Healthcare and Broadcast Leader Bring Experience, Fresh Perspective to Board

October 2018 Business Connection Volume 10, Issue 10 Kelso Longview Chamber of Commerce

Lower Columbia Professionals present Spooktacular, hosted by the Kelso-Longview Elks, Oct. 26. The costumes are part of the fun! For more information, see page 27.

Kelso Longview munity and the fact she is not from Longview or Chamber of Commerce Team xperience and fresh perspective Kelso means she also brings fresh eyes which will be very helpful to the board and the Chamber of Bill Marcum, CEO are two of the qualities newly Commerce. Amy Hallock appointedE Chamber of Commerce board “I have really gotten Project Manager members Cherelle Montanye and Bruce to know Bruce over the Pam Fierst Pollock bring to the table. Office Manager past four or five years as a member of the Early Edi- Joelle Wilson tion Rotary Club,” Mar- Social Media Services Montanye, chief administrative officer for Peace- cum said. “Since Bruce’s Health St. John Medical Center, is settling into the arrival to Longview Longview-Kelso area after career moves through and Kelso he has really Kelso Longview Colorado, Iowa and Kansas. Pollock signed on Business Connection become a member of our is published monthly by the as the market manager for Bicoastal Media four community, involved in Kelso Longview Chamber CEO years ago after spending time in California, Wyo- many nonprofit events, Chamber of Commerce Bill Marcum 105 N. Minor Road • Kelso, WA ming and New Mexico. and even created a few 98626 • 360-423-8400 kelsolongviewchamber.org “PeaceHealth is our largest employer and one of events to support local charities. The group of our Diamond Members, so having someone from radio stations at Bicoastal Media has been a huge To advertise, call Bill Marcum, supporter of the Chamber and its many events. 360-423-8400 or email PeaceHealth on the board is very important and bmarcum@ having Cherelle ready and willing to volunteer to Bruce’s positive attitude and professional experi- kelsolongviewchamber.org be a member of the board is fantastic,” Chamber ence in media and fundraising will be a great Ad Deadline: 20th of benefit to the Chamber board of directors.” each month CEO Bill Marcum said. “She brings an incredible amount of management experience to our com- For more Board Additions, see page 3 2018 Small Business BOOT CAMP 2018 Fall Series begins Friday, Sept. 14 Friday Mornings ★ Lower Columbia College 7:30 am - 9 am ★ Heritage Room at LCC - Admin. Bldg.

Fall 2018 six pack Sept. 14 Maximum Cash Generation Facilitator: Frank McShane, Square Peg Consulting. This is not the same as Profit or Cash Flow. How do I know which products or services are providing the most cash so I can keep expanding my business? This workshop will show you how to use your own data to determine which products or services are generating the most cash. Then you can focus your time and resources on the things that will help you grow your business faster. Sept. 21 Marketing vs. Sales So now you are in charge of Marketing and Sales for your business or company. They are not the same. How do you know what works, doesn’t work and how can you track sales to try to determine what is providing you the most bang for your buck. Facilitator is still to be determined. Sept. 28 How to Read a Balance sheet and other financial statements David Futcher, Futcher Group CPA’s will be help you better understand your financial documents which will help you manage your revenue and expenses for maximum growth. Oct. 5 Conflict – Home, work, boss and the kids Mary Cranston, Performance Coaching will be facilitating this class on dealing with conflict both at home and at the office. There are simple strategies that can help when dealing with conflict with co-workers, the boss, your kids or your spouse. Mary will show you how to make these work for less stress and better outcomes. Oct. 12 Optimizing Inventory – Frank McShane, Square Peg Consulting. How can I make sure I have the right products at the right time to serve my customers without ending up with slow or dead inventory? This workshop will show you how to use your data to fine tune your inventory plan and provide great customer service at the lowest level of investment. Oct. 19 How to generate higher profits. Jerry Petrick with Small Business Development Center will facilitate this class on finding ways to grow your profits. The two basics, sell more product and cut expenses, right. But how do you do that. How do you sell more product? What expenses do I cut? Jerry will lead this discussion and help you answer those questions.

No pricing change since 2013! Sponsored by: $100 Members ★ $160 Non-Members You can bring up to three people from your business making the cost to attend about $5.50 per person, per class. Individual classes are $25 for members and $35 for non-members.

360-423-8400 www.kelsolongviewchamber.org Board Additions, continued from page 1

Cherelle Montanye Bruce Pollock Since arriving in the Pacific Northwest, Not counting a drift into owning a Montanye has been soaking in the sights cowboy bar and restaurant, Bruce Pollock from Cannon Beach to British Columbia. brings his extensive background in the radio industry to Longview. “It is absolutely, breathtakingly beauti- ful,” she said. “The people are so welcom- This is a return to the Evergreen State for Pollock, who as market manager for i n g .” Bicoastal Media is here to grow the sta- Originally from Wisconsin, the Green tions’ presence in Cowlitz County, as well Bay Packer fan notes she is “a very com- as the company’s two stations in Centra- petitive person” and “a fantasy football lia/Chehalis. In Longview those radio champion.” The fact she won that cham- Cherelle Montanye stations include KLYK, KRQT, KBAM, Bruce Pollock pionship on the arm of Seattle Seahawk KEDO and KPPK with formats covering quarterback Russell Wilson is part of the fun of now calling the country, news/talk/sports, adult contem- porary and classic rock. Chamber members may be most familiar Pacific Northwest home. with KEDO 1400 am which hosts Chamber Connection between 3 Montanye takes her competitive spirit into her positions at and 4 p.m. on Wednesdays. PeaceHealth and the Chamber, where she wants what’s best for the Longview’s stations are one piece of Bicoastal Media. Bicoastal hospital and the community. Media operates radio stations in 12 distinct markets throughout “I am excited to be invited to sit on the Chamber’s board of Northern California, Oregon and Washington. Its overall radio directors,” Montanye said. “An important part of my role is being footprint in the Pacific Northwest is large from a geographical cov- involved in the community outside the four walls of the hospital.” erage standpoint, but its radio stations are also the most listened to in their respected markets. Serving the community’s healthcare needs for more than 70 years, Answering the call to serve on the Chamber board was an easy Longview-based, nonprofit, PeaceHealth St. John Medical Center decision Pollock said. His friendship with CEO Marcum was and Medical Group provide comprehensive specialty care for more key – plus, it’s another way to be involved in a community that has than 190,000 patients per year in Cowlitz County. As one of com- welcomed he and his wife Robin with open arms. munity’s largest employers with more than 1,500 caregivers and 260 “It’s an honor to be on the board,” Pollock said. “Bill does a terrific active medical staff members, PeaceHealth St. John offers dozens job; the Chamber staff does a great job. The Chamber has done a of medical specialty services and programs including emergency, good job of drawing new businesses to the area.” trauma, heart, behavioral health, bone and joint, cancer, birthing and women’s services. Pollock appreciates the effort and growth. As market manager, part of his role is to grow revenue and draw in advertisers and com- Montanye said healthcare, like many businesses today, is under munity organizations to recognize Bicoastal Media as their local construction. media choice. Pollock admits it’s been a tough climb, and at times the job and extra duties stretch him, but sharing Bicoastal Media’s “From the way we care for people to the way we go about bill- commitment to the community and showing its commitment ing, we are reinventing ourselves and changing what we offer,” she through example and leadership has been enjoyable and enriching. noted. “Longview has been a real challenge for me. It’s a tough market,” Montanye looks forward to bringing information from the hospi- he said. “It’s the hardest market of my career. My wife thinks it’s the tal and collaborating with other businesses to create, for example, most successful I’ve ever been. Getting involved in the community workforce strategies that economically benefit the community. is key. It’s about doing good things beyond self.” Part of her role at PeaceHealth will also focus on the community’s In addition to the Chamber board, Pollock serves with local orga- mental health. nizations like Lower Columbia College Foundation, Rotary and the “My passion is behavioral health. I started my career with social Go Fourth festival. work and working with the homeless,” she said. Although it was his media experience and fundraising skills Mar- The goal is good patient care inside the hospital and in the com- cum singled out, Pollock is not sure what role he will serve on the munity. “Healthy communities are productive communities,” she Chamber board. said. “I will serve where Bill asks me to serve,” he said.

