fourth quarter 2012

BUSINESSn LIFESTYLEn DIVERSITY

Kathy Cabello Denise Herd

Trio shares perspectives on the marketing/PR industry Myra Borshoff Cook Enhancing Your Brand Everything you need to know to take your company to the next level Also inside: Interview with Gov. Mitch Daniels • Appealing to Asian-Americans Inside Honda Motor Plant • Winter Fashion

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2 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Contents FourtH Quarter 2012 Business fourth quarter 2012 9 How to avoid offi ce politics

16 Greensburg's Honda plant BUSINESSn LIFESTYLEn DIVERSITY 17 Remembering Soichiro Honda

19 Small businesses favor Indiana Kathy Cabello Denise Herd 40 Learning the Asian-American consumer 54 Employment background checks 58 Leadership theories Trio shares perspectives on the marketing/PR Features industry 41 Popular Indiana brands Myra Borshoff Cook 44 Hoosier companies we miss Enhancing Your Brand 48 Winter Fashion Everything you need to know to take your company to the next level Also inside: Interview with Gov. Mitch Daniels • Appealing to Asian-Americans 52 Creating culturally-competent health companies Inside Honda Motor Plant • Winter Fashion 56 Spotlight city: Anderson 60 On the Scene On the cover: Political Whether your company has been in 10 IMBM's exit interview with Gov. Mitch Daniels 12 Selecting Indiana's next CEO business for a few years or a few decades, 14 Presidential candidates and small businesses making an effort to enhance your brand can never hurt. Marketing and public Enhancing relations executives Kathy Cabello, Myra Borshoff Cook and Denise Herd represent Your Brand successful Indiana business owners who 20 Maximizing your product have helped numerous companies, not-for- 21 Advertising, branding and marketing: profi t groups and other entities enhance what's the difference? 28 Understanding the consumer mind their brands. In this issue of IMBM, you 30 Signifi cance of your brand name will discover the strategies that they and 33 Advertising trends other experts use that can maximize your 34 How to market your small business outreach efforts to potential clients and 36 Common marketing mistakes the greater community. Also learn how the 37 Ways to maximize social media trio overcomes challenges in the industry. Check out their story on page 24. 5 President’s Page – Shannon Williams 6 Editor’s Note – Brandon A. Perry Columnists 62 Andrea Morehead 64 Kathy Cabello 66 John Girton www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 3 THE HARMON GROUP THE HARMON GROUP

STAFFPublisher William G. Mays

President and General Manager Shannon Williams Dedicated to Construction Vice President for Three Generations Angie Eggers Senior Sales representatives Dedicated to Construction Michael Falker, Scott Pollock, for Three Generations Lisa Shoemake, Rita Wise Managing editor Brandon Perry www.harmongroup.com Copy editor Jack Sales

Advertisewww.harmongroup.com in Indiana Minority Fashion Coordinator Business Magazine & online at: Jessica R. Key www.IndianaMinorityBusinessMagazine.com Phone: (317) 924-5143 • Fax: (317) 924-5148 Fashion Assistant Adrian Kendrick

Contributing Writers Indiana Minority Business Magazine Caron Beesley, Rebecca Bibbs, is published by the Indianapolis Recorder Barato Britt, Alisha James, Allan Newspaper and is distributed quarterly Nahajewski, Omar Phatak, (four times per year). Joyce Rosenberg, Shaila Strayhorn, Lucretia Thompson IMBM 2901 N. Tacoma Ave. Production Manager Indianapolis, Indiana 46218 Jeffery Sellers

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4 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com

Do you know who Lilly Ledbetter is? their economic empowerment will carry on rather than be If not, you should. �he �owera temporary fad ofthat will run itswome� course in a relatively short Lilly Ledbetter is the former Goodyear Tire and Rubber period of time. Cabello, Cook and Herd’s firms embody the Company employee who sued the company in 1998 for sex expertise, stamina and passion that is evident in each woman discrimination. Ledbetter’s case was based on the fact that she individually. was paid less than her male counterparts who performed the In addition to being women who are accomplished in their same job. Court records show that Ledbetter was paid $44,724 industries, these women also racially represent true diversity. per year as an area manager while the lowest paid man in the Gone are the days when only Caucasians were found in same position was paid $51,432. The highest paid male area leadership positions. Now, African-Americans, Asians, Latinos manager received an annual salary of $62,832. and others are visible corporate executives and entrepreneurs. Although Ledbetter’s case was factually-based and she was Hats off to our three cover models for not only fulfilling their indeed a victim of sex discrimination, her case was thrown out own dreams, but for also being excellent influencers and role by the Supreme Court because the statute of limitations had models for generations of women who come after them. run out. Kudos also to international companies like Unilever – the Three years ago Congress and President Barack Obama maker of consumer products such as Ben & Jerry’s Ice Cream, passed the Lilly Ledbetter Fair Pay Act of 2009. The law has Hellman’s and Vaseline – for realizing the vast benefits and been praised as a tremendous step forward in the fight for potential of female leaders. The company recently pledged to fairness in the workplace for women. make more than half its senior management team female by Obama’s support of workplace equality isn’t so far off from 2015. the rest of the world. As a matter of fact, a 2010 Pew study found “widespread public support for women’s equality in virtually every nation.” So what does this mean? People understand the power of women…finally. Women not only deserve a seat at the table, but our perspectives should Shannon Williams also be seriously considered and implemented. President and General Manager However, that has not been the case. Consider these startling statistics: Girls and women perform 66 percent of the work and produce 50 percent of the world’s food; however, females only earn 10 Shannon’s Gov.Faves Mitch Daniels talks minority percent of the world’s income and one percent of the world’s business and accomplishments - Page 10 property. In addition, women around the world experience less This is Gov. Daniels’ last interview with access to “credit, training, technology, markets, role models IMBM as head of the state. Learn first- and protection under the law.” hand his position on business throughout Quite disproportionate, right? Indiana and what he ranks top amongst his So even though women around the world do more work accomplishments. than men, they are not on a level economic playing field. True equality won’t happen until leaders, business executives and 12 Rules for maximizing social media – Page 37 everyone else look at women as people who actually determine While millions of people have social media solutions rather than people who only benefit from the results. accounts, some business owners and Despite the progression with initiatives such as the Lilly executives are not quite sure how to use Ledbetter Fair Pay Act of 2009, there are still millions of technology’s newest phenomena to enhance women in this world who don’t receive equal pay or equal their brand. This article tells you all you need rights. There are literally millions of Lilly Ledbetters. to know. The fact that sex discrimination in the workplace still exists makes the accomplishments of Kathy Cabello, Myra Fall fashion – Page 48 Borshoff Cook and Denise Herd even more amazing. Each of This fashion spread is a particular favorite because our models are all professionals in these Indiana Minority Business Magazine cover women have the marketing/advertising industry. Having defied the odds and built their own advertising, marketing the photoshoot at the historic Benjamin and public relations firms. Through their entrepreneurial Harrison Home made it even better! courage, Cabello, Cook and Herd are individually ensuring

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 5 Editor’s Note Keep on moving

Many of us, when we start our vehicles up, take for granted It never hurts to look at our past and use it to determine how the fact that we can just turn the key in the ignition. we can do better, but we can’t stand still and look at it too long, During the fi rst two decades of the twentieth century, when or we’ll get stuck in it. If that happens, our past can actually automobiles were beginning to be mass-produced, cars had catch up with us, which is not a fun or pretty sight. We have to metal cranks up front by the engine that a motorist would keep moving forward. have to turn in order to start the car. This could become a In 1989, the popular British R&B band Soul II Soul released dangerous process if the engine malfunctioned, causing the “Keep on Movin'”; a smash hit on both sides of the Atlantic. crank to spin out of control and injure the motorist. In the chorus, lead vocalist Caron Wheeler sings, “Keep on In 1912, 100 years ago, Cadillac came out with the fi rst movin' - Keep on movin' don’t stop, no! The time will come automobile with an electric self-starter. It was invented by one day.” General Motors engineering genius Charles Kettering. Many of us loved that song, and its words still ring true Cadillac had already become known for its excellence today. and precision engineering, as the fi rst car company to have If someone has wronged you in the past, forgive them so interchangeable parts and electric headlights. When Kettering that you can keep on moving with joy and peace. If you have invented the self-starting engine, however, he took things to a wronged someone, ask for forgiveness, issue a sincere apology, whole new level. and off er to make amends to keep moving forward with peace What is often forgotten about Kettering is his wise and a clear conscience. statements, such as “You can’t have a better tomorrow if you Missed opportunities often present themselves again; we are thinking about yesterday all the time.” may not have control over when they return, but we can be In other words, we cannot live in the past. Many people have ready when they do. the drive, skill and talent to achieve their dreams and succeed, If you tried something before and failed, try to reach the but are held back by excessive baggage from the past. same goal again, or at least reach for another positive goal. Many of us have accomplishments and great memories we Some of the greatest entrepreneurs had to try several ventures can recall when we look at the past. On the other hand, we may before creating a company that was actually profi table and also have memories of incidents and situations that we would successful. Henry Ford, for example, had launched two failed change if we could. companies before establishing the Ford Motor Company that Here are some of the common situations that produce we know today. baggage and keep us focused on the past: In another statement, Kettering once shared, “We need to n Poor choices regarding business or personal decisions. teach that it is not a disgrace to fail and that we must look at failures in order to discover their cause.” n Opportunities that were missed. The key overall, I think, is to keep moving and keep trying. n Opportunities that were accepted but not utilized to Studies have shown that seniors who remain involved in their fullest potential. activities and enjoy the company of others tend to live longer than those who mostly stay at home in isolation and resign n Investing in opportunities that seemed profi table but themselves to old age. In other words, when we stop moving, turned out to be detrimental. our dreams come to an end, and so may our lives. n Painful things that have been done or said to us. “You will never stub your toe standing still,” Kettering once n Painful things we have done or said to others. said. “The faster you go, the more chance there is of stubbing your toe, but also the more chance you have of getting Past incidents involving these scenarios can have a negative somewhere. My interest is in the future, because I’m going to impact if we refer to them when making decisions about the spend the rest of my life there.” future. They can paralyze us with (at worse) inaction or low self-confi dence and poor performance. Kettering and other successful individuals in business and Brandon A. Perry other fi elds understood that we can’t be bound by the past Managing Editor and its mistakes. Instead, we must learn from those mistakes, and use them to strengthen our character and make better decisions moving forward.

6 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 7 A MUST-SEE HOLIDAY FAMILY TRADITION

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8 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Rising Above How to avoid office politics when race is an issue

By Alisha James

olitics are ubiquitous. It crosses our path like a photo panning shot, leaving traces of a blur that – sometimes P– we barely even notice. It is intertwined in our society so much that it takes on different forms, and when practiced in a negative light, makes appropriate and inappropriate behavior,” said Webster it nearly impossible to thrive and grow, especially in the Smith, director of the Indianapolis-based Equal Employment workplace. Opportunity Commission. Although we have come a long way since the days of Smith adds that discrimination can run the whole gamut segregation and taking a seat on the back of the bus, there from joking to teasing; however, “the key in recognizing race are still traces of racism in America, and recent data show discrimination is knowing how you are treated compared to that Indiana, among other states, is not so employer-friendly your peers,” Smith said. when it comes to race relations. When discriminatory actions are mixed with office politics In 2011, Businessweek.com created a list of 20 states with things can get pretty messy. Here are a few tips on how to the highest incidence of workplace discrimination. The turn a negative situation into a positive one, particularly findings were based on the number of merit resolutions, when you feel your employer may be singling you out: rather than total charges filed, with private employers and state and local government employers (excluding federal) by Avoid gossip and backbiting state. When dealing with office politics in general, power They found that following Texas, the next states with the struggles often cause friction in the workplace, which usually highest number of merit resolutions were California, Florida, result in conflicting opinions. Georgia and Indiana, which ranked fifth among those with Do not discuss allegations with anyone in the workplace, the highest numbers in race discrimination. This information including dialogue with managers, as this may compromise was gathered by 2010 U.S. Census data. your case. Change the subject if necessary and focus on more According to the study, population played a role in the positive conversations. number of resolutions found, especially in some of the larger states, but it proved to be only one factor. For example, Indiana is the 15th most populous state in Focus on your daily goals the nation, whereas, New York is the third, but ranked 12th in Try to keep a mental note of your professional goals and merit resolutions. role in the company. Staying busy may decrease your chances While statistics may show that Indiana falls behind of focusing on negativity. Besides, quality work performance some states in terms of race relations in the workplace, one cannot be denied. local Indianapolis attorney believes the state has shown improvement over the 35 years he has been practicing law. Do not change your behavior “When I started in ‘77 race discrimination cases were the Although being treated differently from your peers at work majority. Now it’s sex, sex harassment, age then race,” said can harbor feelings of hurt, anger and neglect, try to keep John Haskin, wage claims rights lawyer at the Employment a professional demeanor at all times. One thing you do not Law Office of John H. Haskin & Associates LLC – Indiana want to risk is losing your job. Employment Attorneys. Ultimately, Indiana is considered an at-will employment “Does that mean that there’s less discrimination in the state, which means that employers have a wide range of what workplace? I’d like to believe that,” Haskin said, adding that they can do in hiring or firing employees. today employers may be more sensitive to the issue. The good news is there are federal, state and some city But even if you suspect that a co-worker, or maybe even a laws, that prohibit discrimination and harassment based boss, negatively sets you apart from your peers, it may still be on race and color, gender, national origin, religion, age and difficult to prove. disability. Although Title VII of the Civil Rights Act of 1964 protects It is also important to report any claims of discrimination all individuals from employment discrimination based on as soon as you see them happening. race and color, as well as national origin, sex, religion and “If we’re going to pick a fight, let’s pick it while we’re still disability, “there’s a thin line in the workplace between working there,” said Haskin.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 9 Indiana’s outgoing ‘CEO’ Daniels discusses minority businesses and accomplishments By Brandon A. Perry

