5 Steps for a Great 2018 Nine Marketing Tips to End 2017 with a Bang 2018 Candidates for Board of Directors Scam Alert: Hurricane Charities
October 2017
C O N T E N T S
3
4 Chamber Headquarters 5000 Brooktree Road, Suite 100 Wexford, PA Cranberry Twp. Office 2525 Rochester Road Cranberry Township, PA P: 724.934.9700 F: 724.934.9710
Jim Boltz President JBoltz@PghNorthChamber.com For more information on the Chamber’s program of work, please contact: Patty Bittle Marketing and Events Director PBittle@PghNorthChamber.com Al Davidson Membership Accounts Executive ADavidson@PghNorthChamber.com Kristina Hall Program Director KHall@PghNorthChamber.com Heather Schwartzbauer Membership Coordinator HSchwartzbauer@PghNorthChamber.com Amy VanAtta Executive Assistant AVanAtta@PghNorthChamber.com
5
6 8
10 16 19
From the Board of Directors Election. Every year we have an election for our Board of Directors. It is your opportunity to be involved in the process of selecting the leadership of the Chamber. It is a very important task. Your choice will be paramount in setting the direction of our organization for the next few years. Each business or organization gets one vote. In this newsletter, you will find the list of this year’s candidates. On October 9th, in a separate email, we will be sending out the ballot. You will be able to vote online or with a hard copy. Ballots will also be available at the Chamber offices.
First, some background. We have twenty one directors on the Board. All serve three year terms. The terms are staggered for continuity sake. Each board member is allowed to serve for two full terms. Every year, we elect seven positions. It is the responsibility of the Directors to govern the business of the Chamber and give direction to the President. They meet once a month. They select the officers of our organization. Those include the Chair, the Chair-Elect, the Vice Chair, the Treasurer and the Secretary. All have one year terms and must be a Board member. Those officers along with the Past Chair, make up our Executive Committee. It is not easy becoming a director. First, they must be nominated as a candidate. Then, they meet with the Nominating Committee so that they understand the responsibilities and expectations. It is only, after that, that they are placed on the ballot. Our future is in your hands. Please help us select the future leaders of our organization.
Jim Boltz
Member Testimonials The Pittsburgh North Regional Chamber is by far the most beneficial Chamber in the Pittsburgh area. The scheduling of networking meetings and events each week give the members many opportunities to promote their business and make connections. There are events that appeal to everyone and the best part is that most are at low or not cost! If you are assessing where to put your business marketing dollars, you can’t go wrong with The Pittsburgh North Regional Chamber.
Debi Arnett Champion Windows, Sunrooms & Home Exteriors The Pittsburgh North Regional Chamber is an amazing return on Investment. We joined this incredible Chamber mainly to meet new clients. We could not envision the tremendous value that this experience provided. We do now! If you are not currently a member, or know of someone who isn’t , please introduce them to this world-class organization.
John & Kandy McCool Legal Shield & Identity Theft Protection
Page 3
B USINESS A FTER H OURS October 5 The Sports Grille at Cranberry 1294 Freedom Rd Cranberry Twp., PA 16066
October 19 Ditka’s 12980 Perry Hwy Wexford, PA 15090
Business After Hours are from 5-7pm
E VENTS
E XECUTIVE C OMMITTEE John Tubridy – Board Chair Franchise Network of Pittsburgh Ann Gatty, Ph.D.– Chair-Elect Strategic People Solutions
Neighborhood Business Expo Tuesday, October 17 1:00—6:00 p.m. DoubleTree By Hilton 910 Sheraton Drive
Philip J. Scolieri, J.D.– Vice-Chair Scolieri Law Group, P.C.
Innovation Pittsburgh Friday, November 3 8:00-11:30 a.m. St. Barnabas Health System 5847 Meridian Rd
Gary Basilone – Foundation Chair Basilone Executive Search
M ARKETPLACE L UNCH M EETINGS October 4: Bravo! Cranberry, 11:30am - 1:00pm 20001 Route 19, Cranberry Twp October 11: Monte Cellos at The Hampton Shoppes 11:30am1:00pm 4655 William Flynn Highway Route 8, Allison Park October 18: Cranberry Sports Grill, 11:30am - 1:00pm 1294 Freedom Road, Cranberry Twp. October 23: Family Bowlaway Fun Center, 11:30am- 1:00pm 540 Fairground Hill Road, Butler October 25: Bravo! McKnight Road, 11:30am - 1:00pm 4976 McKnight Road Pittsburgh, PA
CONNECTIONS Daily networking events for business leaders throughout our Pittsburgh North region Wexford: Tuesdays, 7:30 a.m. Chamber Headquarters, 5000 Brooktree Rd., Suite 100 Warrendale: Tuesdays, 11:30 a.m. DoubleTree By Hilton 910 Sheraton Drive. Sponsored by Dollar Bank Cranberry Twp.: Wednesdays, 7:30 a.m. Council Chambers, 2525 Rochester Road. Sponsored by WORD FM Ross Twp.: Thursdays, 7:30 a.m. Treasure House Fashions, 7607 McKnight Road. Gibsonia: Fridays, 7:30 a.m. St. Barnabas Health System 5847 Meridian Road.
