bluprint magazine
TRANSCRIPT
BLUPRINTISSUE 01 / FALL ‘2015
Magazine
T H E F I R S T I S S U E
K A R I N M . C A R OF O U N D E R & C E O
Welcome to the first issue of
BluPrintMagazine! This magazine will
serve as the extension of our marketing
efforts at BluChip Marketing and
TheDailyBlu. Our articles are written
by experts in their field, featuring their
insight on the newest trends in m dia and
marketing. All of The articles have been
written exclusively for the magazine.
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MODERN DESIGN STUDIO
• LOGO DESIGN• WEBSITE DESIGN• MOBILE SITES• STATIONARY• PROMO ITEMS• BROCHURES• INFOGRAPHICS• BLOGS• BANNERS• LETTERHEADS• NEWSLETTERS• VEHICLE WRAPS• CLOTHING DESIGN• LETTERPRESS• BRANDING GUIDESAND SO MUCH MORE...
Psychology is the science of behavior and with any science we can make pre-dictions on the way situa-tions will occur. We often make decisions when purchasing products based on a number of different triggers. These triggers can be emotion-al, how this purchase will make us feel, or practical, the purchase is necessary for some aspect of our survival. Having stated this, we are not completely impracti-cal or emotional when making decisions, but we are a mix of both. Our emotional reaction varies based on the product; however, our practical or rational reaction var-ies based on our circum-stance. For example, no one really gets excited about the value of baked beans but they are a suc-cessful product. While the majority of us may be dreaming about having a yacht, our practical minds tell us we cannot afford it.In other words, while we have a great emotional reaction to the yacht, we have little to no emotion-al reaction to the beans, yet beans and yachts are both successful products, so what are the different processes at work here? In 1943, Abraham Maslow published his theory about the “Hierarchy of Needs,” which describes
how our behavior varies according to our circum-stances. There are differ-ent levels in this hierarchy that can be categorized as physiological (food & shelter), safety (law & stability), social (friend-ship, family & intimacy), esteem (independence & respect), and selfactu-alization (self-fulfillment & peak experiences). While Maslow claims that most people never reach self-actualization, the other four categories influence what a person buys or not in today’s society. He further stated that as an individual’s situation im-proves their motivation and perception shift and they move up the hierar-chy.Going back to the yachts and beans example, yachts are a product that
is not very hard to sell on an emotional level. The purchase of these vehi-cles is based solely on an
emotional reaction, and the power of the brand, simply put: you want it
because you want it. On the other hand, baked beans are a food or sta-ple, so you don’t have to increase emotional components in order to sell this product because they are a necessity and therefore a practical pur-chase. How does a com-pany fit into fulfilling this hierarchy of needs? The German supermarket chain Aldi thrived as a result of the 2009 reces-sion in Germany because peoples’ circumstances changed when their fi-nancial situations were altered. His memoir, “The Little Engine That Did It,” reflects on how his dis-ability empowered him to achieve his goals in life. His life’s purpose is to empower people; both with disabilities and those without so that they may achieve their life’s goals and realize, we are all the same. Dr. Richard is a licensed clinical psy-
chologist and a certified rehabilitation counselor with over 20 years expe-rience in the field of dis-abilities. Having cerebral palsy, he’s overcome many obstacles. Because of his personaljourney, he strives to empower others. People were look-ing for a cheaper grocery store option, which Aldi provided them with. For Aldi this was a fantastic opportunity to appeal to an individual’s budget and provide them with quality products at an in-expensive price. They ad-dressed this basic human need, which allowed peo-ple to move up the hier-archy, and consequently they were very successful in building their brand with the consumer. In summary, the purchases we make are not arbitrary, yet they are influenced by our subconscious. Our brain is silently making decisions for us based on our emotional reac-tion to a brand’s advertis-ing, while our conscious mind leads us to believe that we are making deci-sions based on our own accord. He does this by changing their attitudes about themselves. Dr. Richard is also a Shriner clown and entertains chil-dren with orthopedic dis-abilities and burns at the Shriner Hospital in Bos-ton and Philadelphia.
