what is thoughtful?

Thoughtful Branding and Design

January 26, 2010

Corey McPherson Nash Powers Monster Website

Registry of Motor Vehicles

In today’s jobless recovery, applying for jobs and hiring employees is stressful. Job seekers send resumes out hoping their document will rise to the top of the pile, but not very confident it will. And employers prepare themselves to slog through applications hoping to find the right match.

In the midst of this tense environment, Monster.com, the premier global online employment site, asked us to create an interactive demo. The demo connects employers with quality job seekers at all levels and provides personalized career advice to consumers globally. Through its online media sites and services, Monster delivers qualified local candidates to business of all sizes.

The demo is designed to show the value of Monster’s hiring tools and how easy and effective they can be for companies of all sizes. The tone of the demo is fun and funky, but it also gives visitors the opportunity to halt the animation and to spend time exploring each of the tools. The demo concludes with a video of testimonials from enthusiastic customers.

Monster understands the true essence of its brand and we are proud to collaborate with them on projects that are core to their continued success. The demo is not just an employment tool. It is an extension of what sets Monster apart from other companies – a commitment to help both job seekers and employers get the advantage they need. And that, is thoughtful.

January 7, 2010

Effective School Marketing

Stratospheric tuition. Escalating costs. Shifting demography. Expanding choice. These and other numerous external factors can potentially damage, or even deplete, the new student prospect pool, so schools must pay more attention than ever before to marketing concerns. While many equate marketing with advertising and promotion, making the most of external initiatives begins with a cohesive and collaborative internal effort. The most effective school marketers recognize the power of partnerships among key internal stakeholders, including faculty, admissions, development and finance staff. Integrating departmental functions is not only good leadership and management — it’s great marketing. By listening carefully to those you seek to serve, making sure all stakeholders understand their roles, and putting the right technology infrastructure in place to support communication, schools can foster strong internal collaboration that helps to advance their missions.

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January 6, 2010

In a New Age, All Women Need to Work Together

Whether it’s baseball, climate change or Taylor Swift, each generation needs to know enough to follow a conversation about current events and a little pop culture. Cruise Hulu and read the Huffington Post, no matter how old you are.

And don’t make assumptions about younger men based on older ones: The younger set cooks, are engaged parents and can converse about a broad array of topics.

Also, keep in mind that with the possible exception of your own children, no one wants you as a parent. Your requests should have demonstrable merit and be made in a collegial fashion.

When you disagree with an idea, try asking questions that elicit more detailed thought about what’s been proposed. “Because I said so” works only if you are signing the paychecks, but it also creates subversive activities. There’s a reason TV’s “The Office” is so popular.

Younger women have grown up with rights older women lacked. Older women had to have their husband’s permission to get a library card; the younger ones believe real freedom means choosing to do what you want, regardless of how it may look to others. It is sometimes a naive perspective, but that freedom is the reason we all fight for equal pay.

Former Secretary of State Madeleine Albright once said, “There is a special place in hell for women who don’t help other women.” If ever there was a summary of the wisdom we can take from earlier generations, Ms. Albright said it.

With the resonation of her words among the latest generation of women to enter the corporate world, we’re reminded that, although we have reached these heights, we must keep climbing. But only when we truly learn to work with, not against, each other can we all reach the universally sought-after summit.

And remember that so much of what we need do, in the great scheme of the universe, is a bit absurd. If you can laugh about it, and even make others laugh, you can get through the rough spots – together.

This article, by Carole J. Fuller, Andrea Naddaff and Amanda Zantal-Wiener, originally appeared in the Boston Herald on January 1, 2010

Carole J. Fuller is senior donor relations officer, development, at Smith College. Andrea Naddaff is vice president of business development and a partner at Corey McPherson Nash and Amanda Zantal-Wiener consults with the firm. Fuller hired Naddaff early in her career and then Naddaff hired Zantal-Wiener.

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