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W a u p a c a

Making Connections

Area Chamber of Commerce Connecting with Waupaca, Iola, Scandinavia, Weyauwega, Fremont, Manawa, Amherst and Surrounding Communities.

November 2012 Newsletter Four Practices For Creating An Authentic Brand As an experiment, I followed the world’s twitters during the first ObamaRomney presidential debate. Amidst the flurry of messages passing by my eyes, I finally understood in my gut and not just my head how social media has changed the balance of power when it comes to controlling brand image. In an era when every single one of your customers can shout their opinions from an easily accessible “bloody pulpit,” how do you influence what these customers will say? They certainly aren’t going to copy messages from your mass market advertisements! The answer lies in making sure that your company’s actions live out the brand image you want to build. That is the only way to have an authentic message that will be repeated by customers you cannot control. How do you do that? Lessons about leadership apply. Leaderhip gurus Jim Kouzes and Barry Posner surveyed a diverse cross-section of people around the globe to identify leadership attributes that induce others to follow. They discovered that the first question that potential followers ask themselves when deciding whether or not to follow a “leader” is “Is this person honest, i.e., do I trust this person to be true to his word? The same test holds true of company messages – “Do I trust what this company wants to tell me?” If companies do not back their promises with actions that deliver on those promises, trust is broken. BP’s social media buzz intensified, mostly with negative messages, following the Gulf Oil spill, making fewer people believe the company’s stated commitment to environmental principles. Profits more than environmental concerns appeared to drive Gulf Oil drilling decisions according to social media buzz pulling from press reports and government documents. The second question that followers ask of leaders is “Do I find the leader forward looking and his message inspiring?” The parallels in the branding world are “Will this brand remain relevant to my life and do I find it inspiring?” Undifferentiated brands and those that lack the energy to remain relevant in our lives do not pass this test. As a result, the organization’s stakeholders will not bother to engage in the two-way conversation required for an authentic brand to emerge through social media. I for one, give no feedback to grocery stores about their store brands. These products are generics, after all. But I do communicate with Hertz when I am disappointed or delighted because Hertz is one of the vendors in my life that can either make a trip effortless or full of unproductive time. And the company is clearly differentiated in my (continued page 2)



Staff President: Terri Schulz Operations Director: Kathy LeClair Tourism Director: Jeff Anderson Information Services: Lynn Tolle Sales Director: Tom Weiss

Officers Chair, Craig Kantos, Riverside Medical Center Chair-Elect, Paul Shrode, Fox Valley Technical College Vice Chair / Secretary / Treasurer, Kirk Kallio, Waupaca Foundry Past Chair

Directors Chris Enslin, Recover Health Trey Foerster, Journal Community Publishing Group Allyce Lees, The Paint Store William Lipschultz, Alter Metal Recycling Jerry Tiffany, Tiffany Complete Estate Planning Julie Thompson, Community First Credit Union Angie Wanty, First National Bank Bill Zimmerman, Office Outfitters

Contact The Chamber if your business is interested in becoming a President’s Club Sponsor. 715-258-7343

Four Practices For Creating An Authentic Brand

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experience from Budget, National and other competitors in terms of saving me time and hassle. Hertz’s brand promise is relevant to me and I put energy into making sure they live up to that promise. Kouzes and Posner’s fourth test of leadership is the question “Is this person competent?” I have found through experience that Hertz is a competent company, able to deliver more often than not on their brand promise—and that’s why their company name appears frequently in my blog (social media contributing to brand image). Companies need to claim a value promise that emerges from existing or potential capabilities and communicate a brand character consistent with true corporate character. Then they need to align measures, processes and skills internally to deliver on the value promise and stay true to their corporate character. Trust, forward-focus, inspiration and competency. Great leaders create all four, as do great brands. The result is genuineness – an authentic person or brand that people will follow and gladly communicate with through today’s two-way social media channels. Thinking about the presidential election, Romney’s conflicting messages have created challenges on the first trait – trustworthiness – while Obama’s record has created challenges on the fourth trait – competency. According to Intrabrand, Goldman Sachs lost 16% of its brand equity between 2011 and 2012 due to growing distrust about the company’s intentions. Concurrently, Samsung, with a 40% increase in equity, won the award for top riser on Intrabrand’s Top 100 Global Brands list. Why? Better products delivered on an inspiring value promise of innovative, reliable products and services, a promise captured in the phrase, “Imagine what Samsung can do for you.” Watch one of Samsung’s ads on TV this week. The ads are a textbook example of positioning directly against a competitor, in this case Apple. Obama should take some lessons! Are you delivering an authentic brand that will be reflected in what your customer’s say about you through social media? Kay Plantes is an MIT-trained economist, business strategy consultant, columnist and author. Business model innovation, strategic leadership and smart economic policies are her professional passions. She resides in Madison, Wisconsin and Oslo, Norway. For more information visit her website - Business Model Innovation and read her most recent book - Beyond Price. Article reprinted courtesy of WTN News, LLC, copyright 2012, WTN Media LLC. All rights reserved.

