Welcome to another episode of The RVA Small Business Show with your host Cory Mosley. On this BNI-Central Virginia Member Spotlight, we are joined by Jess Ellett, VP of Marketing at River City Consulting, Podcast Host and Producer of River City Podcast.
River City Consulting is a branding and advertising agency headquartered in Richmond, VA, helping companies across the U.S. streamline their marketing efforts and bring in more business.
Our whole philosophy is how can we help ensure that you’re keeping everything on track to represent you in the proper way. -Jess Ellet
The Transformative Journey of Brand Building
Jess Ellett’s journey is a testament to the transformative power of storytelling in branding. She took a leap of faith, transitioning from a corporate environment to the dynamic world of agency life. Her venture, the River City Podcast, was born out of a desire to offer small businesses a platform to share their narratives. “We thought if we can create a format that allows them to tell their story… it’s dialogue, it’s conversation, it’s fun, it’s interesting,” she shared.
The River City Initiative: A Beacon of Community Support
During a time when funding for nonprofits dried up, the We Are River City initiative emerged as a beacon of hope. The program pairs nonprofits with supportive businesses, creating a symbiotic relationship that benefits all parties involved. “It’s a good look for the business to be supporting local nonprofits in the community,” Jess remarked, highlighting the dual advantage of community service and brand enhancement.
From Radio to Entrepreneurship: A Seamless Transition
Jess’s background in media, particularly radio and television, provided her with a unique skill set that she carried into her entrepreneurial endeavors. “I fell in love with Radio,” she recalled, emphasizing how her competitive spirit and marketing acumen kept her at the forefront of the industry.
Winning Strategies in Marketing
When discussing the pitfalls of brand creation, Jess pointed out that inconsistency is a common misstep. She emphasized the importance of maintaining brand integrity across all mediums, from logos to websites to vehicle wraps. “Our job is really just to keep it all consistent,” she stated, underscoring the agency’s commitment to guiding businesses towards cohesive branding.
The Art of Compelling Storytelling
The River City Podcast stands as a platform for emotive storytelling, particularly for nonprofits whose backbones are their origin stories and missions. Jess eloquently described the impact of a podcast format, which allows for depth and emotional resonance that short-form ads cannot match.
Tailoring the Brand to the Audience
A crucial piece of advice Jess shared was the necessity of aligning a brand with its target audience. “Just because you love X doesn’t mean Y,” she cautioned, urging businesses to consider their audience’s preferences over their own.
The Future of Content and Community Impact
Looking ahead, Jess envisions the continued fusion of marketing strategies with community impact. She sees the podcast not only as a means of storytelling but also as a generator of diverse content that can be repurposed to amplify reach and influence.
- Utilize storytelling as a strategic tool to elevate your brand and connect with your audience.
- Embrace the power of multimedia platforms like podcasts to offer depth and dimension to your marketing efforts.
- Ensure brand consistency across all channels to maintain integrity and recognition.
- Align your branding strategy with the preferences of your target audience, not just your personal tastes.
- Consider the broader implications of your marketing efforts, such as community support and social impact.
Click here to learn more about BNI-Central Virginia.