page 4
2017 B OARD OF D IRECTORS
Lisa Hunt - Past Chair USX Federal Credit Union
Kent Clifton - Treasurer AXA Advisors, LLC Gregg Hill – Secretary Dollar Bank Jim Boltz - President Pittsburgh North Regional Chamber
B OARD
OF
D IRECTORS
Tracy Armstrong, North Pittsburgh Greeting Company Judith Bernhard, Advance Sourcing Concepts, LLC Ryan Breen J.D., Breen Law Firm, LLC Steve Carpenter, Northwood Realty Andrew Chiapusio, First National Bank Steven W. Diffenderfer, NexTier Bank Todd Harris, Liberty Insurance Agency Nicholas D. Kennedy, FamilyWealth Management Group John Laslavic, ThistleSea Business Development, LLC Al Marschke, ACN Business Essentials Robert O’Friel, Luttner Financial Group Dan Penberthy, NexTier Bank Jan Stevens, Coldwell Banker Kim Yerace, Petroleum Technical Services, LLC
Pittsburgh North Regional Chamber
PNRC Member Tricia Pritchard “Tricia’s smile is always a welcome sight around the Chamber. Her friendly disposition combine well with her teaching skills. Her lunchbox sessions always pack the room with everyone leaving enriched. A great advocate for the Chamber, she is the driving force behind the success of our Butler Marketplace luncheon,” said Jim Boltz, President PNRC. Al Davidson, PNRC said, “ If you want positive uplifting energy and spirit combined with professionalism and hard work search no farther than Tricia. She looks out for the chamber at every turn never failing to tout its features and benefits to anyone who will listen. She's always willing to help out as a volunteer, be the host for our Butler version of the Market Place Lunch or present to crowds at our Lunch Box Sessions. The PNRC took an uplifting turn when Tricia and the 11th Frame decided to join our membership.” “Tricia Pritchard is an incredible example of what it means to be a leader in the community. She enthusiastically shares her knowledge and experiences teaching students at BC3 and Grove City College, holds workforce development seminars for many companies in the region to educate and empower employees, and hosts various business and educational events, including a monthly PNRC Marketplace Lunch, the Women’s Empowering Luncheon Series, and the TLC Business Professionals Networking Group. Tricia doesn’t get involved in something without committing wholeheartedly, be it a charitable event like the PNRC/Junior Achievement Bowlathon, or an educational workshop that she is leading for the PNRC. If you spend even a few minutes with her, you can’t help but see what an amazing person Tricia is and be inspired by her dedication, leadership, and character,” said Lisa Hunt of USX Federal Credit Union.
Member testimonials are the Chamber’s best and most effective way to promote the benefits and services that a Chamber membership provides. Share your success with the Chamber and your story may be featured in an upcoming edition of Corridors. Email all testimonials to Patty Bittle
PghNorthChamber.com
October 2017
page 5
Bookkeeping Plan for 2018 By Lauri Paxton With Fall in the air and the weather turning cooler, it’s time to start thinking about plans for next year. For small business owners, that means reviewing the past with an eye to strengths and weaknesses, and setting out a solid plan to help grow and improve your business in the year ahead. One of the most important aspects of your organization is your bookkeeping and accounting system, and now is a great time to evaluate it and prepare for any changes that will make 2018 the best year for your business. The first step in evaluating your bookkeeping and accounting practices is to take a look at your records for the past year. Are they in order? Do they have the information you need to make important business decisions, or are they not as useful as they could be? Are they detailed in ways that can help you see where your business could use improvement, and where it’s good and solid? How easily are you able to access the information you need? If your recordkeeping is inadequate, you won’t be able to see beyond your day-to-day operations to the underlying trends and patterns, so having good records is key to good business practices. If you do find that your record-keeping comes up short, now is the time to improve it so you can have a better system in place for next year. Once you’re confident that your records are in order, it’s time to review what happened over the past year. If you had a plan for how you wanted your business to run in 2017, try to determine if things went according to plan. If you were hoping to grow your customer base through increased marketing, see whether you achieved that goal, and if not, what happened instead. Were employee costs higher or lower than you expected them to be? If you lost or gained a major client, look at the ways in which that affected your cash flow, and whether you had the flexibility to compensate and adapt. Understanding how your business performed in 2017 will give you a starting place for planning the year ahead. With a solid understanding of the year behind you, it’s time to look ahead to 2018. What would you like to see happen in the coming year? What are your goals for your business? If reviewing your 2017 records gave you a better sense of when business was slow, or which marketing techniques were more successful, how can you plan better to compensate for those slow times, or adapt your marketing techniques to grow your clientele? Do you need to take on more employees, or perhaps cut expenses? Try to determine the ideal scenario for the year ahead, but make backup plans for unexpected occurrences as well. When you know what your general plan is for 2018, you can then go on to create a budget and a spending plan for your business. Make sure you have a good sense of your assets and liabilities, and where you need to focus your spending. Based on how things went this year and how you want them to go next year, you can allocate funds to concentrate your resources where they’ll be most effective. For instance, if you need more inventory at certain times of the year, adjust your budget accordingly. Don’t forget to factor in increased costs for any goods or services that you expect to purchase. Reviewing your bookkeeping records from 2017 and using the information to plan for a better year ahead is a vital task for every business owner as the year draws to a close. While it may not be the most thrilling thing about running a small business, making sure that your bookkeeping and accounting practices are working smoothly and providing the solid underpinning you need can make all the difference in the ongoing success of your business ABOUT THE AUTHOR Lauri is a Beaver County native who grew up in Baden and now lives in North Sewickley Township. After spending 26 years working for the Commonwealth of PA, she opened Paxton Bookkeeping and Tax Services so that she could do what she loves most, help clients create profits and grow their businesses through her bookkeeping, accounting and tax expertise. She is a certified QuickBooks ProAdvisor, Certified Xero Advisor and also is certified in Bill.com and T-Sheets..