After Indiana Governor Mitch Daniels’ term ends in January, he will begin his new position as president of Purdue University.

n January, the second term of borrowed from Indiana’s public but before his term ended, the governor current Indiana governor Mitch schools, state universities and local spoke with IMBM about opportunities IDaniels will come to an end. units of government in previous for minority and women-owned Prior to being elected governor, administrations, and reducing the state’s businesses in Indiana, as well as his Daniels had a successful career in both overall debt by 40 percent. achievements. the private and public sector. He had the Daniels has also been praised for opportunity to serve as president of Eli enacting the Healthy Indiana Plan During your time in office, what Lilly and Company’s North American to provide health care coverage to has been the primary goal involving Pharmaceutical Operations, CEO of uninsured Hoosiers as well as bringing opportunities for minority and the Hudson Institute, chief-of-staff to efficiency to agencies such as the Bureau women owned businesses? Sen. Richard Lugar, a senior advisor to of Motor Vehicles, Department of Child Half the job for us has been to grow the President Ronald Reagan and Director Services and Department of Correction. number of dollars and the percentage of the Office of Management and Budget Throughout his administration, of state procurement to MBE’s. It has under President George W. Bush. however, critics have questioned and also been a goal to grow the number of In 2004, after conducting a pointed with alarm to certain decisions MBE’s that are qualified, eligible and memorable campaign that involved Daniels has made, including the “risky” knowledgeable enough to participate canvassing the state in his trademark 2006 lease of the Indiana Toll Road in the process. More dollars going to “RV1,” Daniels was elected to serve (the largest privatization of public the same number of firms is good, I as the state’s 49th governor. He infrastructure in the United States to guess, but if the actual number of firms campaigned on a platform that included, date), the reduction of rights for public is static, you’re not really growing the among other goals, restoring Indiana’s sector unions and his support for number of entrepreneurs and success fiscal health and increasing the controversial legislation involving voter stories and employees the way you efficiency of state government. identification and “Right to Work” laws. want. We didn’t want Indiana to be in a Supporters credit him with helping However, whether one has supported situation where the haves just got more. the state build a budget surplus, Daniels’ decisions or has opposed them, creating the public-private Indiana his efforts will likely have a lasting Would you say that the number of Economic Development Corporation impact on the state. state contracts with minority and to attract new jobs, repaying hundreds Daniels will soon assume his new women-owned businesses increased of millions of dollars the state had role as president of Purdue University, under your leadership?

10 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Yes, dramatically. It was as low as 1 have done one thing after another to pay somebody twice as much for the or 2 percent of all contracts before we achieve this goal. First of all, we have put same product or project just to make got here, and it is now between 6 and 7 tax credits into law to encourage more these numbers look better. All of our percent. If you put women and minority venture capital. We have also lowered departments know they don’t want me business enterprises together, that the property tax on small business to catch them doing that. But the good number has roughly tripled, from a little and we’re the only state I know of that thing is, we don’t have to do that. In area over four combined to 12 combined. The forgives the taxes for the first five years after area there are qualified minority dollars that go with it has increased also. if you patent a product and produce it in firms that can compete effectively. As That was part of our effort to bring more Indiana. If you get a patent on a product long as they can compete well on quality dollars back home for our firms to shoot or a service, and you start producing it in and cost, we will find a way to work with for, and get more firms competing for Indiana, we tax it at a declining rate. them. them. I always call that the hardware, or We’ve raised the number of dollars putting structures in the law or in place When you look back over your spent with MBE’s at two and a half that will make the job of the startup tenure as governor, what are some of times. Honestly – and I’ve said this to business a little easier. But there is the the things you are most proud of? MBE advocates – it doesn’t really thrill software part too, which involves the Well, of course, getting the state out of my heart when we have a contract with culture and the mentality. So, we have, bankruptcy and into a solvent position. an MBE from out of state. I’m glad to see for instance, our entrepreneur boot We want, for instance, minority our MBE percentage growing, but I have camps coming up where people who businesses to know that they’re not in always wanted it to be Indiana MBE’s. are thinking about starting a business danger of a sudden, big tax increase here That’s the folks that we work for. or just did can come meet people who because the state’s going broke. They, So, we have really worked hard to have been there and done that. We have and all businesses in the state, can rely make it easier to qualify, and get the an "American Idol" style competition on that. word around, because some firms have (laughs) where people can bring their We have also built the best business just never even thought about becoming business plan and the winner can get climate around. Recently, Indiana was MBE-qualified for state work. It used $10,000 to try it. rated among the top five in America to take over six months to get certified Sure, we will go out and do our best to and the best in our area. This is good when we first got here, now it is 25 win our share of companies like Honda news for all businesses. We also feel days, on average. Competition is good and support a company like Cummins really good about the infrastructure for everybody, and the more firms that is growing fast here in the state. investments we have made, which have competing, the more dollars. Our goal However, to be the state we want to included record road and transportation has always been to get more Indiana be, we need more people having the building. A lot of our minority firms competing. courage and the encouragement to try businesses are in the transportation, to start something. Occasionally, it’s logistics and distribution businesses. How important has it been to that business that starts small with Having the best-maintained roads and increase opportunities for all somebody’s dream – that very rare network of roads in America is very Indiana-based businesses, as one – that then grows up to become important if you are in that business. opposed to those out of state? something spectacular. That’s where the Our education reforms have also been When we got here there was about most jobs come from, and of course we very important, because we need the 40 percent of the state procurement love it when that happens in a minority next generation of Hoosiers to be better dollars going to out-of-state firms. We business context. educated than we are, and the kind of have made a big effort on that with our people who can attract new jobs here but Buy Indiana Program. We have raised How do you think Indiana stacks also be skilled and wise enough to start the percentage from about 60 percent to up against other states when it the new businesses we need. about 90 percent. That was the starting comes to other Midwestern states I can go on listing individual reforms point, because that grew the pool from and procurement for MBE’s and and changes that I think are important. which Indiana MBE’s could compete in WBE’s? But if I had to use one answer I believe the first place. That’s a great question. Honestly, I that Indiana as become a leadership don’t know of any state doing better state. It is a state that is admired What has been done to help than we are. I don’t know exactly how elsewhere and looked to and highly Indiana become a state that is not we stack up, but I can tell you one thing rated. I think that Hoosiers now have only good to locate a business, but for sure, I know there is no state that has come to expect this. If that is true and also a good one to start a business? worked as hard at it as we have. On both it lasts, that we won't accept being This is such a central question. We ends, including trying to get more firms mediocre, and we can now see ourselves have always said that we would work certified and interested, and making as a front row state that expects our as hard as we could to grow Indiana sure our departments understand our governmental leaders, business leaders firms or to attract firms from elsewhere, expectation that they do well in this and educators to keep us there and keep but that we could never generate the area. pressing forward. I hope we are getting number of jobs we needed unless we Now, we don’t believe in making to that point, and if so, that would be the started to grow our own more often. We dumb business decisions and we won't best memory of all.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 11 seleCting tHe state’sBy Brandon A. Perry neXt ‘Ceo’ hroughout 2012 Indiana has Rupert Boneham. This coming January, deals that invest in Indiana undergone the process of selecting one of them will be serving as the state’s businesses. “My fi rst priority will be Tits next governor. next CEO. creating jobs and strengthening the In many ways, the governor, who is To give you an idea on how their policies economy,” Gregg said. “If you want to elected to a four-year term, functions as could impact businesses of all sizes and do that, you have to protect taxpayer the state’s chief executive offi cer. economic development, IMBM has listed money, invest in Indiana companies Since going from a territory to a state key points shared by the candidates’ and give Indiana companies the in 1816, Indiana’s governors have often campaigns. chance to compete with out of state been faced with the type of challenges ones for state contracts.” and decisions many CEOs must face on a John Gregg n Require companies that win state daily basis. They have had to make tough Party: Democratic contracts to sub-contract a signifi cant decisions to keep Indiana stable while also Hometown: Sandborn amount of their work to Indiana- seeking new ideas and innovation to move Political Experience: Member of the based companies. it forward. Indiana House of Representatives from n Encourage more investment in and For example, Jonathan Jennings, 1986 to 2002, serving as speaker from use of Indiana banks. our state’s fi rst governor, stabilized 1996 to 2002. n Create an Indiana Capital Investment Indiana during its infancy by pushing for Key Economic Goals: Corp. to invest in private equity and construction of roads, schools and other n Develop a coordinated state export venture capital funds committed to internal improvements. strategy, with the creation of a having a presence in Indiana. Joseph Wright, a Democrat who served Strategic Export Offi ce. “We have so n Strengthen policies that prevent from 1849 to 1857, carefully guided many opportunities here in Indiana, gender discrimination and promote the precarious process of constructing in industries like agriculture and equal pay between men and women. Indiana’s 1851 Constitution. Republican manufacturing,” Gregg said. “But “It is hard to believe that in this day Oliver P. Morton, in offi ce from 1861 to these opportunities will increasingly and age wage discrimination is still 1867, skillfully kept the state from falling rely on our ability to sell our products something that exists, but the sad apart and stalling to a fi scal halt during the abroad.” truth is that women in Indiana still Civil War, which divided Hoosiers among n Establish a Midwest Regional Trade only make 74 cents to the dollar those loyal to the Union and Confederate Alliance that Indiana and neighboring that men make – and even less if sympathizers. states could use to share international that woman happens to be African- Democrat Paul V. McNutt, who served offi ces in areas recognized as strategic American or Hispanic. That is from 1933 to 1937, introduced several economic markets. unacceptable, and we can do better.” relief programs and restructured state n Create an Offi ce of Trade Compliance n Gregg will create a special government so that Indiana could survive to help keep Indiana-based commission to promote and reward the Great Depression. companies from being hurt by unfair companies that support gender equity, Robert D. Orr, a Republican in offi ce competition from foreign companies. and establish an anonymous 1-800 from 1981 to 1989, enhanced Indiana’s n Enact the “Hoosier Jobs in Exports” hotline employees can call to report international economic standing after jobs creation incentive program, workplace incidents against women, making business visits to East Asia, which which will provide a tax credit based whether harassment or suspicion of later led to the opening of plants operated on new wages paid, for up to 10 years, unequal pay scales. by Subaru, Toyota and Honda. to a manufacturer or research and During his 1989 to 1997 term, Democrat development facility with at least 75 Mike Pence Evan Bayh kept the state fi nancially percent of total sales to out-of-state or Party: Republican solvent without raising taxes. foreign customers. Hometown: Columbus The vast majority of Indiana’s “CEOs,” n Create a Heritage-to-Home initiative Political Experience: Member of the have been dedicated to taking our state to to encourage increased trade U.S. House of Representatives since 2002. the next level of growth, and leaving it in connections with the assistance of Key Economic Objectives: a stronger position than when they came immigrants who can develop trade n Attract new investment in Indiana, into offi ce. ties with their homelands. with emphasis on manufacturing, Indiana’s choices for governor this year n Implement an “Invest in Indiana agriculture, life sciences and logistics. have included Democrat John Gregg, Plan” that calls for increased taxpayer n Increase international export Republican Mike Pence and Libertarian protection in economic development opportunities, especially using

12 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com John Gregg Mike Pence rupert Boneham Indiana’s agricultural sector. Pence said, adding that 35 boards giving the ‘biggest of the big boys’ a n Task the Indiana State Department of using more than 200 types of permits free ride while we rest it on the backs Agriculture to vigorously promote, in regulate 70 occupations employing of all the small businesses.” Congress and overseas, the opening more than 460 Hoosiers. “The sheer n Promote programs that will empower of additional markets for Indiana number of regulations warrants a youth to explore entrepreneurship. “It agricultural products. “With today’s periodic review and evaluation of is amazing what happens when you global market and the state’s valuable their eff ectiveness and impact on empower a young man or woman,” goods and commodities, Indiana is small business.” Boneham said. well-aligned to prosper in exports,” n Pence emphasizes the importance n Have state government stand up Pence said, adding that the state of keeping the state budget balanced, and make sure that everyone is exported nearly $29 billion in goods in avoiding defi cit spending and taxes represented in the process of bidding 2010. low. He supports a 10 percent across for state contracts. “We need to put n Enhance career, technical and the board income tax cut that he says every bid out on the Internet for vocational career pathways for would “give Indiana the lowest tax Indiana companies to fi rst bid on, and high school students by engaging burden in the Midwest.” create a system where some of the local employers and educators in smaller bids are going out to just small designing demand driven curriculum Rupert Boneham companies,” Boneham said. “That and providing applied learning Party: Libertarian way, as a community we can evaluate opportunities. “There is a skills gap Hometown: Indianapolis and see who gets bids. We can make in Indiana,” Pence said. “Employers Political Experience: First time the bidding process more open, are having diffi culty fi nding qualifi ed candidate. Business owner best known as transparent and more accessible to all workers. Enhancing career, technical a star on the CBS reality show “Survivor,” Indiana companies.” and vocational education will lead to and founder of the Rupert’s Kids, a n Boneham believes prison time for new job opportunities for high school nonprofi t mentoring organization. fi rst time and non-violent off enders graduates and a more qualifi ed pool of Key Economic Points: is a waste of taxpayer money, which workers for employers.” n Dedicated to showing America that could be better used to make them n Increase private sector employment Indiana is a great geographic location. productive members of the workforce. and attract new investment in n Reduce burdensome regulations He would support legislation that Indiana, with an emphasis on that make it harder for businesses to would allow fi rst time off enders and manufacturing, agriculture, life develop. non-violent off enders to not go into a sciences and logistics. n Create a more fair and level taxation jail cell, but a probationary period that n Reduce regulations on businesses. system, and streamline both provides education, drug and alcohol Issue an executive order on day corporate and income taxes. “(We intervention (if needed) and puts one placing a moratorium on new need to create)a corporate tax that them back to work. “These programs regulations, and initiate a process to every business pays, which would will teach people fi rst how to go to review all existing regulations, with lower the tax for all companies and work, and once they realize that some exceptions. “Every dollar not get even those that are not paying they can go to work and take care of spent on regulatory paperwork is a any taxes to at least pay their fair themselves, and show aptitude in any dollar that Indiana businesses can share,” Boneham told IMBM. “In my fi eld, we will guide you to that fi eld spend putting Hoosiers to work,” administration there will be no more and create workers."

