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Jeannette Magaro knew for years that she would one day open a marketing firm.

Two years after the founding of Storytelling Marketing and Consulting, Magaro’s boutique marketing firm in Camp Hill, she sees a path to push the firm over $100,000 in annual earnings. A former analyst for Harrisburg-based Aetna Health Insurance, Magaro quit her career of 11 years to focus on her family and to help with the marketing of her husband’s business, Nikoli’s Pizza and Catering, in Lower Allen Township.

It took years of hard work for Magaro and her husband to grow Nikoli’s Pizza but Magaro said that the social media campaigns, community relations and events that she put on for the business began showing dividends and other businesses asked her to do the same for them. “Businesses in the community wanted me to help in their marketing,” she said. “I had college tuition coming for my kids so I said why not?” When Magaro first began marketing Nikoli’s Pizza, she was primarily focused on social media marketing and web design, but she saw a niche in Jeffrey West uses Storytelling Marketing and Consulting’s services for his Lemoyne-based Freedom Financial wealth management firm. PHOTO/IOANNIS PASHAKIS
marketing with an emphasis on a client’s story being used nationally that she did not see being filled in Harrisburg.

A self-proclaimed “21st Century Storyteller,” Magaro felt that there were plenty of firms in the region offering traditional marketing campaigns. She saw an opportunity to create a platform where she could help her clients communicate to their clients what the businesses purpose is.

Magaro said that she sees her firm as a different service from marketing with some of her clients using the storytelling services alongside other marketing firms and social media experts. “I don’t think marketing companies should look at me as competition but as a partner,” she said. “We offer storytelling marketing and branding services that are customized. Designed to create an emotional connection between the audience and our client, stories make the companies we represent 20 times more relatable, resulting in a lasting impression that traditional marketing campaigns lack.”

Jeffrey West, founder and managing partner of Lemoyne-based Freedom Financial wealth management, began using Storytelling’s services last year. He said that as a financial advisor, his business needed a way to stand out from businesses offering similar products and the way to do that was to forge a unique brand. “A client can look for financial product through so many avenues, West said. “They want to work with someone they trust and trust starts with knowing the person at the other side of the table and from hearing their story.”

Magaro is proud of the growth she has seen in her first two years and expects to move the business out of her home and into its own headquarters by next year. She is also looking to push the business over an annual revenue of $100,000, a number that 88 percent of women-owned businesses have yet to reach, according to a 2018 State of Women-Owned Businesses Report by American Express.

Storytelling Marketing and Consulting recently received a Women’s Business Enterprise Certification, which will allow Magaro to bid for work from corporate businesses and federal, state and local agencies partnered with the Women’s Business Enterprise National Council.

Magaro also has a Small Diverse Business Certification from the Pennsylvania Department of General Services, allowing Storytelling to work as a subprime or prime contractor on state services.

Magaro said she foresees her business bypassing the $100,000 mark, particularly if she wins a government contract, she will be looking to grow the business with new hires. “If it is something big we will have to hire,” she said. “It is extremely important that everyone gets the same services they are getting now.

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3 Reasons Organizations are Reallocating Marketing Dollars to Employee Recruitment

The White House reports record low unemployment numbers that we have not seen in 50 years!

These numbers are wonderful for our economy and something to celebrate for many reasons.

However, for organizations facing high turnover or unplanned growth, a very low unemployment rate may present some challenges when it comes to employee recruitment!

Word of mouth and internal referrals, once the caviar of attracting talent, is no longer enough to attract qualified candidates.

  1. Organizations must make a serious effort to attract qualified candidates

Employers are at wits end exploring different avenues in searching for qualified candidates.

Organizations looking to hire part-time or entry-level workers could once place an advertisement on Craigslist at no charge. They are now having to pay to place the ad on the sites such as Craigslist and do so multiple times before a response is received.

Organizations are having to make some hard choices about their advertising dollars.

To continue to market goods and services, they will have to begin budgeting a reasonable spend to recruit new employees. Many small businesses have not budgeted to be in a position like this and may not have the resources to do so. They may have to decrease marketing dollars and reallocate their budget to attract new employees to ensure that their new customers receive a good experience.

Digital marketers are advertising that they can “Help find you Employees” and have been successful in onboarding new clients through this strategy.

At Storytelling Marketing and Consulting (SMC), we are running marketing campaigns for part-time workers in the hospitality industry and specialized professionals such as doctors that are all struggling to fill positions.

The Pay per Click model that works very well for advertising services and products can be rather effective for recruiting new employees.

The cost is dependent on several factors including industry. Marketing campaigns for positions that are in demand require larger budgets that may not exist and may need developed in order to meet operational needs.

2. Don’t spin your wheels onboarding new clients that you cannot service

We’ve all frequented places in which the service did not meet expectations due to staffing issues. We may have tried a new place for dinner after receiving a coupon but been disappointed in service to never return or worse tell a few friends.

In planning a marketing strategy, many small businesses must ensure that they have enough manpower to handle successful results!

Organizations that are low on staff cannot continue to market at an aggressive pace that will drive in more customers that they will not be able to retain due to service issues. Tough decisions will have to be made in relationship to recruitment. It may make sense to decrease marketing ad spend dollars until their staffing situation is addressed.

3. Less human interaction requires a stronger digital presence

Social media is not going anywhere and with Facebook reporting an average of 1.6 billion daily users spending an average of 58 minutes per day on the site, there is no denying that these virtual relationships developed take away from real life human interaction! Our word of mouth referral often exists now in a virtual relationship on popular social media channels such as Facebook, Linkedln, or Twitter in the form of Job Postings, Recommendations, and general content.

