Men`s Wearhouse Founder to Deliver Keynote at VIA B2B… I
Transcription
Men`s Wearhouse Founder to Deliver Keynote at VIA B2B… I
In This Issue George Zimmer to Deliver Keynote at 2013 B2B VIA Works: Bayless Engineering Cause Marketing a Huge Opportunity for SCV City Hires New Assistant City Manager ISSUE NUMBER ONE January Luncheon New City Manager Discusses Recent Public Opinion Survey K en Striplin, Santa Clarita’s new City Manager, was the featured speaker at the January luncheon, discussing the city’s recent public opinion survey. Men’s Wearhouse Founder to Deliver Keynote at VIA B2B… I Guarantee It! H e’s guaranteed millions of men they’re going to like the way they look. On March 19, 2013, Santa Clarita Valley professionals will have a chance to hear secrets of success from George Zimmer, founder and executive chairman of Men’s Wearhouse, when he takes the stage as keynote speaker for the Valley Industry Association’s B2B Industry Show at the Hyatt Regency Valencia. The annual expo is the valley’s largest business-to-business networking event, typically drawing a crowd of about 2,000 attendees (and 200 keynote luncheon attendees), and featuring nearly 50 exhibitors. “We did considerable research to locate a speaker who would communicate a message that would be of interest to our collective membership,” VIA President Kathy Norris said. We found him especially desirable not only because he has an incredible story of entrepreneurship of his own, but also because he has created an amazing ‘employee centric’ culture throughout the 1,200 stores in the Men’s Wearhouse network. He believes in his employees and consistently offers them the tools and the opportunities they need to grow within the company.” Continued on page 8 Ken has worked for the City of Santa Clarita since 1995, serving in a leadership capacity in every City department during his tenure. Ken has served as Department head and Division Manager in several areas throughout his career and his experience has supported the City’s successful efforts in the opposition of the Cemex mega-mining project; working toward the clean-up and reuse of the Whittaker Bermite property; creation of economic development plans and programs, like the award-winning Film program, to strengthen the local economy throughout the recession; and assumption of library services from the County of Los Angeles in order to provide enhanced local services while decreasing operating costs and resident fees. 25030 Avenue Tibbitts, Suite K, Valencia, CA 91355 Phone: 661-294-8088 | [email protected] | www.via.org Board of Directors Incoming Chairman’s Message: Imagine the Possibilities in 2013 A re you ready to make a change for the better? This is the year to shout from the rooftops to your community, “I will be the difference this year!” You’re not going it alone: As the incoming chairman of the VIA board, I will be your business cheerleader. Alan DiFatta Accurate Freight Systems Chairman of the Board Diana Meyer Logix Federal Credit Union Immediate Past Chairman and Vice Chair, Education Kathy Norris Valley Industry Association CEO/President Tim Burkhart Six Flags Magic Mountain Vice Chair, Programs J.C. Burnett Courier-Messenger Andree Walper City of Santa Clarita Andrea McAfee Bayless Engineering Treasurer Denise Henderson MD Commercial Cleaning Corporate Secretary Randy Moberg LBW Insurance Anna Frutos-Sanchez Southern California Edison Greg Wells California United Bank Joe Klocko College of the Canyons Andrei Nikitin Henry Mayo Newhall Memorial Health Foundation Ed Masterson SOS Entertainment Vice Chair, Member Relations Chris Chapleau American Business Machines Vice Chair, Sales Strategy Laura Kirchhoff Child & Family Center Whatever challenges the past year may have brought, 2013 is the year we pick ourselves up, shake off the dust, seize opportunities and pursue all our possibilities. It’s time to not just remain status quo, but go after new things and max-imize our potential. In the coming year, VIA will provide programming that challenges and invigorates business owners and entrepreneurs. This isn’t just a bunch of “rah-rah-rah” platitudes – this will be programs focused on real ideas and tools to aid in your success. Look for more information about our new VIA Entrepreneurs Academy and our Junior Entrepreneurs program. These programs will launch on the heels of