T H E P y S C H O l O g y O F A d v E R T I S I N gB y : D R . R i C h a R D T s C h R N E
Imagine going to a doctor’s office where you are actually seen at yourscheduled appointment time, where the doctortakes the time to listen to your history, evaluate you and report the results allon the same visit, and where if intervention is needed it is tailored specificallyto your needs and expectations.
Many patients expect endless hours seated in a crowded waiting room, acursory visit with the doctor, and minimal handholding throughout theirhealthcare experience. Audiology of Nassau County challenges that modeland is committed to providing the complete patient experience… and itbegins the moment you walk through the door.
Established over 30 years ago by Dr. Barbara Rosen, and now joined by herdaughter Dr. Stefanie Wolf, this mother daughter duo is dedicated to providingthe ultimate patient experience. This family operated business offers a morepersonal business than large chain stores are able to provide for patientssuffering with hearing loss. For most individuals, hearing loss begins as agradual decline in sensitivity, which if untreated has many potential negativehealth consequences including depression, social isolation, and evendementia, according to the current scientific research. Dr. Rosen and Dr. Wolfspecialize in navigating the journey to understanding hearing loss,acknowledging areas of difficulty, and creating a personalized communicationprogram to achieve a patient’s “best hearing possible.”And better hearing is possible!
The personalized experience that Audiologyof Nassau County can offer clients isunmatched by larger chain stores, which iswhat sets them apart from their competition.
After all, life is about connecting but hearingloss stands in the way of building andstrengthening these connections andrelationships
Mario Doyle Chief perating fficer
At Doyle Security Services, Inc. DSSWe’ve always taken a consultative approach tomarketing. It’s not simply selling guard services or integrated securitysystems or security related products. What we do, and what we are notedfor, is getting to know how we can enhance security for clients while findingcost effective solutions that meet their current needs and are formulated toincorporate emerging challenges.
It means long before the actual sale, we are consulting with potentialclients about what they see in their future and how DSS can help themmitigate risk. We research ahead of time so we can have meaningfulconversations and keep our focus on their needs and what it will take toprovide outstanding customer service. ver time, we’ve found that thispersonal approach to security increases everyone’s comfort level and helpsus get to the heart of issues.
Even when potential clients aren’t ready to make an immediate switch, theyknow they will be able to count on DSS to handle the work. And we makeour teams available to meet special assignments and projects as needed.For instance, when the Belmont Stakes resulted in a Triple Crown winnerthis une, and Belmont ark was alive with 0,000 spectators, it was DSSpersonnel and management that handled the security detail. We analyze both past threats and possible future threats to ensure that wecan provide the correct security measures. The right protection level variesfor each client and our ability to adapt to different situations allows ourclients to get exactly what they need.
Save The Date Nassau Community College Foundation Gala Friday, November 6th 2015 - Cradle of Aviation Museum
A Tribute to service and success Honoring Edward P. Mangano Nassau County Executive & Thomas C. Krumpter Nassau County Acting Police Commisioner
47% of allInternet users
(estimated to bejust over 3 billionpeople) are on
Facebook 500 million
Tweets are senteach day
DID YOU KNOW?
70 million
photos are sentdaily on
Facebook is adding , people every
minutes or per second
eople share .3 millionpieces of content on
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SOCIALMEDIABREAKDOWN
ourtesy ofeff oullas
0 million users are
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The cost for
hour promoted trend on Twitter runs about
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Crisis Management 0 Facing the Media Every business small or large must be ready in advance to respond to the media in acrisis. A crisis is defined as any situation that threatens or could possibly threaten toharm people or property, interrupt business, damage reputation, or negatively impactshare value.
replanning for a crisis is crucial. ou must have, within the context of your businesscontinuity plan, a section outlining specific steps to take when addressing the media.
nce a negative situation has already developed, it is too late, as it can take a firmseveral years to recover from a crisis handled poorly. ou must be ready, willing andeager to be a problem solver and do the right thing swiftly and unequivocally. Themedia, the business community, and the public largely respect those who demonstrateaccountability.
