Tools for Success - Spring/Summer 2023

A resource for business owners.

BAKING UP SWEETS IN FLORENCE Helping Others Through Your Business

PIVOTING TO APPEAL TO A YOUNGER GENERATION Spring/Summer 2023 ucbi.com

DCWAF President Karah Fridley-Young with South Walton & Bay County Market President Lane Redding

We’re United Community.

A bank that turns homebuyers into homeowners.

Our mortgage experts are here to make your perfect home possible.

Find your local lender at ucbi.com/mortgage.

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

EDITOR Ann Marie Harvey annmarie@verticalsolutionsmedia.com CONTRIBUTORS Ann Marie Harvey Vertical Solutions Media Bethany Meadows Vertical Solutions Media PHOTOGRAPHY Ann Marie Harvey (Birmingham EP), Sydni Currie (Huntsville EP), Kiara Watson (Destin EP), Steven Babin (Leadership) Cover Photo: Kiara Watson Some photos courtesy of: NBC/Peacock, Jade Cooper, April Livery, Village of Promise, Dr. Maggie McKelvey DISTRIBUTION Contact bethany@verticalsolutionsmedia.com Tools for Success magazine is published

by United Community.

HOW TO REACH US Call: 1-800-UCBANK1 Email: Corporate_Communications@ucbi.com Mail: 2 West Washington Street, Suite 700, Greenville, SC 20601 Read this entire magazine online at ucbi.com

Proud members of:

Welcome to the first edition of Tools for Success since our merger with United Community! You will find your local office staffed with the same trusted bankers while receiving the highest level of customer service you have come to expect from us.

This issue is a special one as we highlight our youngest generation. All of our Entrepreneurial Profiles are businesses that either focus on children or have a multi-generational facet to them.

You’ll meet Jade Cooper and her mom, Teresa Phillips, whose love of teaching prompted them to open an early learning center in Spanish Fort, Ala. You’ll also hear the amazing story of the Destin Charity Wine Auction Foundation, a nonprofit that has raised millions of dollars for children’s charities in Northwest Florida. Are you a fan of reality TV shows? Then check out our article about Gingerhead Bakery and the mother-daughter duo from Florence who went on a baking show for the NBC/Peacock network.

According to a Forbes report, Gen Z will account for 27 percent of the workforce by 2025. As these younger workers come of age, what makes them tick? How can they assimilate into your workplace?

And what can you do as a manager? Our Human Resources article takes a look into Millennials and Gen Z and gives advice on working with them.

There are many nonprofits that support children. How can your business work with them? Our Special Section takes a deep dive into the who, what and how of these entities. And as your business ages, how can your products still appeal to a younger generation? We will take a look at that in our Business Development article.

That just scratches the surface of what the magazine has to offer.

Take some time to get out into the springtime sunshine (finally!) and enjoy this issue.

We appreciate your business as we merge with our new United Community family. Although the name is different, we continue to Think Forward.

Thank you for your continued support!

Sincerely,

David Nast President, Alabama/Northwest Florida United Community

Connect with United Community online

Copyright © 2023 Tools for Success magazine.

If you would like to reprint or reproduce any part of any issue, please contact us for written permission.

U n i te d C o m mu n i t y

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We’re United Community.

A bank that serves customers’ everyday needs and long-term goals.

With bankers who know your name and services that’ll make managing your finances a little easier, we’re committed to supporting you through every stage of life.

Find a branch near you at ucbi.com/locations.

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Member FDIC. © 2023 United Community Bank

CONTENTS: ENTREPRENEURIAL PROFILE

Gingerhead Bakery ....................................................6 LEADERSHIP

J.E.P. Buchanan Heads the Huntsville Market ............9 ENTREPRENEURIAL PROFILE

Just Rite Printing.......................................................12 PAGE

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ENTREPRENEURIAL PROFILE

Hartselle Family Dentistry ........................................14 MARKETING

PAGE

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Business Strategies for Attracting Younger Audiences .................................16 B U S I N E S S D E V E LO P M E N T

Pivoting Your Business to Appeal to a New Generation ...................................18 ENTREPRENEURIAL PROFILE

Village of Promise ....................................................21 SPECIAL SECTION

Using Your Business as a Platform to Help Others ...23 F E AT U R E S TO R Y

Beyond the Lemonade Stand: Raising the Next Generation of Entrepreneurs .....................27 ENTREPRENEURIAL PROFILE

The Purple Peanut ....................................................32 T E C H N O LO G Y PAGE

32

Technology Trends to Help Your Small Business ......35 ENTREPRENEURIAL PROFILE

Destin Charity Wine Auction Foundation .................38 PAGE

42

ENTREPRENEURIAL PROFILE

Tiny Toros Learning Academy ..................................40 ENTREPRENEURIAL PROFILE

Alabama Development and Behavioral Specialists..............................................42 HUMAN RESOURCES

What You Need to Know Before Hiring and Managing Millennials and Gen Z .....................44 U n i te d C o m mu n i t y

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Tasting the Sweet Life:

Gingerhead Bakery 6

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

ENT REPRENEURIAL P R O FILE

By Ann Marie Harvey

S

Summers spent with Nana ignited a love for baking

FLORENCE, ALABAMA

yet, but today I handle all my social media.”

within Maddie Howton’s heart. The second of seven

Starting a business while in high school is no

children, those days with her beloved grandmother

small feat. A two-sport athlete, Maddie often didn’t

gave them special time together where Maddie

get home until after 8 p.m. when she would finish

experienced the joys of the kitchen. “My

homework and begin baking. “There were nights she

grandmother’s specialty was chocolate covered

was up until 6 a.m. and would get an hour’s sleep

cherries,” Maddie recalls. “She really got this whole

before going to school,” April says. “She was so

thing started.”

dedicated to her customers.”

This “thing” is Gingerhead Bakery, the business

By the time she graduated in May 2022, Maddie

she named after the beautiful color of her hair.

had a plan. Although she was her college prep high

Always tall, Maddie found herself the object of jokes

school’s salutatorian, she knew college wasn’t in the

while in middle school in Florence, Ala. Instead of

cards for her. “She was making five figures and told us

fighting back, she decided to hit back with a touch

she didn’t want to lose the clientele she had worked

of sweetness. “We held fundraising bake sales, so I

so hard to foster,” April says. “We respected the

made cake pops,” she explains. “All my baked goods

decision she made for her future.”

would sell out first and then I’d go home and make

With her Alabama Cottage Food Law license in

more for the next day.” Before long, she was sought

place, Maddie currently bakes at home, where four

out for her baking talents. “During quarantine in 2020,

refrigerators now take up space for all her creations.

someone asked me if I would try making a cake,”

From the time her younger siblings leave for school

Maddie says. “I’d never made one before, but I gave

until they return home in the afternoons, Maddie is

it a shot and fell in love with that too. That’s when the

busy baking, sometimes as many as 35 cakes in a

bakery started.”

week. On a whim last year, April sent her an Instagram ad to apply for “Baking It,” an NBC/

LAYERS UPON LAYERS

Peacock show hosted by SNL alums Maya Rudolph

Maddie’s mom April was instrumental in spreading

and Amy Pohler. “It seemed a little sketchy, to be

the word, from Facebook posts to friend requests.

honest,” Maddie laughs. “We went ahead and filled

Orders poured in to support the budding

out the application and then forgot about it.”

entrepreneur. “Once Mom started posting, business literally bloomed from there,” Maddie says. “I wasn’t

Imagine their surprise when a producer called to ask them to interview.

even old enough to have my own Facebook page

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E N T R E PR E N E U R IAL PR O F IL E permissible locations and pop-up with cookies, cake pops, cakes in a cup, hot cocoa bombs or cinnamon rolls.”

Maddie worked with banker Jeffrey Jones at United Community to decide her next steps.

Although she had the cash on hand, her parents felt like this was a good opportunity to build credit.

“Jeffrey talked to Maddie directly and walked her through all the steps,” April says. “Because she’s 18, she had to do this herself. I really appreciated Jeffrey’s mentorship. As a mother and a business IN FRONT OF THE CAMERA

owner I wanted to take care of it, but as a

“Never did we dream that we would be considered

businesswoman, Maddie needed to learn.”

for a TV show,” April says. Many phone calls, interviews and texts later, the mother-daughter duo found out they had been accepted for the show. “It was surreal to think that we were going to be on television,” Maddie says. “We were required to have a partner and I couldn’t imagine doing it with anyone besides my mom.”

Although April says the baking gene missed her, she is an artist and takes orders well, so the two practiced baking together before flying to California for two weeks in October 2022 for filming. Right off the bat, the two won the first challenge with Maddie’s Salted Dark Chocolate Cake with tart cherry filling, a nod to Nana’s chocolate covered cherries. “We had to recreate this cake from memory and we only saw it for a few minutes before it was whisked away,” Maddie says. “It’s the most stressful and exhausting thing I’ve ever done.”

The Howton ladies were one of the last teams

The boho-decorated trailer has turned out to

standing and made it to the semi-finals. “The fact

be a boon to Maddie’s business as she looks

that we made it there at all was amazing,” April says.

ahead to spring and summer. “It’s definitely a great

“We became family with the other contestants and

marketing tool,” she says. “People will tell you you

created lasting bonds and friendships.”

can’t do something, but follow your passion. Step out of the box and try something new—you never

BAKING IT IN BUSINESS

know what can happen.”

Once they returned from L.A., Maddie began the process of buying a trailer for pop-up events.

“Instead of meeting people in random places to deliver their orders, my customers pick up at my Mom’s art studio, Studio 23,” she says. “I wanted a trailer I could park in her parking lot or at other 8

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

LEA DE RS H IP

Buchanan Heads the Huntsville Market

By Ann Marie Harvey

J.E.P. Buchanan became the new United Community Huntsville Market President in April after the retirement of Lee Hoekenschnieder. J.E.P began his banking career in 1990 after graduating from Auburn University. The Huntsville native returned home and worked at AmSouth until 2007, when Lee and David Nast asked him to join their team at Progress Bank.

J.E.P. didn’t hesitate and has been part of the bank since day one, most recently serving as COO and Senior Lender. His experience has been primarily in commercial lending and credit quality of banks’ commercial loan portfolios.

Q: What is the biggest challenge you have faced during your time in leadership?

We all know that change is hard for everyone, but in particular we want our customers to know through this transition from Progress to United Community that we are still here for them. There has been a lot of consolidation in the banking industry over the last several years—and not all of it has been positive for

U n i te d C o m mu n i t y

the customer. People want to know that through all the changes their banking team will still be able to help them. Our biggest challenge is making sure all customers throughout the Progress footprint understand that. We are excited about being part of United Community because their business model is very much like ours.

Secondly, change is hard for our employees as well. It’s inevitably stressful as things are changing.

United Community is a larger bank, so some of our processes and systems are changing also. My job is to navigate us through that conversion and make sure everyone learns the systems. Ultimately, people bank with us because of our employees, so they are a top priority.

Q: How do you motivate your team and what is your personal leadership style?

I think all of us in leadership have to remain positive to keep everyone motivated. I also think it helps to share with them the time period it will take us

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continue to communicate to our employees what our goals and visions are and ask people to live up to what senior leadership has asked us to do.

Q: Where do you find inspiration?

From a business sense, my inspiration has come from the founding of this bank. When you have children, you want them to do well and you support them in everything they do. You’re proud of them as they move into the next stage of their lives. I would liken that feeling to the bank. For those of us who founded the bank and took it from zero to $1.8 billion in assets, this has been our baby. My inspiration comes from seeing what we did from 2007 to 2023 and working so the bank continues to flourish and do well.