our March B2B Industry Show, featuring as keynote speaker George Zimmer, founder and chief executive of Men’s Wearhouse, and an accomplished entrepreneur. Our first VIA luncheon of 2013 will feature new City Manager Ken Striplin, who served as Santa Clarita’s assistant city manager until December. Knowing Ken, his speech will be optimistic, opportunistic andforward-thinking. He’s a perfect example of how change can bring about new opportunitiesand possibilities. The New Year is here. Are you off to a strong start? In 2013, I want to challenge you to not simply make a difference, but to be the difference. Alan DiFatta Incoming Chairman of the Board, Valley Industry Association and owner of Difatta Real Estate VIA Works! Bayless Engineering S ome of you might not expect a manufacturer to be one of the Valley Industry Association’s dedicated supporters. However, during our many years of involvement in VIA, Bayless Engineering & Manufacturing and its related companies have continued to benefit in numerous ways through their VIA memberships. VIA offers its members an excellent means to connect with the best of our local service organizations such as; advertising agencies, banks, environmental, insurance, staffing, technology, and various consulting firms. Looking at VIA’s member directory you can see a wealth of other industries showing how diversified the membership is. Another impressive value to members is access to our colleges, the City, their services, and to the many Government Officials who continue to support the VIA membership. The Valley Industry Association, over 30 years in existence, is experiencing current and continued growth with newly added objectives for value to members. Having been members since 1993, Bayless and group look forward to many more years of association with VIA. For more information on how your business can be featured in “VIA Works!” email [email protected] Closing Letter from 2012 Chairwoman Diana Meyer W e often ask ourselves “What have I done with my life?” In a way, VIA does this also or actually the outgoing Chairman or Chairwoman of the Board does this before our annual Strategic Planning Session before the end of the year. As the 2012 outgoing Chairwoman of the Board of Directors, I ask “What have we done in 2012 for our members?” VIA’s three strategic initiatives for 2012 were collaboration, membership recruitment and retention, and leadership development/successor planning. VIA collaborated with the Santa Clarita Valley Chamber of Commerce, the SCV Economic Development Corporation, the Valley Industry & Commerce Association, and the Magazine of Santa Clarita to bring various programming events to the business community. These events included the Assembly and Congressional debates and the inaugural SCV Business Awards. VIA drew record numbers of business professionals as guests to the monthly luncheons and its signature event, Regional B2B Conference. Earvin “Magic” Johnson served as the keynote speaker for this year’s B2B event. New committees were formed in 2012 and VIA members had many different opportunities to become involved members. VIA created networking opportunities through the Board Meet & Greet, Connecting to Success and VIA ROCKS! As a result, VIA’s membership rose more than 20%. Finally, VIA developed and launched the first leadership development / successor planning program. Ten individuals signed up for the program and are actively involved in VIA. One will be joining the Board in 2013 and two will be committee chairs in 2013! What was the result of these strategic initiatives? Increased membership brought increased sponsorship dollars. Collaboration brought new networking opportunities for VIA’s members. Leadership development brought new active members to VIA on their path for future Board positions. All in all, a great 2012! Here’s a toast to every VIA member who helped make this year a great year! A toast to the numerous volunteers, especially the 2012 Board of Directors and VIA’s staff, Kathy and Nancy, for their commitment to VIA! Can’t wait to see what 2013 brings. Join me…VIA is the place to be! Diana Meyer 2012 Chairwoman VIA Board of Directors Logix Federal Credit Union Welcome New Member! Please take a time to say hello to our newest members THE PACIFICA COMPANY Richard Bonner 25345 Avenue Stanford, Suite 214 Valencia, 91355 661-294-8700 