“My mantra is: always get the right message, at the right time, with the right audience, via the right platform.”
The Transformational Marketers Interview Series features marketing leaders that drive change in their industries, business models, and organizations. During these brief interviews, successful marketers share how they practice Transformational Marketing to lead company-wide change, altering how they market, communicate, and engage with their customers.
By reshaping their story and redefining relationships with their customers, these transformational leaders build valuable customer experiences and convert customers into brand advocates.
Episode 5: How to Craft the Right Message for Successful Transformation Within an Organization
Watch episode 5 of the Transformational Marketers Interview Series and learn from Andrea Koslow, former Senior Director of National Brand Strategy & Marketing Production at PBS.
Andrea shares that the only way to make lasting change with organization-wide adoption is to be transparent and open about it. The team has to understand why change is necessary and how it is going to impact the company overall. She also shares the importance of creating and delivering the right message for the right audience at the right time. She highlights the importance of crafting a message that is relevant to the customer’s life, as well as communicating with consumers in a meaningful and impactful way.
Here are the 4 tips provided by Andrea to craft a message that is meaningful to your audience:
- Keep your eyes on the consumer.
- Be true to who you are as a brand and as a company.
- Connect with consumers through channels that they consume.
- Keep pace with consumers.
Watch Andrea’s interview to learn valuable insights into how to best navigate market disruption and how to transform your organization for better results.
Meet Andrea Koslow
Former Senior Director of National Brand Strategy & Marketing Production at PBS
Andrea Koslow is a strategic communicator and prolific producer of award-winning broadcast, video, radio, print, and digital media. As the Senior Director of National Brand Strategy & Marketing Production for Public Broadcasting Service (PBS), she has pioneered a strategic brand health practice, developed a personae strategy for audience and donor targeting, and is leading a brand audit as part of an effort to refresh the overall consumer brand experience. Her responsibilities also include management of the organization’s federally registered trademarks including training and licensing for more than 350 member stations nationwide. Under her watch, her marketing production team has delivered more than 15 national multimedia campaigns annually, as well as institutional promotion and fundraising marketing assets to drive watching and giving.
Prior to PBS, she served as the Executive Director, Brand & Creative Marketing at the National American Red Cross for nearly 10 years. Her responsibilities spanned oversight and coordination of the marketing functions of the national organization including creative resources, brand management, entertainment and celebrity outreach, and advertising. She holds a Bachelors degree from Furman University and graduated with honors from L’Academie de Cuisine French Culinary School. She earned her Masters in Film and Video Production at the American University School of Communication and has served as an Adjunct Professor since 2013. Rumor has it she still holds the distinction of being Jane Fonda’s longest-running personal assistant to date.
If you enjoyed this interview, check out the Transformational Marketers Interviews:
Learn how you can harness the power of Transformational Marketing to drive organization-wide change in TopRight’s ebook Transformational Marketing: Moving to the TopRight.