Refer a Member - Receive a Free Website Ad & Chamber Bucks New Member Receives –13 Months of Membership for Price of 12 & Free Corridors Ad
Page 6
PghNorthChamber.com
July 2017
page 7
5 STEPS FOR A GREAT 2018 By John D. Laslavic, LPBC Have you ever wondered why some businesses seem to consistently outperform others within the same industry? There’s a good chance that the better performers employ a strong planning process – one that results in a plan that is well understood by the board, leadership, managers and employees and is actionable. Starting the 2018 calendar year with a well-designed annual plan will better maximize potential business profits and deliver for the owners and employees what they need to have a great year. Involving your key managers and leaders in the process tends to produce better outcomes, because these individuals have a stake and ownership in helping you build and execute the plan. Here are 5 key steps ThistleSea recommends for your planning in 2018. They are: Identify your as-is state. Draft your plan for 2018. Present your plan to the stakeholders and adjust. Budget for impact, cashflow and profit. Deploy your plan, track progress and adjust. By taking these steps, you can improve your business and increase your success 1. Identify your as-is state. Assuming a business works on a calendar year (i.e. January 1 – December 31), we suggest you start by preparing your as-is overview, assessing where you are today. Have your managers responsible for each area of the company write a brief document describing the strengths, weaknesses, opportunities and threats covering the scope of their department and area of responsibility, including any key metrics tracked. This should be a realistic evaluation and include industry trends, recent experiences and expert evaluation. 2. Draft your plans for 2018. While managers are drafting their as-is assessments, they should simultaneously prepare their suggested plans for the next year 2018. Why should these be done at the same time? As managers are gathering and recording information for the as-is state, they should be thinking:
“This is my current revenue, and this is my current number of staff members.” (Record in as-is document.) “Next year, revenue will increase by 10%, and we will require one additional staff member.” (Record in 2018 document.)
This includes the anticipated changes in personnel, capital equipment and any other expenses that will be required, as well as the overall impact their plans will have in revenue growth, expenses and profitability. (Don’t let managers forget to consider the key factor is the impact on your primary customers.) 3. Present the plans to the stakeholders and adjust. We suggest that both the as-is review and plan for 2018 be presented by the authors (i.e. managers) to the management team members first. The purpose is to share each plan, discuss the impact on the company against its mission, vision and values, ensure congruency, and avoid any duplication. Top leadership should direct managers to refine their plans based upon feedback and prepare to present final plans. Depending on the organization’s size, scope of operations, complexity and governance, there may be several internal presentations and refinements to prepare the plans for final plan approval. From a timing standpoint, we recommend planning begin in August and conclude with approvals by the end of September to begin the budgeting process.
Page 8
Pittsburgh North Regional Chamber
5 STEPS FOR A GREAT 2018 Continued 4. Budget for impact, cash flow and profit. With the as-is review and the 2018 plans approved, you should be in a great position to engage your company in the budgeting process. This process should begin with your bookkeeper providing each manager who has Profit & Loss responsibility with worksheets to prepare a projected actual budget for the current year, through the year’s end, for their scope of operations. That budget becomes a tool for preparing a 2018 budget for leadership approval, to be incorporated into the overall company budget. With each budget prepared, the leadership will have an opportunity to review each department’s impact on the customers, market and how money spent will generate the anticipated revenue for the new year. You’ve heard the saying, “Cash is king”? Well, it’s true. Preparing your budget should include looking at your cash flow to include every dollar that goes into and comes out of your checking account. Finally, look at the bottom-line. Profit is just a result of all the activities of the business. Look at making the final adjustments with feedback from your management team to include timing of initiatives, expenditures and hiring, etc. 5. Deploy your plan, track progress and adjust While the planning process provides the roadmap for the destination and success you envision, it’s just a plan. Without taking action even the best plan is worthless. So, what does taking action entail? The answer: Your leadership. It involves clearly articulating your vision of success to those on whom you rely to help you achieve results you desire. It involves communication, both speaking and actively listening to those stakeholders to track progress and make needed adjustments. But there is even more. Your plan calls for certain work do be done. Is the environment for that work conducive to getting it done? Have barriers for success been eliminated? Are the business systems designed to consistently deliver the results you expect? Are the systems transferrable and easily understood by all employees as the company grows? Leadership is critically important to your company to make any plan work in the business and for the stakeholders. Summary Through assessing your current situation, involving your managers, preparing a plan for the new year, communicating to inspire the stakeholders to adopt your vision of success, budgeting for financial success, listening and adjusting your plan, and taking actions in the environment you create to serve your customers, you can ensure the highest probability that your business will deliver for you. Prepare and approve your 2018 plans and final budget before the Thanksgiving holiday and you will cruise through the holidays knowing you and your company are prepared to execute your 2018 plans with less stress and more impact and focus About ThistleSea Business Development, LLC We believe that your business or career should deliver what you need to have a great life. ThistleSea Business Development was founded in 2005 and is a business and executive coaching, strategy development, training and business services company. We offer business owners and executives custom one-on-one, face-to-face and group business coaching in western Pennsylvania, eastern Ohio, northern West Virginia and phone coaching across the United States. Our coaching practice is supported by resources from a network of over 150 affiliated business coaches located across the United States and Canada. We work together with successful business owners and executives in improving the value of their business, company, department and quality of life. Contact us if you would like to learn more about us and our services at thistlesea.com.