The first step is to establishinternal lines of communication.The first few hours of a crisissituation are chaotic. ave inplace a “crisis information team” who can source,synthesize, and reportinformation directly to thecompany resident or CE .Designate an appropriatecompany spokesperson who isarticulate, knowledgeable andcomfortable speaking to the media. If no one in your firm fits this role, consider hiring aprofessional spokesperson.
Do not avoid the media. ive them face time. Adopting a strategy of routinely hidingfrom the media can be a fatal aw in your corporate policy. iding causes the media toseek out other sources within your industry for comment. Do you really want yourcompetitors appraising your situation, criticizing your business, and possibly profitingfrom your misfortune No. Anticipating all of a reporter’s questions is rarely possible, but be prepared for thebasic who, what, where, when and why. If you honestly do not know an answer, admitit. Do not guess. Assess the time it will take to get the answer and request that time toget back with the specifics. Always be available for follow up questions.
A Story of Success
idia Szczepanowski, Esq. Attorney The Everything idia Show
Everyone has a story. Some of it is written for you by others, but much is authored by you.Although opinions will differ as to when your story actually begins, let’s just use a point ofreference as the day you’re catapulted into the world and take your first breath. By thistime, your entire introduction and maybe even your first few chapters have been writtenyour genetic make up is pre determined, and believe it or not, studies show that even yourbelief in a higher power, your political preferences, your confidence, and your popularitymay have already been established. So how does one write his or her own “SuccessStory”
First you have to define what “success” is. We can all probably agree that it meanssomething different to everyone and the definition changes from one situation to another.My working definition of success is the accomplishment of a purpose by finding thatunique blend of choices, adjustments and continuous re evaluations that bring youhappiness and fulfillment at that particular moment in your life.
I have found great success in my show, “The Everything idia Show.” This show is anextension of my personal brand, which essentially combines my professional persona asan attorney and entrepreneur with my fun loving and light hearted personality and chicand sophisticated style. By sharing progressive, cutting edge information and innovativeideas about health beauty, career, safety, home, and “Everything ifestyle” on my webT talk show, I am able to continue to educate, challenge, and inspire viewers to feelfulfilled, successful and fabulous while reinforcing and exemplifying the mission ofEverything idia, Inc., which is to “encourage women to realize their true self worth andmaximum achievement potential all while enjoying the ride and attaining genuinehappiness.” The company’s positive message, delivered with passion, humor, andintelligence, is a rallying cheer for women of all ages who believe in “ etting, aving Enjoying It All. ”“The Everything idia Show” spotlights a broad spectrum of topics from politics topocketbooks so the show’s audience is fairly diverse and it includes women of all ages aswell as men. The show continues to strengthen the signature image, unique voice, andrecognizable standard established by Everything idia, Inc., that viewers, readers, fans, andclients have grown to recognize. This show allows me and my company to gain a positivereputation and identity while still maintaining a personal level of trust and interaction.
ou write your “success story” every day. “Becoming” then “being” successful is a lifelongjourney that starts with following your own path, trusting your intuition, and creating a lifethat is in alignment with your personal values.
Media relations are a stressful anddemanding job. n a daily basis
R professionals are in touch withmultiple members of the mediaon behalf of their clients. To succeed as a R professional,there is nothing more importantthan building relationships and a reputation as being straightshooting and responsive. Everyinteraction with the media,whether it is local or national,requires attention and respect.When a professional is able toproactively provide newsworthy information and respond effectively to short deadlines, respect and trust are built. This
is the foundation for a positive working relationship with the media. Buildingrelationships with the media is not exclusive to members of the R profession. Theprocess of building relationships starts with making a connection and creating amutually beneficial environment . Start by connecting, commenting on and sharing stories you like from reporters onsocial media. Share your perspectives and industry information with them. Thisinterchange builds trust. Engage in conversations and when appropriate, bring your story or idea to the reporter. Through an ongoing conversation, a reporter willunderstand your expertise and may come to you to be part of a story. Members of the media are bombarded with hundreds of pitches every day take the timeto get to know who covers your industry or subject matters you are interested in.Be patient and build the relationship. Do not try to “sell” reporters on stories let themget to know you first. Remember, the media reports the news and they are not looking todo commercials for you. The goal is to get positive media coverage. Both parties recognize this fact. When amember of the media knows you can provide quality and interesting information, theywill call upon you often. When you come through for them, they will respect you andthis is the foundation of a mutually beneficial relationship.