I’m also inspired by our family members, friends and customers who got behind us when we were a bank with no assets. They thought enough to invest in us and that really motivated me to not fail. I’m very proud of what we’ve done and where we have taken the bank. I’m looking forward to what we can do together with United in the future.

Q: What is the importance of mentorship in your role?

to get through a certain project, like the current conversion. Constant and open communication to our employees is key to this. If an employee has concerns or questions, then I’m proactive about getting them an answer. United Community has been extremely proactive by holding conference calls to make us aware about things coming down the pipeline. It makes us all feel good about the company we work for.

Q: How are you developing and implementing a vision for your team?

At Progress we had a very specific corporate vision that we lived by. United Community has a similar vision and corporate goals for the company. Most importantly, we want employees to treat each other and our customers well. It’s important that we

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I’ve been fortunate to have had mentors in several areas of my life, including David Nast. I’ve worked with him for a long time and have always appreciated his management style and mentality. He is a no-nonsense guy, so when I talk to him, he has a direct vision about how something should be done and communicates it well. I’ve had several others I worked for that helped me manage other aspects of my life, from family to my customers and employees.

As far as being a mentor to someone else, that is a huge responsibility. I’m mentoring people to become the next leaders of the bank. If we aren’t helping them to grow, then we aren’t passing anything on. I feel called on to be a mentor not only in business, but in my personal life as well.

Q: How do you balance work and home life?

I decided early on in my career to do the right thing and take the time to be with my family. I came to work early so I could be the coach of my sons’ baseball teams and my daughter’s soccer team.

I went to all their games and tried to never miss

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

LEA DE RS H IP

any of the kids’ activities. I also make sure my wife, Sheri, and I spend time together. If you don’t have a good balanced life, your professional life will struggle as well.

Q: In your opinion, what are the qualities of an effective leader?

Effective leaders have to be attentive and engaged with what is going on around them. It’s important to me to have a personal relationship with my team members and know their families. I like to sit down with them and ask how things are going at work. I want to make sure we are meeting the bank’s goals, but developing personal relationships helps me keep track of where we are in the process.

Q: What advice would you give someone going into a management position?

You need to understand that you’re going to be dealing with people once you’re in management.

I’ve worked with lenders who knew how to care for a book of business but didn’t have a clue about how to manage people. Of course this caused conflicts between employees and a whole new set of issues.

The most important thing about management is helping the team reach the bank’s ultimate goal. My advice is to know how to handle conflict resolution, motivate your team to meet their goals, communicate with them frequently and meet with your employees often.

Q: What unique challenges have you faced during this transition time with the bank?

When we started Progress Bank, I served as both chief credit officer and a lending officer with my own book of business. Once I was able to simply concentrate on being the chief credit officer, I have been more involved in growing the bank, meeting our goals, managing our loans and deposits and more. For many years I served as market president at another institution, so I will be returning to a role that I loved.

I’m excited to become reengaged in more of the business development role.

Q: What are some activities you enjoy in your free time?

Q: What qualities do you look for in the people you hire?

I look for self-starters who are honest and follow the Golden Rule. I want someone on whom I can depend to come in and be proactive about their job and not need me to manage them. We are fortunate to have a lot of employees who know what they need to do every day, do it effectively and take care of our customers. Occasionally there are instances when you have to work with someone who isn’t a self-starter to help them become more independent.

U n i te d C o m mu n i t y

I am a golf addict. My wife will tell you I need to have some balance, but golf is what I love to do the most. I love to spend time with her and my three kids when I can. My oldest son, James, works for a contractor in Huntsville, my middle son, Nathan, will start at UAB School of Medicine in July and my daughter, Anna Chason, is a sophomore at Auburn University. I am blessed.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

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E N T R E PR E N E U R IAL PR O F IL E

Hot Off the Press: JUST RITE PRINTING

By Ann Marie Harvey

TUSCALOOSA, ALABAMA

Mike Livery remembers the phone call that changed

It took six months to rebuild the business and

the trajectory of his career. “My dad said he and my

replace all the equipment. “It really was a blessing in

mom were buying a print shop and wanted me to

disguise because we were able to bring everything

work with them,” Mike recalls.

into the 21st century,” Mike says.

Roy and Linda were making a huge career

April spent some time modernizing their

move by purchasing the existing business and a lot

accounting systems as well. “My mother-in-law had

of updating needed to happen. “The shop had very

done payroll and taxes by hand, so I implemented

old, outdated equipment,” Mike says. “We made

QuickBooks and automated as much as I could,”

a sizable investment into updates to modernize

she says. “It makes everything more convenient

the facilities.”

and easier.”

BLOWN AWAY

derailed their progress, Just Rite was able to keep

Things rocked along for 13 years until Roy got

their customer base. Over the years, the business

sick and Linda needed to care for him full-time.

has doubled in size several times, necessitating a

Ownership transferred to Mike and his wife April in

move of location more than once. Recently the

April 2011, and they moved the business to a larger

company added an additional 4,500 square feet to

location. “The day after our grand opening and

their current space. “We are so thankful for our

ribbon cutting, the April 27 tornado took the roof off

relationship with Brad Hayes and the entire staff at

the building and blew out the back end,” Mike says.

United Community,” April says. “Brad always gives us

“We had $1.8 million in damages—we had to

great advice and was able to get us quick funding

completely start over.”

so we could build the addition. It’s hard to find a

Despite the literal tornado that could have

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

bank that responds to you that way.”

TYPECAST NO MORE Like other print shops, Just Rite receives files digitally and has an online ordering site for customers to order directly. Letterhead, envelopes, brochures, flyers, car wraps, 18-wheeler wraps, business cards, sewer bills and mailers are just some of the items the company can produce. They also carry promotional and custom branded items such as T-shirts, overnight bags and hats. “Most people think we are a small printshop,” Mike says. “We have customers from all over the U.S. to Canada and

FROM ONE GENERATION TO THE NEXT

everywhere in between.”

One of Mike and April’s goals for the future is to

In the last 10 years, Mike and April have

double in size again. “We have contracts with new

expanded their business by purchasing three

customers in place and know we may need to add

existing print shops. After handling some of their

on to our building again at some point,” he says.

printing, Just Rite acquired schoolprinting.com, a

The majority of their staff members are long-

website for schools to produce and print magazines,

term, including Mike’s brother and sister-in-law, who

books or booklets. Since then, they have seen an

both work in the bindery department where

increase in business, hiring summer seasonal help

everything is finished, cut and bound. “Several of our

to deal with orders. “Along with signs and banners,

employees have been with us for more than 20

last year we printed 300,000 books that were hole-

years and most of the rest eight to 10 years,” Mike

punched and spiral-bound,” April explains. “Teachers

says. “There’s a high degree of job satisfaction.”

order from the website and we take it from there.”

Daughter Brittany and her husband, Greg Rawls,

The timing of the purchase turned out to be

are being groomed to take over as retirement looms

fortuitous, as it was shortly before the start of the

closer. Greg has been on board for 11 years,

COVID-19 pandemic. “That part of our business kept

manages most of the sales accounts and enjoys

our sales steady during that time,” Mike says. “We

maintaining customer relations. Brittany joined the

receive orders monthly, but it can really get hectic in

team eight years ago, assisting with sales and

the summer months.” The shop turns around orders

schoolprinting.com. “She is good at administrative

in two days, so the digital presses are humming

tasks and is shadowing my job,” April says.

constantly.

As the company looks ahead, Mike and April

Since many of their supplies come from China,

are proud of the foundation they have laid and the

Mike planned ahead and filled his storage areas

legacy they are leaving. “Printing is just in our blood

with eight months’ worth of stock before the

at this point,” he says. “When we are ready to retire,

pandemic took hold. That foresight kept him in

Brittany and Greg will do a great job growing what

business when the rest of the economy tanked. “We

we have built.”

were considered an essential employer because of government contracts that we have. We could only be down for 24 hours if COVID shut us down,” he says. “For a while we couldn’t even get envelopes because of the supply chain issues, so I was glad I had planned ahead.”

U n i te d C o m mu n i t y

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

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E N T R E PR E N E U R IAL PR O F IL E

KEEPING FAMILY FIRST: Hartselle Family Dentistry

By Ann Marie Harvey

W

HARTSELLE, ALABAMA

When Dr. Maggie McKelvey opened Hartselle Family

PRIORITIES

Dentistry in 2016, she did it with one thing in mind—her

Not only does her schedule allow for more family time,

family. As the mother of three active boys, ages 13, 10

Maggie works hard on cultivating that culture among

and 6, she wanted the opportunity to balance her

her staff. “We have meetings once a week, lunch on

profession with parenting. “My entire staff is made up

Tuesdays and take a big trip together each year,” she

of moms, so a shorter work week is better for us,” she

says. “We have an amazing time because we work

explains. “We work really hard for three-and-a-half days

together as a team. I’ve been very selective about

and then we take it easy.” The office is open Monday

who works with us.”

through Wednesday from 8 a.m. until 5 p.m. and a

Relationships with the public are important, as

half-day on Thursday. When schools are closed for

Maggie knows her staff members are the face of her

inclement weather or a holiday, Maggie has autonomy

practice. “From a phone call to the ball field, wherever

over the situation. “Being able to make those decisions

we are, people know where we work,” she says. “We

to be with my kids is invaluable,” she says.

value each other and have respect for each other and that shows.”

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Those priorities have lent themselves to long-term

even staff if someone is short-handed.”

employee retention and happiness in the workplace.

For the last 11 years, Maggie has conducted a

Among the 13 staff members, there are two full-time

school twice a year for dental assistants. The 14-week

dental assistants, three or four hygienists working at a

program is taught on the weekends by her staff and

time and a dependable office manager. “As a dentist,

has allowed her to establish strong relationships

I can’t run my practice while I’m in clinic,” Maggie

with other local dental offices. “I’m often asked for

says. “My office manager really helps things run

recommendations from among our students,” she

smoothly so I can just make necessary decisions.”

says. The original program was founded more than 30 years ago in Georgia, but when Maggie brought

My practice allows me to meet people that otherwise I wouldn’t know.

it to Alabama, she tweaked it to make it her own. “We change something in every class,” she says. “It’s a work in progress.”

