Create for Change - An Interview with the Beat

Journey boss Chelsea O'Donnell had a great time talking to The Beat about Create for Change, a contest designed to give high school students an outlet to use their creativity and inspire change. Listen to the interview and find out more about the contest right here!

NEWS: Marketing Consultancy with Global Experience Touches Down in Bristol, Connecticut

Journey Communications is proud to announce its recent expansion into Connecticut, with Bristol serving as the consultancy’s new local headquarters. The company, which offers marketing services to small and medium-sized businesses, brings an exciting repertoire of lead generation and brand awareness solutions from Los Angeles, California to the Constitution State.

Clients look to Journey to help them tell their brand story and attract more clients through the use of both digital and traditional marketing platforms. The consultancy offers a range of strategy, advertising, marketing, social media, and public relations integrations designed specifically for locally owned and independent businesses. The most popular services that Journey offers are business planning, marketing strategy, social media strategy, content creation, media relations, digital advertising, and influencer communications. The company’s current clients are located in Connecticut as well as New York City, Los Angeles, and Sydney Australia, and vary in industry from health, wellness, and beauty to food and beverage, hospitality, home improvement, real estate, technology, and financial services.

Journey owner, Chelsea O’Donnell, is a Bristol, Connecticut native and often comes back to the city to see family while on business trips to New York. Through word of mouth and recommendations, she found that her personal visits were becoming increasingly peppered with meetings from local business owners looking for advice and assistance with their marketing, social media, and brand positioning.  O’Donnell was inspired by the demand and decided that extending her services to her home state of Connecticut could offer local businesses the opportunity to increase their visibility and potential reach.

“Finding new customers can be difficult, and while online marketing and social media provide small business owners with an infinite number of tools to get their brands in front of people, knowing how to use those tools effectively can be overwhelming,” says O’Donnell. “Our job at Journey is to take our knowledge of these amazing platforms and build a brand story to help our customers reach the people who are looking for the products and services that they provide.”

According to O’Donnell, small businesses are the engine room of the local economy, yet so many don't have the resources to grow the way that they want to. One particular pain point lies in the areas of marketing and social media management. Many small business owners are aware of the new client acquisition tools at their fingertips, but with sales, operations, and staffing nipping at their heels, very few have time to manage a Facebook account, send out regular email newsletters, and keep their website up to date with compelling content. That’s why Journey works directly with small and medium-sized companies to create and implement a marketing plan to attract and retain clients, freeing the business owner up to concentrate on other critical business operations.  

“When a client comes to us for the first time, we start with their business goals in order to get a better understanding of their needs and what we are expected to deliver,” says O’Donnell. “Once we go through the initial discovery session, we develop a plan and execution that gets our clients results on time and on budget. As a small business owner, you can't do it all, and you shouldn't have to. Journey has the resources you need to get your business moving, growing, and performing the way you expect it to.”

Journey Communications is currently accepting new clients in the Central Connecticut area. For more information on the company and its services, visit or call 646-589-2267. The company can also be found on Facebook or LinkedIn.

# # #

About Journey Communications

Journey Communications provides smart, strategic marketing solutions for busy small business owners who are looking to attract more clients and build their brands. With clients in the health, wellness, beauty, food and beverage, hospitality, home improvement, real estate, technology, and financial services industries, Journey helps businesses get noticed through traditional and digital marketing, social media, public relations, events, and integrated creative campaigns.

20 Free (or Cheap!) Marketing Tips to Light Up Your Brand

20? Did you say 20? That's right, we've got a whole lot of inspiration and ideas to help you get your business groove on. So what are you waiting for? Get to it!


What’s the best way to start a business with no marketing budget? Create a suite of branded assets that you own and control. A website, various social media channels, a blog, a podcast, a YouTube channel or video blog, a newsletter or an event series can help you get your product or service out to the world at no, or a relatively low, cost. The key is to pick a few and do them well and regularly. You want to build an audience of dedicated, loyal purchasers, not a massive and passive fan base.


Don't assume people know what your business is all about. Just because you live and breathe it doesn't mean everyone else does. Give your customers, followers and fans a monthly refresher to remind them about who you are and what you do.


Need help finding customers? Make sure YOU are where THEY are. There are a whole slew of online websites and forums connecting small businesses to consumers, from Yelp to Thumbtack to Angie’s List to HomeAdvisor, and let’s not forget Facebook, Google+, Instagram and other social media platforms. Not ready to spend a heap of cash to get started? Many of these services offer the ability to create a free profile, so even if you’re not yet able to maximize the opportunity via advertising, you can still be found and contacted by potential customers. 