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 13 Candidates boost power of the small business vote By Joyce M. Rosenberg mall business is almost always an issue in presidential campaigns. SThis year, it has morphed into one of the biggest. Getting the backing of the small business community is important for most political candidates. Small company owners are often influencers: They are well-known in their cities and towns and they employ voters with a vested interest in the challenges that they face. The Republican Party and its presidential candidate, Mitt Romney have been talking about small business for months, focusing on voter concerns such as taxes and health care as small business issues. Small business was “The phrase ‘small business’ The rhetoric intensified after July a dominant theme for a stream of encompasses the mom-and-pop 13, the day Obama gave a speech that speakers at this year's Republican store, but even somebody who owns a included this sentence: “You didn’t build National Convention. And "We built it” company with 300 employees can think that.” Romney and the GOP have seized was a convention slogan – a response to of themselves as a small business,’’ says on the quote as an example of Obama’s a statement by President Barack Obama David Primo, a professor of political lack of awareness about the challenges that, the GOP contends, reveals his science and business administration at small business owners face. insensitivity to small business. the University of Rochester. The president and Democrats say that Along the way, the president and the The groundwork for a small-business he’s being quoted out of context. This is Democratic Party have fought back with focused campaign was laid in the winter the White House transcript of Obama’s their own campaign stops and videos and spring, starting with Obama’s remarks: that tout how much the president has budget proposal for the fiscal year that “If you were successful, somebody done for small business – including began Oct. 1. It included higher tax along the line gave you some help. There cutting taxes and proposing legislation rates on wealthy individuals – up to was a great teacher somewhere in your to help small companies create jobs. 39.6 percent for households making life. Somebody helped to create this The Democratic convention included $250,000 or more. unbelievable American system we have appearances from Jim Sinegal, co- Republicans and small business that allowed you to thrive. Somebody founder of a small business that grew advocacy groups like the National invested in roads and bridges. If you’ve to become warehouse retailer Costco Federation of Independent Business got a business – you didn’t build that. Wholesale Corp. and Small Business criticized the plan, saying it would hurt Somebody else made that happen. Administration head Karen Mills. many business owners. Obama proposed The Internet didn’t get invented on its Small companies are a focus because a cut in the corporate tax rate, and the own. Government research created the they employ about half the country’s GOP came up with its own proposals. Internet so that all the companies could workers, or nearly 60 million people. Then there was the battle over the make money off the Internet.’’ That’s a pretty large block of potential health care law that Obama won in the Romney has hammered away at the voters and both sides realize it. The Supreme Court. comment at campaign stops. A few days slow economy is hurting business Republican campaign speeches this after Obama’s speech, Romney asked a and job growth, which has intensified year have focused on how Obama’s tax crowd in Virginia, “Did you build your interest in capturing those votes. Both and health care plans were hurting small business? If you did, raise your hand! the Republicans and the Democrats are businesses, and stopping them from Take that, Mr. President!” eager to win over business owners and hiring more people. Romney told small Small business owners have appeared their employees by promising help – and business owners during a conference in videos and ads saying they were by warning that their opponents will call in June that Obama’s polices are “an offended by Obama’s comments. hurt businesses. anti-business, anti-job agenda.” “That was a very insulting remark to

14 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com make. I built this business,” company, but an infl ux of San Antonio locksmith Gilbert public investment projects Cantu says in one ad. funded by President Obama’s Still, even some Romney Recovery Act rejuvenated our supporters say they don’t business.” believe that the president Republicans are still meant to say that small attacking Obama’s record in business owners didn’t build addition to his “you didn’t build their own companies. that’’ comment. “I think everybody knows Sher Valenzuela, a candidate what he meant – somebody for lieutenant governor in helped you learn how to Delaware and the owner of an do that,” Carl Higbie, a upholstery company, said of self-described die-hard the Obama administration, conservative and owner of “they just don’t trust the Tarzan Tree Service in Virginia entrepreneur’s ability to grow Beach, Va., told The Associated her own business and to create Press. “But the way it came jobs.’’ across, it says he doesn’t Rep. Cathy McMorris understand small business.” Rodgers, R-Wash., who worked $188 MILLION Obama and the Democrats for 13 years in her family’s have been fi ghting back by fruit business, said, “unlike GENERATED FOR THE using part of the phrase the President Obama, I know that STATE OF INDIANA Republicans used to criticize small businesses are the true * the president. “Fact Check: engine of the economy, not the Romney Didn’t Build That. government.” He Destroyed It,” is spread The majority of small across the top of a page on business owners are Obama’s website that charges Republican, according to a that “the rate of new start-ups 2011 survey by the National in Massachusetts was lower Small Business Association, than the national average, a lobbying group. Fifty-four declining during Romney’s percent of the 650 owners tenure” as Massachusetts surveyed identifi ed themselves governor. The phrase “Mitt as Republicans, while 16 Romney: You Didn’t Build percent said they were That – You Destroyed It,” is the Democrats. title of a Democratic National Democrats with small Committee video that includes business ties are tired of the a montage of news reports bickering, according to some and fi lm clips about job losses Twitter users recently. “My at companies bought by Bain father was a small business Capital, the private equity fi rm owner. I run a small nonprofi t. that Romney co-founded. I’m a Democrat. So quit with The Democrats are also the small business rhetoric,’’ appealing to small business by said a Tweet from Kevin Dean, Ellen Strong Robert McGrath touting the administration’s of Memphis, Tenn. Indianapolis Indianapolis record of helping small Focusing on small business Retired Teacher Retired Firefighter companies. And they’re is a smart strategy because recruiting small business it will appeal to middle-class To learn more about how the owners to help out. voters, Dean said. Hoosier Lottery net income benefits “As the owner of Crenshaw “But it’s also a red herring you, visit hoosierlottery.com Bros. Construction in Erie, from the real agenda,” he said. I’ve seen fi rsthand how the “I don’t feel that Romney president is looking out for knows about small business. us,” says Don Crenshaw in He knows about big business.’’ a statement contained on the Democratic Party’s Erie Joyce Rosenberg is a business County, Pa., website. “The writer for the Associated Press. Must be 18 or Older to Play • Please Play Responsibly *Fiscal Year 2011 recession nearly ruined my

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 15 Honda Greensburg plant to hike annual production to 250,000 vehicles By Brandon A. Perry

n 2008, many Hoosiers were Honda corporate family, the Greensburg version, gives HMIN the most diverse happy to see Honda open a new plant actually functions as its own alternative-fuel production capability of Iplant in the Decatur County city of enterprise, and is officially listed as any plant in the United States. Greensburg. Honda Manufacturing of Indiana, LLC During the summer, HMIN Situated in a peaceful area surrounded (HMIN). announced that it was investing $40 by picturesque land and grasses, the November marks 30 years since million to increase its production 1.3 million square foot plant includes Honda opened its first manufacturing capacity by 50,000 units to a total more than 2,000 employees (officially plant in Marysville, Ohio. HMIN is of 250,000 vehicles annually. Daily known as associates). Its assembly Honda’s seventh production facility. production will jump from an average of line produces the popular Honda Civic In its first three years, HMIN has 800 cars a day to more than 1,000. sedan, as well as the Civic Natural Gas already achieved an admirable level of The planned expansion is expected to Vehicle and the new Acura ILX luxury success, including the launch of two lead to 300 jobs at the plant early next sedan. models and expansion of its production year, and greater opportunities for the In addition, the Greensburg facility capacity, adding a second shift in 60 Honda suppliers in Indiana. provides crucial operations related to October that created more than 1,000 “We had a period of time where we had stamping, welding, painting, plastic jobs. a lot of stability, and that enabled us to injection molding and quality assurance. In addition, HMIN became the first grow our capabilities,” said Bob Nelson, The opening of the plant brought Honda plant in North America to build senior vice president for HMIN. “We Indiana into Honda’s massive a hybrid when it started producing now have a new opportunity presented international network, which built 1.63 the Acura ILX Hybrid in April. The by new technologies and the changes in million vehicles in North America alone production of that car, along with our manufacturing environment.” last year. Although a member of the the Civic Hybrid and Natural Gas This year marks the 30th anniversary

16 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Remembering Soichiro Honda Soichiro Honda, founder of Honda Motor Co., is remembered as an innovator who challenged conventional methods to improve business practices and, more importantly, deliver above average quality to customers. He is often described as “The Japanese Henry Ford,” although he could be more accurately compared to Walter P. Chrysler, who rose from being a machinist to becoming an auto executive, and began building high performance cars in the 1920s to compete with General Motors and Ford. Like Chrysler, Soichiro Honda, born in Hamamatsu, Japan, in 1906, grew up fascinated by machines and early automobiles, which, during his youth, were imported from other countries and available mainly to the wealthy. Honda enjoyed working in his father’s bicycle repair business, but left home at age 16 in 1922 to go to Tokyo (the “big city”) to find work as an auto mechanic. He found a job with Art Shokai, a popular garage where he not only enhanced his automotive repair talents, but also learned how to properly treat customers. In 1928, Honda returned to his hometown as a master greater share of the market from its two biggest competitors, mechanic and soon established a successful branch shop Toyota and Nissan. In 1982, Honda became the first Japanese for Art Shokai there. Honda also developed an interest auto company to open a plant in the United States, and in 1986 in auto races and became interested in racing both cars introduced the Acura line to compete in the luxury car market and motorcycles. He enhanced his study of engines, and (Toyota and Nissan followed in 1989 with Lexus and Infiniti, established the Tohai Seiki Co. to build them, some of which respectfully.) (ironically) were sold to Toyota, the first major Japanese car Soichiro Honda is remembered as much for his philosophy manufacturer and a later competitor of Honda’s. as he was for his business success. For instance, unlike many In 1948, Honda organized Honda Motor Co. to build Japanese business leaders of his time, he promoted executives motorcycles, which became popular among customers who on the basis of performance rather than age, and openly needed easy transportation to and from the countryside to praised American corporate practices and way of life. ward off starvation as Japan recovered from World War II. “The worst kind of president is a person who eats in fancy Honda’s popular motorcycle, called the “Dream D,” sold very restaurants, smoking a fat cigar and thinking well of himself well at home and overseas. By 1959, Honda was the leading while employees work in a dirty factory with their hands motorcycle manufacturer in the world and had a larger share dirty,” Honda once said. “If you’re like a god, people will of the American motorcycle market than Toyota and Nissan respect you, but they won’t come close.” (with its Datsun cars) had in automobiles. Perhaps Honda’s most famous statement is one that has Despite being warned by Japan’s powerful trade ministry to been used to encourage those who aren’t successful when not enter the country’s crowded automotive market, Honda they first reach for a goal, and can learn from their mistakes: moved forward with plans to build a car. In 1963, he introduced “Success represents the one percent of your work that results the Honda T360, a small but durable pickup truck, which was from the 99 percent called failure,” which is sometimes shortly followed by the S500, a low priced sports coupe. translated simply as, “Success is 99 percent failure.” Both models sold well, but Honda’s automotive division A man with a zest for life, Honda enjoyed, even in his later was still small, producing only a portion of what Toyota was years, racing, skiing, hang gliding and meeting new people. turning out in a week. By the time of his death from liver failure in 1991, Soichiro Still, Honda kept pressing forward, and introduced Honda was just as popular in America as he was in Japan, if the new Civic to the American market in 1972. The Civic not more so. quickly became a success, based largely on its reliability and “What he said in the 1950s is still relevant in 2012,” trademark CVCC (Compound Vortex Controlled Combustion) said Anita Sipes, director of communications for Honda engine. The CVCC burned a leaner mix of fuel, and was among Manufacturing of Indiana. “Sometimes I look at something he the first fuel-efficient engines and got 39 miles per gallon, said decades ago and think, ‘Somebody could easily say that which was important during a time when the United States today.’ Mr. Honda was definitely a forward thinker, and he was facing an energy crisis. really developed a great company and a great brand.” The popularity of the Civic rose in the 1970s, and in 1980, Fred Payne, legal counsel, said Honda’s philosophy still has Honda sold 375,000 cars in the American market – almost an impact on the company, and added, “Consider a statement three times as many as Subaru and twice as many as Mazda. like ‘don’t pass any bad parts to the next process, or your Soichiro Honda officially retired as chairman of Honda in customer.’ That sounds so simple, but when you think about it, 1973, but advised his company’s successful efforts to garner a that’s what helped create the quality brand Honda is today.”