PghNorthChamber.com
October 2017
Page 9
2018 Candidates For Board Of Directors Seven board positions will be filled in the election for the 2018 Pittsburgh North Regional Chamber of Commerce Board of Directors. Below are the names of the fourteen members who are candidates for this year’s election. No petitions were received requesting the addition of a name(s) to the slate of candidates. Ballots and a link for on-line voting will be sent out on Monday, October 9, 2017. To be counted, the ballot must be received by 4:00 p.m. on October 31, 2017 in accordance with our Bylaws. Only one vote will be counted per member company.
Candidates for Re-Election Dr. Ann Gatty is President of Strategic People Solutions, a consulting firm that provides business implementation strategy, leadership mentoring, and HR solutions. Dr. Ann knows that business owners are looking for ways to improve their messaging and expand their networking connections. She believes that through the PNRC, businesses can make this happen. Dr. Ann has a proven record of bringing in new members and helping expand the visibility of the PNRC. She previously served as Secretary of the Board and was the January 2017 Member of the Month. Dr. Ann currently serves as Chair of the Strategic Planning, Education, and Steering Committees, Chair-Elect on the Executive Committee, and will serve as the 2018 Chair of the Board.
Philip Scolieri - I am Philip J. Scolieri, President of Scolieri Law Group, P.C. I am Pittsburgh born and raised, having attended Central Catholic High School, Pitt and Duquesne Law School. My experience as a member of such diverse organizations as the Realtors Association of Metropolitan Pittsburgh (Affiliate Board), Steel Valley Enterprise Zone and Mon Yough Chamber of Commerce (Board Member) gives me insight into the needs, duties and goals of your Chamber. As a Board member of the former Steel Valley Chamber, I was instrumental in their merger into the Mon Yough Chamber. I believe these duties will help me grow your Chamber to be an asset to the business community.
Candidates for Election Greg Emslie is the owner of FocalPoint Business Coaching, a coaching company that helps business owners achieve their goals and visions through successful business ownership which in turn allows their business to support their lives instead of their lives supporting their business. I have lived in Cranberry Township since 1983 and the North Hills since 1981. As a resident and Business Owner in the area I take great pride in our communities, our schools, our businesses and most of all the residents. I would like to see these organizations and individuals working together to make the Pittsburgh North Regional Chamber a thriving area, full of opportunities for both businesses and individuals. The stronger we are as a group the stronger our Chamber and our communities become.
Mark Prentice is the Sales Manager for Healthy Environments LLC, an environmental remediation company. His wide-ranging career experience includes award winning pizza shop owner and successful uniform sales representative. In his various fields of business, Mark has been involved in many organizations that have served their members well, and feels that his experiences will bring a fresh set of eyes to the Board with new thoughts and ideas to help the PNRC continue to flourish. A member of the PNRC for 4 years, Mark believes that what is here is working great, and wants to find ways to increase participation of existing PNRC members and grow membership overall.
Jeff Frye is a Financial Advisor with MassMutual. His practice focuses on asset management, portfolio construction, investment selection, and efficient transfer of wealth from one generation to the next. With 23 years of experience in sales, marketing, and executive management, Jeff has a record of achieving successful results working with a broad range of people. He’s been a member of the PNRC for 3 years and serves on the Community Outreach and Ambassador Committees. Jeff and his wife Denise reside in Wexford with their dog, Brando. He plays guitar and piano, prefers saltwater fishing over golf, and flying airplanes over just about anything.