UNION BANK Rudy Cedillos 21700 Oxnard Street Woodland Hills, 91367 818-316-3153 S3 BUILDERS, INC. Marc Rapisardi PO Box 11478 Burbank, 91510 661-252-7550 ACCURATE FREIGHT SYSTEMS Tony Demma 28159 Avenue Stanford, Suite 180 Valencia, 91355 661-257-7200 HEYS PLUMBING John Heys 24730 Avenue Tibbitts, #120 Valencia, 91355 661-294-9393 LOS ANGELES TIMES Andrea Zito 202 West First Street Los Angeles, CA 90012 CORRELL ACCOUNTING Lexi Correll 28005 Smyth Drive, Suite 153 Valencia, 91355 661-295-4658 JIMCO ELECTRICAL CONSTRUCTION Jim Coffey 26752 Oak Ave., Suite H Santa Clarita, 91351 661-252-1227 EEAP Bill Whitaker, Michael Crawley 514 Commerce Avenue, Suite E Palmdale, 93551 800-734-3574 ADAGE IT Jeremy Stepan 27943 Seco Canyon Road Santa Clarita, 91350 661-349-7702 REIS ROBOTICS Audrey Rodriguez/Christopher Clark 28490 Westinghouse Place, #170 Valencia, CA 91355 Member Contributed: Cause-Related Marketing A powerful opportunity for SCV Businesses Liberty and business jumped 28 percent for American Express. By Lois Bauccio, President and Executive Director Child & Family Center Foundation P ink ribbons and hearts are images that flood our televisions and computers with advertising. Yogurt and cereals ubiquitously tout their company’s concern with social welfare. These are examples of how “cause-related marketing” has worked its way into our collective social consciousness, and how corporations and charities have shared in a bottom line boom. Beginning in 1976 with a campaign on behalf of the March of Dimes by the Marriott Corporation, Bruce Burtch conceived a new marketing idea which he characterized as, “doing well by doing good”. Since then the idea has mushroomed to include numerous for-profit and non-profit businesses alike, including Famous Amos, Komen for the Cure, American Express, and many, many more. The simple idea basically describes efforts to support charitable causes in a way that also promotes business. When American Express offered a penny for each use of the card and a dollar for each new card issued to the Statue of Liberty renovation program, over a four month period $2 million was raised for Lady This type of corporate support should not be confused with sponsorships and other forms of cash or in-kind gifts. These are philanthropic and most commonly secured through a business’s “community outreach” budget line item. Cause marketing is supported through the marketing line item which may be more readily accessible than is the philanthropic approach. According to the Cone Millennial Cause Study of 2006, 89% of Americans (aged 13 to 25) would switch from one brand to another of a comparable product (and price) if the latter brand was associated with a “good cause”. Enter Santa Clarita. First look at demographics. The growth of the 25-35-year age group is projected to increase 27.7% between the years of 2010 and 2015. This group will also be growing in influence and decision responsibility. As the Millennial Study has shown, these folks will support businesses that demonstrate community investment. Next, look at the economic climate affecting personal giving practices. During difficult economic times, individuals sometimes find it easier to support a given product when they know a charity will benefit, than they do to write a check to that charity. So the time could not be better for businesses to augment an existing charitable sponsorship program. There are other possibilities for cause marketing to create business such as special packaging for a product or service, product licensing, partnerships, employee service programs, charity auctions, etc. The opportunity for creative marketing is truly limitless! Santa Clarita is a special place…one which supports local charities that improve the quality of life for everyone. Nonprofits can offer a new, diverse exposure to creative and charitable local businesses. Child & Family Center has enjoyed a special relationship with businesses for decades through Taste of the Town, Kid Expo, Corporate Family, and more recently through Guardians of Hope. We look forward to an even more robust business relationship with our business partners in the future. Join us and many local businesses at Child & Family Center’s Century & Family Fun Ride on March 30, 2013 and Santa Clarita’s Best Charity Event: Taste of the Town on May 5, 2013. Calendar of Events - 