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 17 of the opening of Honda’s fi rst worked on the line before and want to diversity. production facility in Ohio. Since then, take a stab at it. Seeing somebody who “We value the diversity of opinions Honda has opened seven automobile doesn’t know what to expect come in and that come together in order to solve production plants in North America, all thrive in this environment is really neat.” problems, and those opinions have a of which are operating at or above their Tracey Ransom also appreciates lot to do with the diverse backgrounds full capacity. HMIN’s diversity and the opportunities of our associates,” Nelson said. “We When a visitor arrives at HMIN’s that it off ers. believe it helps us make better decisions, Greensburg facility, they will learn “Many opportunities are available, implement better themes and improve quickly why it has become successful. you just have to take advantage of our business.” Regardless of which part of the them,” said Ransom, who was recently HMIN’s overall commitment to plant one goes in, they will notice promoted to team coordinator of the excellence, innovation and teamwork hardworking, happy and enthusiastic quality inspection team on the assembly has enabled it to achieve an impressive associates who enjoy building a quality line. “Each workday is never the same, level of success in a relatively short product. and there is always a diff erent challenge. period of time. For 2013, the plant is Throughout the plant, there appears We also enjoy putting together a quality looking at growth, increased production to be great pride in being associated product, and we all take pride in that.” and the addition of 300 new associates. with the Honda brand. While having a positive and strong “Our fi rst four years have been “It does mean a lot. When people hear team environment, HMIN also has a wonderful,” Sipes said. “However, what the Honda name, we would like to think philosophy that calls for respect of the we like to keep at the forefront is our that they think of quality, longevity and individual and that person’s opinion. brand, and work to make products that durability,” said Fred Payne, corporate Nelson noted that Honda’s have the quality our customers expect. aff airs department manager and legal appreciation for individualism and new The car and the process begins here. It counsel for HMIN. “That’s the image ideas stems from its commitment to all starts here.” we would like to continue to project. When it comes to how we operate here (at HMIN), we want to make sure we’re doing our part to uphold that good Indiana’s great auto heritage brand image. That is why we try to do things in the community, or do things Indiana has played a signifi cant role in the automotive industry since its in the workplace, just to have a positive development at the turn of the last century. impact.” Between the year 1900 and the early 1960s, the Hoosier state was home Every day, associates from diff erent to independent manufacturers such as Auburn, Cole (a pioneer of the V-8 areas of Central and Southeastern engine), Cord (the fi rst car with front wheel drive), Dusenberg, Haynes- Indiana gladly make the commute to Apperson, Marmon, Studebaker and Stutz. Today, AM General, best known Greensburg for their shift at HMIN. as producer of trucks such as the Hummer and Humvee, is headquartered in What is their motivation? South Bend. Anita Sipes, team manager of Additionally, factories, supply companies and workers based in Indiana corporate communications for HMIN, have contributed to the growth of the three largest American automakers – takes pride in working for a company General Motors, Ford and Chrysler. that has a respected brand name like Indiana stepped onto the international automotive stage in 1988 with Honda, and appreciates the stability it the arrival of the Subaru-Izuzu plant in Lafayette, followed by the 1998 provides for her family and those other opening of the Toyota factory in Princeton. In 2008, Honda Manufacturing associates. of Indiana (HMIN) opened its facility in Greensburg, with a network of over “I get to come here and try new things, 200 suppliers, mostly in the Midwest. and get exposed to a lot of diff erent people and opportunities, and our opinions are respected here,” Sipes said. “All of that makes me feel valued.” Shawntea Jackson, an associate relations team manager at HMIN who lives near the plant appreciates the boost it has given to her community, and enjoys working with the people there. “You interact with diff erent types of people here, because Honda is a diverse organization,” said Jackson, who has been involved with the facility since its very beginning, when it was being constructed. “You’ll have people come in from industries who have never

18 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Survey touts MBE/WBE/VBE CONTRACTING OPPORTUNITY EVENT Indiana as CONNECTING BUYERS AND SELLERS affordable for small business For IMBM

ecently, Thumbtack.com, a popular Internet marketplace, in partnership with the Kauff man Foundation, released new data showing that small businesses rank Indiana R LOOKING FOR NEW CUSTOMERS? among the top fi ve least costly states nationwide for hiring a new Don’t miss this unique opportunity to make multiple sales calls to dozens of employee. community institutions and City and State agencies. These organizations will There are a lot of “business climate rankings," but there aren’t spend millions of dollars over the next few years, and this is your opportunity to learn about contracts that will be coming up for bid, the bidding process any that draw upon considerable data from small business and the timing on various bid lists. owners themselves. The Thumbtack.com Small Business Survey As an MBE/WBE/VBE representative, you can go from table to table meeting is the only survey to draw data from an extensive, nationwide purchasing professionals who are eager to do business with small, minority and universe of job creators and entrepreneurs themselves in order to women-owned businesses. investigate the best places in the country to do business. THIS EVENT IS FREE AND NO RESERVATION IS REQUIRED. “After a two-month survey of over 6,000 small business owners WHAT: Contracting Opportunity Event nationwide, Indiana comes out on top as one of the nation’s best WHO: For MBE/WBE/VBE WHERE: The Children’s Museum of Indianapolis states for a small business to set up shop,” said Sander Daniels, WHEN: Monday, October 22, 2012, 2-4:00pm. co-founder of Thumbtack.com. “The state’s friendly hiring and FOR ADDITIONAL INFORMATION, CALL (317) 917-6317 employment regulations make Indiana very attractive to small SPONSORS: businesses, particularly to those looking to expand.” City of Indianapolis, Indianapolis Cultural Development Commission, Indianapolis Zoo, NCAA National Office, The Children’s Museum of Indianapolis and United Way of Some of the key fi ndings for Indiana include: Central Indiana. n Indiana earned a B+ for its overall small business friendliness. n Women-owned small businesses in Indiana felt much more comfortable economically than did their male counterparts. Female entrepreneurs were 14 percent more likely than male entrepreneurs to rate their company’s current fi nancial situation as “good” or “very good.” n Although Indiana ranked very well overall, it struggled in one very important category. Of all states in the Midwest, Indiana’s small businesses ranked themselves as the No. 4 least healthy. n Central/Southern Indiana is the state’s stand-out region, receiving No. 1 rankings for 10 of the 17 categories rated by small businesses. In contrast, Northern Indiana fails along multiple dimensions, receiving the lowest ranking for a variety of categories - the region is the state’s most diffi cult for starting a new business and has the state’s No. 1 slowest- growing small businesses. Small businesses rated metro Indianapolis as being the state’s easiest region for starting a business, but as having the state’s No. 1 least-healthy small businesses. n Small businesses run by liberals seem to be doing signifi cantly better than small businesses run by conservatives. Liberal entrepreneurs in Indiana were 43 percent more likely than the state’s conservative Parents, come visit Park Tudor School and experience More than $3 million entrepreneurs to rate their business’s fi nancial situation as our exceptional educators and extraordinary in financial aid available. opportunities in real time at our See Us in Action “good” or “very good.” Visit our Facebook page events. For dates and registration, visit parktudor.org.

The full survey results can be found at www.thumbtack.com/ Application Deadlines: Upper School Open House: Grades 9–12 Thursday, November 1, 2012 in and includes full sets of rankings, dozens of easily searchable December 14, 2012 6:30-8:30 p.m. Junior Kindergarten–Grade 8 quotes from Indiana small businesses, regional comparisons January 18, 2013

Park Tudor School, an independent, coeducational college preparatory school for students in junior within states, and Census data comparing Indiana’s key kindergarten through grade twelve, admits students of any race, color, religion, nationality and ethnic origin. demographics against those of other states.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 19 YourBrand Learning how to enhance your brand o matter where we are, the world of advertising, branding and Nmarketing is all around us. Whether we are watching a television commercial at home, listening to a radio announcement, reading an advertisement in the newspaper or looking at a billboard on the highway; we are constantly bombarded with messages from companies attempting to sell us products and services. Certainly, some brands become popular through word of mouth and customer referrals, but in most cases, the popular brands we recognize have been introduced to us through some form of advertising and marketing. Enterprises that provide advertising, branding and marketing services are in existence to help companies and organizations establish a strong brand identity and get their message out. In this section, IMBM introduces some of those enterprises and shares how they achieved success in a rapidly growing but competitive industry. In addition, advice is offered on how small businesses can connect with consumers and maximize their promotional opportunities. Communication is a tool that represents the essence of advertising and marketing, and successful companies have shown us that if we use it to its fullest extent, there is Subway, Cheerios, Amazon.com, History Channel, Ford no limit on how much Indiana’s commerce US top five most popular brands as rated by YouGov's BrandIndex’s Buzz score and industry can grow.

20 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Advertising, branding and marketing have key differences By Adrian Kendrick

uccessful advertising campaigns largely depend on escalate over numerous others you must have a clear the equipped professionals that understand, convey, understanding of advertising, branding and marketing. Sand implement the proper brand strategies for a Marketing professionals sayadvertising, branding and particular company. marketing are not interchangeable, and stressthat they all When trying to influence the purchasing power of a play important, individual roles. Experts say if the three potential client, effectively communicating an idea is are used improperly, it could cost you your career. only half the mission. In order to make your product “They are all beneficial. They all need to be at a balance

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 21 and thought through properly. Lot’s of companies are thing,” she said. successful without formalizing what they do, but they will If you deliver a clear marketing plan, you present a only get so far until they’ll have to call in professionals for polished company, says Olthoff. clarity,” said Julie Olthoff President of VIA Marketing. “It all has to work together.” Branding Branding is described as a company or product Marketing perception internally and externally. Branding makes your Marketing is defined as the data or research that helps product unique and is who you are as a company. drive the strategy of a company. According to Olthoff, In other words, your branding is who your company or marketing communications is vital because it is the organization is, says Trevor Yager, president and CEO of umbrella that everything else falls under. Trendy Minds Advertising Agency. Under that umbrella lies the four P’s of the marketing “Your brand goes directly with your persona and mix, which is used in marketing products. The marketing experience that people are having. If you are doing an ad mix is crucial when determining a product or a brand’s campaign, the data should be there to help drive what you unique selling point. are looking to accomplish. Your brand will always be there Here are explainations of the four P's: so it’s hard to divorce from that,” Yager said. “Branding is your message of the company.” n Product Olthoff encourages companies to formulate a message Is the item that satisfies what a customer needs or wants. before they talk to prospects or customers. “Branding drives your company,” Olthoff explained. “It’s n Place your promise to deliver and once you follow through, people Refers to providing the product at a place that is are satisfied, they return, you get referrals and more people convenient for the consumers to access. come.” n Price The amount the customer pays for the product. n Promotion Represents the methods of communication that a marketer may use to provide information to different Advertising parties about the product. Advertising is the strategy that goes behind the placement of key messages, which is paid media. A Once you establish these strategies you are able to build a company will make people aware of their presence through brand off of those, says Olthoff. various media platforms, i.e. online or TV ads. Advertising “There is a shift happening in marketing will go last when a company is trying to establish its communications. (Companies) are spending less on presence. traditional media and putting it more into customer Marketing, branding and advertising are all beneficial, service, direct mail and targeted email campaigns. This way but need to be at a balance and thought through properly. you can check out what people buy and anticipate the next All three serve their own purpose, while they can stand alone, they can work much better in conjuction with one another. Christina Hamlett, owner of Demand Media, believes PUBLIC NOTICE advertising is critical to both growth and establishing a Forest River has established a Disadvantaged Business Enterprise (DBE) Program in accordance with the Department of Transportation’s 49CFR26 for each of its solid internal understanding of a company’s mission. three Transit Vehicle Manufacturers (Elkhart Coach, Glaval Bus, and Starcraft Bus). Divisional goals were determined using various resources to identify DBE availability, “Advertising helps to raise your target demographic’s including state DBE directories, US Census county business patterns, and NAICS codes used in the manufacture of shuttle buses. awareness of issues with which they may be unfamiliar as well as educate them on the related benefits of your For fiscal year 2013 (Oct 1, 2012 – Sept 30, 2013), Elkhart Coach, Glaval Bus, and Starcraft Bus project DBE participation of .24%, .34%, and .43% on FTA-funded product or service,” Hamlett said. “It also shows how your projects, respectively. The rationale for these goals are available for public inspection at our principal office during normal business hours for 30 days following the date of product or service can stand up to competitors. A strong this notice, with comments accepted by DBELO and DOT (see below) for 45 days from the date of this notice. The goal may be adjusted depending upon comments commitment to advertising is as much an external call to received. Send comments to: action as it is an internal reinforcement to your sales team.” Starcraft Bus Department of Transportation Attn: DBELO and Office of the Secretary of Civil Rights 2367 Century Drive 400 7th Street SW Goshen, IN 46528 Washington, DC 20590

22 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com We put ouR principles on the line every day.