FUTURE PLANNING With 3,000 patients in the practice, Maggie has not been able to accept new ones in more than a

COMING BACK HOME

year. Many drive from as far away as Tennessee to

Maggie studied Biochemistry and Math at the

see her. “There are a lot of dentists in Hartselle and

University of Alabama. Because her father was also

many are maxed out,” she explains. “I’m looking

a dentist, that was the farthest profession from her

ahead to increase the size of my office so we

mind. After shadowing physicians, Maggie realized

can accommodate more patients and include a

that dentistry would better fit with her goals of

classroom space to hold my school.”

motherhood. Her first son was born in her final year

Just as she did when she started her business,

at the University of Alabama at Birmingham School

Maggie is quick to contact her banker, Joseph Hill,

of Dentistry, so after graduation Maggie and her

at the United Community office in Decatur to guide

husband moved to Hartselle where she worked for six

her through next steps in the process. “He has always

years before opening her practice.

been a wonderful help, is knowledgeable and quick

“I grew up here, went to school here, my kids go

to answer any of my questions,” she says. “He has

to school here,” she says. “My practice allows me to

worked with other dental offices as well, so he has

meet people that otherwise I wouldn’t know.” Maggie

valuable advice and information.”

also enjoys helping the community. “Although I’m

Maggie and her family live on The Tabernacle

not on call, people know and trust that they can

Farm where they enjoy their animals and the

message me with problems,” she says.

outdoors. It is there that Maggie can also feed her

The office focuses on general dentistry and has

passion of gardening. “My dad told me you can

patients from six months up to 100 years old. “I had

always make money back, but you can’t get time

an associateship working with children, so I’m as

back,” she reflects. “It’s taken me a while to give up

comfortable with them as I am their parents,” Maggie

control of some things, but life is so much more

says. She also practices cosmetic dentistry, from

valuable.”

crowns and veneers to Botox injections for cosmetic and TMJ issues. When there are needs such as wisdom tooth removal or placing implants, Maggie refers her patients to her brother, whose dental office is across the street from hers. “He does some things I don’t do, so I’m happy to send him patients,” she says.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

“We work well together and can borrow equipment or

U n i te d C o m mu n i t y

15

M A R K ET I N G

Business Strategies for Attracting Younger Audiences

By Bethany Meadows For many small business owners in Generation X or older,

The key to any marketing campaign is understanding the

understanding how to attract and compel younger

wants and needs of your target audience. Millennials and

audiences can be challenging. They are wired differently.

Gen Z can be especially difficult to connect with as the competition for their attention is fierce. Here are some key

1.

They will change their opinions often. The older we

things to keep in mind.

get the more set in our ways we become. However,

2.

the younger audiences remain open to new ideas

• They are VISUAL. The younger generations have been

and are constantly adapting their viewpoints. On the

raised on YouTube and video games. They will make

one hand, they are more willing to try new things or

quick judgments about your brand based on what it

to do things in a different way. The downside for a

looks like. Bold designs and bright colors grab the

business is that it can be difficult to keep up with

attention of younger audiences and help you stand

changing views and evolving your message to stay

out in crowded digital spaces. Whatever you do,

on point.

make sure your brand does not look tired, outdated

They embrace all things digital. If you are targeting a younger audience, you must be prepared to meet

or old-fashioned.

• They value INFLUENCERS. In fact, studies show that 50

them where they are…online. And it’s not enough to

percent of younger audiences trust the

just educate and inform. You must be prepared to

recommendations given by social media influencers.

entertain at the same time.

Working with influencers may be new ground for your marketing strategy.

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

• They keep it REAL. Younger audiences will know if you are not being genuine. Authenticity and individual expression resonate loudly with them. Be something you are not at your own peril.

• They need RESPONSIVENESS. In other words, you need a strong communication strategy to answer questions and respond to inquiries as quickly as possible. They are not going to patiently wait for information.

• They have PASSION. Younger audiences are passionate about worthy causes and are attracted to brands which align with their values. One study showed that 90% of millennials would switch from one brand to another if the second brand supported a cause they cared about.

LET’S TALK STRATEGY Know and Understand Your Target Audience

GoPro has had incredible advertising success simply by asking customers to submit videos using their product.

Microtargeting and Connection The Millennial and Gen Z audiences can be complex.

However, the digital age allows the opportunity to really segment down into a smaller section of your audience and speak directly to their pain points. The more targeted you become, the more your message will resonate and connect with your audience.

An example of delivering microtargeting advertising

The first step is to define the customer segment you are

would be bumper ads on YouTube. These

trying to reach. Develop a customer persona for them.

six second videos run prior to regular content. If you

Give them a name and description. Where do they shop?

segment those in your audience who are a fan of a

What music do they like? What pain points does your

particular celebrity or influencer, you can then craft a

brand solve for them?

message centered around that theme or viewpoint.

Now take it a step further and really work to

The number of digital touch points is increasing by

understand this customer segment. How can you market

about 20 percent per year. Now consider how quickly

to them in a way they will find engaging? How can you

technology is shaping the way we do business. We are

make them feel a part of something bigger than

living in the most connected world in history. The pace of

themselves through your brand experience? What do

innovation requires us to think forward and anticipate the

they truly want from brands like yours?

demands of consumers in the future.

Be Interactive, Not Interruptive

BOTTOM LINE

Traditional advertising that “interrupts” an online

The brand experience for younger generations needs to

experience will be considered an annoyance and

be different with much higher levels of personalization,

something to be ignored or avoided. Instead, an

connection and engagement. If your company hopes to

interactive advertising strategy encourages, or even

carve out market share, it will need a strategy ground in

rewards, customer participation.

creativity to get you there.

Examples of interactive advertising might include a “playable” ad which solves a puzzle or uses features on a social media channel, such as a Twitter poll or a TikTok challenge. Another way to engage younger audiences is through crowd-sourcing content with a photo or video contest.

Nike also hit a home run in the Gen Z population with their Nike Running Club that encourages their audience to sign up for a 1-kilometer challenge. Search “Darling x

Bethany Meadows is the owner of Vertical Solutions Media, Inc., a full service marketing agency specializing in brand storytelling, content marketing and creative growth strategies. She is also the owner of Time to Thrive, online marketing training, resources and coaching for small business owners. Find out more at www.timetothrivemembership.com.

Nike Women Marathon Project” on YouTube.

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BUS I N E S S DE V E LO PME N T

Pivoting Your Business to Appeal to a New Generation

By Ann Marie Harvey

P

Pivoting a business means to make a shift or turn in

a new direction. Many situations can prompt a company to pivot, but most importantly, it’s used as a key strategic move. A pivot suggests a dramatic shift in direction for at least one aspect of the business. It also indicates a drastic change for the company.

Of course any business pivot will involve a measure of risk and requires a balance of boldness and planning. If you’re willing to take the chance, it can have dramatic and highly profitable effects for your business.

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Pivots can be a shift in: • target customer • market segment • distribution channel • pricing strategy • overall industry Let’s take a look at some well-known businesses who made that pivot to appeal to a younger generation of consumers.

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

PLAY-DOH

As the telephone became the standard means of

It’s safe to say that most children have experienced

communication in American homes, telegrams

the smell of a freshly opened can of Play-Doh. It’s

quickly lost their market share. Western Union was able

probably part of your childhood memories and one

to pivot and secure a new niche as a money wire

you’ve passed on to your kids as well.

transfer service. Today the company continues to play

Few people realize that this beloved children’s toy

a key role in the money transfer industry.

was originally launched in the 1930s as a wall cleaner.

The cleaning product was dubbed “Kutol.” Designed

ANDROID

to clean coal heating soot from walls, Kutol

Android launched as a cloud-based platform to store

experienced a decline in sales as gas heating grew

photos and to interface smart cameras to personal

in popularity.

computers. Within a few years, they were acquired by

The company actively searched for a new

Google and made a well-timed strategic pivot. They

revenue stream and discovered a teacher who had

saw the market potential and launched into the

been using the product for arts and crafts classes. By

mobile phone and device market.

listening to their customers, the company was able to pivot their product into a new product idea. Suddenly

INSTAGRAM

the old Kutol became Play-Doh and was available in

Instagram had its beginning as a part-time project to

a variety of colors. Today Play-Doh is owned by Hasbro

learn how to code. Co-Founder Kevin Systrom created

and is distributed worldwide.

This little bit of history is a great example of thinking outside the box. New product development is

the online company Burbn to allow users to check in at their favorite spots and share photos.

As it became clear that the most used feature was

costly and time-consuming. Re-envisioning existing

sharing photos, Systrom saw the greater potential. He

products and services could be a successful way to

streamlined the app and dubbed it Instagram. Within

pivot your business.

two years it was acquired by Facebook for $1 billion.

NINTENDO

OLD SPICE

Nintendo has reinvented itself several times over the

Once upon a time, Old Spice was 70 years old and so

years to keep up with technology and customer

were its users. You probably just pictured your grandpa.

desires. You probably don’t know that earlier in the

The brand “Axe” had disrupted the men’s body wash

20th century, Nintendo had its hands in a variety of

market with sleek styling and fresh, energetic

industries, including hotels, ramen noodles and

advertising. You know it attracted a younger group of

vacuum cleaners. It wasn’t until the 1980s that it

users too if you were around a middle school group of

ventured into the gaming business it is famous for

boys in the 2010s. Meanwhile, in the public mindset,

today.

Old Spice was just—old.

But just entering the game industry wasn’t the last pivot that Nintendo made. The company has

Younger consumers barely noticed Old Spice before NFL player Isaiah Mustafa told us that “anything

continued to adapt and capitalize on new

is possible when your man smells like Old Spice and

technologies. In the 1980s, the outstanding success of

not a lady.” Hundreds of commercials later, including a

Donkey Kong and Mario Brothers launched Nintendo

hilarious real-time feud with model Fabio over who

past competitors like Atari. Nintendo has continued to

would be the next brand spokesperson, Old Spice was

pivot according to market and technology changes—

once again a red-hot category leader. It only took six

most recently with the Nintendo Switch.

month for the ad campaign to boost sales of their body wash by 27 percent.

WESTERN UNION

The launch of the “Smell Like a Man, Man”

Western Union was one of the world’s largest telegram

campaign showed how a clever ad and a smart use

service companies, selling more than 200 million

of social media can produce a fresh identity, even for

telegrams in 1929.

a brand that many associated with their grandfathers.

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BUS I N E S S DE V E LO PME N T

SPOTIFY Not all examples of brand repositioning are necessitated by stale or outdated strategies.

Transformative crises like COVID-19 reshape business models and consumer needs across the spectrum, nearly overnight. One way to respond to a crisis is to reposition your brand to better serve the “new normal.”

You would think that Spotify is a brand that would thrive during a pandemic. It’s digital, remote and provides its customers with a welcome escape. It also relies heavily on revenue from the advertisements served to its many free listeners. COVID caused many advertisers to cut budgets, causing this business model to struggle.

This required a shift toward a more successful model for the market. Spotify repositioned itself in two essential ways: • Upped their focus on original content like podcasts and Spotify® originals • Put enormous effort into curated playlists from internal experts, external experts, AI and celebrities This strategy positioned Spotify as a content creator

something that could be of value to the market?

THREE LESSONS TO LEARN FROM THE EXAMPLES

and a tastemaker, not just a music provider. In just one

OF BRAND REPOSITIONING

month, artists and consumers uploaded more than

1. Check your demographics. Are you reaching

150,000 podcasts. Exclusive celebrity podcast deals and art-curated playlists exploded. Subscriptions are doing well—and so is Spotify.

SLACK

who you want? Who do you need? Sometimes a shift in messaging can open up a new demographic or revitalize a core one.

2. Solve for today. The market changes, technology

Stewart Butterfield built Slack out of a gaming

changes, culture changes. Change course to stay

company called Tiny Speck. During game

relevant and to appeal to a new crowd.

development, the company created a collaboration tool to improve the productivity of their ever-growing team across the country. When it became clear that Tiny Speck wasn’t living up to expectations, Butterfield completely pivoted to try and make their internal collaboration tool the main product.

Friends in other companies were invited to try Slack and it caught on, eventually becoming the fastest growing company at the time. Finding innovative projects that are contributing value and growth can lead to new business models inside a company. Question to ask yourself: As we optimize our

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own processes and operations, are we hitting on

3. Go big or go home. A dramatic or creative change might seem risky, but that’s often what it takes to attract attention. If you’re considering a brand repositioning strategy, you’re here to shake things up.