If it is not a part of your current content management strategy, you are missing out on an opportunity to share information about Job Openings and more with potential candidates, as well as friends and family of candidates that may be helpful in making a vital connection for your organization.

Part of the content management strategy should include information about your culture that may include community involvement, information about employee benefits such as wellness programs, and pictures of team building. These are also great ways to share more information about your company.

As the unemployment rate will not remain this low indefinitely, the shift in marketing dollars for recruitment may be with us for some time requiring business owners and human resource professionals to implement a plan.

To learn more about how Storytelling Marketing and Consulting can help you attract qualified candidates contact us at Jeannette@StorytellingConsulting.com or call 717-919-2857.

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Small Diverse Business Certification Announcement

We are so pleased to announce that we have received the Women’s Business Enterprise National Council (WBENC) certification!

This very special certification allows us to become a vendor in Pennsylvania (and all other states) to bid on government contracts or partner with other organization’s seeking a marketing organization to bid on government contracts and receive the necessary points to capture a bid and secure work with the state!

We are also thankful that we work in a state that appreciates the movement for successful women business owners! As we continue to grow, we are still challenged to get to that next level, and this appreciation is a step in the right direction!

Do you or someone you know currently bid on government contracts? We would appreciate an introduction!

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Certified Small Diverse Business
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Closing Deals in Heels

We are so excited to be featured in Lets Connect Central PA and provide advice to other women entrepreneurs.

PS – Check back with us for more news about being a women business owner.

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3 Eateries on the Move

I’m often asked to give examples of good social media and good posts.

Truthfully, bad posts are pretty easy to spot!

Since we are so inundated with digital information that recognizing an above average post or consistency throughout a page and or platform/s does not always happen due to volume.

Three eateries in Central PA have caught my eye in which I have related to their brand and shared their story with others. After doing this several times I realize these are great examples to share with clients and followers because if I am repeating their story to others I am almost becoming a “Brand Ambassador.” If you read this and can your followers to share your story, you have accomplished a major goal with your social media content by making your followers sales people for your organization!

Three eateries here in in Harrisburg, PA that have caught my eye are:

3. Cocoa Creek Chocolates at Brittle Bark

Brittle Bark’s release of their new brand, “Cocoa Creek Chocolates” has been defined by the actual merchants of downtown Mechanicsburg. Each truffle tells a story related to the specialty ingredients or the merchants in downtown Mechanicsburg, brilliantly unifying its community with something everyone appreciates, good quality chocolate!

2. Cracked Pot

A coffee shop branded on a biblical verse (Corinthians) with the intent of providing jobs and a mentoring program for foster children in Central PA. This chic shop in Mechanicsburg is a must visit to see how it all fits together so very perfectly in a time when consumers want to shop local and feel a part of something bigger! This non-profit knows how to not only craft a stories, but connect others and execute it properly!

1.The Urban Churn

It started with a viral post January of 2018 in which they were spreading the word about their sauerkraut ice cream sold in the heart of downtown Harrisburg just minutes from PA Dutch Country. The shop caught the eye of many as it continued to produce ice cream from ingredients that many would not normally think of creating a different experience. Fast forward to January of 2019, as they transition to their own space, their crowdfunding approach to raising capital is one that is a rather classy approach making the customer feel good about investing in their favorite ice cream’s future by providing treats for a year for a small investment.

There you have it 3 great examples of eateries! What vertical would you like me to look at next and provide examples of? Email me at Jeannette@StorytellingConsulting.com and let me know what you want to see more of!

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Community Service

As I begin a week of several speaking engagements in the community I am looking forward to sharing the mission of PASSION! I wake up every morning excited to do my job and share ideas of how to help businesses sell out of events, grow their followers, sell more widgets, brand themselves, and so much more! I will be on a panel in which I will be asked questions that refer to my values and while many talk about integrity –I truly LIVE IT! Integrity means telling a client an idea they are passionate about may not be good for them. It means turning down business that feels good for my bank account but just not good for me! So as I speak about passions EVERY SINGLE DAY, I hope to continue to gain clients that are pursuing THEIR PASSION and allow them to live it EVERY SINGLE DAY! Cheers! Jeannette

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SMC Hosts Womens Luncheon for Mechanicsburg Chamber

9/11/2018 at Sky Zone Harrisburg located in Mechanicsburg

Contact Jamie at info@mechanicsburgchamber.org

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New Announcement – Excited to be adding Public Relations Services to our list of services

Since forming our organization, we have been approached by several public relations firms to bridge the gap digitally. With only a handful of Public Relations firms in the area, a competitive advantage with our technical skillset, and a large list of connections in Central PA and surrounding areas, we have decided to add Public Relations to our list of services.

We are excited to begin working with talent in the Central PA area including Artists and Athletes; Business Professionals; Tourism Projects and more!

For more information, contact Jeannette at Jeannette@Storytellingconsulting.com

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Register NOW for Business Women’s Forum

Hundreds of women will flock to Messiah College one morning in May for education, networking, and empowerment. Join me as I present “21st Century Storytelling.” It’s a tale you will not want to miss!

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Speaking Engagements

Available to speak at conference on the following topics:

21st Century Storytelling

Alter your life by learning to say NO

Beating the Odds

Managing perfection and other self sabotaging behaviors