October 2018 | Kelso Longview Business Connection | 3 Friday, December 7, 2018 Festive Sponsorship Levels

Grand Bell: $1,000 Logo on all marketing materials, website, advertising, radio ads, large logo on shirt, runner’s bag, banner at event (provided by Sponsor), promo item inside runner’s bag, and six (6) free registrations.

Gold Bell: $500 Logo on all marketing materials, website, advertising, medium logo on shirt, promo item inside runner’s packet and four (4) free registrations.

Silver Bell: $250 Logo on all marketing materials, website, advertising, logo on shirt, promo item in runner’s bag, two (2) free registrations. Bronze Bell: $100 Promo item in runner’s bag and listing as ‘Friend of the Jingle’ on marketing materials. Cowlitz Wahkiakum Council of Governments By Bill Fashing Executive Director Economic Census: Information Adds to the Understanding of the Economy

The deadline for all businesses to respond to the Economic Census statistical purposes only. (EC) has been extended to Dec. 31. The economic census is con- For the first time, the EC is totally online. This new online process ducted every five years and is mandatory for business participation. provides for an easy reporting process that improves accuracy and The EC is the basis for the estimation of the nation’s Gross Domestic reduces the overall cost of producing the census. Product and provides other information used in business marketing and policy development efforts from the federal level down to local According to the Census Bureau, the Economic Census asks com- governments and Council of Government operations. panies to report information for each location, including employment, payroll, and value of goods or services produced in 2017. The 2017 Economic Census is part of the U.S. Census Bureau’s Questions are tailored by industry and size. overall efforts to measures the nation’s population and economic changes. The population census is conducted every 10 years and the Assistance in completing your Economic Census reporting is avail- business census is conducted every five years. able at this link. To reduce the burden on the business community, not all companies The Value of the Economic Census receive the Economic Census. Companies without paid employees are This is the bonus section for those of you that read the entire article not included in the EC. Approximately 4 million of the nearly 8 million (or maybe you just skipped to the end for the good stuff). The Census employer businesses are required to respond to the Economic Census. Business Builder is one of the many resources made available from Businesses who have not yet responded are now receiving past due census data. Click here to access the tool designed to help startup notices with instructions on how to comply and get assistance. Re- businesses and help established businesses to grow and expand. This sponse is required by law (Title 13, U.S. Code). Specific company resource can help with key information for your business plan or information is kept confidential and the input provided is used for data to help identify and understand new market opportunities. SAVE THE DATE!

Friday, December 7, 2018 • 6:00 pm The Civic Circle in Longview Sponsorship opportunites available! Register online www.kelsolongviewchamber.org

October 2018 | Kelso Longview Business Connection | 5 Chamber CEO’s Message By Bill Marcum Boot Camp boosts business I admit I am a bit disappointed in the turn out for our Friday, Oct. 5 – 7:30-9 a.m. Small Business Boot Camps this fall. We have about 15 Dealing with Conflict – Confident Confrontation business people attending representing about nine busi- Facilitated by Mary Cranston, Performance Coaching nesses each week. These classes are designed to help small business owners gain more knowledge about running I actively avoided every situation possible if I thought it might make me feel their business more effectively, efficiently, and the final anxious or simply make me look bad. The mere thought of confrontation goal, more profitably. made me sweat. Anybody? Here’s the deal. Avoiding conflict in business, with employees, with clients, with customers and most importantly with yourself can lead you down an We have had some great facilitators with years of experi- unhealthy and unproductive path. Regardless of our reluctance to confront tough issues or ence running their own businesses and companies very, challenge people, we need to. We can’t advance, succeed or grow without confrontation. very successfully. The adage learn from those who are doing it right and apply that to your business is true. Confident Confrontation will equip you with; collaborative listening skills, problem-solving, efficient verbiage, win/win tool. Confident Confrontation is a must for your leader- The series of classes this fall include: Marketing vs. ship toolbox. Sales, Generating Cash, Understanding Your Financial Friday, Oct. 12 – 7:30-9 a.m. Statements, Dealing with Conflict, and Generating More Optimizing Inventory – from restaurants to furniture there is a Profit. Yet, only nine businesses feel they can improve strategy their business by attending. The classes are from 7:30 to 9 a.m. on the Lower Columbia College campus. We did Facilitated by Frank McShane, Square Peg Consulting that intentionally. It was designed at that time to eliminate How can I make sure I have the right products at the right time to serve my the one major issue for not attending... “I have to open customers without ending up with slow or dead inventory? This workshop will show you my business by 9 a.m.” In most cases we have you out the how to use your data to fine tune your inventory plans and provide great customer service door by 8:45– in time to open your business. Then there is at the lowest level of investment. cost... $100 for six classes and up to three people per class Friday, Oct. 19 – 7:30-9 a.m. can attend from your business. It doesn’t even have to be the same three each week. That is about $5.50 per person How to Generate Higher Profits per class. Helping yourself and your employees be more Facilitated by Jerry Petrick, Small Business Development Center successful at what you do should mean better service and Jerry has spent many years working with small business owners to help more profitability to the business. them return a higher rate of profit. The two basics are sell more product We have three classes left this fall. They are listed here. I and reduce expenses, right? But how do you do that? How do you sell more product? hope to see some of you at these classes. I want to make What expenses do I cut? Jerry will lead this discussion and offer tips and strategies to sure your business is as successful as it can be. answer those questions that will lead to a great profit margin for your business.