1st Quarter 2013 Wednesday, January 16 Wednesday, January 23 Friday, February 1 Tuesday, February 5 Friday, February 8 Friday, February 8 Tuesday, February 19 Wednesday, February 20 Wednesday, February 27 Friday, March 1 Tuesday, March 5 Thursday, March 7 Friday, March 8 Tuesday, March 19 VIA Strategic Planning Mtg. VIA Board of Directors Meeting VIA Education/CTS Committee Sales Strategy Task Force B2B Committee Meeting Membership Committee Meeting VIA Monthly Luncheon VIA Strategic Planning Mtg. VIA Board of Directors Meeting VIA Education/CTS Committee Sales Strategy Task Force B2B Committee Meeting Membership Committee Meeting B2B Conference & Industry Show 7:30 AM 7:30 AM 7:30 AM 7:30 AM 8:00 AM 9:00 AM 11:45 AM 7:30 AM 7:30 AM 7:30 AM 7:30 AM 8:30 AM 6:00 PM 12:00 PM VIA Office VIA Office VIA Office VIA Office VIA Office VIA Office Valencia Country Club VIA Office VIA Office VIA Office VIA Office VIA Office Location TBD Hyatt Valencia Let’s Connect 2013 03•19•13 Hyatt Regency Valencia PRESENTING SPONSOR 1 Available Contact via office for information (661) 294-8088 [email protected] [email protected] KEYNOTE SPONSOR $5,000 1 Available (1) Green Room visit with Keynote Speaker Full page ad in program book Media recognition in all ads placed Recognition at keynote luncheon Recognition at VIP Reception Logo on all communications Specialty Banner over trade show Mailing list of registered participants 4 seats, Luncheon Keynote address 10 VIP Reception invitations 10 admission tickets to trade show Keynote Speaker George Zimmer Founder and Executive Chairman, Men’s Wearhouse VIP SPONSORS $2,500 6 Available 4 reserved seats, Luncheon Keynote address ½ page ad included (can apply value toward larger ad) Media recognition in all ads placed Recognition at VIP Reception Specialty Banner over VIP Reception and trade show Mailing list of registered participants 5 VIP Reception invitations 2 minute presentation at VIP Reception 10 admission tickets to trade show MEDIA SPONSORS $2,000 2 Available Media recognition in all ads placed Specialty banner at show 5 admission tickets to trade show 2 VIP Reception invitations SIGN SPONSORS $1,500 2 Available ¼ page ad included (can apply value toward larger ad) Media recognition in all ads placed Specialty Banner 5 admission tickets to trade show 2 VIP Reception invitations PROGRAM SPONSOR $2,000 2 Available Media recognition in all ads placed Ad on ½ back cover of program book 2 admission tickets to trade show UP SIGNS $500 10 Available Large sign with your logo suspended over trade show floor. Foyer area only www.VIA.org Contact VIA for additional information 661-294-8088 or by email: [email protected] Let’s Connect 2013 03•19•13 Hyatt Regency Valencia The Valley Industry Association presents the 2013 VIA B2B Industry Show, Santa Clarita’s largest business-to-business show March 19, 2013. VIA B2B 2013 VIA B2B Industry Show Tuesday, MARCH 19, 2013 Sponsor Packages: Presenting SponsorContact VIA Office Keynote Sponsor $ 5,000 VIP Sponsors $ 2,500 Program Sponsors $ 2,000 Media Sponsors $ 2,000 Sign Sponsors $ 1,500 UP Sign Sponsors $ 500 Exhibitor Packages: Super Premium Booth (10’ x 10’)Sold Out Premium Table TopSold Out Standard Table Top $ 400 Attendee Ticket Pricing: Luncheon Keynote* with George Zimmer Before December 31, 2012 $ 75 Jan. 1 thru Feb. 15, 2013 $ 99 After Feb. 15 (if available) $ 125 Full reserved tables of 10 available *Includes trade show exhibits and VIP Reception Industry Show Exhibits and VIP Reception Only $25 R e s e rva t i o n F o r m Name of Company/Organization: Contact Name: Phone: Address: City: Zip Code: Fax: Email: Please charge my: Visa Mastercard Card Number: Expiration:Security Code: Total: Name on Card: George Zimmer, an American entrepreneur, the Founder and Executive Chairman of the Men’s Wearhouse, a men’s clothing retailer that has more than 1,200 stores, keynotes the VIA 2013 B2B Industry Show luncheon address on Tuesday, March 19, 2013 at the Hyatt Regency Valencia. Billing Zip Code: Signature: Register online or fax your completed form to (661) 775-9670. www.VIA.org Contact VIA for additional information 661-294-8088 or by email: [email protected] Member Contributed: The Most Difficult Question in Marketing By Jill Mellady “W hat type of response rate can I expect?” It is the question we hear the most often when talking to