Tim Sechler is owner and attorney for Sechler Law Firm, LLC in Mars, PA. Tim's estate planning practice is focused on guiding clients through the complicated maze of balancing transfer strategies, wealth preservation, and family values in the planning process. He is also a Combat Veteran, having served in Afghanistan as a member of the West Virginia Air National Guard. Tim now lives in Mars, PA with his wife and three fantastic children. The experiences of serving in the military and owning multiple businesses has given Tim the leadership skills necessary to meet difficult goals. It is his hope that the board and the chamber can benefit from his experience as well.
page 10
2018 Candidates For Board Of Directors Candidates for Election Joanne Kelly is the Branch Manager of the Northwest Bank, Wexford office. I have lived in the North Hills since 1975 and am a graduate of North Allegheny High School. I have over 35 years of banking experience helping individuals and small business's plan for their future. I am a spouse and proud mother of two wonderful daughters. I am very committed to my church and community. I have served on several boards and have volunteered diligently to help raise funds for those that are struggling with Rheumatoid Arthritis and Multiple Sclerosis. Jim Logan owns Battery Giant of Pittsburgh in Cranberry Twp. He is a native of Mars, now living in Shaler Twp. Earlier in his career he was an engineer and engineering executive with Westinghouse R&D and Vocollect. He holds 14 US patents. He has engineering degrees from Pitt and CMU, and an MBA from the CMU Tepper business school. He was awarded an Antarctic Service Medal for spending 15 months at Siple Station, Antarctica, and has been to the South Pole. Jim is interested is seeing the Chamber continue to be member centric and partnering well with other organizations. Alyssa Marsico is the Marketing Specialist for the Alzheimer’s Association and currently filling in as the role of the Pittsburgh Walk Manager. Before coming to the Alzheimer’s Association Alyssa worked at CBS Radio for 5 years as the Afternoon News Producer. She serves on various committees including the Marketing Committee for the Chamber. Alyssa is excited to bring a unique perspective to the Chamber Board of Directors and looks forward to helping the Chamber grow. When she is not busy helping the Alzheimer’s Association reach their goals she enjoys working out, running, watching hockey and working for the mlb.com Tiffany Nolan is the owner of i.e. Insurance in Harmony, PA. Her agency is a team of three, providing customized insurance solutions for personal and small business clients. Tiffany is most proud of her company’s primary objective being to educate and inform consumers and the community. As a North Hills resident, Tiffany spends time networking within the Chamber, AmSpirit, and several other business groups. A position on the Board of Directors would benefit the Chamber by having an active and engaged participant and volunteer willing and able to show members and potential members the benefits and successes available with membership.
Nicky Voynick prior to being an Account Manager with Salem Media Group, Nicky operated four businesses. With that unique perspective, she seeks to help businesses grow using radio and digital media. Nicky has sponsored many Chamber events and she also serves on the Chamber Marketing Committee. She currently serves as the President for the Ross Chapter of Christian Business Partners. Past leadership positions include eight years facilitating a divorce recovery group and six years leading a woman’s bible study. Graduate of Slippery Rock University, she looks forward to serving, learning and growing with the Chamber. Amanda Webster is a Mortgage Loan Originator at First Commonwealth Bank. She attended Clarion University where she earned a Bachelor’s of Science degree in Communication. Amanda started her banking career in 2006 at Citizens Bank and takes great pride in giving back to the community and building lasting relationships with her clients. Amanda’s experience in banking as a Branch Manager and loan officer has proven a strong understanding of financial documents, balance sheets, and profit and loss statements. She resides in Mars with her husband Chris and two son’s Logan and Kobe and loves the opportunity to give back to the community she lives in. Linda “Lyn” Weller is the workers comp liaison for Tri Rivers Musculoskeletal Centers and has been a member of the Chamber for 3 years. Lyn has worked in medical operations, as a pastoral assistant, outreach coordinator and Non Profit Executive Director. She volunteers as a pastoral career coach, as a member of the PNRC Education Committee and Lunch & Learn series. She attended PSU and La Roche College. Lyn’s gifts and talents include leadership, creativity, relationship building, and acknowledgment of each person’s intrinsic value. Jennifer White is a benefit specialist and broker development coordinator with Aflac. She and her family have lived in Cranberry Township for over 11 years, and have owned and operated 3 businesses in the Pittsburgh area. Jennifer has been involved in networking for over 15 years in various networking groups and has filled rolls such as treasurer, membership, ambassador, and president. She also volunteers for various Christian charity organizations, Girl Scouts, and is an active member of Northway Christian Community. Jennifer is passionate about developing programs within the Chamber that will engage local small business owners and increase their membership.
page 11
Nine Marketing Tips to End 2017 with a Bang
By Ron MacDonald
It's natural for many business owners to take a breath and coast through to the end of the year. However, by doing so, your competitors may be letting their guard down and creating an opportunity for you to gain an edge by retooling your marketing efforts. Here, we offer some considerations to help you make your mark, distinguish your business, engage your audience and build relationships with your colleagues. Hopefully, you're already doing some of these. Nonetheless, they should still be revisited on a regular basis.
Refine Your User Personas
Although you may already have a good idea of who your audience is, instead of thinking of them as a group, try viewing them as individuals or subset groups. Who are these people? What makes them tick? Are their buying decisions driven solely by economics? What other factors come into play? Understanding and identifying your perfect customers enables you to focus more energy on high-value prospects and tailor specific campaigns and incentives to them. Personalizing your message can also be very effective. And, in this day of electronic marketing, it's easy and more affordable than print.