Kelso Longview Chamber of Commerce Board of Directors

Frank Panarra, President Chris Bailey Nancy Malone Foster Farms Lower Columbia College Mayor of Kelso Bianca Lemmons, Vice President Clayton J. Bartness, DC Cherelle Montanye Cowlitz County Title Longview Chiropractic Clinic St. John/PeaceHealth Neil Zick, Treasurer Ken Botero Bruce Pollock Twin City Bank Longview City Council Bicoastal Media Bob Crisman Tom Rozwod Michael Claxton, Legal Counsel Gallery of Diamonds NORPAC/Weyerhaeuser Walstead Mertsching Wendy Hutchinson Ted Sprague Nick Lemiere, Executive Board Millennium Bulk Terminals Cowlitz Economic Development Council Edward Jones Marlene Johanson Dennis Weber Chris Roewe, Executive Board Heritage Bank Cowlitz County Commissioner Woodford Commercial Real Estate Wendy Kosloski Teague's Interiors

6 | Kelso Longview Business Connection | October 2018 Cowlitz County Commissioners By Joe Gardner Roof Complete, Morgue and 911 Projects Continue to Move Forward

Over the past several years the county has been addressing several sig- use does not fit the building and is in poor condition overall.” The nificant facilities issues. This process started as many government proj- county’s facility staff and the coroner are currently working with an ects do – with a consultant. The consultant verified and provided fur- architect on this project and initial geotechnical work has been done. ther details as to the magnitude of the issues facing some of our county With 911 we are taking a different approach. As most are aware facilities. Then came the next phase of the process – the formation of a 911 is currently located in the basement of the Hall of Justice and committee. With the information from the consultant and the input of for years it has been known that they need to relocate. Serious dis- the committee we were then ready to take action. The top three prior- cussions began last year about 911 becoming an independent entity. ity projects were the Hall of Justice roof, the morgue and finding a new Ultimately, a consultant was hired and with input from the various location for 911. So, where are we at with these three projects? stakeholders throughout 2017 and into early 2018 a recommenda- The county went out for bids for the Hall of Justice roof replace- tion was made to the county. Earlier this year the Board of County ment project in June of 2017. In July contracts were awarded and in Commissioners approved the formation of the Cowlitz 911 Public early 2018 the project was completed with a total cost of approxi- Authority. Currently Cowlitz 911 is in transition mode. A new nine member governing board has been established with the goal of being mately $2 million. a stand-alone entity by early 2019. As well, Phil Jurmu was recently The next large project will be to build a new morgue. The current selected to be the director of the new public authority. The county facility is a 1,200-square-foot structure originally constructed in and Cowlitz 911 continue efforts to find a new location. 911 is cur- 1968. As stated in the Facilities Conditions Assessment report this rently working with the facilities department and an architect to take is a “small residential building trying to do a big technical job. The a closer look at county owned property located at 304 Cowlitz Way.

EstatE Planning & EldEr law

WALSTEAD MERTSCHING Attorney Michael Claxton Attorney Brian Brault Licensed in WA & OR LL.M. in Taxation ATTORNEYS AT LAW Walstead Mertsching provides advice and a variety of estate planning services, including: • Asset Protection A Full Service Civil • Community Property Agreements Law Firm for over 90 Years • Durable Powers of Attorney • Guardianships • Healthcare Directives/Living Wills CIVIC CENTER BUILDING, 3RD FLOOR • Medicaid and Long-Term Care Issues 1700 HUDSON ST., LONGVIEW, WA • Probate • Tax and Retirement Planning • Wills (360) 423-5220 Longview • Will Contests www.walstead.com

October 2018 | Kelso Longview Business Connection | 7 City of Kelso City of Longview By City Councilman David Futcher By City Councilman Ken Botero Prespective Small business from the not-old guy heart of community I’m not old, regardless of what my kids might try to tell you. But in How often have you heard some of our community leaders make Kelso, I’m the old man on the council any more, wrapping up my 14th the statement about how small businesses are important to our com- year of service in that role. The changes are hard to see as they happen, munity? but as I look back, Kelso is definitely moving in the right direction. Let’s take a few minutes and look at the city of Longview and our I’m not trying to take credit for any of these changes. They’re just things drive to provide that Quality of Place that is everyone’s dream. When that have happened along the way the last 14 years. The staff at the city we tour the city we find that our small business owners, not neces- deserves the vast majority of the kudos for our improvements. sarily the big box businesses, are an integral part of Longview with When I started in 2005, Kelso seemed to operate in its own little bub- the reality that this is where they work and play. ble at times. We weren’t rich, but conservative financial management helped us to get by. We didn’t spend a lot of time figuring out how to find Our local small business owners tend to be cognizant of how their money from the state that could help us flourish. Now, we still manage decisions may have impact on the community, for instance, they finances conservatively, but we build strong relationships with our state may sponsor many youth, and at times adult, sporting activities, legislators, and hire lobbyists to help tell our story. Those efforts have just look at the soccer programs, Little League and family activities produced millions of additional funding for Kelso. through our recreation programs. Look at the list of sponsors for We also used to be a little behind the times technologically. I know our Columbia Theater, Stageworks, symphony, and arts at Lower those things move quickly, but in 2005, permits were tracked in a spiral Columbia College. Our local small businesses also contribute to our notebook. Sometimes, if the page got turned, your permit might have local homeless programs, Community House on Broadway, Wom- been forgotten. Now everything is managed in software designed for en’s Support Shelter and many other valuable charities bringing that such things. We also are upgrading from old accounting software that Quality of Place to the top of the ladder. was largely custom programmed to a new system that will make us In Longview, small businesses, in addition to contributing to our more efficient. community’s unique identity and being involved with our commu- Tam O’ Shanter Park had a gravel parking lot as you entered the park. nity, our small business owners help build a sense of a real commu- We not only paved and upgraded that lot, but we’re in the process of nity. Their businesses tend to be people businesses. Our local small repaving all of the park to make it more available and accessible. businesses are more likely to build personal relationships with their In 2005, we had no skateboard park, the library had no parking, and customers, knowing many of the customers by name. Speaking of the worst road in town was the block of SW First Avenue between Allen that when was the last time you walked into a large, big box store, Street and the Hall of Justice, followed closely by Catlin Street. (Remem- and were greeted by name? ber how horrible those were?). All of that has changed now, and there’s a lot more work on the table. When our local residents shop at our small businesses, the TAX DOLLARS stay within our local economy which helps us to improve These improvements are a result of strong staff and thoughtful councils issues in our community. Small businesses are also job creators and working together to enhance the city. No one person, even this not-old most of those jobs are local jobs, instead of commuting to another guy, made this happen on their own. If we can work together, Kelso will continue to grow and improve for the next generation. city, the employees stay closer to home and this also creates more opportunities to shop locally during lunch breaks providing opportunities for supporting other small businesses. I invite you to visit and get involved with our small business at- mosphere here in Longview with our historic downtown core on Commerce Avenue and the adjoining historic downtown business district, the abundant small business activity at the Triangle Mall, the Ocean Beach corridor and the many neighborhood markets. Our Quality of Place also lets you take advantage of a great education system, performing arts programs, shopping, family entertain- 1157 3rd Avenue, Suite 218 ment, and many, many family recreation opportunities through the 1157 Longview,3rd Avenue, WA Suite98632 218 1157 3rd Avenue, Suite 218 Longview,360.952.3100 WA 98632 Longview Parks and Recreation programs. Longview, WA 98632 www.amadaseniorcare.com360.952.3100 Longview is open for business, we would like to have you join us in 360.952.3100 www.amadaseniorcare.com www.amadaseniorcare.com STAYING HOME, for a quality of life and Quality of Place experience.