At Honda Manufacturing of Indiana, we believe everyone should be given an equal opportunity to succeed. There’s no better proof of our commitment to that principle than our production line. There, all people contribute on equal footing – just as they do throughout our plant. Producing 200,000 vehicles every year of a consistently high level of quality is no easy task. But it’s made easier when all involved know they are respected. For more information visit indiana.honda.com

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 23 Cabello Cook & Herd Marketing leaders share their perspectives on the industry By Brandon A. Perry hen Myra Borshoff one of the first independent public and Company, J.D. Byrider and the Cook stepped into relations firms.” Indianapolis Colts during their 2007 the unpredictable Twenty-eight years later, several season, when they won the Super world of advertising, marketing and public Bowl. entrepreneurship relations firms now exist in Indiana, “I’m not sure I can think of anything in 1984, she helped thanks in large part to the success of that would have been a better set the foundation Cook’s company, Borshoff, which is assignment than to work with a world for a new trend in Indiana’s marketing now serving as the largest and perhaps champion,” Cook said. Windustry. most prominent business of its kind in Another element of Borshoff’s The company she worked for at the Indianapolis. success has been its emphasis on time had closed its doors and Cook, Cook has built a strong organization, developing accredited and talented using her communications expertise, drawing from her experience as a employees who are able to reach a decided to venture out on her own. teacher, a computer programmer and certain level of expertise. “At the time, I believe there was only manager of communications in the “We are very proud of that, because one independent public relations firm banking industry. it demonstrates that people who here,” Cook said. “All the other public Borshoff has had an impressive work for us are serious about their relations activity was being handled list of clients in its portfolio, profession and being at the top of their through departments that were part including Indianapolis Power and game,” Cook said. “We also have a of an advertising agency. Our firm was Light, St. Francis Hospital, Eli Lilly large firm with the capacity to expand

24 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Power Trio From left to right: Myra Borshoff Cook, Kathy Cabello and Denise Herd share a friendly embrace during IMBM’s photoshoot. as needed in order to handle crisis 1998, Cabello was given the option of as opposed to rushing out materials situations for our clients.” relocating her family overseas, but that might not make a client appear at Other Indiana professionals have instead launched Cabello Associates. their best. The company also, she said, followed Cook into the marketing and Since then, the company has has a dynamic group of professionals public relations industry, building developed the strategic expertise on its team. successful companies of their own. needed to meet the diverse needs Another leader who has emerged Cabello Associates has evolved into of a variety of clients, from multi- on Indiana’s marketing and public becoming another well respected, national corporations, not-for-profit relations scene is Denise Herd, Indiana-based full service marketing organizations and a variety of firms founder of Indianapolis-based Herd enterprise. and public agencies in education, Strategies, an integrated marketing As both a Hispanic immigrant health care, hospitality, life sciences, and communications company that and the first in her family to attend pharmaceuticals and other areas. specializes in branding, community college directly after high school, Cabello Associates is also known outreach, marketing, message Kathy Cabello quickly developed the for its ability to connect clients with development and testing, and public drive and passion needed to succeed the Hispanic market, and establish relations. and overcome the challenges and opportunities for them on a regional, Herd, a graduate of Clark Atlanta disparities faced by herself and other national and international level. University, developed an impressive Latino students. “We are always able to adjust to 20-year resume and record of success After graduating from Eastern the needs of clients, and are really in the communications and non-profit Michigan University (later earning a sensitive to what those needs are sectors before branching out to form graduate degree from Notre Dame), and how they can be met,” Cabello Herd Strategies. Cabello worked as a computer systems said. “It’s not a cookie cutter process, Among other positions, she worked developer for Fortune 500 companies, because you have to have your ear as vice president of marketing including DowBrands L.P. in tuned into what each client is saying, for Indiana Black Expo Inc., and Indianapolis. Over time, she made the and even sometimes to what they’re managed public relations, government transition to marketing and customer not saying.” relations and community affairs for service account management. Cabello added that her company is the McDonald's account of Bandy After DowBrands was acquired in also very focused on delivering quality Carroll Hellige, another prominent

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 25 Premiere companies at a glance

Borshoff Immersive Founder: Myra Borshoff Cook Website: www.borshoff.biz + Phone: (317) 631-6400 Summary: Has 28 years of Malik experience in advertising, branding and public relations. Borshoff has a team of more than 50 specialists dedicated to meeting clients' needs. The firm is a partner in IPREX, an international partnership of independent public relations agencies with worldwide access to nearly 70 key national and international markets. Borshoff partners with its clients to achieve or exceed business goals through relationship building and results-driven communication. Its motto is to “listen carefully, analyze critically, work passionately and serve relentlessly."

Cabello Associates Founder: Kathy Cabello Website: www. cabelloassociates.com Phone: (317) 209-9991 Summary: Cabello Associates Inc. is a full-service advertising and marketing agency with partnerships that include multi-national corporations, not-for-profit corporations, as well as public agencies “ My faculty mentor gave me the in the consumer, hospitality, health care, life sciences, education, insurance, pharmaceuticals, and professional confidence and insight I needed to services. Its strength in strategic communications, help a global nonprofit visually tell marketing consultation and message management encompasses all mediums and is multicultural. Thus, its stories about water crises. It clients of Cabello Associates benefit from its depth and was a real-world experience, and breadth of knowledge. I’m ready for the next challenge.” Herd Strategies Founder: Denise Herd —Malik Cato, ’12, Journalism Graphics Website: www.herdstrategies. and Magazine Journalism com Phone: (317) 641-9063 Summary: With an emphasis on developing general and multi-cultural strategies for the corporate, non- profit, government and quasi-government entities, Herd Strategies artfully guides clients through all aspects of developing and implementation of targeted internal and external communications strategies. Additionally, understanding that each client speaks with their own unique voice, Herd Strategies conducts in-depth analysis of the current marketing and communications climate in order to create www.bsu.edu a customized plan to meet each individual client’s long- term needs.

26 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com INMinority.indd 1 12/2/11 1:47 PM advertising agency in Indiana. to face the occasional discrimination because I’m on the open road and have Herd’s ideas caught the attention of practices that occur in virtually every a chance to think and brainstorm. McDonald’s senior management, who industry. It also gives me a chance to look incorporated some of her strategies “I think it is still a struggle to open at activities and communications on a national level. up doors sometimes. It is still a ‘who’s outlets in other markets, and maybe Herd explained that the goal of her who’ and ‘who you know’ kind of bring back something that can be used company is to develop strategies to scenario,” Cabello said. “Access and in my business.” help impact a client’s growth, and inclusion still need to be improved Cook, Cabello and Herd are very provide a variety of services to meet upon, but at least it’s getting better. optimistic about the future of the their branding, marketing and public Once people realize that you deliver marketing and public relations relations needs. quality, that you’re good, and that industry, and are prepared to embrace “We also try to develop a you’re on time and on budget, it can the innovations, technologies and strategic approach to strengthening set a precedent.” trends that are on the horizon. a company’s marketing and Herd believes gender and race can Cook stated that more entities, communications efforts,” she said. sometimes impact a company’s access even those outside the business “We look at everything and all facets to information, capacity, and ability community, are gaining a greater of an organization. We don’t just come to attract clients and employees. Still, understanding of the importance in and say ‘we’re going to execute a she noted, demographics don’t have to of not only advertising, but having media relations strategy.’ We really define a company’s success. planned strategy to engage the public. try to look at what the client is trying “Sometimes your gender and race “People are beginning to understand to accomplish and who the client is can be an advantage, sometimes it can that an expert in communications trying to reach.” be something that you have to work should be seated at the table with Herd added that throughout her through,” she said. “Barriers exist in the financial guy and the HR person, career, she has been encouraged every industry, but it’s how you decide and the operations manager and the and mentored by some of the most to maneuver through those barriers lawyer and the CEO and all the other success people in the public relations that determine your outcome.” people when they’re talking about community, including Cook and Cook, Cabello and Herd have all business strategy, business change, Cabello. won numerous awards and earned business problems,” Cook said. “You “I really feel that the reason I have respect among peers not only for their need to have somebody that has that been able to achieve the things I’ve success, but because they take time to point-of-view because it’s different done is because of the minority and give back to the community through than most other aspects of business.” women business owners like Myra their involvement with various civic Herd emphasized the importance and Kathy who have paved a way for and not-for-profit organizations, of keeping up with trends and finding me,” Herd said. and inspire the next generation innovative ways of how to implement Cook, Cabello and Herd all of business professionals through them. appreciate the opportunities that mentoring. “A client may have a Facebook or the marketing and public relations As dynamic as they are, all of the Twitter page, for example, but we industry has given them as minority executives recognize the importance need to look at what can be done to and women business owners, but of maintaining a healthy balance yield a stronger return or achieve a each have different perspectives on between hard work and leisure time. higher level of engagement,” Herd the role gender and race play in their Cook, for example, enjoys visiting said. “Now and in the future, it will careers. grandchildren and other family be important to not just implement Cook said that while she takes members, traveling with her husband trends, but to maximize them.” pride in her status as founder of a (when time permits) and renovating Cabello believes the industry is woman-owned enterprise (WBE), she a Morgan County home the couple definitely evolving due to technology, would like clients to utilize Borshoff’s owns. but that relationships will still be services because of their quality, not Cabello also enjoys spending time critical. because of her gender. with family, reading historical fiction “People are not going to accept the “We have never really used the and mentoring youth. old way of doing business” she said. title of ‘woman-owned business’ as a As far as Herd is concerned, you “More corporations are realizing that strong marketing push,” Cook said. “I might be driving down the street one having a diverse staff and a diverse never say to anyone that we should be day and see her riding her prized clientele is in their best interest. hired because we are a woman-owned cobalt blue deluxe Harley Davidson Companies that are visionary and organization. We are, however, very motorcycle. proactive realize that demographics committed to working with clients “It’s one of the company’s colors,” are changing, and they will make who utilize minority and women Herd said, before laughing. “I love sure that women and minorities are owned business enterprises.” to ride, and I sometimes take long represented at the table, because they Cabello said minorities and women rides to different cities and states. It’s are consumers.” in advertising and marketing continue where I get a lot of my inspiration,

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 27 Understanding the consumer mind Experts share a few important tips By Barato Britt ouldn’t it be nice F. Potter, director of the if we knew exactly Institute for Communication Wwhat consumers Research at IU Bloomington were thinking at all times? and an associate professor of Wouldn’t it be great if we telecommunications in the IU could discover exactly what College of Arts and Sciences. they would buy? “One benefit of the mobile app If the answers to those is that you go, you get it and questions were readily you download the app – it’s available to us, we would all be now yours. It may be a deeper millionaires! level of interactivity.” Of course, the reality of the Potter added that apps world is that there is no way to could be a way for advertisers know exactly what consumers to reach across traditional are thinking. Furthermore, product or gender boundaries their interests and tastes can to appeal to new types of actually change from time to customers. time, leaving companies and Unlike viewing information marketing experts to play through a print ad, media spot somewhat of a guessing game. or a website, consumers will Over the years, however, process a company’s messages companies have developed more deeply if they do so using tools to make the guessing a little easier, including test an app that they’ve decided to download to their mobile device, marketing of products, research into different consumer Potter said. demographics and consumer polls and surveys. In addition, businesses can also benefit from the advice of Options seal the deal experts in the academic field who actually study consumer Studies have shown that some customers may get behavior. discouraged from buying anything if they have a tough time Business schools at colleges and universities across Indiana choosing between good but limited options. have instructors and courses dedicated to understanding With the nation recovering from a recent recession, many decisions consumers make in different market conditions. consumers with tighter budgets may see, for example, a nice IMBM gathered a few essential tips from them that companies sweater and a pair of shoes they like at the mall, but cannot can use to make the most of their consumer outreach. afford to just buy both of them. They have to make a choice, and might give up if they can’t decide between two great Direct contact through apps options. It’s no secret that more consumers are utilizing mobile apps What can companies do to make the product selection as they research products they may purchase. process easier for consumers? Fortunately, there is a solution Therefore, some of the most powerful forms of advertising to this dilemma, according to Akshay Rao, a marketing can be used through interactive applications for mobile professor at the University of Minnesota. He has conducted phones such as Apple’s iPhone and Google’s Android. research that shows that decision-making is simplified when a In a recent study published by researchers at Indiana consumer has a third, less attractive option to consider. University, companies are reminded that the use of branded For instance, when a second, less desirable sweater is also mobile phone apps can increase a consumer’s general interest considered in the situation above, the shopper could solve in particular categories of products and improves the attitude their problem by choosing the more attractive sweater. In they may have toward the brands associated with them. other words, the less appealing sweater plays the role of a “You have a more personal connection with your mobile “decoy” that makes the other sweater appear more pleasing device than you will with a website, for example,” said Robert than before.

28 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com “When a consumer is faced with they will actually buy something. advertisement or two on television a choice, the presence of a relatively during major events such as the Super unattractive option improves the choice Say it again, and again Bowl, the Olympics and other major share of the most similar, better item,” When it comes to catching and sporting events. Rao said in his report, entitled “Trade- keeping the attention of a consumer, “A company can spend $3 million on off Aversion as an Explanation for the repetition is key. a single commercial but not generate Attraction Effect,” which was published At least that is the theory embraced substantial sales,” he said. “There’s in The Journal of Marketing Research. by Richard Feinberg, a consumer no guarantee that consumers will Rao’s report is based on research psychologist at Purdue University. become more aware of a product or conducted with volunteers who had “Repetition is the foundation of make a purchase more likely than if the their brains scanned while they made consumer memory,” said Feinberg, company’s money had been spent in a choices between several sets of equally who works in Purdue’s Department less expensive but still effective way.” appealing options, as well as choice sets of Consumer Sciences and Retailing. Feinberg once conducted a survey that included a third, somewhat less “If consumers cannot remember of 100 consumers who watched attractive option. the company or its product, then the commercials during the last Super Bowl, Overall, the presence of the extra, “just advertisement does not lead to sales.” and asked each how much they could OK” possibility increased the desire for In other words, the more someone remember. Only about 30 percent could the better options. The scans showed sees a product advertised, the more accurately recall a company and its that when making a choice between only likely they are to remember it and product. two, equally preferred options; subjects actually develop an interest in Some companies may use animals, tended to display irritation because of purchasing it. celebrities, creativity and humor in the difficulty of the choice process. The Regardless of what outlet they use – advertisements, but even those cannot presence of the third option made the television, radio, the Internet, print or trump repetition, according to Feinberg. process easier and more pleasurable. social media – if a company can afford “They may increase memorability, The message for businesses that sell to run even brief advertisements or but using those things alone does not multiple products and services is this: commercials several times, it should do increase sales,” he said. “Even if a Giving your customers more options can so. consumer likes the advertisement, they make the shopping process enjoyable for Feinberg noted, for example, that may not remember a product unless they them, and increases the likelihood that some major companies like to run an see it more than once.”