Many small business owners want to know how much they should be spending on marketing. There is no hard and fast rule but we like to suggest at least 10% of revenue should go to marketing for established businesses, while start-ups should think about investing upwards of 20% or more. The key is to put your analytics to the test so you can invest more into what’s working and say sayonara to what’s not.


Want to get more online reviews? Ask for them! You probably have tons of satisfied customers who would be happy to write you a testimonial, but guess what? They’re busy! It’s up to you to remind them. After each transaction, send a follow-up email to your customers thanking them for their business and include a link to your Facebook, Yelp or Google page. A simple, “if it’s not too much trouble” can go a long way in helping you build your business.


Every small business owner knows that it’s cheaper and easier to retain customers than to find new ones. So treat your customers like gold and add value in ways they can appreciate. See an article that a customer might be interested in? Give them a heads up. Come across an event you think might be a fit? Send it over. Have an idea that might help a client solve a problem? Offer it up. In a time when good customer service is very hard to find, a simple gesture might just be what keeps you ahead of the competition. 


If you're spending money promoting your business, you need to be clear on what's working and what's not. If you're not technically savvy, implementing a lead form on your website that asks “how did you hear about us?” is probably all you need to learn more about what is and isn’t performing. The way you capture the data doesn’t have to be fancy, it just has to be accurate.


Expand your reach by partnering up with local businesses that offer products and services that are complimentary to yours. Think about the types of companies in your area that are looking for similar clientele and host a meet-up to discuss collaborating on events, social media or PR efforts. You'll get the benefit of expanding your audience, as well as the support from working with other small business owners who have similar goals. 


Too many small business owners forget that their best ambassadors are right under their own roof! Give your employees the opportunity to contribute to the growth of your business by giving them insights into your short and long-term business goals. Lead a brainstorm session to discuss employee ideas that can hit specific targets. Empower your team to share their favorite at-work moments on social media and repost and reward your favorites. Let your experts share their knowledge through short blog posts. Remember, everyone in your organization can be a business builder, but only if you let them.


We all know testimonials and referrals are the best forms of marketing, so why not make the most of yours? Did you get an email or thank you card from a grateful customer? Ask if they mind if you share it with your social media following! Get a great Facebook review? Jazz it up and repost it on your website or other social media channels. When someone is looking for a professional, they want to know the person they’re dealing with is trustworthy and will get the job done. Hearing reviews from your past customers is a great way to gain that trust. So get on it!


As a small business owner, you have a certain expertise that puts you ahead of the general public. So make sure you’re using it! Own a spa? Tell us your top tips on how to keep our skin looking soft and sexy. Have a bakery? Help us learn how to make the perfect cupcake! Is fitness your game? Give us your favorite 15-minute core workout. Customers respond better to being educated than being sold to, so mix your knowledge in with your product pushes and service sells. Your target market will thank you.


How does your website look on your mobile device? More than half of all Internet usage is being consumed on the go, so if your digital storefront isn't mobile-friendly you could be losing valuable customers. Luckily, platforms such as SquareSpace, Wix and Weebly make building a mobile site easy and cost effective. Don’t turn off people who are actively seeking you out, instead, make it easy for them to transact!


Have something new to promote in your business? Don't just leave it to social media to announce the news. Schedule several social posts using different images and content, post to your website, send an email newsletter, write a press release to send to the local paper and blogs, list events in free local calendars, take advantage of Eventbrite and Facebook Events, publish your story on Medium, print some eye-catching postcards or flyers, and share it with any local businesses that you think might want to help promote the news. Creating something new is one thing but making sure you're shouting it from the rooftops is a whole other beast. Have a list of ways to promote your news and make it your routine. It's the best way to get the biggest bang for your buck!


Social media can be daunting if you're constantly worrying about what to post. A simple editorial calendar will help you collect your ideas and organize them into categories to ensure your posts are relevant and exciting. A content calendar will also let you know what kinds of posts are getting the best response. Need help with a template? Let us know!


Thinking about launching a new product? Wondering what name, design and language will appeal to your target demographic? Consider surveying potential customers to find out! Tools such as Survey Monkey will allow you to find your future customers and ask them questions about their preferences and likelihood to purchase. If you're entering a new market or your team is in an opinion deadlock, a simple bit of research might be just what you need to move forward. 


Negative reviews are a reality of being in business. If you get one, the best thing you can do is communicate with the reviewer by offering an apology and working to understand what went wrong. You’re never going to get it 100% perfect all the time, but a willingness to acknowledge a mistake and improve upon it will show your customers that you’re willing to give it your all.