Innovate to Elevate is theme of New North Summit 2012 New North, Inc. hosts its annual summit to convene the business, education and community leaders from around the New North region and state of Wisconsin to connect with one another, share economic development updates, learn about regional growth opportunities and more.This year's event will take place on Friday December 7th at the Radisson Paper Valley Hotel in downtown Appleton at 333 West College Avenue, Appleton, Wisconsin. The focus for the 2012 New North Summit is on innovative ideas, collaborations, and the coming together of people and companies to foster growth in our region — and beyond. Join your fellow innovators on Friday, December 7th starting at 7 am for networking, an engaging keynote and CEO panel — and of course, great food! Each year, the New North Summit 2012 draws over 800 attendees. See who is expected to attend this year. Registration is now open. For more information eamil Learn more on New North, Inc. at their full web site at 2

Donation Drop Off Point The Chamber office will be a drop off point this year for anyone wishing to donate food or money to the Waupaca Area Food Pantry. Canned goods, non–perishable items and cash can be dropped off between the hours of 8a and 5p, Monday through Friday. The Chamber staff will be sure it gets delivered to the Food Pantry.

Welcome New Investors Iola Old Car Show 160 N. Chet Krause Drive Iola WI 54945 (715) 445-4000

The Benefits of Hiring Veterans Free Symposium, Thursday, November 8th, North Central Technical College, Center for Health Sciences Building - Auditorium, 1000 W Campus Dr, Wausau WI 54401. TOPICS WILL INCLUDE: How to Translate the Skills Veterans Possess ; The Financial Benefits of Hiring Veterans (Tax Credits, On the Job Training Funds, etc); Employer Presentations: Business to Business Explanations of how Hiring Veterans Will Benefit Your Company; How to Connect With Potential Veteran Candidates, and Much More!!

Producers of the Annual Iola Old Car Show and Vintage Military Show. Subway Weyauwega

For more details and to register, please contact Al Hoffmann at:, or at 608-266-1209

601 Lakeshore Dr Weyauwega WI 54983 (920) 867-2488 Stand alone Subway with Mama DeLuca's pizza; catering and drive thru.

Export Education Seminar , Thursday, November 8, 2012, 8:00 a.m. – 4:30 p.m. Fox Valley Technical College in Appleton WI.

Spring Time Lawn & Irrigation E4490 Hwy 22 & 54 Waupaca WI 54981 (715) 258-2883

Seminar Highlights include: Automated Export System (AES)Avoiding Penalties on Shipments; Review of Incoterms 2010-How to Quote your Sales Correctly; 2012 Changes to the Harmonized System (HS) & Schedule B; Panel on Federal and State Export Certificate Providers; Navigating Free Trade Agreements; Export Programs available from Food Export Midwest

Lawn mowing, irrigation, snow removal and yard clean up

Registration: Deadline: October 31, 2012, Fee: $50.00 . For registration and more details or call our office if you have further questions about the event.

Merchant's Choice Card Services, LLC 204 W. Main Street Hortonville WI 54944 (920) 779-9000

Attend WMC's 2012 Clean Air Act Update—November 14 WMC's 2012 Clean Air Act Update will be held on Wednesday, November 14, 2012, at the Country Springs Hotel and Conference Center in Pewaukee. As usual, the program will include expert speakers, including environmental regulators and top professionals in the field of environmental regulation, including the following topics:

Credit/debit card processing, ATM's, check service.

 The Legislature passed numerous environmental laws this year, including reforms to air regulation. Learn about these new laws, and take a look ahead at additional reforms for the upcoming legislative session.

Inspiring Interiors 111 North Main Street Waupaca WI 54981 (715) 942-2660


Stringent new air quality standards have narrowed the gap between background concentrations and allowable emissions for many pollutants. Find out what businesses can do to pass dispersion modeling for air permits.

Interior arrangement, design and consultation service with retail home decor & consignment.


Environmental groups are increasingly challenging the issuance and renewal of air permits in Wisconsin. Get advice on what businesses can do to avoid permitting traps, lawsuits and delays.

Advanced Physical Therapy & Sports Medicine 102 Grand Seasons Drive, #6 Waupaca WI 54981 Outpatient physical therapy.

The Forest County Potawatomi Tribe has proposed three new air quality standards to protect their federally-recognized Class 1 area. Learn how these proposed standards will impact Wisconsin businesses.