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

ENT REPRENEURIAL P R O FILE

GIVING

THE GIFT OF

HOPE:

Village of Promise

By Ann Marie Harvey

MADISON, ALABAMA

Founders Bobby Bradley and Gloria Batts took their

parents to work with our Family Advancement Center

vision to end generational poverty and address

to access available services,” Dana says. “We partner

issues facing children and their families to their own

with other community organizations to connect

home neighborhood of Northwoods in Huntsville, Ala.

people with services they need to support themselves.”

Modeled on the strategies of the Harlem Children’s

The Promise Institute focuses on adults through

Zone, Village of Promise opened its doors in 2011.

In order to address a generational problem, you

the Family Connections program, assisting parents with skills to build a strong, cohesive family unit.

have to plant a flag and be prepared to stay for the

“Program evenings begin with a family meal,

long haul, according to current CEO Dana Gillis. “I

modeling a highly functional family unit—sitting down

came to this job in 2022 from a unique perspective,”

and talking over an evening meal or reading to their

he explains. “As a former FBI special agent, I wanted a

kids at night,” he says. “The kids receive mentoring

job that would intervene early enough in a child’s life

and tutoring sessions while the adults receive training

to keep them out of the criminal justice system.”

from targeted speakers who deal with issues such as financial literacy and assist participants as they walk

EMBRACING THE FAMILY Village of Promise programs include parents or heads of households, not just their students. “We want

U n i te d C o m mu n i t y

from generational poverty to self-sustainment.”

For parents without high school degrees, Drake State Community & Technical or Calhoun

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Community colleges provide GED services. For the

“Having our nurse has cut down on absenteeism

Latino community, there is ESL training so non-English

because of illness or parents having to miss work

speakers can work on their language skills. “One of the

because of a sick child,” Dana says.

barriers to get out of generational poverty is a lack of

Other corporate partnerships are equally as

exposure to what is possible,” Dana explains. “We hope

important. Current Chairman of the Board is United

to change that.”

Community Madison President, Beth Richardson.

“Beth is just a ball of energy who really supports our

FROM CRADLE TO CAREER

efforts here,” Dana says. “The financial support and

Infant University focuses on infant, child and parental

sponsorship we have received from United Community

health care, immunizations, safety, health hazards

has been mutually beneficial.”

and other subjects for parents/expectant parents of children ages birth to four. “We give them the

LEADING THE WAY

foundation for success and walk with them on their

Although voted the best place to live in Alabama

journey, which can be scary at times,” he explains.

for 2022-23, that’s not Huntsville’s entire story. “If I walk

“With every step forward you get a benefit. If we can

outside my office and ask that question, I will get a

be the support system as they get to those scary

vastly different answer,” Dana explains. “As CEO of

portions, then they won’t be afraid of going toward

this organization, Village of Promise functions as a

success.”

proxy voice of those we are serving; we share our

Promise Preparatory Programs include their preschool program, which cares for up to 64 children

model to change the dynamics of poverty to make a difference.”

ages six weeks through five years. “We follow our

Although many understand conditions aren’t

kids from cradle to career,” Dana says. “We hope to

equal for everyone in the community, few experience

maintain as much contact as we can.”

it. Last fall Village of Promise hosted One Table

Four cohorts of preschoolers have gone through

Huntsville, a meal held at Big Spring Park for the entire

the program to date—the oldest are currently third

Huntsville community, including Village of Promise. “This

graders. Promise Institute includes a six-week summer

was simply about having a meal together, meeting

reading program for ages five to 18 to strengthen their

strangers and leaving as friends,” he says. “We wanted

reading skills and to build a love of reading. Parents

people to have open and honest conversations about

are required to attend a weekly conference and

Huntsville and the differing opinions about the city.”

encouraged to read to their children at home. Middle

As an African-American male, it’s important to

and high school students participate in mentoring

Dana to provide a model figure to benefit everyone

programs providing enrichment, tutoring and life skills.

involved with Village of Promise. “I believe if you touch

Finally, first-generation college students are supported

lives on this journey, it will make a positive difference

through the College Success program to facilitate

down the road,” he reflects. “We will have been truly

student focus on academics, while minimizing life’s

successful when we can review the metrics from our

distractions. “We have probably touched the lives

preschoolers who graduate high school. We will have

of more than 300 students and families through our

either prepared them for college or the workforce and

programs,” Dana says.

put them on a path to self-sustainability.”

POWER IN PARTNERSHIPS A grant from the Community Foundation of Greater Huntsville allowed Village of Promise to partner with HEALS (Health Establishments at Local Schools), Inc., and Wellstone Behavioral Health Services to fund an onsite school nurse two days a week for pre-K and

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

includes mental health screenings and services.

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

SPECIA L S E CTIO N

Using Your Business as a Platform to Help Others

By Ann Marie Harvey

Small businesses and nonprofits share a common goal—to make a positive impact in their community. While their missions may differ, small businesses and nonprofits can come together to create meaningful partnerships that benefit both parties. Small businesses can gain exposure, build brand awareness and make a difference in their community. In return, nonprofits can offer small businesses valuable exposure and community goodwill, which can help build their brand and attract new customers.

U n i te d C o m mu n i t y

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Here are some ways your small businesses can

for-profit business and a nonprofit organization,

partner with nonprofits and create meaningful

where a portion of sales from a product or service

change:

are donated to the nonprofit. This can be a win-win

DONATE FUNDS OR SERVICES

donation and the small business can use the

One of the most straightforward ways for small

campaign to build their brand and attract new

businesses to support a nonprofit is through financial

customers who support the cause. For example, a

for both parties, as the nonprofit benefits from the

donations or in-kind contributions. Nonprofits rely

small business could partner with a nonprofit to

heavily on donations to fund their programs and

create a special product or service that supports the

services, and even a small donation can go a long

nonprofit’s mission. The small business could then

way. Small businesses can also consider donating

promote the product or service on their website,

their products or services to a nonprofit in need. This

social media and other marketing channels, while

can include pro bono work, discounted rates or

also donating a portion of the proceeds to the

in-kind donations of goods or services. For example,

nonprofit. This not only benefits the nonprofit, but also

a marketing firm can donate their services to create

helps the small business build goodwill and attract

a nonprofit’s marketing materials or a restaurant can

new customers.

donate food for a nonprofit event. These contributions can be invaluable to nonprofits, who often operate

HOST OR SPONSOR AN EVENT

on tight budgets and need all the help they can get.

Hosting or sponsoring an event is another excellent

Small businesses can also consider sponsoring a

way for small businesses to partner with nonprofits.

nonprofit event or program, which not only provides

Events can help nonprofits increase awareness of

financial support but also helps to raise awareness of

their mission and raise much-needed funds. Small

the nonprofit’s mission and work.

businesses can host or sponsor an event by donating space, providing food or beverages or

VOLUNTEER YOUR TIME AND EXPERTISE

providing financial support. A small business could

Small businesses can also support nonprofits by

host a fundraising event at their store or office,

offering their time and expertise. Volunteering is an

donate a portion of sales to the nonprofit or sponsor

excellent way to get involved with a nonprofit and

a nonprofit’s annual gala or auction. By partnering

make a tangible impact. Small businesses can

with a nonprofit on an event, small businesses can

encourage their employees to volunteer their time,

increase their exposure and demonstrate their

organize group volunteer activities, or even provide

commitment to the community.

pro bono work. Many nonprofits rely on volunteers to carry out their mission and small businesses can

PARTNER ON A PROJECT OR INITIATIVE

help by allowing their employees to take time off to

Small businesses can also partner with nonprofits for

volunteer or organize group volunteer activities. For

a specific project or initiative. For instance, a small

example, a graphic design firm could donate their

business could partner with a nonprofit to launch a

services to create a nonprofit’s marketing materials or

new program or service that benefits the community.

a law firm could offer legal advice to a nonprofit in

By collaborating on a project, small businesses and

need. By volunteering their skills and expertise, small

nonprofits can leverage their strengths and

businesses can help nonprofits operate more

resources to create a more significant impact. A

efficiently and effectively. This helps build team

small business could partner with a nonprofit to

morale and community spirit within the small

launch a community garden, providing space and

business.

resources for the garden, while the nonprofit provides programming and educational support for

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PARTICIPATE IN CAUSE MARKETING CAMPAIGNS

the community.

Cause marketing involves a partnership between a

your community, partnering with a nonprofit is an

If you’re looking to make a positive impact in

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

SPECIA L S E CTIO N legal advocacy. In addition, they work with law enforcement and child welfare agencies to investigate and prosecute cases of child abuse. www.nationalcac.org 256.533.5437 ALABAMA CHILDHOOD FOOD SOLUTIONS This organization focuses on children’s needs, specifically addressing food insecurity. They provide food assistance to children in 13 counties in extremely rewarding pursuit. Small businesses benefit from increased exposure and community goodwill, which can help them build their brand and attract new customers. The donations provided can make a significant impact on the nonprofits you seek to serve. These partnerships between small businesses and nonprofits can be a powerful force for good.

Alabama. The organization operates a Backpack Program that sends children home with backpacks filled with healthy food and snacks to ensure they have enough to eat over the weekend when they do not have access to school meals. They also operate the School Pantry program that sets up food pantries at schools to provide food assistance to children and their families.

CARING FOR CHILDREN IN NEED

www.alabamachildhood.com

If you’re looking for an organization for your business

256.346.3490

to partner with, Alabama and Northwest Florida have many children’s nonprofits that are always in need.

KID ONE TRANSPORT

These nonprofits play an important role in providing

Kid One Transport provides transportation to children

support and services to communities in need. Here’s

and pregnant women who need to access medical

a few of the charities that need your help.

care but have limited means of transportation. They operate in 41 Alabama counties and serve more

BOYS & GIRLS CLUBS OF CENTRAL ALABAMA

than 20,000 children and expectant mothers each

The Boys & Girls Clubs of Central Alabama have

year. Kid One Transport coordinates with healthcare

been serving the youth of the state for more than

providers and social workers to ensure that

100 years. With locations in Birmingham, Montgomery

transportation is available to those who need it most.

and Talladega, the Boys & Girls Clubs offer afterschool programs, summer camps and sports leagues to children and teens from low-income families. Their programs focus on character development, education and leadership skills, serving more than 5,000 young people each year. www.bgcoa.org 205.744.3070

www.kidone.org 800.543.7143 ALABAMA MENTOR Alabama MENTOR was founded in 2005 and is a leading home and community-based services provider. The program specializes in proving therapeutic foster care and other services for youth of all ages with emotional, behavioral and other

NATIONAL CHILDREN’S ADVOCACY CENTER

complex challenges. The program matches children

The National Children’s Advocacy Center provides

with adult mentors who can offer support, guidance

services to child abuse victims and their families in

and a positive role model. Mentors help children

the Huntsville area. The Center offers a safe and

build self-esteem, develop life skills and navigate the

supportive environment for children to disclose

challenges of the foster care system. Alabama

abuse, as well as counseling, medical exams and

MENTOR operates statewide and serves more than

U n i te d C o m mu n i t y

25

Their facility also houses the Youth Village Preschool Academy for children ages three to five. www.ouryouthvillage.com 850.374.8200 CHILDREN IN CRISIS Children in Crisis provides a home for abused, neglected and abandoned children. They operate three family-style homes in Okaloosa County and offer children a safe, stable and nurturing environment to heal and grow. They also provide a variety of services, including counseling, tutoring and life skills training to prepare children for independent living. www.childrenincrisisfl.org 850.864.4242 SHELTER HOUSE OF NORTHWEST FLORIDA Shelter House supports victims of domestic violence by providing shelter, intervention and primary prevention programs to the community through education, awareness and advocacy.