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www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 29 The importance of your brand name By Caron Beesley

hoosing a business name is an important step in the business Cplanning process. Not only should you pick a name that reflects your brand identity, but you also need to ensure it is properly registered and protected for the long term. You should also give a thought to whether it’s web-ready. Is the domain name even available? Here are some tips to help you pick, register, and protect your business name.

Factors to consider when naming your business Many businesses start out as freelancers, solo operations, or partnerships. In these cases, it’s easy to fall back on your own name as your business name. While there’s nothing wrong with this, it does make it tougher to present a professional image and build brand awareness. Here are some points to consider as you choose a name: n How will your name look? – On the web, as part of a logo, on social media. n What connotations does it evoke? – Is your name too corporate or not corporate enough? Does it business, you’ll need to contact your domain names. If it is available, be reflect your business philosophy state filing office to check whether your sure to claim it right away. This guide and culture? Does it appeal to intended business name has already explains how to register a domain name. your market? been claimed and is in use. If you n Is it unique? – Pick a name that find a business operating under your hasn’t been claimed by others, proposed name, you may still be able to Claim your social media identity online or offline. A quick web use it, provided your business and the It’s a good idea to claim your social search and domain name search existing business offer different goods/ media name early in the naming will alert you to any existing use. services or are located in different process – even if you are not sure which regions. sites you intend to use. A name for your Facebook page can be set up and Other tips to Pick a name that is web-ready changed, but you can only claim a vanity consider In order to claim a website address URL or custom URL once you’ve got 25 or URL, your business name needs to Check for trademarks fans or “likes.” This custom URL name be unique and available. It should also must be unique, or un-claimed. Trademark infringement can carry be rich in key words that reflect what a high cost for your business. Before your business does. To find out if your Register your new business name you pick a name, use the U.S. Patent business name has been claimed online, Registering a business name is and Trademark Office’s trademark do a simple web search to see if anyone a confusing area for new business search tool to see if a similar name, or is already using that name. owners. What does it mean and what variations of it, is trademarked. Next, check whether a domain name are you required to do? If you intend to incorporate (or web address) is available. You can Registering your business name If you intend to incorporate your do this using the WHOIS database of involves a process known as registering

30 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com a “Doing Business As (DBA)” name or potential. claim it online. You can do this with trade name. This process shouldn’t It is important to note that changing a simple web search, but you should be confused with incorporation and it a business name is not the end of also check whether a complementary doesn’t provide trademark protection. the world, but it can be a costly and domain name (or web address) is Registering your “Doing Business As” disruptive process, especially for available. You can use the WHOIS name is simply the process of letting established businesses. database of domain names. If the name your state government know that you You can’t just start calling your you want is available, claim it right are doing business as a name other than enterprise something different, because away. your personal name or the legal name of a process must be undertaken. Print and your partnership or corporation. If you online marketing materials and bank Notify your secretary of state are operating under your own name, accounts will have to change, websites All business types, except sole then you can skip the process. adjusted, domain names registered, proprietors, should first notify their Learn about the requirements in your email addresses updated, and so on. secretary of state to change names in state and how to file in this Registering This is all assuming your chosen new their articles of incorporation. States Your Doing Business As Name guide. name is even available. will have online forms for this, and So before you take the leap, usually charge a small fee. During this Apply for trademark protection A trademark protects words, names, familiarize yourself with these steps. process, you’ll find out whether your symbols and logos that distinguish Most of them are required by law, new name is already in use in your state goods and services. Your name is one of but others are simply good business by another corporation or partnership. your most valuable business assets, so practice. You can do this via online state databases of registered business names it’s worth protecting. You can file for a Check trademarks trademark for less than $300. Before you pick a name, use and fictitious names. the U.S. Patent and Trademark File a new 'Doing Business As' name Changing your Office’s trademark search tool to see if a If you previously filed a “Doing similar name is trademarked. Business As” name, or DBA, with your business name local government, you’ll need to repeat Perhaps you have an existing Check available domain names this process with your new name. Read enterprise but would like to change Before you do anything to change more from SBA.gov about the DBA your brand to maximize your marketing your business name, be sure you can

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www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 31 registration process and get links to your state government office. Revise business licenses and permits Check with your state, county or city to determine the process involved in updating or obtaining new business licenses and permits. There is typically a fee for this process. Let the tax authorities know The IRS and your state and local revenue agencies will need to be notified of any change of business name. Here’s what you need to know: n Notify the IRS – Depending on your type of business, follow the process below: n Sole proprietors – Send a signed letter notifying the IRS of the business name change to the same address where you file your return. n Partnerships – Notify the IRS on your current year partnership income tax return (Form 1065). If you’ve already filed your return for the current tax year, you’ll need to write to the IRS at the filing address. n Corporations – Notify the IRS on your current year corporation income tax return (Form 1120). If you have already filed, write to the IRS notifying them of the name change at your regular filing address. n LLCs – If you are a single-member LLC, follow the same process as sole proprietors. For multi-member LLCs, follow the partnership process. Read more about this process on the IRS’ Business Name Change page. n Notify state and local revenue agencies — Requirements for notifying your state vary; locate your state revenue agency via these links from SBA.gov: State tax resources.

Additional tips You may need a new EIN We offer several benefits Our consultative and cardiology Generally, sole proprietors, corporations, and partnerships to you: services include: don’t need a new Employer Identification Number (EIN) if Same-day appointments n Screening for cardiovascular Same-day testing disease they change their business name. However, there are certain Same-day results n Preventative cardiovascular situations where these entities may need to obtain a new EIN, Expanded hours-evening program and heart risk reduction like if a partnership incorporates or one partner takes over as and Saturdays i.e. hypertension and cholesterol a sole proprietor. Likewise, if a sole proprietor incorporates Personal physician-to-physician management including Lipid clinic contact n Consultative services, i.e. surgery or takes on a partnership, a new EIN is needed. This easy-to- and athletic cardiac risk assessment read guide from the IRS – Do You Need a New EIN – explains Full Accredited Cardiovascular n Heart valve disease clinic under what circumstances a business needs to obtain a new Testing Center n Congestive heart failure (CHF) EIN. Comprehensive testing clinic n Cardiac stress tests n Anti-coagulation (Coumadin) clinic Update business documents, contracts and agreements n Electrocardiograms and echo In addition to updating your marketing material, developing cardiograms Pinnacle Heart Specialists has n Exercise electrocardiograms and affordable health care bill payment a plan to notify customers and building your new brand, you echo cardiograms plan options available. should also revisit and update business loan paperwork, lease n Nuclear perfusion stress testing documents, bank accounts, etc., that will all need to reflect n Ambulatory EKG (Holter, event For more information or to schedule your name change. and daily monitors) an appointment please call 317-931- n Pharmacological stress testing 3252 or visit www.pinnacleheart.com. Caron Beesley is a small business owner, a writer, and Akin Akinwande, M.D., F.A.C.C. marketing communications consultant. She works with the Small Business Administration team to promote resources that help entrepreneurs and small business owners start up, grow and succeed. This information has been provided courtesy of the SBA. For more information sba.gov. 1935 North Capitol Avenue Indianapolis, Indiana • 317-931-3252

32 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Consumers, social media influence current

Byadvertising Adrian Kendrick trends ith the current shift in advertising used to get understanding of what the consumer needs. In earlier times, closer to the consumer, the market has been forced selling a brand was more about what was the brands' own Wto create a plan for new strategic approaches to idea of what it should be. Today it’s much more about the leverage consumer insights. This is being done in an effort to consumer's desires. better understand the psychology behind why consumers do “Social media gave advertising a facelift. I think having what they do, buy what they buy, and most importantly what information at our fingertips is positive overall, but one has to makes them loyal to that product. remember not to believe everything they hear, see, or read on In addition, studies show an integrated approach to the Internet,” she said. marketing to consumers has become an absolute necessity. In other words, media have targeted advertising at a whole The onslaught of social media have made information and new level. As a result there are some new trends to look advertising so readily available that consumers are much more forward to, and some have already hit the market. savvy than they have ever been. n Mobile and social media continue to grow at explosive “Social media has radically changed the advertising world,” rates, including Pinterest, Yelp, Reddit, Twitter and says Tom Hirons, president of Hirons & Co. Advertising Facebook. and Public Relations. “Advertising has always been about n Search Engine Optimization (SEO) which impacts consumer engagement, and social media take that engagement unpaid website ranking on search engines, such as to the next level. With social media, consumers don’t just Google, has a new set of rules and content is king. That engage, they have final say.” means agencies are paying more attention to their Amy Williamson, director of marketing at Blue Marketing, clients’ online content, including blogs, than ever before. agrees that social media have changed the industry, making it n Micro targeting, advanced customer relationship more consumer oriented and less company driven. marketing (CRM) and personalized printing According to Williamson, one of the biggest changes capabilities are allowing advertisers to target individual is through online conversations. Liking, commenting on, customers with unique messages growing this category and sharing brands have helped advertisers gain a better of advertising. n Traditional daily and weekly newspapers wrestle with how to implement their digital strategies and monetize their online readership. n Integration continues to be the key to success. Advertisers who integrate paid and unpaid (news) media as well as utilize a mix of digital and traditional media are seeing the best results. n Outdoor is going electronic with digital billboards, which allow advanced targeting and short lead times. n What’s old is new again with product sampling, promotions and sponsorships taking a bigger share of the advertising dollar. n Diversity does matter. Consumers notice and expect campaigns to be diverse, responsible and relevant. n Shared values are driving loyalty and more advertisers are adopting social causes and speaking to consumer values. n Older people are cool. Ads are increasingly celebrating seniors, yet it’s not just seniors who are paying attention. n Apps geared towards watching TV and sharing with friends has television networks excited. The apps promote live TV watching, thus commercial watching, something that struggled during the height of DVR popularity. n Commercials with foul language are growing. This is in an effort to reach the younger audience. You can expect these on the web and cable networks.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 33 How to market your small business in the age of social media By Alisha James here would we be without the Internet? W We live in a technology- driven society where information is literally at our fingertips. From smart phones to iPads, wherever there is a Wi Fi connection, you can find an abundance of information on the Internet virtually free. According to internetworldstats.com, in 2011, there were approximately two billion Internet users worldwide. In North America, recent statistics show that over two million people use the Internet; however, when compared to other countries, like Europe and Asia, two million is considered low. Asia, having the highest number of cyber surfers with its bustling population, more than one billion people use the Internet. And in Europe, Broad Ripple area. you’ll share your best information. The statistics show that 500 million people Firebelly started in 2001 and provides blog is where you can write article after use the net. marketing services for big and small article about the issues and problems But even in North America, Internet companies, which include business -to- that affect your readers. You can provide users are continually on the rise, having business (B2B), business-to-consumer helpful advice, share new knowledge and a 12 percent increase from 2000. (B2C), for-profit and non-profit information, and update people about More and more people are relying on organizations. things going on in your industry. cyber search engines like Google and Alney suggests that before you begin Yahoo to find other sites that help them to understand what social media Twitter connect with local businesses. marketing is, first it is important to Twitter is a communication tool Whether you know it or not, people are understand what it is not. that lets you communicate with your talking about your business and giving it “Social (media) is not broadcast, it followers (people who are connected reviews on sites like Yelp, for example, a is not brand centric and it is not about to you on Twitter) in 140 character kind of “word of mouth” venue that lists technology. It is about relationships. bursts. These can be questions you have, just about anything, from where to find It really is the new word of mouth answers to someone else’s questions, the best local beauty salon to the nearest marketing (on steroids). It can be used interesting information you found at a church to visit on Sunday morning. for awareness, customer engagement, conference, or even important articles According to Yelp’s website, they had lead and revenue generation. And used that have an impact on your industry. an average of approximately 78 million across both the B to B and B to C spaces,” monthly visitors in 2012, who have Alney said. written over 30 million reviews about Firebelly’s president offers four Facebook local businesses. golden rules – and some extra advice – to business page “Social media marketing is one of help market your small business using A Facebook page lets you share what’s the most effective and far-reaching the following social media outlets: happening at your business with friends marketing channels available to the and family, as well as customers who 21st century,” said Duncan Alney, Blogging “like” your page and want to hear more about what’s going on. president of Firebelly, a marketing firm This should be the hub of your social Your Facebook Page – which is that specializes in branding and web media marketing campaign. The blog is different from your personal profile – marketing, located in Indy’s trendy where you’ll drive people to, and where

34 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Liliana Gehring Chief Operating Officer, Global Health Outcomes, Eli Lilly and Company

Joined Lilly in 1990 as a plant engineer

Earned Chemical Engineering degree from University of Wisconsin, MBA from Indiana University

President, Organization of Latinos at Lilly

PRINTED IN USA ©2011, ELI LILLY AND COMPANY. ALL RIGHTS RESERVED. Everyone deserves a chance.