8 | Kelso Longview Business Connection | October 2018 Lower Columbia College Calendar By Chris Bailey President Wednesday October 3 – 7:30-8:30am Education Foundation Manufacturing Day Millennium Bulk Terminals

Thursday 2018 Open House Oct. 4 October 4 – 7:30-8:30am Ambassadors Meeting Manufacturing Day is a growing grassroots role in preparing workers for local manufac- Columbia Bank movement of manufacturers and others ded- turing jobs. We offer certificate and degree Friday icated to overcoming the shared challenges programs in the following areas: facing manufacturers today. The most press- October 5-19 – 7:30am • Advanced Manufacturing Technology Small Business Boot Camp ing issue is a gap in skilled labor. Nationally, Lower Columbia College 80 percent of manufacturers cannot find • Automotive Technology the skilled workers they need. Persistent • Automotive Technology – Maintenance Monday misperceptions about what careers in manu- and Light Repair October 8 – Noon facturing are really like contributes to the Government Affairs Committee problem. • Commercial Truck Driving Teri's Restaurant Speakers Here are a few facts about modern manu- • Computer Numerical Control (CNC) Doug Orcutt facturing environments in the United States, • Diesel/Heavy Equipment Preventative 20th District Represenative from the Manufacturing Institute: Brennan Bailey Maintenance Candidate for 20th District Seat • Manufacturing is technologically ad- • Diesel/Heavy Equipment Technology Brian Blake vanced, with ample use of automation, 3-D 19th District Representative printing, robotics, and screen technology. • Fundamentals of Manufacturing Joel McEntire Candidate for 19th District Seat • The average annual salary of manufac- • Machine Trades turing workers in the nation is more than • Machinist Tuesday $77,000. October 9 – Noon • Manufacturing Occupations • Manufacturers have the highest job tenure Chamber Executive Board • Process Manufacturing Mill City Grill in the private sector. • 90 percent of manufacturing workers in • Welding October 9 – 5:30-7:30pm the U.S. have medical benefits. Business After Hours Please join us on Oct. 4 to learn more about KUKN Manufacturing makes up a critical part of how LCC supports the local manufacturing our local economy. According to the Wash- sector, and more. Thursday ington State Employment Security Depart- October 11 – 4-5pm 2018 Manufacturing Day Open House ment: Lower Columbia at Lower Columbia College Professionals Meeting In 2016, one-sixth of Cowlitz County’s Antidote employment base was in manufacturing, Thursday, October 4 including two paper mills, several sawmills, a 4 – 6:30 pm Tuesday large chicken processor, as well as numerous October 23 – Noon Don Talley Building smaller producers in machinery, fabricated Chamber Board Meeting Mill City Grill metals, chemicals and other segments. (across 15th Avenue from Winco) Lower Columbia College plays an important We hope to see you there! Friday October 26 – 7pm-Midnight LCP Halloween Spooktacular Kelso Elks

Every Wednesday Chamber Connections KEDO/1400 AM or 99.1 FM 3-4pm Stream live at www.kedoam.com

October 2018 | Kelso Longview Business Connection | 9 MOUNT ST HELENS EVENT SPONSOR Cowlitz Economic Development Council By Ted Sprague CEO How Does Your Garden Grow? The Washington State Department of Commerce is committed to resources. helping small businesses grow. One way to do that is to help busi- • Map geographic areas for targeted marketing. ness leaders get over the inevitable hump that occurs in the second stage of a company’s life. Typically, businesses at this stage know • Raise visibility in search engine results and increased web that they need to grow, they just don’t know how, where or when. traffic. Washington’s Economic Gardening program is designed to reduce • Track websites, blogs and online communities to better un- this risk while increasing the potential for growth by engaging derstand competitors and current and potential customers. business specialists from throughout the country to help a company • Make informed decisions on core strategies and the business more fully understand its strengths, challenges, and most impor- model. tantly, opportunities. • Gain access to competitive data intelligence. At its core is a group of highly specialized professionals known as the National Strategic Research Team (NSRT). These individuals are certified by the National Center for Economic Gardening, How does the program work? hosted by the Edward Lowe Foundation. Working together with • National Strategic Research Team coordinates schedule with the company’s management team, they provide analysis on core participating CEOs. strategy, market dynamics, qualified sales leads, innovation and temperament. • Participating CEOs spend eight to 12 hours collaborating with the National Strategic Research Team. Leveraging sophisticated corporate tools often not available to second-stagers, the NSRT functions like an adjunct research staff, • The research team spends 20-24 hours working on specific providing CEOs with information to make better decisions about business issues. critical issues. Researchers show second-stagers the big picture so • It then conducts a follow-up engagement for assistance with they can make necessary adjustments that lead to increased growth implementation. and profitability. • Completion of individual engagement with the company is Twenty-four Washington companies have already completed completed in four to six weeks. the program, increasing projected revenue, adding new locations, products or services and hiring new employees to handle the new business opportunities. What are the deliverables? • Identification of critical industry trends, current and new competitors and implementation of underutilized resources. FAQs • Enhanced visibility in new media and web traffic, including What are second-stage growth companies? improved search engine rankings. • Private, for-profit companies that have been operating in a • Improved tracking of digital information and online commu- Washington state community for at least two years. nications to improve knowledge of customers and competitors. • Employ between 6-99 employees. • Timely data that can be used to shape core strategies and fu- • Generate between $750,000 and $50 million in annual rev- ture decision-making in order to better respond to the dynamic enue. market encountered by the business. • Demonstrate the intent and capacity to grow. • Provide products and services beyond the local area. What does it cost? The total cost of the Economic Gardening program is $5,000. The participating business pays $750 of that amount. What are the benefits to a company? Let me know if you would like more information on this opportu- Economic Gardening allows you to: nity by calling 360-423-9921 or email me – sprague@cowlitzedc. • Identify market trends, potential competitors and unknown com

October 2018 | Kelso Longview Business Connection | 11 Business Toolbox By Jerry D. Petrick Certified Business Adviser How to Make this Holiday Season Better Than Ever – Hire Early, Hire Smart!

The last quarter of the year for some businesses is filled with and people? Send out a special message to your email/mail- anticipation, hope, and more than a little nervousness. If you are ing list on the benefits of joining your holiday team. in a retail business the October through year-end period can rep- 3. Don’t compromise your standards. Most of your custom- resent THE opportunity to show a profit for the year. No pressure! ers won’t know or care if an employee is a seasonal employ- Right!? ee or not, but they will know if they want to return based on If you have been in business for more than two years you know the quality of the help they received. A sub-standard em- how you have handled your peak season in in the past. My chal- ployee will not only cost you sales, but customers, too. It is lenge to you is to rethink your approach to this holiday season. usually better being short staffed than compromise on this. For starters, what do your sales projections look like for the quar- 4. Reward your staff for recruiting seasonal help. Some ter and year-to-date? How well have your projections compared of the best seasonal hires were friends and acquain- to your actual results thus far this year? tances of employees. One caution here: don’t be shocked Naturally, if the true answer is… “I don’t know” you will prob- if people who have a relationship outside of work bring ably have some challenges achieving your goals and making them it with them into the workplace. Just be clear with your reality. If this is your situation – all is not lost – we just need to expectations in the workplace regarding things like do some preliminary work to develop a workable plan to succeed texting, phone calls, and non-work related activities. this season. One very effective strategy to reward your team is to pay a Before you start to think about staffing or other investments for two-step seasonal recruiting bonus. Pay out the first bonus a seasonal increase in business take a moment to decide: to the regular employee when the person they’ve recruited • What season(s) are you planning for? (Halloween, Christ- is hired. If the seasonal employee makes it through the holi- mas, New Year) days pay out a second bonus. This way the regular employee • Why are you making this investment (time AND money)? has a vested interest in the success of the person they re- (Restocking, on the floor sales, cashiering, social media mar- cruit. keting/sales) 5. Recruit former employees. It’s worth a phone call or email • How will this investment affect cash flow? to see if a former employee, one who left in good standing, would like to make some extra money this holiday. This can • How will you know if the investment is working? be a real win for everyone. • What did you or your competitors do last year that you 6. Hire early and start your seasonal employees sooner want to avoid or make sure you do again? rather than later. We’re all tempted to delay hiring and Ok, let’s get down to some specific best practice suggestions. starting seasonal staff to save money but that’s shortsighted. The amount of money you save is peanuts compared to the difference a more experienced employee makes during the Seasonal Hiring Best Practices holiday season. Hiring earlier allows you to: 1. Hire a specialist. Unless someone is a former employ- – Pick the best talent available, choosing candidates who ee or at the very least has worked in a competitor’s store, have potential for long time employment if required. the chance of a seasonal employee stepping in and do- – Provide enough time to conduct a reference check, an ing the job as well as your regular employees is rare. And indispensable process for any employer. if they do, either you’ve hired an amazing seasonal employee or your standards for your staff are way too low. – Train the staff in operational aspects and expose them to the company culture. Many companies place seasonal The most valuable seasonal specialists are cashiers. They hires on the job straightaway, hoping they will learn on don’t require much product knowledge, the good ones al- the job. Seasonal hires placed to cater to the extra rush in ready have the right skills and just need to learn your sys- the first place have neither the time nor the motivation to tem, and a great one can make a huge difference when it learn on the job, and they need a proper induction and counts the most. training about the company’s products, operational pro- cedures, and culture. 2. Recruit your customers. Who better to work in your store this holiday than someone who already knows the products For more Petrick, see page 13