200 children each year. www.al-mentor.com

www.shelterhousenwfl.org 850.243.1201

205.945.7030 EMERALD COAST CHILDREN’S ADVOCACY CENTER The Emerald Coast Children’s Advocacy Center provides services for the most egregious cases of child abuse, including sexual and severe physical abuse in Okaloosa and Walton counties in the Florida Panhandle. Services include therapy, crisis counseling, medical exams and evaluations and referrals to other needed community resources. www.ecac.org 850.833.9237 YOUTH VILLAGE Youth Village is a 501(c)(3) nonprofit located in Ft. Walton Beach, Fla. The organization began in 1999 as an after-school program and summer camp for children in grades K-8. They provide adult supervision

EMERALD COAST AUTISM CENTER Emerald Coast Autism Center was founded in 2009 to fill a growing need on the Emerald Coast for an educational and therapeutic resource for children with autism. As a nonprofit school, ECAC’s mission is to improve the lives of young children with autism and their families by providing effective treatment and education options during the critical early education years and beyond. www.ecautismcenter.org 850.279.3000

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

in a safe, nurturing and encouraging environment that lends itself to the continued educational and social development of the youth in the community.

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

FEAT UR E S TO RY

By Ann Marie Harvey

Mikaila Ulmer’s entrepreneurial story began when she was stung by two bees in the same week.

Rather than being scared or angry, she became fascinated with bees and began learning more about them. She soon discovered that bees are responsible for pollinating much of the food we eat and that they are in danger of extinction due to climate change and other factors.

Determined to help save the bees, Mikaila decided to start a business selling lemonade sweetened with honey instead of sugar. She used her great-grandmother’s recipe and began selling the lemonade at local farmers’ markets and community events. Me & the Bees Lemonade quickly gained popularity and she soon began receiving orders from all over the country.

U n i te d C o m mu n i t y

27

One of the keys to Mikaila’s success was her ability to

for several reasons. First, it demonstrates the power

tell a compelling story. She didn’t just sell lemonade;

of entrepreneurship to make a positive impact on

she sold a mission. She wanted to educate people

the world. Mikaila didn’t just start a business to make

about the importance of bees and to inspire them

money; she started a business to promote sustainability,

to take action to protect them. She also wanted to

health, and education. Second, it shows that age is

promote healthy and sustainable food choices by

not a barrier to success. Mikaila was just nine years

using only the freshest and highest quality ingredients.

old when she started her business, but she had a

By partnering with local beekeepers to source the

clear vision, a strong work ethic, and a passion for

honey, she ensured that it was sustainably and

her mission. Finally, it shows that success is not always

ethically produced.

easy or straightforward. Mikaila faced challenges

As Mikaila’s business grew, she faced some challenges. She struggled to keep up with demand and had to find ways to scale her production while

and setbacks, but she persevered through them and continued to pursue her vision.

Of course Mikaila didn’t do everything by herself—

maintaining quality. She also faced some legal battles

she had support from forward-thinking adults around

when she discovered that her brand name had been

her. If you have a budding entrepreneur in your life,

trademarked by another company. However, she

here are some simple things you can do to encourage

persevered through these challenges and her business

them with their business idea.

continued to thrive.

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Today, Me & the Bees Lemonade is a successful

Teach them about money. No matter how old your

and sustainable business that has expanded beyond

kids are, they can learn about money. Kids can learn

lemonade to include a range of other products, such

how to earn money, how to save it, how to spend it

as honey, lip balm and tea. Mikaila’s story is inspiring

and how to invest it. Studies show that kids who grew

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

FEAT UR E S TO RY

up with jobs have higher financial literacy than those

You don’t have to be an entrepreneur to do this—all

who didn’t. A great place to start is by hiring them at

you have to do is model behavior.

home—let them earn an allowance by doing chores around the house for the family. Plus, you can help them

Celebrate failure. Sarah Blakeley, the founder of Spanx,

choose what to do with their pocket money: save, spend

tells of how her dad would ask her how she failed that

or invest. Comprehending the necessity of effectively

day and what she learned as a result. They celebrated

managing one’s finances is a critical life lesson.

the lesson with a high-five. This normalized failure and shifted her mindset to the value and benefits of failure.

Give them a notebook. Encourage your kids to keep track of their ideas, either through writing or drawing.

Talk to them about studying entrepreneurship. In

Give them a special notebook specifically for this

2020-21, entrepreneurial studies was the 120th most

purpose, then ask them about those ideas. Who would

popular college major nationwide with 11,319 degrees

use their ideas or how could they make their idea real?

awarded. Although Millennials are leading the way in

The key part to being a successful entrepreneur is

opening their own businesses, the next generations are

acting on those solid ideas.

right behind them. Studying entrepreneurship allows students to be surrounded by like-minded peers

Give them time to dream and imagine. Work out

while honing their skills. There are also programs

what activity your child is most engaged with creatively

for younger kids, so check out any that might be

and set aside regular time and space for them to

available in your area.

create, play and explore. There are no rules here— anything from art to music, writing or cooking. Let them

LIFE SKILLS 101

dream big!

All we want is for our children to flourish as adults. There are certain traits all entrepreneurs exhibit from an early

Inspire them. Share stories of entrepreneurs with your

age—courage, resourcefulness, initiative and creativity.

kids to show them what is possible. There are plenty of

But there are other things that we as parents and

“kidpreneurs” out there doing clever things. Origami

business leaders can do to ensure the next generation

Owl is a company that allows customers to create

is primed to be successful entrepreneurs. Here are

“Living Lockets” by mixing and matching the chains,

some tips for raising enterprising kids as a mentor,

charms and lockets themselves. And yes, that multi-

coach or parent.

million dollar company was built by a kid, Bella WeemsLambert, when she was just 14 years old. She partnered

Nurture an Enterprising Mindset

with her mom to create what is today called Think

Being an entrepreneur means possessing an

Goodness. Bella is so passionate about giving back,

enterprising mindset, along with the creative capacity

her company has a Young Entrepreneur Program to

to act on it. This is something that we can instill early

encourage other budding business kids. Youth ages 11

on in a child’s life. We can teach kids how to recognize

to 17 can join the community with a Think Goodness

where opportunities may lie and utilize their inherent

Purpose Partner to build their own businesses. Not

creativity to bring ideas to fruition, solve problems and

only do they gain valuable business and life skills to

offer these solutions to others.

empower them to impact their own lives, but they also impact the world for good.

Perseverance Determination and grit are essential characteristics

Lead by example. Kids are watching and they pick up

for any adult, but especially so for entrepreneurs. It’s

a lot from you. If you’re always open to new ideas, see

crucial to teach kids early on about perseverance in

problems as an opportunity to solve and enjoy starting

the face of challenges. In order to succeed, kids need

new projects, they will be more likely to do the same.

to understand that we all will encounter numerous

U n i te d C o m mu n i t y

29

challenges before any given success in life.

solutions to common problems.

Teach Responsibility

Emphasize Courage

To build strong leaders of tomorrow, we must teach

Opening a business is scary—ask anyone who has

our children to be responsible today. Regardless of

done it before. Operating a successful business comes

the responsibilities you delegate to your kids—weekly

with a certain measure of risk involved. Emphasize

chores, caring for a pet, owning their mistakes—making

courage and the importance of taking risks so kids can

them responsible for something can help them

learn that sensible risks can lead to rewards. They can

understand the necessity and value of obligations.

also learn invaluable decision-making skills, which are essential for adulthood success.

Work Ethic A critical component of the entrepreneurial spirit is

Cultivate Competitiveness

having a high work ethic. It goes without saying that

Every entrepreneur has a healthy dose of

hard work is mandatory for the success of any business

competitiveness. Having that competitive edge can

endeavor. When young people understand the value

help you meet challenges head-on and overcome

of diligently working hard at something, we’re already

them. It’s important for kids especially to recognize the

setting them up to flourish in adulthood.

competition and understand there is always room for improvement. This enables kids and young people to

Champion Creativity and Interests

strive to be better each day fostering a growth mindset

Kids are innately creative and will spend hours

that is crucial throughout their lives.

thinking of games to play or stories to write. Take

30

advantage of this while they are young and nurture

Nurture Independence

their creativity and interests. Having the freedom to

A great tip for encouraging enterprising youth is to

explore these is so important for the development of

nurture their independence. When kids understand

the entrepreneurial mentality. In addition, unfettered

that they have autonomy it can bolster their courage

creativity enables the flow of ideas and unique

as well. An independent streak can help kids operate

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

FEAT UR E S TO RY

in the world with more confidence. It also encourages

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

independent thought, a crucial component of finding creative solutions to problems.

Successful entrepreneurs aren’t born—they are raised and developed. By helping our children learn the specific characteristics that can make them successful business owners, we are creating a foundation that can ensure they are enterprising individuals who are capable of becoming the next generation of entrepreneurs.

More Ways to Raise the Next Generation of Innovators 1.

2.

Give your child the room to cultivate creative

develop the self-esteem and self-starter mentality

thought. Welcome open discussions inclusive of

needed to become a can-do person. When your

diverse opinion. Let them have free time for self-

child shares a problem he or she is passionate

directed exploration. Encourage your child to use

about, encourage them to do something instead

their innate tools to turn their curiosity into action.

of saying something. Reward children when they

Model optimism. Being an entrepreneur means

come up with a creative solution.

believing that a vision can come true, despite

3.

5.

adversity. Demonstrate optimism to your child

out there who will say they did it on their own. It

by placing emphasis on change you can

usually takes a team of people working together,

directly influence. Show your child that failure

so personality, behavior and interpersonal skills

is not the end. Focus instead on being grateful

matter. All businesses are people businesses, so

for opportunities by looking at all experiences

it’s important to teach our children charisma and

without judgment and seeing them as learning

empathy and how to inspire those around them.

opportunities.

Place emphasis on working through collaboration,

No helicopter parenting. This one is hard, Mom

conflict and conversation. The dreaded groupproject at school is the perfect time to help your

and Dad. It’s natural to want to save your child from

child navigate these behaviors to assist everyone

hurt or disappointment, but you aren’t doing them

in the group as a whole.

any favors when you swoop in to save the day. Risk is part of the daily experience and entrepreneurs are

4.

Play well with others. There’s not an entrepreneur

6.

Servant leadership. If you have a toddler, you

risk-takers who take on big problems. It’s important

know they want to help you. Let them—regardless

as parents to let our kids build resilience on their

of the time it takes or the mess it makes. Give

own. Allowing kids to experience failure may bring

your child the opportunity to add value. Change

consequences, but consequences rarely mean the

your language about chores by reframing a task.

end.

Instead of “Go get this done,” try “This has to get

Develop a can-do attitude in your children. You

done. What should we do?” Asking a child in this

want your children to have everything, but that investment may actually derail a child’s ability to

U n i te d C o m mu n i t y

manner adds value by solving the problem for someone else.

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E N T R E PR E N E U R IAL PR O F IL E

Dressing Littles in Their Best: The Purple Peanut

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

By Ann Marie Harvey

F

HUNTSVILLE, ALABAMA

For more than four decades, The Purple Peanut has

shake the doorknob and say, ‘Granny, Granny, Granny’

been Huntsville’s go-to boutique for specialty

three times,” Alicia laughs. “We have to make sure the

children’s clothes. From the moment Alicia Fox

door is forever ‘Granny locked’.”

stepped through the doors, it was love at first sight.