Coming to America from Argentina at 13, I didn’t speak English. That’s why I’m passionate about the Organization of Latinos None of my family did. I had been an excellent student, but here at Lilly. Through community health and education outreach I was lost. I wondered, how am I going to fit in? How will I learn programs, such as Project Stepping Stone, I can share my the language? The culture? But, over time, I found my way. personal story with students, showing them what they too can accomplish with determination. After college, I worked for Ford, then Lilly. I started as one of very few female engineers in a male-dominated environment. I believe everyone deserves a chance. Throughout my 20 I had to learn to adapt, make connections, stand up for what years at Lilly, I’ve been able to share this belief within the I believe in. The more I overcame, the more optimistic I was company and our community. When people are given a about what can be achieved through perseverance. chance, they surprise you by doing great things. lilly.com

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 35 is your water cooler where people can gather to share information and ideas. Some Costly Marketing Mistakes business owners will schedule By Shaila Strayhorn a weekly Q&A session. Others will ask people to share Congratulations! You have made one of attention span, and if you overwhelm your their own information, like the biggest decisions in your life to start audience with too much information they a vacation travel company your own business. There is not a shadow will lose interest in your company. asking, “what’s the best (or of doubt in your mind that you will fail, Creative: The McDonald’s theme worst) vacation you ever took?” because you have the drive, the vision and song, the GEICO gecko, the before and Posting regular questions and a new found sense of pride. after pictures of Jenny Craig customers. conversation starters like this This is the moment that you have Not only are these methods of marketing will keep people coming back. dreamed of for years. With the start memorable, but they are also creative. of this new chapter in your life, you On average, a consumer sees 4,000 believe it is only a matter of time before advertisements a day. As a result, seeing an Establish you are climbing the corporate ladder, advertisement that grabs their attention trusting making big business deals, and booking will be memorable and compel them to relationships exotic vacations to Europe as a means want to learn more about the company. This isn’t a social media tool, of celebrating the construction of your Take the time to learn what’s the best but the foundation of all the second business office. means of marketing your company in social media marketing work Flash back to reality. Before you go out a creative way may be. It may be an you’ll do. and buy a new swim suit and sunblock, appreciative testimonial from a customer Social media is not just a one question still remains. How will you or a visual display of your product. Just place where you can sell, sell, market this new business? remember to be creative! sell. You’re not going to start While you may believe that marketing Comprehensive: You should be a Twitter account where you your business may be the least of your able to market your company to your only announce sales, or create worries, taking the time to successfully customers in a way that it would be a Facebook Page and promote market your business can be the difference understandable to your mother. Practice nothing but ads. That turns in your competitors being worried about how you would go about marketing your people off, and they’ll ignore your success and your competitors being company to your family or friends. If the you completely. pleased with your failure. message within your marketing strategy is Instead, build relationships With that being said, there are four incomprehensible to your loved ones, then with these other tools. costly marketing mistakes that could be it would be all the more incomprehensible Answer questions on Twitter. detrimental in regards to the success of to your customers. Encourage fans and friends to your business. They are: share stories on your Facebook Failure to understand your page. Write about answers Failure to state the core qualities of customer: Take the time to learn the to common questions on your company: We are all aware of the demographic of your target audience. your blog. By doing this, your elevator pitch. In this case, the elevator Learning such facts as the predominate readers will come to trust you pitch is basically informing individuals gender, age and wants of your target as a valuable resource, and in 20 seconds or less why your business population can not only improve the someone who can provide is different from your competitors, and economic status of your business but also them the information they how your customers and/or potential make your business all the more appealing need. investors will benefit from your services. to your audience. Also it may be wise to When the time comes to Even if your business is accordion conduct surveys among individuals who make a purchase or find a building; you need to be able to relay to make up your target population. Ask solution to a bigger problem, an audience why your accordion building them what they like and dislike about they’re going to turn to the company is unique from that of other your business in order to improve your person or the business that accordion building companies. What will customer service quality. provided them with helpful this accordion company provide to your information, the person they customers? Finer quality? Faster delivery Not using the results as a means have a relationship with. Not time? Whatever it is, relay it to your of improvement: Upon receiving the person who bombarded audience in a manner that causes you to feedback from your audience regarding them with ads and buying stand apart from your competitors. your company and its marketing strategy, messages day in and day out. use these critiques in your favor. Such The tips and advice was Forgetting the Three C’s: Concise, information will be useful in not only provided by Firebelly. Creative, and Comprehensive: marketing in a more effective way to Concise: Do not confuse your audience your audience, but it will also allow For more information on how with an overload of information or your business to keep a record on file of to market your small business statistics about your company. Adults, previous marketing techniques that it using social media, visit similar to children, have a very short executed. firebelly.com.

36 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com simple rules for maximizing social media By Rebecca R. Bibbs

12 Link your social media tools to ease management. Though Facebook and Twitter can3 be linked to one another, each site may communicate with a diff erent audience that has diff erent interests and needs, so the actual strategy may have to be diff erent. It may not be in a business owner’s interest to post once on Facebook and have it automatically post to Twitter. However, owners can manage their pages from one dashboard, moving from platform to platform.

Be selective. This applies to the platforms a business manages as well as the relationships it 4cultivates. “If your audience is not on Twitter, don’t waste your time having ocial media is a low-cost way Here are some ways businesses can an account there,” Schoegler advised. to develop a brand, share news maximize the eff ectiveness of their Sand generate buzz for a product, social media eff orts: service or event. But many business owners may not use social media to Separate personal and business their greatest advantage. social media pages. Courts Denise Herd, principal at recently have been dealing with Indianapolis-based Herd Strategies, issues1 of ownership of Facebook and and Heather Schoegler, director of Twitter pages. That’s because Facebook community engagement for Parkview friends are estimated to be valued at We could talk Health in Fort Wayne, said the biggest $1.20 each per month. A recent court mistake business owners make is in case estimated Twitter followers to be about branding, separating social media from an overall valued at $2.50 each per month. Though but why not just business strategy. Though social media this isn’t so much an issue for sole may be the least expensive option, it proprietorships, the ownership of those see it in action? is only one tool of many that should followers and friends becomes an issue be put to use in a comprehensive where an employee who has performed a borshoff.biz/branding communications plan, they stressed. social media function leaves a company. “I use an integrated approach … You Herd recommends having a professional can’t put all your eggs in one basket,” set up social media accounts in the Herd said. “You need an arsenal that's company’s name and train an employee vast and far-reaching. Not all your to execute the communications. clients are using social media.” Schoegler, who has done social media Familiarize yourself with all over the past fi ve years for a variety the social media site’s policies. of industries, including real estate, It’s important to understand a advertising and health care, said “It site’s2 policy on content ownership and seems to me that no matter the industry, privacy, including whether it will resist you’re trying to build a relationship with subpoenas or hand over information on the consumer.” request. advertising & public relations | WBE certified

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 37 LAFAYETTE  MUNCIE  DAYTON INDIANAPOLIS  TERRE HAUTE  

CLARKSVILLE  EVANSVILLE 

38 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Many companies also require social tweeting information, and information entertainment news or personal family media managers to have 300 followers that’s interactive,” Herd said. events. Save those for personal pages or friends in order to land a job. But (Don’t forget the privacy settings so you businesses need quality friends and Advance the brand over the don’t risk turning off potential clients followers who are likely to buy their personality of an individual. who could land on your personal pages). products and services. These may be In companies where they are Keep the business pages focused on the diff erent than the friends and followers 8intertwined, the safer thing to do may brand and the industry. Unless you’re individuals cultivate. be to tie the social media identity to the really prepared to take a stand, stay away position rather than to an individual. For from controversial topics, even within Communicate daily. Time instance, John Smith may be the CEO at your industry. Remember, everything constraints probably make this Small Biz. A company may feel the direct that’s published can be retrieved later if one of the toughest things for contact between the CEO and the public you end up in court. 5most business owners to do. But it’s is valuable. But rather than naming vital to remain in the consciousness of the page for John Smith, Schoegler When possible, make clients. Those who feel they simply don’t recommends tying the position and pages dynamic. Some sites have the time to manage their accounts the company so that the page would be like Facebook are more likely daily can do so using a social media SmallBizCEO. 11to respond to a message when it includes management tool like HootSuite, which a relevant image or video. One way to allows posts to be lined up in advance. Don’t make it all about your do this on Facebook in particular is by Buff erapp’s analytics allow a business to business. Remember, these tools commenting on and sharing articles. determine when its consumers are most are about being social. When Web articles often have images posted likely to be online so posts can be timed talking9 face-to-face, people typically with them, and those images show up on appropriately. For those who feel they don’t talk about themselves the whole Facebook links. It’s a good idea to share can’t take even a couple of hours once time, even if that’s what they really links, but their URLs may be too long, a week, there are many companies that want to do. The same principle applies especially for Twitter. To overcome this will perform social media functions for a to social media. Experts recommend problem, compress the URL at a site like reasonable price. plugging your business only about every www.bitly.com. 10th post. The remainder can be fi lled Communicate appropriately with sharing or retweets or general Check the social media for the platform. Just because comments about news events related to dashboard several times you can communicate doesn’t your business. a day. Even when posting always6 mean you should. Schoegler “Be generous with your real estate 12automatically through a tool like said Twitter followers expect constant and your audience,” Schoegler said. “If Hootsuite, it’s impossible to predict communication and don’t mind tweets you fi nd something that is relevant to when consumers are trying to contact fi ve times a day. However, she said, your business or audience, share that. a business. Businesses can’t aff ord posts to Facebook should be limited That behavior is contagious. If you’re to wait for days, or sometimes even to no more than two a day, otherwise, generous with your information, then hours, before responding to consumer LAFAYETTE friends start to tune out. Herd said others will be more generous with your questions, comments or requests. The MUNCIE  there are some instances in which information.” easiest way for a business owner to  DAYTON constant tweeting is appropriate. For keep track is to maintain a social media instance, she recently provided on- Stay on topic. It’s dashboard on the computer screen. INDIANAPOLIS  site communications from an event easy to get off course by TERRE  where she tweeted every fi ve minutes commenting on politics, HAUTE about goings on, including the arrival of 10  celebrities. Establish two-way contact. Being social is not only about sending your message into the HANDS-ON 7world but also establishing a listening ear. Many companies do this by using LEARNING. Facebook, for instance, as a customer Affordable investment. Great returns. CLARKSVILLE service tool. Companies can accept  complaints there and answer the client. EVANSVILLE Some companies may be skittish about doing this, but it goes a long way toward  establishing trust by generating a perception of honesty. “You have to be www.indstate.edu

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 39 Getting to know the Asian American consumer By Allan Nahajewski Asian Americans make up a large part of the population in the United States. Here’s a breakdown:

3.8 million Chinese 3.2 million Filipino 2.8 million Asian Indian 1.7 million Vietnamese 1.6 million Korean 1.3 million Japanese

80 percent of Asian Americans live in a household with Internet use — the highest rate among race and ethnic groups. Median household income differs greatly among Asian American segments. In 2009 the median income for Asian Indians was $90,429, while for Bangladesh it was $46,657. arketers need to pay closer as part of an integrated campaign,” attention to Asian American said Jon Yokogawa, vice president of consumers - one of the consumer engagement for interTrend M n 20 percent of Asian fastest-growing and most lucrative Communications. segments in the nation. Still, the Asian-American market, Americans age 25 and According to a recent study by the with its multiple sub-groups and diverse older have a graduate or Pew Research Center, there were 18.2 languages, remains a challenge to most professional degree. This million Asian-Americans in the United marketers. compares with 10 percent States, comprising 5.8 percent of the Because so many companies don’t for all Americans 25 and population. Asian-Americans have address the Asian-American market older. surpassed Hispanics as the fastest- directly, the opportunities to build n 23.6 percent are under age growing ethnic group in the nation. new client/partner relationships and 18 In addition, they are among the most cultivate loyalty abound. n 9.6 percent are 65 or older educated and affluent U.S. consumers. Saul Gitlin, executive vice president n 35.3 is median age Meanwhile, the U.S. Census Bureau of strategic services at Kang & Lee n 5.6 million live in California says the number of Asian-Americans Advertising, is among many experts n 1.6 million live in New York is expected to increase to 40.6 million who believe Asian-Americans may state by the year 2050, or 9 percent of the represent one of the true “last frontiers” expected U.S. population. of first-mover advantage for brands in “Since Asian-Americans are often the United States. well educated and affluent, using direct “(This market) offers a fairly 46 percent increase in the Asian mail would be an obvious platform uncluttered environment,” said Gitlin. American population between 2000 and 2010, topping other 2.6 million people age 5 and 161 percent is the projected major race groups. older in the U.S. speak Chinese growth in the Asian-American at home. After Spanish, Chinese population between 2008 and Statistics based on 2010 U.S. Census. 2050, vs. 44 percent for the is the most widely spoken non- Article provided courtesy of Deliver English language in the country. nation in general. magazine. For more information about Deliver, visit delivermagazine.com.