clients about their marketing — and it is also the toughest question to answer. Clients always want to know exactly how many phone calls their mailing will generate, or how many click-throughs their e-newsletter will receive, or how many new social media fans they’ll cultivate as a direct result of a new initiative. Unfortunately, satisfying answers are especially difficult to come by, as there are numerous variables involved. For example, if you sell pet grooming services and send out a postcard mailing to everyone in a particular ZIP code (many of whom don’t even have pets!), you would likely receive just a handful of phone calls. However, you could expect more responses if you mailed the postcards only to pet owners. You would receive even more phone calls if you offered a substantial discount on your services! You see, it isn’t about how many people respond to your marketing. It’s about targeting your audience and your return on investment (ROI). Your ROI is the true measure of success in any marketing campaign because you are focusing on how much revenue is coming in, not how many phone calls you get after mailing your postcards. Here’s why your ROI is so important: You could send off 10,000 postcards and only get 10 people to call you back, which would look like a mere 0.1 percent response rate. However, of those 10 who called, you may get five who turn into long-term clients, giving you business for life — which pays off greatly in the long run! media and more. Every campaign is created with the client’s goals in mind, utilizing the best combination of media and marketing tools to achieve those goals. We will develop your campaign and execute all components, start to finish, from design to printing, mailing and clicking on the “send” button, to improve your ROI. Let’s take a closer look. While we would love to see you get high response rates, we’d love even more to see you increase your revenue and build a longterm customer base! John owns a pool care service. He charges $100 a month for weekly pool service and chemical treatment. To get more business flowing his way, John decides to send out a postcard mailing. He spends $800 to print and mail 2,500 postcards to homeowners with pools. Out of those 2,500 postcards, 12 call him to ask about his service and six actually hire his company to service their pool. So, John will generate an additional $600 per month ($7,200/year) in revenue for his onetime investment of about $800. Jill Mellady, president of Mellady Direct Marketing, can be reached at 661-298-9190 or [email protected]; www.melladydirect.com. As you see, you cannot judge a successful marketing campaign by the number of responses. It is far more important to generate more revenue than it is to receive more phone calls. Responses mean nothing unless money and business back them up. Positive ROI is what businesses should look for, not percentage-based response rates. Mellady Direct Marketing works to help businesses increase their revenue through multiple marketing platforms — including direct mail, e-newsletters, social media, traditional Men’s Wearhouse Founder to Deliver Keynote at VIA B2B… I Guarantee It! (continued from front) Zimmer opened the first Men’s Wearhouse in Houston in 1973, after travelling around Texas, Oklahoma and Louisiana selling clothing samples out of the trunk of his car for his father, a manufacturer of menswear. After opening that first store, he spent the next decade opening one store per year in Texas. In the early 1980s the company opened its first store in San Francisco, and in 1992 Men’s Wearhouse went public, spending the next 10 years opening 50 stores annually. The gravelly voiced public face of Men’s Wearhouse has attributed his company’s success to a few factors: Investing in one’s workforce, developing trust with customers and finding a good slogan. About Men’s Wearhouse Men’s Wearhouse is one of North America’s largest specialty retailers of men’s apparel. The Men’s Wearhouse, Moores and K&G stores carry a full selection of men’s designer, brand name and private label suits, sport coats, furnishings and accessories. Tuxedo rentals are available in the Men’s Wearhouse, Moores and Men’s Wearhouse and Tux stores. Men’s Wearhouse operates a global corporate apparel and workwear group consisting of Twin Hill in the United States, and Dimensions and