Attendees of previous conferences were eligible to claim up to 6 CLE credits. Please contact Scott Manley for further program details, or

Karen Mahlkuch for registration questions at 608-258-3400.


City of Waupaca - You are invited to the City of Waupaca Board of Public Works meeting to discuss possible downtown Waupaca Main Street improvements, Tuesday, November 6th, 5:15 p.m. Waupaca City Hall Council Chambers, 111 S Main Street. Questions call John Edlebeck, Director of Public Works / City Engineer at 715-258-4420. 4G LTE Coverage Expands across Cellcom’s service area. Two 4G handsets launch in September. Cellcom’s 4G LTE coverage expanded to additional areas of Northeast Wisconsin in the past month. Sites turned up in the following towns: Baileys Harbor, Egg Harbor, Ellison Bay, Ephraim, Fish Creek, Jacksonport, Sister Bay, Valmy, Abbotsford, Athens, Brokaw, Marathon City, Stettin, Wien, Crivitz, McAllister, Middle Inlet, Pembine, Wausaukee, Gillett, Kelly Lake, Mountain, Navarino, Aniwa, Bevent, Hatley, Lake Du Bay, Mosinee, Wittenberg, Luxemberg, Benderville, Kewaunee, New Franken, Pittsfield, Angelica, Marquette, Ishpeming and Neguanee. Cellcom launched two 4G handsets in September, as well, the Motorola Razr Maxx™ 4G LTE and the HTC Desire™ 4G LTE. For a complete list of Cellcom’s 4G LTE devices, visit Harvey Dental/Waupaca Smiles is proud to introduce the addition of Dr. Karen A. Johnson to their team. Karen brings a wealth of experience and excitement to the position. Karen is an Illinois (Northwest suburbs of Chicago) native, but relocated to Clintonville, Wisconsin in 2001 to embark on a dental partnership with Dr. John B. DeWolf III of Clintonville Family Dentistry. She remains a full partner with Dr. DeWolf and thoroughly enjoys her work in the Clintonville Community but is excited about the opportunity to expand her practice in the Waupaca area. Want to learn a new skill….. Fox Valley Technical College Waupaca Regional Center is the place to do it! From cooking to reupholstering to health care they have just the class for you. Go to on the right hand side under Quick Links you will see Fall 2012 Non Credit Classes in Waupaca. Did you know that drivers who send text messages are 23 times more likely to be in crash? Texting and driving is one of the most dangerous activities an individual can do behind the wheel. That’s why AT&T is proud to team up with the Wisconsin State Patrol and AAA to raise awareness about the dangers of this practice, especially among our youth. They are also encouraging all drivers to take the pledge to never text and drive by visiting Dermatology Associates of Wisconsin, S.C. Will be holding a Open House with ribbon cutting ceremony on Tuesday, November 6th, starting at 4:30 pm at their Waupaca location, 900 Riverside Drive, Suite 5. Dr. Kurt Grelock, DO, will be on hand to share what services they offer.

The Waupaca Area Chamber of Commerce recognized several of our young area professionals at the first ever RUBY Awards luncheon, October 30th at the Waupaca Ale House. Recognizing the Upward Bright and Young. Congratulations to all our nominees: James Dietzler, Premier Community Bank; Scott Janssen, Janssen Accounting & Tax Service; Rob Johnson, Waupaca Foundry; Jamie Klesmith, Della Vita Portrait Studio; Miriam Leean, Waupaca Chiropractic; Justin Leick, Waupaca Ale House & Conference Center; John Lockwood, First State Bank; Brent Parker, Riverhill Dental; Heather Ruesch, Waupaca Pregnancy Information Center; and Cathy Spiegelberg, Premier Petals. This year the RUBY Award was presented to a person who was born and raised in Waupaca and only left to further his education. He has always felt a special connection to the community and considers it his role to better the community. His motivation is the gratification of knowing he helped others and made Waupaca a better place. The Selection Committee chose Scott Janssen because of his passion for working on things that really make a difference in the community. The committee was impressed by the longevity of which he has been committed to working with organizations in the community and intrigued by the different types of organizations that he is involved with, the Waupaca Jaycees, Waupaca High School Foundation and the Waupaca Ducks Unlimited.

OCTOBER BuSiness After 5

Helpful Tool for Implementing a Workplace Wellness Program. With employers renewing their health plans, and open enrollment season fast approaching, now is the optimal time for employers to learn about the benefits of implementing a workplace wellness program.

Thank you to our sponsor Waupaca Curling Club and Weasel’s for a great evening!