12 | Kelso Longview Business Connection | October 2018 Petrick, continued from page 12 Hire for Temperament There is an adage in human resources circles: ‘We hire for skill and fire for fit.’ Does this ring true for your business? Most seasonal hires come into direct contact with your customers, and the biggest challenge of seasonal hiring is to find workers with a good attitude and temperament. The seasonal employees need to reflect the company’s brand image and culture and behave as the company’s representative. Customers do not forgive poor service just because it was given by a temporary employee. – Ensuring you have accurate job descriptions and job specifications during the hiring process is half the job. – While a previous relevant work experience is handy, attitude and temperament take preference, for much of the seasonal work will require flexibility and speed rather than re- quiring some elaborate skill set. A crash-training program usually takes care of the skill requirements. Finally, many employers bypass standard HR policies and related processes for seasonal employees. Such mistakes can lead to trou- ble such as non-compliance with labor laws and the like. Work- Source can be a valuable partner in planning, recruiting, screen- ing, and selecting candidates with/for you. Fibre Federal: For help with sales projections and other planning activities Home to Individualized Service. please contact your Small Business Development Center (SBDC) adviser. "I have been a Fibre Federal member Have a prosperous fourth quarter! for many years. Fibre has always This article was compiled by Jerry Petrick, MBA, and Certified Business Adviser with the Washington State University Small Busi- treated me so well as an individual ness Development Center (SBDC) in Longview. Jerry provides no- cost, confidential business advisory services by appointment. He can that it is my pleasure to trust them be reached via email [email protected] with my business needs.“ -Vance Lile, Owner 3 Rivers TeamHome Inspection

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Tribal Tribute September's Business After Hours was hosted by the Cowlitz Indian Tribe. Participating members enjoyed Ilani prize give aways, traditional fry bread, facility tours, native drum music and a meal from Summerland. Longview Schools Jill Diehl was a prize winner.

See more photos on the Chamber’s Facebook page or click here.

14 | Kelso Longview Business Connection | October 2018

Kelso School District Longview Public Schools Superintendent Mary Beth Tack Superintendent Dan Zorn A number of Graduation rates things about KSD work readiness, health Greek philosopher and mathematician, Pythagoras, said, “Number Below is a reprint of a guest editorial that appeared in The Daily News rules the universe.” Numbers are, seemingly, at the heart of everything. on Sept. 23. We can’t be reached, or even identified, without them (think phone number, address, social security number). Numbers can also tell us sto- It has been great getting students back in the classroom over the last ries to help us understand things in ways only numbers can do. two weeks. The positive interaction between our staff and students and the excellent instruction being provided is indicative of the quality edu- With that in mind, we’ve gathered some numbers to tell you a story that cation our schools are committed to providing the students we serve. will help you know more about our students and staff, and understand the depth and breadth of work that happens at Kelso School District. All When I talk with folks in the community they often ask, “How is the numbers are for the 2017-18 school year unless otherwise noted. school district doing?” The short answer is the district is doing well – Student Achievement and focused on getting better every day. Grand Opening • 84.3 percent of 2017 seniors graduated (compared to 79.3 percent An indicator of this success is found in the Pre-Apprenticeship Washington seniors) school district’s graduation rate improvement Program Oct. 3, 5:30pm • $3.4 million in scholarships awarded to the class of 2018 over the past five years. During this period, our district’s graduation rate has risen from 72 Mark Morris High • 70 percent of all Kelso students have never had an office referral percent to 88 percent. Graduation rates from • 96 percent of our Kelso students have never been tardy to class the past two years have risen above state averages and this year’s rate includes a 6 percent increase at Mark Morris High School, a 13 percent • 697 students participated in athletics at Kelso High increase at RA Long High School and an impressive 46 percent increase • 100 percent (20 of 20) Kelso High sports programs advanced either at Discovery High School, our alternative school. teams or individuals into postseason play The importance of the high school diploma can’t be understated. It is • Two academic state championship teams at Kelso High: boys wres- our student’s ticket to opportunities in the work force, vocational train- tling and cheerleading ing, and two and four year colleges. We will continue to focus upon pro- Demographics viding courses and experiences for our students that meet their unique • 5,085 students enrolled interests, needs, and career aspirations. • 20 different languages spoken by students We are proud of the work of our staff and students. Their hard work and commitment has resulted in gains that we can all be proud of. • 52 percent male, 48 percent female While the district has been increasing graduations rates, we’ve also fo- • 56.7 percent of students get free or reduced-price meals (May 2017) cused on another important aspect of getting a diploma – being “work • 8.85 percent of all Kelso students have been, or currently are, consid- ready”. A work ready high school graduate is a young person who can ered homeless; which equates to three students in every class of 25 enter the labor market with basic marketable job skills. To help achieve Variety of Class Offerings at Kelso High work ready status students are exposed to career information in middle • 14 AP/Honors/College in High School classes offered school. At this point the goal is to help young people start to form ideas about what type of jobs might interest them. • 43 CTE (Career and Technical Education) courses offered As kids get to high school the district offers career pathways organized For more Kelso Schools, see page 17 into six broad areas of study. The six pathways include agriculture and natural resources, arts and communications, business and information Locally Owned, Family Owned and Here to Stay! technology, engineering and manufacturing, health sciences and human services. Offering the best in quality and selection. From the six broad areas of study coursework is further broken down into 16 “career clusters”. The career clusters are jobs grouped by similar- ity. For example, a student can choose to take the manufacturing path- way focusing on construction trades. The student would take specific coursework including classes in manufacturing foundations, computer aided drafting, pre-apprenticeship skills, Microsoft IT academy and more to prepare them to be work ready. We’re proud of improved graduation rates and efforts to produce work ready young adults, but we also recognize the need for improved programs and educational opportunities. 1413 Commerce Ave. 360-575-9804 www.elamshf.com For more Longview Schools, see page 17

16 | Kelso Longview Business Connection | October 2018 Kelso Schools, continued from page 16

Our Staff Facilities • 29 Administrators • 785,000 square feet of building space maintained • 358 Certificated Staff • 111 acres of grounds maintained • 24 National Board Certified Teachers • 26,000 square feet cleaned by each custodial staff • 345 classified employees Technology • 6,490 user devices in schools (Windows, Chrome) Food Service • 1,303 teaching peripherals in schools (projectors, smart boards, printers) • 658,951 meals served, which equates to 3,681 meals each school day • 22 percent increase in technology equipment between the 2016-17 Transportation and 2017-18 school years • 389,329 miles transporting students to and from school, or 2,162 miles/day Numbers only tell part of the story. Behind them are dedicated staff • 1,950 students transported each day and engaged students working every day towards our district goal of 100 percent graduation and our mission of preparing every student for • 43,115 fieldtrip miles living, learning and achieving success as a citizen of our changing world.