Alexandra in the United Kingdom. For more information on VIA’s B2B Industry Show, visit www.via.org. For more information on Men’s Wearhouse visit www.menswearhouse.com. City of Santa Clarita Spotlight: Santa Clarita Hires New Assistant City Manager N ew City Manager Ken Striplin announced his new Assistant City Manager, bringing a familiar face back to City Hall with the hiring of Frank Oviedo who worked for the City from 1997-2002. Oviedo is currently the city manager for the City of Wildomar, California where he has worked since 2009. Prior to that, he was the Deputy City Manager for the City of Elk Grove, California from 2002-2009, where he also worked as the assistant to the city manager. “Frank is bringing us 15 years of experience in city government with a number of successes. During his career, he has worked in every city department in three cities, with a steady progression of management responsibilities in local government. He will be a great fit for Santa Clarita,” commented Ken Striplin. While in Santa Clarita, Oviedo worked as a management analyst for the parks and recreation department, as well as serving as interim parks superintendent and as a management analyst in the City’s finance department. As Deputy City Manager and assistant to the City Manager in Elk Grove, he worked on the city’s budget, as well as with human resources, the police department, led various contract negotiations including complex trash and transit contracts, and with the City’s old town revitalization project. Oviedo has both administrative and development services oversight experience, developing Wildomar’s first comprehensive economic development work plan and creating policies encouraging economic growth by creatively “phasing commercial projects in order to jump start pre-recession approved plans. Also in Wildomar, he imple- mented a new finance accounting system for better accountability and long term financial health. “I am very excited to be returning to Santa Clarita. The leadership in Santa Clarita is well-known for excellence and innovation; Santa Clarita is absolutely a leader in the State—the City everyone wants to emulate for its successes,” said Frank Oviedo. Frank Oviedo earned a Bachelor’s degree from Fresno State and a Master’s degree in Public Administration from Arizona State University. He is a member of the International City/County Manager Association, the California Society of Municipal Finance Officers, and the Government Finance Officers Association. He is married with two children and enjoys marathon running, trail running, sea kayaking and international travel. Caught in the Act! Limited Advertising Spots Still Available!! Distributed to Over 2,500 Local Business Owners and Community Leaders. Contact the VIA Office For More Information [email protected] The 2013 Export Workshop Series How to Make Money in Exporting Free Workshop Series starts January 29, 2013 Tuesdays, 9:00 a.m. to Noon Workshop Series • Is Exporting for Me? • Finding & Entering New Export Markets/International Matchmaking • International Business Culture • Internet Export Marketing • Export Sales Techniques • Export Trade Finance & Insurance - Getting Paid • Legal Do's and Don’ts for Exporters • Freight & Logistics - Delivering Export Goods Date January 29 February 12 February 26 March 12 March 26 April 9 April 23 May 7 These free workshops are held in conjunction with the Port of Los Angeles and its trade industry partners. Eight International Trade workshops will be presented every two weeks from January 29, 2013 through May 7, 2013. REGISTER: To register please call the SBDC at 661-362-5900, email [email protected] or visit: http://tinyurl.com/exportworkshop Dr. Dianne G. Van Hook University Center at College of the Canyons, SBDC - Rm. 223 Daily parking fee of $2.00 to park at College of the Canyons. Parking pass kiosk located in lot 14. Visit www.canyons.edu/maps for campus map. Grow your business through exports! PRSRT STD U.S. POSTAGE PA I D MELLADY DIRECT MARKETING 25030 Avenue Tibbitts, Suite K Valencia, CA 91355 Phone: 661-294-8088 | [email protected] | www.via.org Welcome to the inaugural issue of VIA’s quarterly newsletter! Look inside for helpful stories plus information about our annual B2B Industry Show on March 19. Want VIA to Work for You? Contact our office today about exciting opportunities coming soon!