“When I was 16, I jumped at the chance to work

GROWING AGAIN

weekends at the Peanut,” she says. “My granny

The Purple Peanut has had three locations over its 40

worked there, and I loved that time with her.”

years and was in their most recent space for almost

After high school graduation, Alicia knew she

15 years. Alicia had been searching for a larger space

wanted to work with children and attended Calhoun

for a while, so when the unit two doors down became

Community College. In 1992, the original owner of The

available, she moved into the larger space. “Now we

Purple Peanut sold the store to Alicia’s parents. The

have an additional 1,000 square feet,” she says

unthinkable happened almost immediately—the store

excitedly. “It’s so spacious, my customers can see our

burnt to the ground.

inventory better and it’s open, bright and happy.”

“The fire was caused by a burning candle in the

After 20 years in business, Alicia is getting to

business next door,” Alicia says. “We lost absolutely

expand her offerings like she has dreamt of doing. The

everything, from stock to racks—we had to relocate

Purple Peanut carries clothing for preemies to size 16

and start from scratch.”

for girls and preemies to size 12 for boys. Customers

Although she worked other jobs, Alicia spent all

will find more than 100 brands that include a variety of

her free time at the store working with her mom. Once

heirloom and smocked dresses and unique outfits,

she had her son, Tanner, Alicia brought him to the store

athletic wear, a huge selection of shoes, a large bow

where he stayed in a playpen while she worked. After

wall, pajamas and holiday outfits. The store also offers

a year, she knew it was time to be at The Purple Peanut

monogramming and gift-wrapping services. “I’m

full-time. “I still love the store so much I never want to

getting to live my future goals now because I can

leave it,” she says. “Mom wanted to retire and keep

finally add more to my shop,” she says. “I can buy more

Tanner, so I purchased the store in 2002.”

tween clothes, shoes and accessories than before.”

Children’s retail runs deep in Alicia’s blood, and

As one of the largest children’s boutiques in the

she gives credit to both her mother and grandmother

city, Alicia has worked hard to build a loyal clientele. “I

for instilling in her such a love for the business. “They

cherish my customers, who have now become lifelong

taught me everything I know until it’s just second-

friends and am so grateful for their friendship and

nature to me,” she says. Alicia and her mother also

loyalty,” she says. “I absolutely love watching families

went to the Merchandise Mart in Atlanta together,

grow, from shopping when they are pregnant to

giving Alicia amazing memories. “It was the greatest

buying that coming home or first birthday outfit. It’s so

joy of my life to work with my mother,” she says. “It was

special for them to continue their traditions to shop as

really extravagant to have that opportunity and to

they grow their families.” Alicia calls them her customer

experience that shared love of something together.”

friends and keeps the children in mind when she is

Because Alicia’s grandmother was such a stickler for precision, she taught her to balance the cash

shopping at market. “I really ask myself, what would Ava wear? She would love this.”

register to the penny. She would even send Alicia back to the store late at night if she thought the door wasn’t

GRASSROOTS GROWTH

locked. “We have a tradition at the end of the day to

Alicia has also created a large following on social

U n i te d C o m mu n i t y

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E N T R E PR E N E U R IAL PR O F IL E

media. “I started from nothing and built it from

Progress customer for all the Peanut business as well

scratch,” she says. “I do a lot of live videos, promote my

as my personal banking needs,” Alicia says. “Those

sales and new stock and sell right on Facebook and

relationships will continue now that the bank has

Instagram.” With more than 20,000 followers, The Purple

become United.”

Peanut has had customers from all over country, from

She also has a special relationship with one of the

California to New York. She and her staff stay busy

bank’s senior lending assistants, Michele O’Rear.

shipping out orders and if a day is slow, Alicia posts

“Michele shopped here for her three sons and now

something on social media and soon the store will be

shops for her six grandchildren,” she says. “She is so

slammed. “I love that the Purple Peanut is in so many

loyal and always comes to me for special occasion

different states,” she says. “It makes my heart happy.”

outfits.”

The store is open Tuesday-Friday from 10 a.m. - 5

Most importantly, Alicia loves children to enjoy

p.m. and Saturday from 10 a.m. - 3 p.m. Store manager

shopping at The Purple Peanut as much as she loves

Shelby Creel is the only full-time employee and is an

being there. She even calls them her little “peanuts.”

essential component to the store’s success, along with

The store’s signature grape smell draws them in and

her two part-time associates. “Customers tell me all the

moms often purchase the scented blocks to put in

time how great Shelby is and she really is the best in

their closets. Children who grew up shopping in the

the world,” Alicia says. “I can’t be at the store 24/7, so

store come back as adults to buy gifts or items for their

it’s amazing to have someone I trust and can rely on

own children.

when I’m sick or need to go to market.”

“I have such a special job—I’m just really blessed,” Alicia says happily. “Granny is smiling down on me

A PASSION FOR PURPLE PEANUTS

from heaven.”

Alicia’s stepdad Charlie Vaughn was an organizing director of Progress Bank in 2008 and served as Chairman of the Board until the bank’s recent merger with United Community. Alicia has been with the bank since the beginning as well. “I have been a satisfied

34

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

T ECHN O LO G Y

Technology Trends to Help Your Small Business

By Ann Marie Harvey

I

In today’s world, technology has become an essential

for small business entrepreneurs is digital marketing.

part of our lives. With the advent of the digital age,

With the rise of social media platforms and other

it has become more important than ever for small

digital marketing channels, small businesses can now

business entrepreneurs to incorporate technology

reach a vast audience with minimal investment. By

into their business strategies. From digital marketing

creating a strong online presence and engaging with

to cloud computing, technology can provide small

customers through social media and other digital

businesses with the tools they need to grow and

channels, small businesses can increase their visibility

succeed in the modern business landscape.

and build brand awareness.

As fast as things are moving, there are trends

There are a few key digital marketing strategies

that are fundamentally changing business. Let’s

that small business entrepreneurs should consider:

explore how technology can help small business entrepreneurs and provide some practical tips for

Social Media Marketing

incorporating technology into your business strategy.

Social media is one of the most powerful tools for small businesses. By creating a strong presence on

DIGITAL MARKETING

social media platforms like Facebook, Instagram and

One of the most significant advantages of technology

Twitter, small businesses can reach a broad audience

U n i te d C o m mu n i t y

35

and engage with customers on a personal level.

an internet connection. This can improve collaboration

By creating valuable content and engaging with

and productivity as employees can work together

customers through social media, small businesses

from different locations and share information easily.

can build a loyal customer base and increase brand awareness.

Increased Scalability Cloud computing allows small businesses to scale

Search Engine Optimization (SEO)

their operations quickly and easily. With cloud

SEO is the process of optimizing your website to

computing, businesses can add or remove resources

rank higher in search engine results pages (SERPs).

as needed, making it an ideal solution for businesses

By optimizing your website for specific keywords

that experience fluctuating demand.

and phrases, you can attract more organic traffic SEO is a long-term strategy that requires patience

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE

and dedication, but it can be incredibly effective for

Customer Relationship Management (CRM) software

small businesses that are looking to grow their online

can provide significant benefits to small business

presence.

entrepreneurs. By implementing a CRM system,

to your website and increase your visibility online.

Pay-Per-Click (PPC) Advertising PPC advertising allows small businesses to advertise their products or services on search engines and social media platforms. With PPC advertising,

businesses can manage customer interactions more efficiently, improve customer satisfaction and increase sales. Here are a few ways that CRM software can benefit small businesses:

businesses only pay when someone clicks on their ad,

Improved Customer Service

making it an affordable and effective way to reach a

CRM software allows businesses to track customer

targeted audience.

interactions and provide personalized service. By understanding customer needs and preferences,

CLOUD COMPUTING

businesses can provide better service and improve

Cloud computing is another technology that

customer satisfaction.

can provide significant benefits to small business

Increased Sales

entrepreneurs. By moving your business operations to the cloud, you can reduce costs, improve efficiency and increase scalability. Cloud computing allows small businesses to access software and hardware resources on a pay-as-you-go basis, making it an affordable option for businesses of all sizes.

Here are a few ways that cloud computing can

CRM software can help businesses identify sales opportunities and track customer interactions throughout the sales process. By using CRM software to manage leads and track sales, businesses can increase their conversion rates and drive revenue growth.

Improved Data Management CRM data management entails organizing,

benefit small businesses: Reduced IT Costs By moving your business operations to the cloud, you can reduce the need for expensive hardware and software. With cloud computing, you only pay for the resources that you use, making it an affordable option for small businesses.

Improved Collaboration Cloud computing allows employees to access company data and applications from anywhere with

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

T ECHN O LO G Y analyzing and accessing data to improve customer

customers to see how a piece of furniture would look

relationships. It also keeps track of communication

in their home before making a purchase. AR can be

history and handling demographic segmentation

used to create interactive product catalogs or even

of customers. High data quality adds to exceptional

virtual dressing rooms.

service and long-term customer relationships.

ARTIFICIAL INTELLIGENCE (AI) AI is no longer a futuristic technology reserved for sci-fi movies. It’s here and it’s transforming the world of entrepreneurship. With AI, entrepreneurs can automate processes, make predictions based on data and even create intelligent chatbots to handle customer service.

AI-powered virtual assistants can handle mundane tasks, freeing up entrepreneurs to focus on more important aspects of their business. AI also enables entrepreneurs to create personalized experiences for their customers, which can lead to increased loyalty and sales.

3D PRINTING 3D printing is revolutionizing the manufacturing

BLOCKCHAIN TECHNOLOGY

industry. The company Relativity Space recently sent its

Blockchain technology is changing the way

first fully 3D-printed Terran 1 rocket into orbit, something

entrepreneurs think about transactions and data.

that would have been unthinkable even a decade

The decentralized nature of blockchain means that

ago. With 3D printing, entrepreneurs can quickly and

entrepreneurs can securely store and exchange data

easily create prototypes and even final products.

without the need for a middleman. This technology

This technology enables entrepreneurs to customize

can be used in industries such as finance, real estate

products to meet specific customer needs, which can

and even voting systems.

lead to increased customer satisfaction and loyalty.

INTERNET OF THINGS (IOT) The Internet of Things is a network of connected

3D printing also reduces waste and the need for large inventories, which can be crucial for startups.

devices that can communicate with each other and

CYBERSECURITY

with the internet. This technology is changing the

Cybersecurity has become increasingly important

way entrepreneurs think about data collection and

for entrepreneurs, especially with the rise of remote

analysis. With IoT, entrepreneurs can collect data from

work and the use of cloud computing. Cybersecurity

various sources such as sensors and devices and use

threats can lead to data breaches, which can be

that data to make informed business decisions. IoT

costly and damaging to a business’s reputation.

can also be used to create smart homes, smart cities

Entrepreneurs must take proactive measures to protect

and even smart factories.

their data and their customers’ data. This includes

VIRTUAL AND AUGMENTED REALITY (VR/AR) Virtual and augmented reality are transforming

using strong passwords, implementing two-factor authentication and investing in cybersecurity software.

the way entrepreneurs think about customer experiences. With VR/AR, entrepreneurs can create immersive experiences for their customers, which can lead to increased engagement and sales. For example, a furniture company can use VR to allow

U n i te d C o m mu n i t y

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

37

E N T R E PR E N E U R IAL PR O F IL E

RAISE A GLASS OF CHEER FOR CHILDREN: Destin Charity Wine Auction Foundation

By Ann Marie Harvey

A

vacation visit to Walton County is full of crashing waves, sugar-white sand, beautiful homes and award-winning restaurants. What most don’t see is the homelessness, food insecurity, lack of medical care and more that some children face daily.