Longview Schools, continued from page 16

On Oct. 3 the district will hold a grand opening event for its new pre- along with Olympic Elementary recently won these awards. Creating apprenticeship program. The event will be held at Mark Morris High a culture of health in schools is more than serving nutritious food. A School at 5:30 p.m. The pre-apprenticeship program will prepare stu- healthy culture means healthy food, exercise, community involvement dents for careers working in the trades after high school through specific and a focus on the health of both students and staff members. The result coursework and application. The new pre-apprenticeship program will of a healthy school culture is students performing better on tests, getting give graduates more career options for a brighter future. better grades, attending school more often, behaving better in class, and earning a high school diploma. In addition, three Longview schools were the only schools in Wash- ington recognized by the Alliance for a Healthier Generation for cre- We appreciate your support of Longview Public Schools. The district ating a “culture of health” – RA Long and Mark Morris high schools is working hard to give each child we serve the best education possible.

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October 2018 | Kelso Longview Business Connection | 17 The Executive Corner By Frank McShane Square Peg Consulting Find Right Fit and Focus for Profitabilty

The Kelso-Longview Chamber has graciously asked me to write a reg- • disappointing product launches or marketing campaigns ular column dealing with business management issues for the Business • uncertainty about which products/ervices really generate the most cash Connection. By way of introduction to those who don’t know me, I have more than 38 years of experience in business leadership roles – 25 years It began to dawn on me that I wasn’t addressing the root causes of these as a consultant with firms such as Ernst & Young and 13 years helping problems. In the first set of symptoms, I found the real reason was most lead Longview Fibre as COO and president, then as COO of Cascade often a poor “fit” between the people and their roles – whether a line Networks. I recently founded Square Peg Consulting to help local and operator, salesperson, or a leadership role. When I started solving the regional companies grow faster and more profitably. fit issues, the symptoms started to disappear. Then the new challenge In my experience, I often found myself spending valuable time dealing became retaining the right people in the right jobs. This is especially with issues such as: important in the tight labor market we are facing now and will be the subject of the next article. • employees under-performing The root cause I uncovered for the second set of symptoms was a lack • sales slumping or stagnating of “focus” on the products or services we offered that would generate • ineffective leadership the best return. This was due to a lack of clear data that would show the • teams not collaborating real results of each product or service. Instead, they were all blended together in our financial and operating reporting. This hid the effect of the • employees disengaged various “moving parts” of the business which caused the bottom line. • high-potential people going undeveloped. Addressing this problem will be the subject of future articles. Sound familiar? How about these? Thanks for listening and I look forward to contributing to future edi- tions of the Business Connection. • trying to be “all things to all customers” Frank McShane is president of Square Peg Consulting. To provide ques- • proliferation of inventory items tions or comments contact him at [email protected] or 360- • putting resources into products/services that didn’t generate a return 562-1077. 2018 - The Year of Change Southwest Washington SHRM Annual Fall Conference Keynote Speakers: John Stanley, EEOC Tom Tomasevic, T2 Teams Rep. Paul Harris, WA State Vancouver Hilton Convention Center 301 W 6th Street, Vancouver October 26, 2018 | 7:15 am to 3:15 pm swshrm.org

18 | Kelso Longview Business Connection | October 2018 Discover!

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Pumpkins, Celebrations and Parties – Oh My!

With the beginning of October, you will begin to see the pumpkins a- com. Make a date of it. peeking, the flannel a-flowing and the shoppers celebrating the change Oct. 27 – We are thrilled that Christine Randall with TrolleyLocal in seasons. Downtown Longview will be bustling and hustling with all has volunteered to coordinate our annual Trick or Treat Downtown you need for the new season and events to get you in the spirit! event. From 2 to 4 p.m. you can bring your kids and trick or treat at Oct. 4 – You can attend a “Fall Pumpkins” painting party at Urban many of our businesses. Participating businesses will have a sign in Saloon and Grill from 6:30 to 9 p.m. Tickets are $30 and can be pur- their window. We look forward to seeing all the fun costumes and chased on Eventbrite through their Facebook page. Also, The Urban bright smiles for this event. Thank you again, Christine. Saloon is now open Sundays. Oct. 27 – The Columbia Theatre presents: “Dracula”, the classic Oct. 11 – Monthly Downtowners Meeting – open to all who want tale of seduction, desire and madness as you’ve never seen before in to see downtown Longview thrive, 8 a.m. at the gracious Creekside an acrobatic spectacle from the masters of motion theatre – PUSH Café and 3 p.m. – TBD. Keep up with us at www.facebook.com/ Physical Theatre. This adaptation of Bram Stoker’s 1897 horror novel longviewdowntowners for meeting updates. is a groundbreaking, thrilling and unforgettable ride into the warped Oct. 12 – 26 visitors from our Sister City, Wako, Japan will be tour- world of one of literature’s most famous villains. This show is a Hal- ing downtown in the evening. Be sure to say hello. loween treat. It also comes with a parental advisory. Tickets on sale now at www.columbiatheatre.com Oct. 20 – We will be celebrating in style J Squared Barrel House’s one-year anniversary in partnership with Longview Union Firefight- Also, don’t forget our downtown salons, spas and makeup artists ers IAFF Local 828 raising funds for their Coats for Kids Program. to take your Halloween looks to the next level and to book for your You can find more details at www.facebook.com/j2barrelhouse holiday parties now before they are all full. Oct. 26 – Stageworks Northwest next production “Time Stands We look forward to the festivities with you – come see and be seen Still” opens. Tickets are available at www.stageworksnorthwest. in downtown Longview!

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October 2018 | Kelso Longview Business Connection | 21 New Members Add your business to our growing membership – Call 360-423-8400 Today!