Enhance Your Customers' Experience
Customer experience is everything. It's vital to see your business the way others view it. If your messaging is all about you, try flipping it to be all about them. But, make sure you're doing more than just changing the "we"s into "you"s. Find out your prospects' emotional buttons to identify ways to address them and determine the best communication channels to reach them (website, social media, public speaking, content creation, etc.). Here's a hint: their genuine needs likely transcend the product or service you're selling. If you're unsure where to begin, survey your best customers to understand their habits and expectations. You may need to offer them an incentive to participate.
Engage in Real-Time Marketing
The days of taking a shotgun approach to marketing and promotion are over. Instead of casting wide advertising nets like we did years ago, you need to be where your prospects are looking. That means understanding them, where they get their news, what entertainment they like and more. Markets can be driven by a multitude of outside forces, including current events, social change and technology. Look around, see what's going on and find a place where you naturally fit. Use your voice in a way that reinforces your relevance and offers value to your audience.
Build a Customer Community
Clients need to be continually engaged. Consider creating an online forum for your customers to provide them with an opportunity to interact and exchange ideas. By moderating the forum, you can keep the conversation on track and, more importantly, reaffirm your position as the go-to resource for what you do best. But, don't stop there‌
Create a Network of Trusted Allies and Cross-Promote Each Other
Enlist colleagues who offer complimentary services or products to widen your influence and bring objectivity to your efforts. Find those who are willing to meet regularly, learn about each other and cross-promote. A primary goal should be uncovering opportunities to share subject matter expertise and drive your market instead of just following it. This sphere group can also be a community "board of directors" to bring accountability and challenge each other's thinking.
Embrace Video
Your online presence is about much more than just having a website and Facebook page. People expect to be engaged and informed. One great tactic that is becoming easier and more affordable is to produce videos for your website and social media channels. (Google LOVES to see videos on a home page.) Videos can include tips and best practices, commentary about current trends, product demos, event recaps and, especially, client testimonials. Video content has become an important part of the customer sales journey. So, make their journey a fruitful one for both you and them.
Bolster Your Thought Leadership through Blogging
Buying decisions are not solely based on price. People will pay a premium if they feel they are dealing with an expert and gaining more than a quick fix to an immediate problem. More and more, it's the expertise of the business that is the distinguishing factor in the buying decision. If you have a blog, remember, it is for sharing, not selling. Try publishing posts that provide answers to common questions and address pain points. Empathy is a very powerful tool! Share what you know that others will find helpful. By doing so, your prospects are more likely to come into the sales funnel trusting you because you’ve already helped them. If you're unsure what to write about, solicit ideas from them.
Page 12
Pittsburgh North Regional Chamber
Nine Marketing Tips to End 2017 with a Bang
Continued
Make Sure Your Website is Mobile-Friendly
If your website is not mobile-friendly (what we call "responsive"), what are you waiting for? Mobile use now exceeds desktop use, especially on web searches. Unresponsive websites compromise the user experience and are penalized by search engines. There's no excuse for having a website that is not optimized for every device. If you don't think you can afford it, then you're looking at it for the wrong reasons. This is now part of the cost of doing business in a mobile world.
Set Realistic Budgets
If you've set lofty goals for the coming year, make sure your marketing budget doesn't undermine them. That doesn't mean more money as much as it means smarter spending. If you're looking to outsource your marketing, be sure to research what you should expect to pay. As you engage candidates, look for those who offer advice and value beyond the project at-hand. Marketing should be viewed as an investment instead of an expense. So, weigh your investment against the cost of inaction. If you don't think you can afford it, perhaps you can trade services to help offset the cost. ABOUT THE AUTHOR
Ron MacDonald believes that every person, business or organization is great at something. What you offer may be similar to others, but you add special value that sets you above them. Or you have a unique way of doing things that distinguishes you in a positive way. Step2 Branding & Design helps organizations identify what makes them great and use it to get them noticed, influence their markets and add value to their businesses. Learn more at https://step2branding.com/
PghNorthChamber.com
October 2017
Page 13
Year-End Tax and Financial Planning By Jeremy G. Hartzell .As we approach the end of another calendar year, many of us will start to focus – in addition to the holiday festivities – on year-end tax and financial planning. What? You might ask. I have Christmas presents to buy, and family to cook for. This is not the time for additional tasks. However, without proper planning you could wind up paying more taxes than if you do plan. In particular, this year presents a unique set of challenges in that the President Trump and Congress have promised tax reform. So, what will that look like, and what will it mean from a 2017 tax planning perspective? The answer is not simple, perhaps only revealed via a crystal ball. This year more than most, we are advising clients to pay attention to what it happening in Washington, D.C., and to be ready to react to any tax law changes. And we are scheduling tax-planning sessions close to the end of the year so we can understand any changes prior to making planning decisions. In the meantime, it seems all but certain that, if anything, taxes will be reduced, not