The Destin Charity Wine Auction Foundation was born from a group of people who enjoyed drinking wine together. What began as an idea among friends in 2005 has turned into an organization that has raised millions of dollars to assist 16 different children’s charities across Northwest Florida.

“Our mission is to connect wine enthusiasts by hosting high-end culinary and wine events to raise money for children in need,” explains Kate MacMillan, DCWAF director of Marketing/ Communications. “Sponsorships fund our salaries and event expenses so every dollar we

38

D E S T I N , F LO R I DA

raise goes straight to the kids.”

For the first auction in 2006, the founders called their personal wine industry friends for donations and raised $80,000 for three children’s charities. Since then, the event has grown exponentially in size and dollar amounts raised.

POP AND POUR DCWAF’s annual flagship event takes place the last weekend of April and is embedded within the South Walton Beaches Food and Wine Festival. The two-day event begins on Friday evening with patron dinners held at private homes or restaurants. “Each dinner has a designated host paired with a celebrity chef, a vintner and one of our charity partners,” Kate says. “Each host invites around 40 guests and some fundraising happens.”

The reserve tasting takes place on Saturday

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

afternoon followed by the main auction during the second half of the event. With bottles and luxury travel experiences going for three to four times their market value, the Auction raised $4 million last year.

Making an event of this magnitude a success takes every member of the four-person, all-female leadership team and their Board of Directors working together.

“We have a strong group of long-time partners, but winery recruitment is year-round,” Kate explains.

“They do an extraordinary amount for us, so we keep them in a rotation that allows them to put their best foot forward.”

Each winery is asked to donate a case for reserve tasting, two cases for the live auction and a case of wine per course for the dinner. “It’s a hard ask for many wineries affected by wildfires in Napa Valley,” Kate says. “We’ve been lucky to recruit additional vintners in other California wine regions, as well as Oregon, Washington, Argentina, South Africa, France and Italy.”

United Community South Walton and Bay County Market President Lane Redding serves as chair of the 26-person Board and has been instrumental in recruiting and attracting new vintners. “The Board is extremely engaged and all members sit on committees,” Kate says. “They meet monthly and are made up of a diverse bunch with a variety of talents. We would not be successful without them.”

HARVEST TIME The second largest fundraiser for the Foundation takes place during the Harvest Wine and Food Festival in WaterColor each October. “Tickets sell out quickly because there is so much excitement about this event,” Kate says. “We hold eight wine dinners over two nights featuring celebrity chefs from across the Southeast and beyond.” A large-scale Grand Tasting in Cerulean Park, virtual auction and a

cocktail-themed brunch round out the festival. “This year the WaterColor community requested we move our event to their Homeowners Weekend,” she says.

“Many community members live elsewhere and didn’t want to choose between the two—it’s a huge compliment to us and we’re very grateful for the opportunity.”

FOR THE CHILDREN Many of the charities the organization assists don’t have large staffs, so the work of DCWAF is critical.

“We try to assist as much as possible so they can help the kids,” Kate says. “We get the charities together twice a year to share resources and services to help as many as we can. It’s the best chance these kids have of becoming happy, healthy members of society.”

Over the years, the Foundation has seen their funds help organizations stay open, expand, build new facilities and change children’s lives. “Each charity reapplies annually with a funding request,” Kate says of the process. “There is a formula to determine how much each receives, with opportunities to earn additional funds through sponsorships.”

The newest event for DCWAF is Galentine’s Day, held around Valentine’s Day and centered specifically around the needs of girls. “All of our charities have the opportunity to apply for funding geared to helping young women through their programming. This year, we funded seven charity projects, one of which was a program started by Shelter House to get young girls, women, and female prisoners the feminine hygiene products they need,” Kate explains. “In Florida, the prison system does not provide any of these products to its female inmates, so Shelter House works to bridge that gap.” The brainchild of three of the board members, including Chairman Lane Redding, the event recently raised $92,000 in its second year.

In 2023, the Foundation expects its lifetime giving to reach more than $30 million. “The staff has a great working relationship with each other and our Board,” Kate says. “We are always innovating for the next thing so we can continue to help the children in our area. It’s so rewarding.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

U n i te d C o m mu n i t y

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E N T R E PR E N E U R IAL PR O F IL E

Teaching the Next Generation of Tots: Tiny Toros Learning Academy

By Ann Marie Harvey

S PA N I S H F O R T, A L A BA M A

A

As a mom and a former Kindergarten teacher in Spanish

BRIGHT BEGINNINGS FOR BABY BULLS

Fort, Ala., Jade Cooper knew there was an extreme need

A riff of the local high school mascot, Tiny Toros Learning

for quality preschools. Her own mother, Teresa Phillips, had

Academy was born two years ago when the mom/

been teaching preschool for 16 years and saw the same

daughter duo rented a former preschool building to

lack in the area. “We just loved teaching and wanted to

house their own center. “Our building is small and cute

serve the community,” Jade says. “We knew we could

and holds 60 students,” Jade says. “We are conveniently

provide a quality accredited daycare for them.”

located between two elementary schools and near several large neighborhoods.”

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To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

Because of the childcare shortage, their school filled

hallway while the older children are grouped together on

up quickly. “While we were remodeling the building, we

the other side. Each room has a place for centers, kitchen

created a Facebook page and put up a sign,” Jade says.

pretend, books and games. Outside the large play area is

“People immediately started calling and stopping by.”

segmented into two parts, one for smaller babies with

With the population seemingly growing by the day in

tunnels and slides and a bigger playground for the older

Spanish Fort, the need for childcare can’t keep up with

kids with a field for running games, a jungle gym and a

the demand. “People call us begging to take their children

playground. “The kids absolutely love going outside to

and it’s sad when we can’t accommodate them,” she

play each day,” Jade says.

says. “We already have a plan for future expansion.”

Not only do the children love playing outside, but they also love coming to school every day. “To see the joy on

FUTURE FUN

their faces when they run in the door each morning is

The business recently closed on land less than half a mile

priceless,” Teresa says. “We are so proud that even our

from their current location where they hope to build a

babies are excited when they get here, some even crying

larger facility soon. “Our goal is to stay in the area so we

when it’s time to go home in the afternoons.”

can conveniently serve our same families,” Jade explains.

“We’ve had to turn so many people away; we really want

BABIES AND BUSINESS

more room to house additional children.”

Although Jade and Teresa knew a lot about teaching

Working with United Community has been a joy from

children, they didn’t realize what went into owning their

the beginning. “Without any business experience, a lot of

own business. “There is so much that goes into a

banks were hesitant to work with us,” she says. “United

successful preschool, and we’ve learned about taxes

gave us a small loan to remodel the building, our banker

and the business side of it,” Jade says. “There is a lot of

checked on our progress, brought us goodies and

paperwork and other responsibilities we have to keep

answered our questions.”

up with.”

SUNSHINE AND SMILES

regulations to complete before they could even open

The center takes children ages eight weeks through five

their doors. From having all the paperwork on file for every

years and focuses on preparing them for elementary

child and staff member to having the right amount, type

school starting at age two. “I noticed as a teacher how

and size of toys in each room, there were stipulations that

important it is for preschoolers to be prepared for

had to be met before receiving their license. “We didn’t

Kindergarten,” Jade says. The school implements Abeka, a

realize how much it would take, but we are proud of our

faith-based curriculum Teresa used in the past. It includes

business,” Jade says. “These rules are in place for a reason,

a daily Bible study, phonics, numbers, math and much

and we want to do everything we can to keep our

more. “We add the things our kids need more work on,”

children safe and loved.”

As an accredited facility, Tiny Toros had a lot of

Jade explains. “It’s a great base for them to start with, but it’s pretty awesome and covers it all.”

The six classrooms are staffed by 12 teachers, while

With her own two children as students of the center, Jade knows firsthand how well the children are cared for.

“We can’t wait to be able to love on more babies and

Jade and Teresa spend their free time making the

look forward to growing the academy,” she says. “There’s

rounds. “Once we get done in the office, we go into the

nothing more rewarding than watching children learn

classrooms with special crafts or a new book and love on

and get ready for school.”

the kids,” Jade says.

A recent project was facilitated by one of the dads, who is a farmer. “He brought in a bunch of eggs and we hatched the chicks with the kids, which has been so fun,” she explains. “We do many hands-on projects and plant gardening boxes in the spring. Our great teachers come up with fun activities.”

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

The younger babies are located on one side of the

U n i te d C o m mu n i t y

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E N T R E PR E N E U R IAL PR O F IL E

By Ann Marie Harvey

D

Drs. Jennifer Sheehy-Knight and Sarah Bauman spent

A LOVE FOR KIDS

several years working as clinical psychologists at

Both clinicians knew they wanted to work with children

Children’s Hospital of Alabama. Over time, they

early in their training. Dr. Bauman received her

collaborated and developed so many programs

doctorate from the University of South Alabama and

together they took the leap to open their own

completed her internship at the Indiana University

practice. More than a year in the planning, Alabama

School of Medicine, focusing on autism. Dr. Sheehy-

Developmental and Behavioral Specialists formally

Knight received her doctorate from the University of

opened in January 2022 with the two practitioners

Southern Mississippi and completed her internship at

ready to serve children with Autism Spectrum

Nationwide Children’s Hospital in Columbus, Ohio.

Disorder (ASD), neuro developmental disabilities,

Both completed a post-doctoral LEND fellowship

ADHD and anxiety disorders, among others. “Our goal

(Leadership and Education in Neuro Developmental

is to expand the practice in the future to offer more

Disabilities). “Our training really complements each

providers across disciplines,” Dr. Bauman says. “We

other well,” Dr. Sheehy-Knight explains. “It’s important to

envision our practice expanding to meet all our

us that our clinic experience is a positive one for

patients’ mental health and developmental needs,

parents and children alike. It can be difficult for many

from psychiatrists and nurse practitioners to speech

of the kiddos we see.”

therapists and social workers.”

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BIRMINGHAM, ALABAMA

The Hoover clinic is warm, inviting and full of

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

activities for the children while in their therapy

estate attorney to the attorney who drew up articles

sessions. The office building is located on a pond with

of incorporation to those who guided them on

a walking path and Dr. Bauman often takes her

choosing the best insurance, electronic medical

patients outside. “It’s a huge benefit for a lot of kids,”

records and payroll programs, each one guided

she says. “They are not always excited to come to the

them every step of the way. From their accountant to

doctor, but they tend to open up more in a different

their loan officers at United Community, everyone

environment.”

involved was a key part. “The bank was instrumental

The doctors work hard to put kids at ease, so they

in getting our funding,” Dr. Sheehy-Knight says. “It has

are better able to benefit from treatment. Both have a

such a small town feel in the middle of the largest

family-inclusive style, working with the parents as well to

city in the state. That type of service has made a

help them with strategies and behavior management

huge difference in our success.”

at home. “If we have worked on a particular strategy

The doctors found out quickly that their services

with the child in session, we talk to the parents

were wanted and needed. “We were fortunate to

afterwards, explaining what their child learned and

have relationships in the community to help us early

how to help them practice it until our next session,” Dr.

on,” Dr. Bauman continues. “We received referrals

Sheehy-Knight explains. “Practicing what you’ve learned

from other private practitioners in the mental and

is what really helps to learn the skills.”

behavioral health fields, state and local non-profit

Outside of individual therapy sessions, the clinic offers diagnostic testing for a range of concerns: autism, learning disabilities, anxiety disorders, OCD

and not-for-profit organizations and through families we have served in the community.”