Urban Saloon and Grill Elam’s Mattress Gallery Shannon Wallace 1416 14th Ave. 1202 Commerce Ave. Longview, WA 98632 Longview, WA 98632 [email protected]

Specialty Rents and Events Kelly Godden 1170 - 15th Ave. Longview, WA 98632 [email protected]

Business Association with opportunities to promote trade Representation through action committees, candidate fo- through Chamber socials, rums and up-to-date action alerts. special events and committee • Legislative Representation participation. • Issues Tracking and Information • Annual Meeting and Banquet • Task Forces • Networking Events • Candidate Forums • Committee Participation • Legislative Update Breakfast • Business Contacts • Demographics Publication • Quarterly Membership Meetings • Civic Representation • Monthly Business After Hours

Business Services include marketing for your business, referrals and access to Chamber publications and research data. • Mailing Labels • Membership Window Decals • Member Referrals Packages • Ribbon Cutting Basic Membership Package – $275 or $26 per month. • Website Links Bronze Membership Package – $500 or $46.66 per month. • Member to Member Silver Membership Package – $1,000 or $86.33 per month. Discounts Gold Membership Package – $2,500 or $211.33 per month. Platinum Membership Package – $5,000 or $416.66 per • Membership Directory month. • Tax Deduction Diamond Club Membership Package – $10,000 or $834 • Newsletter per month. • Business Card Display Nonprofit Package – $180 or $18 per month. • Use of Chamber Logo

22 | Kelso Longview Business Connection | October 2018 Welcome Back! The Kelso Longview Chamber of Commerce would like to give a SHOUT OUT and a big THANK YOU to the following loyal members for renewing their partnership with us.

Brown & Brown Northwest Insurance Corwin Beverage Cowlitz River Rigging, Inc. Educational Service District No. 112 Emergency Support Shelter Fairway Collections Futcher Group Hart C's Steakburger and Thai Food Kelso School District Kelso Theater Pub Kelso-Longview Television, Inc. (KLTV) KeyBank Longview Eye and Vision/Drs. Terry and Jeff Tack Longview Physical and Sports Therapy Services Longview Self Storage Mobile Mic Entertainment Northwest Hardwoods, Inc. Opsahl Dawson Renaud Electric Company, Inc. Reprographics, Inc. Southwest Washington Blood Program United Way of Cowlitz and Wahkiakum Counties Willamette Dental

October 2018 | Kelso Longview Business Connection | 23 Ribbon Cuttings

Career Solutions Our Ambassadors welcomed Compass Career Solutions in late September. The Kelso company provides supported employment, person-centered planning and community inclusion.

See more photos and the video on the Chamber’s Facebook page or click here.

Steak. Burger. Peanut Butter Pie. Oh My. Urban Saloon and Grill owner Shannon Wallace cut the ribbon on her business and introduced us to the Longview restaurant's menu.

24 | Kelso Longview Business Connection | October 2018 State of the Cities

A Tale of Two Cities A large crowd turned out for our Sept. 20 State of the Cities Quarterly Membership Luncheon at the conference center. Kelso Mayor Nancy Malone and City Manager Steve Taylor and Longview Mayor Don Johnson and City Manager Kurt Sacha updated attendees on projects and progress.

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October 2018 | Kelso Longview Business Connection | 25 Mind Your Own Business (at the Library) By Chris Skaugset Director – Longview Public Library Brace for the Impact Found in these Weather-related Reads Natural disasters whether they are weather related or geological in “Washed Away: How the Great Flood of 1913, America’s Most nature have a huge impact on those areas that face them. Think of Widespread Natural Disaster, Terrorized a Nation and Changed the devastation of hurricanes Florence in the Carolinas, Maria in it Forever” by Geoff Williams brings to life the effects of a spring Puerto Rico, and Katrina in New Orleans and the Gulf Coast, or the storm that through tornadoes, torrential rains, and subsequent earthquake and tsunami that struck Japan that led to the Fukushima flooding impacted hundreds of towns in more than a dozen states disaster or even to our own backyard with the eruption of Mount and claimed more than 700 lives. While at times it is hard to separate St. Helens. With all of the recent news of the devastating effects of the research and first-hand accounts from the personal speculations natural disasters, I thought I would tell you about a few of the many of the author, overall there is still much interesting information here. books that we have discussing natural disasters in general or specific One of the more famous storm books is Erik Larson’s “Isaac’s ones. You can find these and much, much more at the Longview Public Library. Storm: A Man, A Time, and the Deadliest Hurricane in History”. Bestselling Northwest writer Larson best known for his award win- The first book is “The Big Ones: How Natural Disasters Have ning “The Devil in the White City”, but in this earlier work writes Shaped Us (and What We Can Do about Them)” by Lucy Jones. about the 1900 hurricane that inundated Galveston, Texas. This ab- Seismologist Jones writes about the devastating effects of volca- sorbing narrative tells the story of this devastating storm from the noes, earthquakes, tsunamis and hurricanes over the past few hun- perspective of Isaac Cline, the Senior U.S. Weather Bureau official in dred years. Filled with excellent scientific content, the author takes Galveston at the time. This storm ultimately killed more than 6,000 that knowledge and makes it accessible to the lay reader. While she people and destroyed a third of the city. Larson expertly captures spends a certain amount of time on the specific instances, she really the power of the storm itself and the ironic, often catastrophic con- focuses her attention on how to minimize the destructive impact on sequences of the unpredictable intersection of natural force and hu- human civilization, offering plenty of advice for those who are building and those who want to be more resilient in the future. man choice. In a similar vein as Jones’ book is “The Cure for Catastrophe: Finally, I offer you “The Man Who Caught the Storm: The Life of How We Can Stop Manufacturing Natural Disasters” by Robert Legendary Tornado Chaser, Tim Samaras” by Brantley Hargrove. Wood. Wood is an emergency management expert and this fascinat- Journalist Hargrove has written a fascinating example of narrative ing work really is not trying to say that we are the cause of natural nonfiction about storm chaser Samaras’ life and accomplishments. disasters, but what he really discusses is the role that humans play He deftly blends information about his subject while skillfully writ- in their devastating effects. Much of the damage and loss of life has ing about the complexities of meteorological science in concise and to do more with where we build our buildings and towns and what understandable prose. Whether you are interested tornado chasing, materials we use to construct them. If we can learn from the past, we meteorology or just looking for a fascinating and well-written book, might be able to save more lives in the future. this one might be for you.

26 | Kelso Longview Business Connection | October 2018 LOWER COLUMBIA PROFESSIONALS PRESENTS SPOOKTACULAR HOSTED BY: KELSO-LONGVIEW ELKS FRIDAY OCT. 26TH 900 ASH ST KELSO, WA

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GET TICKETS AT ELKS OR CHAMBER OFFICE; 105 N MINOR RD KELSO OR ONLINE AT TINYURL.COM/LCPSPOOK Proud Sponsors: By Chuck Nau Retail Consultant and Sales and Managment Trainier – Murray & Nau, Inc. How Much Should a Retailer Invest in Dollars on Advertising? ...Depends on a Number of Factors!