This article was provided by Bill Corbett, r. resident ofCorbett ublic Relations. Bill is an expert in media relationsand his clients have appeared in thousands of news articlesas well as on local and national T news broadcasts.
Building Relationships with Members of the Media
Everyone has heard that old saying, “you only get one chance at a first impression,”but in today’s workplace, as well as social circles, it couldn’t be truer. ou are alwayson display and the contacts you make socially professionally can make your career…or not. ong before you hand over your business card you’ve been measured andjudged. ow you look, speak, and carry yourself can make all the difference inwhether a valued connection keeps or discards your information. So what matters bviously grooming matters no one wants to shake a dirty hand.Also, keeping the little things like hair and nails well trimmed is far more than a must.While we’re at it, let us not forget the all important breath mint! And for the ladies,chipped nail polish or un kept hair does not send a good message. Although a ponytailcan be fashionable, it’s over use is a clear statement. The woman in the tight dress had me feeling that I was being lured in by her display ofherself to keep me off balance however, the third woman was feminine yet confident.She was decisively female yet displayed a success at her profession and its rewards.Now, if I had to choose with whom to do business it would be the woman in theconservative dress. er “business card” displayed her success in a matter of fact way.She knows her job, does it well, and can afford the feminine pleasures of wardrobe andaccessories while still looking professional. She was in my eyes “the real deal”!
Building Relationships with Members of the Media
Moving on to clothing for that important meeting orevent. Fashionable, yet not too trendy, is key to beingadmired and lets face it when someone admires youthey are more likely to remember you and willultimately look forward to doing business with you inthe future. ick items that fit well without being tightor revealing. At a recent event, I was introduced to afew wealth management professionals. The onegentleman was in pleated pants, collared shirt, andloafers he was accompanied by two women one in askin tight dress with a neckline cut deep but notplunging, and the other in a solid conservative dressthat fit well. My impression was immediate. I felt ifthe man didn’t take care to dress properly, how wouldhe care for my investments
Daniel M is known for his style sense and fashion advice aswell as his fondness for great venues that let people shine.As CE of Evolve rofessional.com his daily advice on socialmedia and blogs help bring a clear picture of how to lookand be the best you can. e often works with private clientsto bring strength to their presence in both the workplaceand social arena.
ou are our Business Card
When your staff is happy your customers will ultimately feel the same way.For me, being happy should be everyone’s goal. I am not saying you need to be“smiley” all the time however, your mood does come across in your voice and body language. Remember, how you are perceived is how you are received! We have all seen sales associates in a retail store with their arms folded or anindifferent look on their faces and we simply just walk away even though wereally wanted to see and buy that great piece of jewelry in the case.
The same holds true for telephone agents. Their voice, tone, and manner ofspeech is all they have to convince a customer that they are empowered to help them no matter what and the customer will feel great after the call. A satisfied customer is times as likely to buy again if their problems are solved quickly and professionally.
appy Employees Mean appy Customers By aura SikorskiIndependent Contact Center Consultant
aura Sikorski is a recognized expert in Call Contact Centers, roject rogram Management and Business perations.