Workplace wellness programs are a win-win for both employees and employers. Employees who may be on the verge of developing health risks will be rewarded for engaging in healthy activities, and those with chronic health conditions are more likely to properly manage their disease. From the employer's perspective, encouraging employee health improves productivity, boosts employee morale, and may potentially bolster the bottom line. The U.S. Chamber has released a toolkit to assist small and medium-sized employers plan, implement, and evaluate workplace health promotion programs. The toolkit features a Chamber-branded publication, "Workplace Wellness Programs: Promoting Better Health While Controlling Costs" and video tutorials from leading employers: Buffalo Supply, DonahueFavret Contractors, Goodwill-Columbus, Wegmans, and Anne Marie Ludovici-Connolly, an expert in the health promotion field and author of Winning Health Promotion Strategies.

Business after 5 is a great opportunity to invite potential members. Bring one or more people as your guest and introduce them to other business For more information on hosting or sponsoring one of the monthly Business after 5 events call the Chamber office at 715-258-7343.



Business Welcome Shopko Stores Operating Co., LLC

Business Welcome Lucky Tree

The Ambassadors held a Business Welcome at Shopko located at 825 W. Fulton Street.

The Ambassadors held a Business Welcome at Lucky Tree located 211 N Main Street.

Ribbon Cutting Circle of Life Healing Arts

The Ambassadors held a Ribbon Cutting at Circle of Life Healing Arts, celebrating their new location at N2919 Highway QQ. 7

Anniversaries to Celebrate! Join us for the November Business After 5 at and sponsored by

Waupaca Speakeasy 115 West FultonStreet

November 27, 2012

Congratulations to these Member Investors on their November Anniversaries. General Beer—Northeast Inc.


Chamber Continues to Grow

Network Health Plan


The Chamber reached 400 member investors in October. Only once in the history of the Chamber has the organization ever had over 400 investors and that was in 2010 when 35 new investors were gained. The Chamber has had steady growth since 1999 when they reached 300 investors.



American Family Insurance


Crystal River Inn B&B, LLC


First Weber Group


Corner Pet Shop


Foundations For Living Inc.


Nature’s Edge Resort


Tom Weiss, Sale Director, signed on Inspiring Interiors, Fran Engle, to become the 400th investor in the Chamber. Fran noted that she was honored to be number 400! Tom has been hitting the pavement hard to increase the amount of investors in the Chamber since he started in March. If you know of a new business in the area or an existing business who may be interested in investing in the Chamber give Tom a call, 715-258-7343. Mitten Drive We are joining with the Wisconsin Department of Tourism to collect mittens and other warm clothes items for families in need. The collection started last year out of a friendly disagreement with the State of Michigan over which state’s geography most closely resembles a mitten. The disagreement gained national media in 2011 and is being continued this year. Items dropped off at the Waupaca Area Chamber of Commerce in the month of November will be distributed to families in the Waupaca area via the Miracle Tree. Items can be dropped off between 8am and 5pm Monday – Friday before Dec. 17th.

Send your Anniversary date to to be recognized.

November 2012 Sun


Waupaca Area Business of Commerce 221 S. Main Street, Waupaca, WI 54981 - Phone 715-258-7343 - Fax 715-258-7868

Office Hours: 8:00 AM - 5:00 PM Monday - Friday




6 Board of Directors Meeting 7:30a Chamber Conference Rm


1 LEADS Network 1 7:30a Breakfast 8:00a Network Comfort Suites



8 LEADS Network 2 12:30 p Chamber Conference Rm

9 Recycling Day 9-Noon Chamber Parking Lot

Reminders: 1. The deadline for the newsletter advertisement submission is the 15th of each month. 2. The Board of Directors usually meets on the first Tuesday of each month. 3. Business After 5 usually takes place on the fourth Tuesday of each month. Note: The Waupaca Area Business of Commerce is a non-secular organization. Holidays listed are legal holidays and are posted for business convenience only.

4 Daylight Savings Time


Sat 3

Member Support Committee Meeting 7:30a Chamber Office


Business Welcome Dermatology Associates of Wisconsin, S.C. 4:30p, 900 Riverside Drive, Suite 5 11 Veterans Day


13 Political Strategies Committee Meeting 8 a Chamber Conference Rm

14 Ambassador Meeting 12:00p Waupaca Woods Restaurant

15 Business 16 Enhancement Committee Meeting 7:30 a Chamber Conference Rm LEADS Network 1 7:30a Breakfast 8:00a Network Comfort Suites Business Welcome Heartland Hospice 10:00a Chamber Office






22 Thanksgiving




29 Tourism Promotion Committee 7:30a Chamber Conference Rm


HR Network 4p Waupaca Foundry



27 Business After 5 Waupaca Speakeasy

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November 2012 Waupaca Area Chamber of Commerce Newsletter  

Newsletter for Chamber members.