Two questions frequently asked when I am working with small you offer will help solve a need or problem (or opportunity) your and midsize businesses, retailers and service providers typically customer has. Facts create objections...BENEFITS reinforce your seem to be related to, “How much should I spend on advertis- value and sell your goods or services. ing for my business?” and, “How do you establish an advertising A business that only guarantees lowest price or features ongo- budget?” ing sales must continually reinforce this message and therefore Another question often asked would be, “What works best, one will require a larger dollar investment in advertising. When you at a time, hit or miss, or a planned long range advertising pro- advertise price, or if you are only selling price...you have to con- gram?” tinue to lower the price, or come up with enhanced incentives, on an ongoing basis in order to continue building your customer So, the focus of this month’s column will be to answer those base. Value! It’s all about value...your business or service value! questions. Now that you have clarified some of the factors to consider as Investing in your business or the service you provide through you move forward with your advertising investment planning... advertising depends on a number of factors. But, first let’s clarify the next question is how to establish an advertising budget. a basic assumption. Advertising to promote your business or service is NOT a cost. Rather, as I just stated, advertising is an IN- Most retailers set their investment in advertising dollars based VESTMENT in your business or the service that you provide to on a percentage of sales. In other words, if your monthly sales the community. It’s also an investment in YOUR community. goal is $10,000 to maintain a positive cash flow and GROW your business, most retailers would consider a $300 (3 percent Let’s explore the four contributing factors in determining the of monthly sales goal) to $500 (5 percent of monthly sales goal) amount of your advertising investment. Let’s also review what monthly ad budget BEFORE taking the aforementioned contrib- happens when you advertise price or if you are only promoting uting factors into consideration. (selling) based on price alone. In closing, do not allow your advertising investment to be wast- • Business Location - You have heard it before...location, loca- ed. One time or “hit and miss” advertising has a very high likeli- tion, location! High traffic area? Low traffic area? The lower the hood of generating minimal, if any results. traffic, the more rural or out of mainstream flow, the larger the dollar investment in advertising required. Planning an advertising campaign (a series of ads, with a set aside/allocated budget, within a timeframe, to meet an IDENTI- • Top of Mind Awareness – Or, as I like to say... “Name a (busi- FIED need, problem or opportunity, with a DESIRED outcome) ness) in your community?” Will YOUR business name or service will maximize your advertising investment dollars. be “Top of Mind” or quickly identified? And, of course, a new business will need a larger dollar investment in advertising unlike an established business that already has local awareness, familiar- © Murray & Nau, Inc. ity and trust. Chuck Nau of Murray and Nau, Inc. is a Seattle area based con- • Competitive Market – Do you know who your competitors sultant and sales and management trainer. He is a 25-year veter- are? Have you reviewed your competitive advantages...what ben- an of advertising, sales, media and management, who knows and efits set you off from others in your community? What’s unique understands the everyday challenges of starting up, growing, and about your business or service? Businesses in a market with a surviving in today’s ever changing retail climate. He has spoken to number of competitors will need a larger dollar investment in ad- and conducted workshops for a number of local retail and chamber vertising as opposed to a one of a kind business in a market. organizations, national publishing groups, national retailers and • Price vs. Value – It’s ALL About Value! What’s the value of your manufacturers, state press associations, and newspaper groups. business or service? Teach your staff (and remind yourself) NOT Comments and questions are welcome and may be directed to to give “facts”. Rather talk BENEFITS or how the facts or features Chuck via email: [email protected] or at 425-603-0984.

28 | Kelso Longview Business Connection | October 2018 In the News

she has earned the right to be amongst those Tom Manning awardees who have gone before her.

First annual Oktoberfest dinner benefits Community Home Health & Hospice Arleen Hubble A full course authentic German dinner brought to you be the Lower Columbia Cabaret Follies at the Oktoberfest benefit dinner for Com- was honored for munity Home Health & Hospice Oct. 13. her service, passion Seating begins at 5:30 p.m. at the Moose Lodge. Live music and Ger- and leadership. man beer and wine also part of the evening’s festivities. Tickets are $40 in advance or $45 at the door. Register online at www.kelsolongviewchamber.org. Hubble named Tom Manning Award winner PeaceHealth St. John Medical Center Foundation named Arleen Hubble as the 2018 Tom Manning award recipient. This award recog- Community Home Health & Hospice offers free nizes board members for their exceptional service and contributions to involvement, passion and courageous leadership. Well known for her grief education series for adults community service work and dedication, Arleen is respected and ad- Join Community Home Health & Hospice as it hosts a six-week, free mired by everyone she meets. grief education series adults. Joining the Foundation Board in 2015 she quickly went into action in Classes are scheduled from 1:30 to 3 p.m. Tuesdays, Oct. 2 through committee and event work. Arleen credits PeaceHealth St. John Medical Nov. 6, at the James Avery Center for Grief Support, 1000 - 12th Ave., Center for saving her life. She is a proud breast cancer survivor and of- Longview. Registration is required. fers her time and compassion to others who have been diagnosed. The For more information, or to register, email [email protected] or Foundation Board is proud to have her as a member and all agree that call 360-703-0300.

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October 2018 | Kelso Longview Business Connection | 29 Chamber Connection

All Smiles Brittany and Nicole with Happy Kids Dentistry talking about the Pasta with a Purpose event for Nicole McCabe.

Taco Time NW did you know they do catering?

Emergency Support Shelter Cowlitz Master Gardeners - Fall participating in Give More 24! Symposium was Sept. 22.

“Your Chamber Connection” EVERY Wednesday Hosts of the Show: Carey Mackey, Red Canoe Credit Union; Karen Sisson, Stewart Title; and Russ Chittock, Enlivant Would you like an opportunity to be on Your Chamber Connection or to have more information about the qualifications of an open house or ribbon cutting? Contact Bill or Amy at the Chamber Stream live at www.kedoam.com 360-423-8400 Local guest and current events

30 | Kelso Longview Business Connection | October 2018 September Ambassador of the Month Marlene Johnanson Red Canoe Credit Union Volunteer Adds Another Honor to an Already Big Year of Accolades

Marlene Johanson has been selected the Kelso-Longview Cham- had attended 18 different schools. ber of Commerce’s September Ambassador of the Month. She was What do you like to do for fun? I love to explore the Pacific named the Chamber’s Ambassador of the Year earlier in 2018 and Northwest either by car or hiking. And reading. Right now I’m read- recently joined the Chamber Board of Directors. ing three books “The Shack”, “Outliers” and “Dust”. For a number of years, Marlene was the branch relations manager Favorite snack? Snicker bars with Heritage Bank, but recently took a position with Red Canoe Your guilty pleasure: Right now apple Crown Royal with apple ci- Credit Union. der She saw becoming an Ambassador as an opportunity to actively Chamber Ambassadors, known as the Red Coats, are an integral part participate in community events and to help assist and grow busi- of the Chamber of Commerce. The Ambassador team is made up of nesses in the community. active Chamber volunteers whose responsibilities include meeting and “I have lived in the area since I was in high school and I’ve seen greeting at Chamber events, welcoming new members and assisting many changes and now as an adult it will feel good to be involved in at ribbon cuttings and community events. Ambassadors juggle busy the changes,” she said. professional careers while making time to assist the Chamber at a variety of events year long. If you would be interested in wearing a red How long have your been an Ambassador? Five glorious years coat and representing the Chamber, contact CEO Bill Marcum at the What prompted you to be an Ambassador? To learn more about Chamber office. our business community and to share the bank’s story with the community. What do you like most about volunteering with the Ambassa- dors? I enjoy every aspect: events, ribbon cuttings and meetings. Other volunteer/organizations you participate: United Way board member, CAP Asset Building Coalition, active member of LeTip of Longview Tell us about your family: Keith and I have been married for 25 years we have three adult children – William, Sarah and Jennifer and two, soon to be three grandchildren, Taylor and Bentley What is something most people do not know about you? I grew up in a military family. By the time I graduated from high school I

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Residential & Commercial

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October 2018 | Kelso Longview Business Connection | 31 2019

January 15: Specialty Rents February 12: PeaceHealth March 12: Business and Tourism Expo April 9: Three Rivers Christian School May 14: Life Works June 11: Antidote July 9: Three Rivers Eye Center August 13: Monticello Park Prestige September 11: Cowlitz County Title October 8: Steele Chapel November 12: Silver Star December 10: Monticello Hotel (Holiday Mixer)