Creating a Personal Brand

Rob Foster – Flak, spin doctor, strategist, and all-around go-to-guy

1998Bachelor of Arts, Political ScienceCum Laude

Humble Beginnings

Interned for Congressman Steve Chabot’s (OH-1) district office and stayed on through election at front desk, fulfilling constituent requests.

Created political blog that examined national, state and local issues – Readership 1. My own mother wouldn’t even read it.

Putting the Degree to Use

From U.S. House to Cincinnati City Hall

City Councilmember Phil Heimlich

A majority didn’t realize that we already had term limits, they are called elections. Anyway, they created a new rule that prevented my boss from running again. So, it was time to move on.

Putting the Degree to Use

Became a Legislative Aide and Campaign Manager to this guy:

Key Learnings:

Think before you speak; anything said can be on the front page of tomorrow’s paper.

A great idea is not enough, you have to build consensus to get things passed.

And to contradict that, sometimes the solidarity of one is stronger than the many.

Beat reporters are easier to pitch.

Economic development, branding, fund raising, annual reports, ghost writing, fund raising, reasons to believe, accessing and demonstrating the strengths of the region and articulating to a wide range of audiences – Oh, did I mention fund raising?

The cool thing was that I fortunate to be able to meet with some of the region’s most powerful and influential people. CEOs, politicians, publishers, community organization directors and even worked detail for President Bush speech.

Outside of all of the hob knobbing and gala receptions, someone had to create content for the folks who were pressing palms and asking for dough. There were collateral pieces that were needed to quickly and easily demonstrate why a company should invest in retaining and attracting businesses. Well, that ended up being me.

Spreading My Wings

Key Learnings:

Substance without style doesn’t sell.

Money is fungible.

Personal relationships go farther than unwanted solicitations.

You can’t be everything to everyone, know your audience when communicating with them.

Suits – Grey onlyShirts – White onlyTies – SubduedPersonal Style - None

Newsletter content development, layout and design oversight and worked with Johnny Bench.

Commercial, philanthropic, processing solutions and wealth management division support.

LIFO – Last in, first out.

MisFortune 500

Key Learnings:

Earnings dictate tenure.

“Yes” men survivor scrutiny.

Even if it isn't news, coverage is mandatory.

Loren Allan Odioso (LAO) → Freedman, Gibson & White → Focus/FGW

M&A in the Ad game, sometimes they work and others, not so much. Didn't even hang out long enough to get business cards by the time the third alliance was formed.

PR and politics don’t always mix but for one organization, Drake Center, this marriage (rocky at times) became the focal point for passing a tax levy.

Timesheets Suck or Agency Life Begins

Key Learnings:

Just because you think you belong on Oprah doesn’t make it so.

Mantra beats explanation.

PR isn’t marketing and marketing isn’t sales.

The more closed door meetings, the weirder it will get.

Clients and Responsibilities Grow

Moving from regional or niche players to global brands offers a new set of challenges that require that skill sets be honed and relationships built.

Working with Bosch Power Tools and Accessories, Husqvarna, Campbell Hausfeld and TimberTech means that expectations are ratcheted up so that these companies can secure additional mind-share and shelf space.

From trade to consumer to social media to TV to bloggers, these accounts experienced higher rates of media coverage and brand engagement during their tenure with Strata-G than any other time. I’d like to think that I had something to do with that.

Key Learnings:

Invite me in for a chat so I can share this and much more with you.

Cell: 513.482.0392E: robnjen@fuse.net