Give your online presence some personality! We live in a world full of perfectly curated communication, which can get really quite boring. Let your business be a reflection of you, rather than being so stuck on the rules. A little experimentation might just uncover a voice that customers relate and respond to.


Social media success is not just about how many followers you have. It's about how many followers you have who engage with you and your business. Would you rather have 1,000 followers who are genuine, prospective customers or 10,000 followers who don't even know what you do? I’d take the first option any day.


Not all great marketing costs a fortune. You can build your brand through a smart mix of traditional marketing (like snail mail or sponsorships), digital marketing (like newsletters and SEO), social media (through a combo of great content and advertising), events (such as speaking engagements or networking) and public relations (like media articles and publishing). Just don't put all your eggs in one basket, make sure you diversify your strategy.


Social media check-ins and tags are gold. Don't ignore them. Make sure you are virtually welcoming your guests and acknowledging them for their patronage. These interactions can be brilliant testimonials for your business if you use them correctly. 

Discovering Your Target Market

When I begin working with a new business, one of the first things I ask the owner is, “Who is your target market?” Unsurprisingly, the answer I usually get is, “Everyone”.

I can promise you that your product or service won’t appeal to everyone, so let’s start with the basics. Who is most likely to go for what you’re trying to sell? Is it…

  • Men or women or both?
  • Younger people, older people or both?
  • People in a certain area of the world, country, state, city or neighborhood?
  • People that earn a certain income?
  • People who are single or married? Have kids or don’t?
  • People who’ve completed a certain level of education?

Let me give you an example. Let’s say I am launching a make-up company that only uses ethically sourced, organic materials and contains no chemicals. My cheapest product is a lipstick, which retails for $18. Everything is American made.

From that basic information, I can segment my audience down using a few assumptions:

  • I sell makeup, so my target market will mainly be women
  • My price point is higher than average, so I can assume my target market will probably be women who are at least 30 years old and have a higher than average disposable income.
  • I believe that as women get older, they typically become quite loyal to the beauty products that they use. So I am going to assume that my target market probably tops out at about 45 years old.
  • My products are American-made so obviously, I am targeting the American market. But because one of my points of difference is organic and ethical, I will most likely find women who are interested in those kinds of products in larger cities with greater affluence and wider exposure to environmental and health issues.
  • My product is not specific to marital or family status, so I’m going to skip this one for now.
  • Again, because of my price point and my point of difference, I can assume my target market will be college educated.

So now we’ve gone from “Everyone”, to:

  • Women
  • Aged 30-45
  • From affluent neighborhoods in major cities
  • Who earn an above average income
  • Who are college educated
  • Who actively care about the environment and their own wellbeing

Now you give it a try.  If you get stuck on one question, ask yourself what type of customer you’d want to attract. For instance, in my example, I got stuck on marital and family status. But when I think about it, I know that moms are super busy, and buying organic lipstick is probably not right on the top of their to-do list. This is a wicked generalization, but for the sake of an example, I’m going to ask you to go with me on this one. So from here, I might then determine that I’m better suited to target people who don’t have children. I can make other determinations as well. For instance:

If I know my target customer cares about the environment and her own wellbeing, I can probably assume that she eats healthy, shops in upscale groceries stores, and exercises a few times a week. Also, since she likely lives in a big city and earns an above average income with a college degree, I might be able to deduce that she has a professional job, possibly in a management role, or that she owns her own business.

So now we’ve gone from “Everyone” to:

  • Women
  • Aged 30-45
  • From affluent neighborhoods in major cities
  • Who earn an above average income
  • Who are college educated
  •  Who actively care about the environment and their own wellbeing
  • Who don’t currently have children
  • Who eat healthy, shop in upscale groceries stores, and exercise a few times a week
  • Who have a professional job or own a successful business

Now we’re getting somewhere! Now that we know a bit more about our target market’s personal demographics, we can begin to think about how we might be able to find and attract her with our marketing efforts. So, as an example, I might think about:

  • Creating an ad on Instagram showcasing a woman with beautiful, natural makeup that specifically targets women who fit into my categories
  • Writing some articles about the long term effects of chemical-based makeup on LinkedIn, where I know I can find educated, professional women aged 30-45 who are following tags about beauty
  • Researching events in my target geographic locations where I might find my customers, such as farmers markets, yoga workshops or fitness events
  • Looking to partner with a bigger, more well known retail brand and offer mini makeovers in their store

You get the idea.

When you start a business, no matter what kind of business it is, you have to begin by defining who your customer is, how they live their lives and why your product or service suits them to a tee. Once you define that customer, you can begin creating a marketing plan to match. But we’ll leave that one for next time!

Stuck on where to start? We can help! Get in touch.