it." Another simple yet effective approach is to put notes on business cards. Hohn Plunkett, Director of Employment and Training for Cobb Electric Membership Corporation in Marietta, GA, says "People love to collect others' business cards. Simply carry a supply of your cards with you and as you "catch people doing something right," immediately write "Thanks," "Good job," "Keep it up" and what they 14 July/August

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Promoting the Community

Social Fad . . . or Social Revolution? o you believe that Social Media is just a fad…or do

media to communicate with others but even more to

you believe it is a revolution? Perhaps the biggest

develop and nurture relationships. Qualman says,

D

“Successful companies in social media act more like Dale

shift since the Industrial Revolution?

Carnegie and less like Mad Men – Listening first, selling Erik Qualman is the author of Socialnomics: How social media transforms the way we live and do business.

second.” • What happens in Vegas…stays on…facebook…

Socialnomics™ is a blog designed to cover the latest trends

twitter…renren.com…flickr…YouTUBE…and so on.

in social media. It primarily focuses on covering the

(renren.com is a facebook clone in China) • YouTUBE is the 2nd largest search

latest news on social media and what it

engine in the world

means for users and businesses. A recent video on YouTUBE¸ presented by

• Over 100 hours of video are

Socialnomics™ frames social

uploaded to YouTUBE every 5 minutes.

media in a way that staggers our

• Wikipedia has over 15

common perceptions.

million articles – Studies show

• Over 50% of the world’s population is under

it’s as accurate as

30 years old.

Encyclopedia Britannica – 78% of these articles are non-

• 96% of Millennials have

English

joined a social network. • Facebook tops Google for

How well do you know what your

weekly traffic in the U.S.

customers and your market think

• Years to reach 50 million users:

about your products, your brand? Social

• Radio - 38 years

Media is one place to become tuned in.

• TV - 13 years • Internet - 4 years

• There are over 200,000,000 Blogs

• iPod - 3 years

• 34% of bloggers post opinions about products and

• It took Facebook less than a year to add

brands – do you know what they are saying about your

over 200 million users.

brand? YOU BETTER..

• US Department of Education study revealed that

• 78% of consumers trust peer recommendations

online students out performed those receiving face-to-face

• 60 million status updates happen on Facebook daily

instruction. (http://tinyurl.com/gov-eval) p. 32.

• We no longer search for the news, the news finds us.

• 80% of companies use social media for recruitment

• We will no longer search for products and services they will find us via social media.

and these companies use LinkedIn 95% of the time. • The fastest growing segment on Facebook is 55-65

• Social Media isn’t a fad, it’s a fundamental shift in the

year-old females.

way we communicate.

Do we have a choice on whether we DO social media?

Still think social media is a fad? Integrating social media

According to Erik Qualman, We don’t. The question is,

into a business marketing plan has already become

how well do we DO it? All divisions of the Longview

essential. The return on investment in social media will be

Partnership have adopted a strategy to make use of social

that a business will still exist in 5 years.

16 July/August

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Promoting the Community

BUSINESS PROFILE: London Broadcasting Company, Inc. ondon Broadcasting Company is the first high

make to our community. The company supports the

definition broadcast station in the Tyler-Longview

Longview Partnership because they believe their

L

market with CBS programming. Their main service is

membership is a way to better serve East Texas. The

providing advertising for

London

local businesses. John

Broadcasting

Gaston, Vice

Company is also

President/General Manager,

the first station to

says, “Our company is

broadcast a local

community-oriented,

Watch Chuck McDonald and Gillian Sheridan on CBS 19 at 6 and 10 p.m.

committed to public service…..Texas Born….Texas Proud….We Are Texas.” Established in 2004, London Broadcasting Company is proud of their 84 employees and the contributions they

Hispanic newscast. The Longview

Partnership is proud to recognize London Broadcasting Company and their role in making East Texas a great place to live.

Public Relations Ideas for YOUR Business

P

ublic relations (PR) efforts, like advertising, can help to build business and product awareness among target buyers and end users, often at a fraction of the cost of advertising. Many small and large businesses consciously utilize PR as a way to obtain free advertising about their products and services. PR can be an effective way to generate valuable word-of-mouth advertising, sometimes due to the greater credibility and availability of information provided in editorial articles and interviews with your company personnel. How persuasive is PR? Free media publicity was largely responsible for the brief (1989-90), frenetic ground swell for consumption of oat bran as an anti-cancer food. Melatonin, a naturally produced substance that aids sleep and may be an anti-aging product, is another PR craze, with newspaper, magazine, and electronic media discussing positive preliminary research results. Health food companies cash in on this free publicity, without spending funds for advertising, promotion, or public relations. Snapple, the tea-based beverage, achieved sales in the hundreds of millions with zany PR programs that generated millions of dollars in free publicity. After the

18 July/August

Snapple brand was purchased by Quaker Oats, the zany PR stopped and sales declined. The Body Shop, an earthfriendly, pro-community/people cosmetics company with hundreds of millions of dollars in sales, works only with PR events to promote its business. PR can leverage advertising and promotion programs. PR events can leverage the effects of advertising and promotion programs by tying all these marketing elements together. For example, a local on-site PR event for an automotive service company could include erecting a hospitality tent for company sales personnel to entertain key buyers at a local auto race. The local chain store buyers and car-owner end users could be exposed to ad messages on billboards, from announcers, and on race cars with the company logo. Buyers and end users could be given a free promotional sample to take home and try in their cars. Public relations is an ongoing process and must be worked at every day on every level of your business from the way you deal with your employees to how quickly you shovel the snow from in front of your establishment. Make it a habit to constantly consider the image you are projecting. It's a good one to have.

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CALENDAR JULY 5

LP Office closed for 4th of July Holiday

9

11:30 a.m.

Member2Member Orientation Session at LP

12

3:30 p.m.

LP Executive Committee Meeting

14

Noon

Leadership Longview Committee Meeting

15

4:00 p.m.

LP Board Meeting

22

5:00 p.m.

Business After Hours Networking Event Hosted by Patterson Nissan

28

Noon

One Hundred Acres of Heritage Main Street Advisory Board Meeting

AUGUST 11

Noon

Leadership Longview Committee Meeting

13

11:30 a.m.

Member2Member Orientation Session at LP

15

3:30 p.m.

LP Executive Committee Meeting

19

4:00 p.m.

LP Board Meeting

24

5:00 p.m.

Business After Hours Networking Event Hosted by Kelly Services and 2C Processor USA

25

Noon

One Hundred Acres of Heritage Main Street Advisory Board Meeting

www.longviewtx.com

The Longview Progress Report 19


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410 N. Center Street Longview, TX 75601 903-237-4000 www.longviewtx.com

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July/August 2010 Longview Progress Report