increased. As such, you should consider accelerating tax deductions into the current year where possible. Consider such strategies as prepaying real estate taxes, making additional year-end charitable contributions, and pre-paying fourth quarter state and local estimated tax payments. However, be mindful of the impact of the Alternative Minimum Tax (AMT), which can easily negate the positive impact of prepaying these expenses. It is important to account for all aspects of the tax law to complete proper and successful planning. If you donate to charities, this could be a good year to consider charitable giving. Make a one-time gift or look at funding a Charitable Remainder Unitrust or a Family Foundation. These are complicated issues that require substantial planning and discussion. In addition to the potential for reduced tax rates in future years, which would diminish the tax benefit of future gifts, there are proposals in Congress that would substantially limit tax deductions for charitable gifts. These proposals have many charities worried and intensifying their efforts to secure donors while the current laws are in place. Thoughtful planning will be important. Have you maximized your retirement savings? It is always easier to put off planning for another year, but the reality is that if you do not start planning today, it might be too late to plan. There are a number of traditional and non-traditional
Page 14
Year-End Tax and Financial Planning Continued mechanisms available to save for retirement, and the tax savings associated with these plans can be tremendous. The opportunities for self-employed individuals to contribute substantial dollars to their retirement exist, and in many cases, while the plans have to be established by year-end, they do not have to be funded until as late as October 2018. If you have not spoken to a professional financial advisor about your retirement, do so today. Additionally, if the opportunity exists to delay income, consider it. For example, if you are deciding whether to take a non-required distribution from your IRA or pension, consider waiting until after January 1, 2018. Have you inherited an Individual Retirement Account (IRA) or have you turned 70½ years old during 2017? If the answer to either of these questions is “yes,â€? you might be required to take a in substantial penalties. If either circumstance applies, speak to your financial advisor today The number of individuals investing in mutual funds continues to grow. Did you know that most mutual funds pass out capital gain distributions, essentially a gain in the fund being distributed to individual shareholders for purposes of paying the tax on fund gains. This means, you have taxable gain reported on a Form 1099 without a corresponding cash distribution. With proper planning you can reduce, if not eliminate the taxable event. If you have large investments in mutual funds, consult with your tax and financial advisor about how they are working together to plan for these year-end distributions. Do you have a loved one who will be going to college in the future, or is in college? If so, saving for this expenditure should start now, and in the process provide you with a deduction against your state tax obligation. While Pennsylvania has almost no deductions against income when calculating your state income tax, you can deduct contributions to a 529 College Savings Plan. For example, if you contribute $5,000 to a 529 College Savings Plan, you can save $154 on your state income taxes. You might not think it significant in terms of dollars; just think of it as free money. About the Author Jeremy Hartzell is the Principal in Charge of the Pittsburgh, Pennsylvania office. Jeremy joined HBK in February 2015. He spent 13 years at Deloitte Tax and 3 years in industry prior to joining HBK. Jeremy specializes in affluent individuals with complex tax matters and estate planning. He also spends a significant amount of time working with nonprofits on tax compliance, structuring and corporate governance matters. He is a 2012 Pittsburgh Magazine 40 under 40 recipient. In addition to his professional experience, he taught in this area as an adjunct professor at Duquesne University. Jeremy has presented at local, regional and national seminars.
Page 15
Community Connection
Cranberry Township Walk this way! Love our trails & sidewalks? Effective planning addresses the needs of the present while looking toward the possibilities of the future. It is forwardthinking, innovative, and collaborative. It looks at the bigger picture, without being constrained by municipal borders or county boundaries. To read more click here.
Officer earns Lifesaving Award Cranberry’s Board of Supervisors presented police officer Josh Shimko with the Township’s Lifesaving Award at its August 31 meeting. The award was given out of appreciation for his timely use of a tourniquet to staunch the arterial bleeding of a gunshot victim on August 7 at a home on Marshall Road. Following training from Cranberry EMS earlier this year as part of a regional Stop the Bleed campaign, the Township’s police officers each received a tourniquet from UPMC and the Jewish Healthcare Foundation. Those tourniquets are now part of the standard supply kits carried on the department’s patrol vehicles.
McCandless Township Seeking Applicants for 9 Positions on Boards, Commissions, Authorities, etc. The terms for these positions are expiring on December 31, 2017. Click on the link to see what positions are available and to apply. The deadline to apply is Wednesday, October 18 at 5 p.m. To read more click here.
Leaf Pick up Begins October 16th The Town of McCandless Fall Leaf Pick-Up Program begins Monday, October 16, 2017 and ends Wednesday, November 22, 2017. There will be no leaf pick up on Saturdays and Sundays, or on Election Day (Tuesday, November 7). Leaf vacuum trucks and pick up of biodegradable paper bags will be used to accomplish the Town’s leaf pick up. There is no specific day for Town leaf pick up. To read more click here.
Pine Township Road work on Route 19 The locations are from Wallace Road to Freeport Rd and should conclude August of 2018. Single lane closures can be expected Monday- Friday, 9:00AM-3:00PM for signal upgrade work. Weekend single lane closures will be Friday 9PM - Monday at 6AM for all other work. Intermittent stoppages are likely to be encounter.