At the beginning, the doctors handled

(obsessive compulsive disorder), depression, IQ

everything—returning phone calls and getting

(intelligence quotient) and ADHD. “We are involved

information, scheduling appointments and seeing

with the Regional Autism Network and annually

patients. “Out of necessity we figured out how to

conduct some of their workshops,” Dr. Bauman says.

streamline some processes during that time,” Dr.

“We also offer telehealth services—so much of

Bauman says. “However, we are very thankful to have

Alabama is rural and driving to Birmingham can be

an assistant now.”

a barrier to getting some kids help.”

When necessary, the doctors collaborate with

Support from their families and each other has made each step worth it. “We balance each other

teachers of their current patients and hope to

out nicely,” Dr. Bauman says. “We now have the

branch out into school consultations in the future.

opportunity to intentionally create a better balance

They are also looking ahead to holding regular

between home and work—we can attend an awards

group and parent trainings in the building’s large

ceremony or a school party. That has been very

conference room.

satisfying for both of us.”

BUILDING A BUSINESS

business to having that first child. “It’s hard to fully

Without any business experience, Drs. Bauman and

anticipate the level of work and reward involved,” she

Sheehy-Knight were starting from scratch. “It took a lot

explains. “There is a lot of change and growth, but we

longer than we anticipated to get things going,” Dr.

are currently in a good spot as an infant business.”

Dr. Sheehy-Knight equates opening their own

Bauman says. “The fun part was touring the offices, picking out our space, handling construction and decorating it.”

During this time, they relied on other professionals and family members with small business experience to counsel them through the process. From the real

U n i te d C o m mu n i t y

Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

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H UM A N R E SO U R C E S

What You Need to Know Before Hiring and Managing Millennials and Gen Z

By Ann Marie Harvey

Each generation has brought its own set of preferences

families. There are also some key differences between

and priorities that help shape the workplace, and they

the two. Figuring out what those differences are can

often create management challenges for business

help you develop a recruitment strategy that will appeal

leaders. Millennials, those born between 1980 and 1996,

to the two most educated and diverse generations to

are approaching the midpoint of their careers and likely

enter the workforce to date.

already make up the bulk of your workforce. Gen Zs, entry-level jobs, finishing up their post-secondary

THE DIFFERENCES IN HIRING GEN Z AND MILLENNIALS

education or earning a first promotion.

Technology and Innovation

born between 1997 and the early 2000s, are looking for

Both of these generations have a reputation for job

more important when it comes to hiring both of these

employers who are willing to learn what motivates

generations. Although they may use different platforms,

younger workers to apply for new roles and how to lure

they both spend a lot of time there. Millennials are more

top performers away from your competition.

likely to use professional development and networking

Gen Z in particular is redefining the 9 to 5 and

sites to look for work opportunities, where Gen Z spends

setting new standards for employee expectations. They

more time on video platforms such as YouTube and

are looking for jobs where they feel valued, included

TikTok. Both generations are likely to reach out via social

and employers that provide meaningful work and fair

media, so be prepared to respond to inquiries from

compensation. They prefer jobs that allow them to

those sources. One way to appeal to Gen Z is to send a

explore and grow various skill sets instead of a job that is

personalized correspondence with an attached short

focused on a particular set of skills. They also value a

signature or video greeting.

manager that cares about their personal development as much as their professional development. Gen Z wants to work for organizations that are a force for good and won’t hesitate on jumping ship to find one that better aligns with their values.

Millennials and Gen Z have a lot in common.

They’ve come of age and entered the workforce during turbulent times, they’ve witnessed mass layoffs and understand what that means for individuals and

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Social media recruitment has become increasingly

hopping, but this can be seen as an opportunity for

Application Processes Gen Z candidates are even more mobile tech focused than Millennials and don’t remember a time before smartphones. They don’t have the patience for a long, involved online application form that can’t be completed on a mobile device. Millennials are more likely to be adept with both new tech and relatively older communications such as email or voicemail and are

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

more understanding when it comes to lengthier hiring

project, are eager to offer their own ideas and willingly

processes.

listen to others’ input. Also consider a two-way mentoring

Be mindful of the candidate experience, because

program where you pair older employees who struggle

these two generations are looking at your business and

with technology with NextGen. In turn, have them coach

determining whether or not they want to work for you.

your NextGen employees on how to improve their

They don’t have the endurance for the hiring processes

in-person interpersonal communication skills.

that were the norm for Baby Boomers or Gen X. If the

Gen Z prefers to work alone, and many express a wish to

onboarding process is a smooth one, NextGen is likely to

go back to the era of private offices rather than shared

recommend your company to their friends and peers.

workplaces in an open floor plan. Knowing which

Compensation The number one motivating factor for NextGen to switch

approach to work appeals more to each generation can help you tailor your recruitment process accordingly.

jobs is a higher salary. This is especially true for Gen Z.

Diversity, Equity and Inclusion

Millennials say salary is important, but they are more

Gen Z is the most diverse generation to ever enter the

focused on equity and fairness in compensation. They

workforce. They expect their employers to be committed

want to be paid what they are worth and can research

to diversity, equity and inclusion (DEI) and are unlikely

what that is. Both generations expect transparency

to be tempted to work for an employer that has a

when it comes to compensation and expect fairness

reputation for anything else. As Millennials begin to enter

among workers with the same roles.

the management ranks, they are focused on equity

Engagement Like Millennials, Gen Z applicants are likely to envision a career path that includes multiple employers along the way. They entered the workforce just as a global pandemic resulted in layoffs that disproportionally

and are likely to be attracted to a company that has cultivated an employer brand that includes a focus on DEI at all levels.

CHALLENGES IN MANAGING NEXTGEN

affected younger workers, derailing the early career

They need you to help them develop a work ethic.

trajectories of many. Gen Z tends to be more career-

Many in Gen Z are used to being rewarded for things like

focused than Millennials because of this experience.

participation and effort, rather than results. This is the

Work-Life Balance For now, Gen Z prefers working in an office space. They are in a time of life where they desire the community

“everyone gets a trophy” mentality that this generation was raised on. Help young workers realize they have to show up and put forth effort in their careers.

an office space provides. Millennials tend to seek out

They need you to set clear goals and expectations.

flexibility, as well as remote or hybrid work policies, as

Hold them accountable to meeting those expectations.

they have young families and may be caring for others.

Motivate them by focusing on their strengths and

They want more out of their lives than simply sitting for

emphasizing how their contributions are helping the

eight hours behind a desk. They care most about jobs

organization achieve its goals. Millennials also

that offer them flexibility, a sense of autonomy and a

appreciate clearly defined goals and appreciate

better life. In order to motivate Millennial employees,

regular feedback. An annual review won’t cut it with

offer flexible benefits that will ultimately lead to more

NextGen.

productivity.

Gen Z lacks discipline and likes to challenge. This

Teamwork

group grew up in an online environment that amplified

Millennials thrive in teams, though these days they tend

their voices, so they feel like they have a say in things.

to do so remotely via tools like Slack, Trello or Microsoft

They feel entitled to challenge because they’ve always

Teams. They want to feel a sense of team spirit and that

been allowed to do it. Don’t be surprised if a Gen Z

they are part of the company’s success. Provide

employees will tell you to your face that they are smarter

mentors and/or team leaders. Millennials are the kind of

than you, better than you and more capable than you.

employees who will check with others before starting a

U n i te d C o m mu n i t y

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H UM A N R E SO U R C E S They need to be motivated. Gen Z demands more

stay in a job simply for a paycheck. They tend to choose

freedom and personal space at work. They don’t like

a job for a certain work experience and if they don’t get

managers who micromanage and they may have a

it, they will look elsewhere. They also want jobs that

varied set of motivations. Figure out what drives them

provide meaning and purpose and they will advocate

and adapt to lead them better.

for companies that honor their promises and make

They are impatient. Sometimes Gen Z can’t see the bigger picture and may push back when it comes to learning certain things. They don’t want to waste time

them feel like what they do matters. If they aren’t given opportunities for personal and career growth at their company, they are likely to move on.

with learning something that they think isn’t necessary.

Inspire them to become brand ambassadors.

Help them understand the bigger picture and how their

Millennials are in the perfect position to become

skills will assist the overall goals of the business.

excellent brand ambassadors for your company. Job

They want instant results. Gen Z is used to seeing a photo immediately after it was taken, unlike previous

seekers and potential customers still turn to family and friends, as well as current employees, for information.

generations that had to wait for the film to come back

Establish clear goals. Share clear and consistent goals

from the developer. They are used to instant gratification

for individual employees, teams and your overall

and may become frustrated if they don’t see results

company. Allow your employees to give input on their

immediately. Help them understand that sometimes you

personal work goals. This motivates and engages them

must play the long game.

more than simply having goals assigned to them. Discuss these goals frequently with individual employees, your

ADVICE FOR BUSINESS LEADERS

entire team and your corporate leadership. Set milestones

Find ways to connect to Gen Z. Be understanding of

and celebrate all achievements, even the small ones.

their need for flexibility, keep communication open and positive and offer opportunities for growth and

Eighty-seven percent of millennials are motivated by personal recognition.

development.

Give them a sense of purpose. Millennials need to

Embrace their inherent skills. The fact is, in today’s

feel that what they do is meaningful and makes a

world, Gen Z is smarter, faster and better equipped to cope than we are, so we should learn from them. They live and shop their values, don’t hesitate on calling you out when you are wrong or culturally tone-deaf. They think they know more than you do—and in this digital world, they probably do.

difference in the world. This also increases employee engagement, which in turn improves employee retention rates. Enable employees to pursue philanthropic causes affiliated with your company and let them share their personal photos, videos and work experience on their own social channels. Designate a company hashtag for this purpose.

Provide feedback. This generation craves feedback.

Give them regular performance updates so they know

NextGen employees have a lot to offer your business.

how they’re doing and where they need to improve.

Understand the unique needs of these generations, how

Lay out expectations. They appreciate clear communication and structure, so lay out clear expectations from the beginning. Remember this

they learn best and take time to give them feedback.

The result will be employees who are satisfied in their roles and share their experiences with their peers.

generation is used to having constant access to information and technology and is often more comfortable working on their own terms.

BEST PRACTICES FOR MANAGING MILLENNIALS Understand who they are. Millennials are less likely to

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Ann Marie Harvey is Vice President of Communications at Vertical Solutions Media. She specializes in creating dynamic copy that is both genuine and compelling. Editing the written word is her passion.

To o l s fo r S u c c e s s | S p r i n g / S u m m e r 2 0 2 3

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A bank that builds relationships across all our communities.

Customized solutions take a personal touch. At United, we’re committed to getting to know you so we can empower you to make your best financial decisions.

Discover better banking at ucbi.com/AL.

Member FDIC. © 2023 United Community Bank

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TOTAL EMPLOYEES 1

3,082

NUMBER OF STATES 1

6

TOTAL BANKING OFFICES 1

206

United for You. For more than 70 years, United Community has proven to be one of the strongest and most secure banks in the Southeast. We build relationships with the people and communities we serve across Alabama, the Carolinas, Florida, Georgia, and Tennessee.

Learn more at ucbi.com

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in 2022 for the sixth consecutive year - American Banker

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