She has worked with hospitals, utilities, automobile manufacturers and numerous industries across the nation.
aura is the recipient of Call Center Magazine s ioneer Award inrecognition of her significant accomplishments and contributions to the call centerindustry.She received the Community Service award from the Mineola arden City RotaryClub, Woman of Achievement award from the Nassau County egislature,Certificate of Appreciation from the Society of Marketing rofessional Services,and a roclamation for making significant contributions to the community from
Training, coaching, and productknowledge Defined career paths andmentoring
enuine appreciation for a jobwell done
The company stands behind theirproducts services and keeps theirpromises The company knows who I am, when Ilast contacted them, and why The company lets me know ifsomething is wrong before I even know
I k n o w h o w t o s t a y f o c u s e da n d l i s t e n t o t h e c u s t o m e r . I a m c o n fi d e n t t h a t a t t h e e n do f t h e c a l l I h a v e s a t i s fi e d t h e I k n o w h o w t o s t a y f o c u s e da n d l i s t e n t o t h e c u s t o m e r . I a m c o n fi d e n t t h a t a t t h e e n do f t h e c a l l I h a v e s a t i s fi e d t h ec u s t o m e r s ’ r e a s o n f o rc o n t a c t i n g u s . I e n j o y g e t t i n g u p i n t h em o r n i n g a n d g o i n g t o w o r k . I k n o w h o w t o d e a l w i t h a nu n h a p p y c u s t o m e r .
Am I realistic in what I expect thecompany to do Do I let the company know how Ifelt good or bad by completingany of their surveys Do I understand why the companycannot always do what I amasking Do I let friends know how great acompany is and give referrals
“ appy is indeed a state of mindhowever, if we all identified waysto make customer resolutionbetter and made it easy for ourcustomersto have a great experience, we justmight be part of the solution andnot part of the problem.
KNOW YOURKNOW YOURNN
ate Fox is a ong Island poet, breast cancer survivor, and author of theate Fox is a ong Island poet, breast cancer survivor, and author of thecollections My ink Ribbons and ope. ate has been a regular contributor tocollections My ink Ribbons and ope. ate has been a regular contributor to
reat South Bay Magazine since 00 . er work has been featured in two shows atreat South Bay Magazine since 00 . er work has been featured in two shows atthe East End Arts allery, Bards Annual 0 and 0 anthologies, and Suffolkthe East End Arts allery, Bards Annual 0 and 0 anthologies, and SuffolkCounty oetry Review 0 .County oetry Review 0 .
She received the Bards umanitarian Award for the work she does for BreastShe received the Bards umanitarian Award for the work she does for BreastCancer Awareness and the American Cancer Society. Since the release of My inkCancer Awareness and the American Cancer Society. Since the release of My inkRibbons, ate has spoken at several events, sharing her inspired journey withRibbons, ate has spoken at several events, sharing her inspired journey withanyone who will listen.anyone who will listen.
K
ne of the things important to a writer is that they are able to share their wordswith others. In fact, it becomes a compulsion, once the decision to do so has beenmade. A good portion of writers that I have encountered, however, do notunderstand how to market themselves appropriately and have not really givenmuch thought to it.
As someone who has been fortunate enough to have her poetry published inmagazines and anthologies, I have been able to share my words with others. But,there have been times that I found myself struggling with how to market myself.
nce my first collection was published, I had to identify my target audience andmake myself available to that audience. As a breast cancer survivor, I found asecond population to appeal to, as well. nsure as to my approach, I startedreaching out to groups where I thought there would be an interest in my productread “myself” and made myself available to those groups for readings, speeches
and fundraisers.
It is necessary for a poet toparticipate in readings in order to be seen and heard. This issomething that must continue for as long as you have a productthat you want to reach people.
As someone who wants to inspirepeople and who donates aportion of every sale to theAmerican Cancer Society, it isalso necessary to make publicappearances and give speeches,which I have made sure to do.
When the product is you, or a part of you, it is imperative that you make yourselfavailable to any group that will have an interest in what you are presenting. oumust identify your audience, reach out to them in any way possible and be truthfulas to why you are there. In order to market this very special product, you mustknow your niche, become comfortable there and, then, find a way to expand thatniche.
A SPECIAL THANKS TOSTAR COMMUNICATIONS!
T H E B l U C R E W
Karin Murphy CaroKatherine Leo
Rosie FloreDawn Bowerman
Dr. Steve Maraboli
Danielle Venticinque
Dr. Richard TschKate Fox
Michael McDermottSamantha Spica
VIDEO TEAM:Michael Shershonovich
Samantha MatthewStefano Santoro
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