Pine's Pumpkin Patch Bring in your decorated (not carved!) pumpkin for our 6th Annual Pumpkin Decorating Contest. Votes will be collected and all proceeds will benefit your charity of choice. Pumpkin Drop-off: October 9-11, Pumpkin Voting: October 12-29, Winner Announced: October 30
Halloween Party in the Park A ghoulishly good time for the whole family! Enjoy the following activities: crafts, ghost stories and a bonfire. There will also be a costume parade and contest. Date: Saturday, October 21 Time: 1:00 - 4:00 pm Ages: All Ages Fee: $3.00 per person Location: Pine Community Center
Holiday Dazzle Show Don't miss this spectacular holiday celebration at Pine Community Center this season! The dazzling evening, perfect for families, includes: carriage rides, crafts, food booths, holiday firework display and more! Date: Saturday, November 18 Time: 4:00 pm - 7:00 pm Fee: $5 per person Location: Pine Community Center.
page 16
NexTier Bank Nonprofit Spotlight
page 17
The Pittsburgh North Regional Chamber would like to thank those who have renewed.
We thank you for your continued support!
20 +Years Slippery Rock University of
Schneider's One Hour Heating and Air
Pennsylvania
Conditioning
Edward Jones- Giambroni
Laurelwood/West's Realty Land and
Signature Settlements Services Agency
Development Co.
Treasure House Fashions Hal English Jay Duquette & Associates Davevic Benefit Consultants, Inc.
Rachel Carson's Trail Conservancy
DGA Construction Group LLC
Keystone Clippers d/b/a Sport Clips
S.R. Snodgrass, P.C.
Evangeline's Creative Side
Good Looks Eyewear
Stryde Solutions, LLC
Off The Hook
Horovitz, Rudoy & Roteman dba H2R
Heartland Payment Systems
A Comfort Service
WoodSpring Suites Signature Pittsburgh HEARTH Cranberry
CPA ACRES/Allegh. Commercial Real Estate
KEYTEX Energy
Cranberry Public Library
IL Pizzaiolo, LLC
Wiest Asphalt Products & Paving Inc.
Victory Family Church
Chestnut Hills Dental- Cranberry Twp
Popinvasion
Parc-Way Industries
Healthy Environments, LLC
Craters & Freighters of Pittsburgh
Costco Wholesale
CalTech CFI
Contemporary Foundations LLC
Morgan Stanley- Keith Colonna,
321Blink
Pittsburgh Magazine
Financial Advisor
The Goddard School - Wexford
Giant Eagle - Pine Creek
Strutz International
Welcome to those who have joined!
Thank you for your referrals!
page 18
Pittsburgh North Regional Chamber
Scam Alert: Hurricane Charities While The IRS, state tax agencies and numerous people in the tax and accounting industry are working together to issue scam alerts warning tax professionals and their clients about phishing scams, they are still all too common. Here’s what you need to know about the two most recent scams: fake charities that take advantage of people’s generosity during times of natural disasters and IRS/FBI-themed ransomware. Fake Charity Scams Relating to Hurricane Harvey With Houston still reeling from the devastating effects of Hurricane Harvey, many people are wondering how they can help. One of the best ways to do this is by donating to a charity that helps victims affected by natural disasters. Unfortunately, however, due to the prevalence of tax scams, taxpayers need to make sure the organization they donate to is not a fake charity set up by unscrupulous criminals looking to make a fast buck or get people’s personal information. How the Fake Charity Scam Works These types of fraudulent schemes usually involve contact by telephone, social media, email or in-person solicitations. Criminals typically send emails that steer recipients to bogus websites that appear to be affiliated with legitimate charitable causes. These sites frequently mimic the sites of, or use names similar to, legitimate charities, or claim to be affiliated with legitimate charities in order to persuade people to send money or provide personal financial information that can be used to steal identities or financial resources. Scam Alerts Offer Tips On What to Watch Out For Follow these tips if you want to make a disaster-related charitable donation but avoid falling victim to scam artists:
Donate to recognized charities. IRS.gov has the tools people need to quickly and easily check the status of charitable organizations. Be wary of charities with names that are similar to familiar or nationally known organizations. Some phony charities use names or websites that sound or look like those of respected, legitimate organizations. The IRS website at IRS.gov has a search feature, “Exempt Organizations Select Check” which people can use to find qualified charities; donations to these charities may be tax-deductible. Don’t give out personal financial information–such as Social Security numbers or credit card and bank account numbers and passwords–to anyone who solicits a contribution. Scam artists may use this information to steal a donor’s identity and money. Never give or send cash. For security and tax record purposes, contribute by check or credit card or another way that provides documentation of the donation.
Consult IRS Publication 526, Charitable Contributions, available on IRS.gov. This free booklet describes the tax rules that apply to making legitimate tax-deductible donations. Among other things, it also provides complete details on what records to keep. Taxpayers suspecting fraud by email should visit IRS.gov and search for the keywords “Report Phishing.” More information about tax scams and schemes may be found at IRS.gov using the keywords “scams and schemes.” Details on available relief can be found on the disaster relief page on IRS.gov as well. Don’t hesitate to call the nearest Holsinger office with questions regarding scam alerts or if you believe you have been a victim of a fake charity scam. To read more click here.
Are you getting all of the tax breaks that you are entitled to? Maybe you are…but maybe you’re not. Why take a chance? Let the tax experts at Holsinger provide the guidance you need. Call Holsinger today and make sure you get all of the tax breaks you deserve.
PghNorthChamber.com
October 2017
page 19
Thank you to our Valued Corporate Sponsors and Chamber Partners