40 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Popular Indiana-based brands And their plans for expansion By Brandon A. Perry any people outside our state electronics, fine art, store fixtures and recognize Indiana for its great furniture. Magricultural heritage and Recent brand developments: This fertile environment for sports. year, Atlas launched its “Go New Places” Indiana, however, can also take credit promotional campaign to enhance its as being the site of innovations that have brand. In advertisements, the campaign forever transformed business, industry tells customers, “You’ve got it in you to and technology. They include a range of go new places. So do we. We go there diverse inventions such as the transistor every day.” In other words, Atlas seeks to radio (Indianapolis), the automatic let current and prospective customers headlight dimmer (Anderson) stainless know that whether it’s just a small steel (Kokomo), the rapid-fire machine change in their organization, or actually gun (Indianapolis), the diesel powered moving things to new places, Atlas can tractor (Columbus), the push button car help moving be done easily, securely and radio (Kokomo), canned tomato juice efficiently. (French Lick) and the mechanical corn “We’re fortunate to be among the best picker (Kokomo). in the world at moving and creating It should come as no surprise, then, systems efficiency,” said Atlas President that Indiana is currently home, or and COO Jack Griffin. “We wanted to host, of several popular companies let our customers know that Atlas sees with strong band names. Following are Angie Hicks its business as helping people ‘go new some very well known brand names places.’” Hicks said, adding that she spends a lot in Indiana, and insight on how they of time with staff creating, refining and are keeping their brands strong. Many executing new ideas. “I also talk with Cummins of these entities have strong brand members and service companies about Headquarters: Columbus identities that are recognized nationally how Angie’s List affects them in their Website: www.cummins.com and worldwide. daily lives. It keeps us really in touch Claim to fame: The Cummins with our customer base and up on the name is recognized across the world Angie’s List latest trends and issues.” as a provider of durable engines, as Headquarters: Indianapolis well as related technologies, including Website: www.angieslist.com Atlas Van Lines fuel systems, controls, air handling, Claim to fame: Millions of filtration, emission solutions and Headquarters: Evansville consumers across the United States electrical power generation systems. Website: www.atlasvanlines.com trust Angie’s List as a provider of Founded in 1919, Cummins serves Established in 1948, information about companies they Claim to fame: customers in 190 countries with over Atlas is a national moving company are considering doing business 44,000 employees and 6,000 dealer that specializes in corporate relocation, with. Established in 1996, Angie’s locations. It has become one of the household moving services List offers online consumer reviews world’s leading providers of engines and the transportation (more than 40,000 each month) about for heavy and medium duty of high-value various businesses. Subscribers can trucks, buses items such as inspect report card-style reviews about companies based on criteria such as price, quality, responsiveness, punctuality and professionalism. Recent brand developments: Angie Hicks, founder and chief marketing officer of Angie’s List, told IMBM that her company now helps more than 1.5 million consumers and will increase that number by meeting the needs of more. “We are constantly trying to improve our product and deliver new products,”

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 41 has also manufactured well known and outerwear representing both products such as Prozac, Cialis and professional and collegiate sports teams. Strattera. As it entered 2012, Finish Line posted Recent brand developments: a six percent sales increase, with $299.5 Lilly executives say its brand has million in sales, which followed a 10 endured because of the company’s percent increase last year. focus on improving the lives of “Through consistent execution of people across the world and staying our strategic plan, we have created a focused on patient well-being. business model that has allowed Finish In recent years, Lilly has placed Line to drive sustained growth through more emphasis on expanding a variety of consumer environments its brand in emerging markets and external conditions,” said Glenn overseas. This year Lilly announced a Lyon, chairmen and chief executive production partnership with Novast officer of Finish Line. “We are optimistic Laboratories in China. about our future and the initiatives we “In Lilly’s emerging markets business, are undertaking to grow our existing we are focused on providing patients business and expand beyond our core with innovative medicines from our own business.” and heavy pipeline, as well as select Lilly branded equipment. generic medicines that Recent brand meet our quality stan- developments: Cummins has dards,” said Jacques reported double digit operating Tapiero, Lilly’s senior margins and increased sales in all of its vice president and pres- business segments, especially engine, ident of the Emerging components, distribution, warranties Markets Division. “Part- and power generation. It also has nerships provide increased its share of the market in additional countries such as Brazil, China and manufactur- India. ing capabili- “Cummins’ outstanding performance ties that al- has resulted from our strategic focus low us to bet- on diversification, superior technology, ter deliver on expansion of our product lines and that strategy.” growth of our distribution network,” said Cummins Chairman and CEO Tom Finish Line Linebarger. Headquarters: Indianapolis Hillenbrand Inc. and Website: www.finishline.com Claim to fame: Finish Line is Hill-Rom Holdings known as a premium retailer of athletic Headquarters: Batesville shoes, apparel and accessories. The Websites: www.hillenbrand.com and company, which began in 1976, operates ir.hill-rom.com. 656 stores in various malls across Claim to fame: For more than a the country, with more than 11,000 century, Hillenbrand has been best employees, affectionately known as known as a leading provider of funeral “sneakerologists.” Finish Line sells service products such as burial caskets, prominent brands such as Addidas, cremation caskets, containers and Eli Lilly and Co. Nike, Reebok, Jordan, New Balance, urns, burial vaults and selection room Headquarters: Indianapolis Skechers and Timberland. display fixtures. Hillenbrand also owns Website: www.lilly.com Recent brand developments: equipment and processing related Claim to fame: Established by An increasing number of Finish Line brands including K-Tron and Rotex. Colonel Eli Lilly, a Civil War veteran stores are being generated by apparel Batesville once became part of Hill- and chemist, Lilly has evolved into a items such as t-shirts, shorts, caps Rom Holdings, a leading manufacturer global pharmaceutical company that sells products in 125 countries. It is a Fortune 500 company, the 148th largest company in the country and among the 10 largest pharmaceutical companies in the world. Lilly, which was the first company to mass produce penicillin,

42 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com that serves signature “steak burgers,” which are made from quality T-bone, sirloin and round steaks. The first Steak ‘n Shake restaurant opened in 1934, and now the company, officially known as Steak ‘n Shake Operations, has over 400 company owned restaurants as well as more than 100 franchise locations. Recent brand developments: In 2008, Steak ‘n Shake became part of Biglari Holdings Inc. Although Biglari of hospital beds, furniture and other announced over speakers inside is based in Texas, the headquarters of medical equipment and technology its stores. Last year, the company Steak ‘N Shake Operations Inc. have systems. However, Batesville split from announced that it would offer online remained in Indianapolis. Earlier this Hill-Rom Holdings in 2007 and became shopping for its customers. year, Steak n’ Shake generated buzz Hillenbrand Inc. Recent brand developments: By when a location was opened next to the Recent brand developments: continuing its emphasis on selling historic Ed Sullivan Theater in New Hillenbrand is continuing to maintain affordable, quality footwear, Shoe York City, where Indiana native David a healthy share of the industry by Carnival proclaimed a mostly positive Letterman tapes his late night talk emphasizing the quality long associated profit and sales performance throughout show. Letterman mentioned the new with its name, especially in the area of 2012. During the second quarter of the restaurant in one of his segments. products for funeral service providers. year, for example, net sales were $182 Biglari recently announced that it “We want to reach far beyond the million, a 9 percent increase from the hopes to get the Steak ‘n Shake brand traditional role of the manufacturer and same time last year. familiar to more customers by opening provide a unique combination of quality “We have had a strong year so far, more than 1,000 new franchise locations burial and cremation products for our and we are optimistic about our sales over the next few years. funeral home customers,” said CEO and and earnings prospects for the fourth “Steak ‘n Shake’s revenue from Chairman Kenneth Camp. “We want to quarter,” said President and CEO Mark franchise fees was up 20 percent in the give them the tools and support to help Lemond. “The Shoe Carnival model, third quarter, in part because we have families create meaningful funerals that with its broad assortment of trend-right, devoted resources to the franchising celebrate and honor their loved ones.” value-priced footwear, continues to business,” said Biglari Holdings owner resonate well with today’s consumer.” Sardar Biglari. Shoe Carnival Headquarters: Evansville Steak ‘n Shake Website: www.shoecarnival.com Headquarters: Indianapolis Claim to fame: Launched in 1978, Website: www.steaknshake.com Shoe Carnival is one of the nation’s Claim to fame: Well known in leading family footwear retailers, with several Midwestern and 346 stores in 32 states. The company Southern states as offers a wide range of moderately priced a diner-style athletic, casual and dress footwear restaurant for men, women and children. It sells both national and regional footwear brands, with trademark bargain sale specials urgently

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 43 Hoosier ByBrands Rebecca R. Bibbs We miss ndianapolis native Craig A. Morris remembers as a child um. Ayres’ cherub going to Richard’s Market Basket with his mother to buy that’s become a Igroceries, to Central Hardware with his father for tools traditional symbol to fi x up their Forest Manor-area home, and to the Eastwood of the Christmas Theater to see the latest fl ick. As a young adult, the 1982 holidays still greets graduate of John Marshall High School worked as a waiter at shoppers from its an Indianapolis location of Muncie-based Mac’s Family Steak perch on the clock House. at Washington and What all these businesses have in common is that they no Meridian streets. longer exist – and by some, they are sorely missed. “If they’re being replaced by a better thing and not leaving Ayr-Way empty buildings, it’s OK. Basically, Target bought Ayr-Way, but Long before they didn’t stay in the (Pendleton Pike) area,” said Morris, gen- there was Walmart, eral manager of Bravo! restaurant in Castleton. Kmart and Target, Morris and other Indianapolis residents share their nostal- L.S. Ayres experi- gia through a variety of Facebook pages, including “You Might mented with a dis- Be An Indy Eastsider,” “Indy Eastside Nostalgia Club” and count department “You Know You’re From Indianapolis If You:.” store. Founded In an era when everything seems to be made in China, every in 1961, Ayr-Way business appears to be owned by some larger conglomerate eventually grew and historic buildings are torn down to make way for progress, to 47 stores it’s the local businesses – the mom and pop shops – that linger in three in our memories. Midwestern Here’s a trip down memory lane to some of those startups of states. Under yore that once drove our state and our nation’s economies. anti-trust pres- sure from the DEPARTMEnT STORES Federal Trade New York may be the home of Saks Fifth Avenue, Blooming- Commission, dale’s and Bergdorf Goodman, but for more than a century, the Associated Indiana was an innovative department store leader. Dry Goods, which bought Ayres in L. S. Ayres 1972, sold the Ayr- Founded in 1872 by its namesake, Lyman S. Ayres, this Way brand to Dayton Hudson Corp., now Target Corp. department store was known for more than a century as the state’s fashion trendsetter. In 1905, Ayres became a fashion William H. Block Co. retail marketing trendsetter by opening its Economy Base- Austro-Hungarian immigrant William H. Bloch brought ment Store. However, some African-Americans remember competition to L.S. Ayres in 1896 when he Americanized his its racially insensitive policy of forcing Black patrons to buy name and opened the William H. Block Co. at 9 E. Washington items they tried on, whether they wanted them or not. Ayres St. in Indianapolis. Fourteen years later, the store opened its branched out in 1958, establishing a store in Lafayette, Ind., its iconic eight-story store designed by the city’s premier archi- fi rst outside Indianapolis. Ayres acquired a number of other tectural fi rm, Vonnegut & Bohn, at Market and Illinois streets. retail holdings, including John Bressmer Co. in Springfi eld, Ill, Block’s, as the store normally was called, merged with Allied and Wolf & Dessauer Co. in Fort Wayne, Ind. Ayres, however, Stores in 1962 and was sold to Federated Department Stores succumbed to the buyout trend in department stores in 1972 in 1987. The Block’s name eventually was discontinued, with when it was bought by Associated Dry Goods of New York City. locations being rebranded as Lazarus. The fl agship store, now Ayres locations, including its fl agship store at the corner of known as The Block, houses a T.J. Maxx store and seven fl oors Washington and Meridian streets, now part of Carson Pirie of residential apartments. Scott, have become a part of the Macy’s brand. However, L.S. Ayres’ iconic tearoom has been reproduced, using the original H.P. Wasson and Co. tables and chairs, down the street at the Indiana State Muse- Hiram P. Wasson bought the Bee Hive Drygoods Store in

44 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com 1874 and plas- its operating certifi cate and assets purchased for $7.5 million tered his own by Southwest. ATA was considered the largest charter airline name on it. Fol- company in the U.S. and transported more U.S. military troops lowing his death than any other airline before it shut down. in 1910 and his son Kenard’s DInInG death in 1912, Living in an agrarian state, Hoosiers have always had a close Wasson’s, as the and varied relationship with local and national food supplies. store commonly Indianapolis residents recall dining at Laughner’s Cafeteria or was called, was Knobby’s Restuarant and stopping by Lindner’s for ice cream. sold to Gustave But some Hoosier food-related Efroymson and companies broke beyond the Louis Wolf. The state’s borders. Art Moderne fl agship store designed by Rubush and Hunter at 2 W. Washington St., opened in 1937 and has been on the Burger Chef National Register of Historic Places since 1997. It now serves McDonald’s may be the big as a retail/offi ce building. Wasson’s, which catered to a mid- cheese now when it comes to fast dle-class clientele, was sold in 1967 to Goldblatt’s, a Chicago- food restaurants, but there was based discount department store. Wasson’s was closed for a time when Indianapolis-based good in 1980. Its lasting claim to fame is the opening in 1923 of Burger Chef gave the golden arch- the fi rst credit union in Indiana and in the Midwest. es a run for its money. Frank and Thomas Donald opened their fi rst L. Strauss and Co. Burger Chef restaurant in 1954 Founded by Leopold Strauss in 1879, L. Strauss was head- at 3401 W. 16th St., selling their quartered at what is now an entrance to Circle Centre mall at hamburgers for 15 cents. Over Washington and Illinois streets. This store’s innovation was the years, they developed the Big the setting of fi xed prices for its goods. The store was sold in Shef and the quarter-pound Su- 1969 to Nashville, Tenn.-based Genesco but bought by the per Shef. Though every fast food store’s president Thad Larson in 1979 to maintain local con- restaurant has them now, Burger trol. In anticipation of Circle Centre, the fl agship store was Chef created the combo meal – a razed in the 1980s, but delays in the building of the mall led L. burger, fries and milkshake known Strauss to close the as the Triple Treat – though there doors of all its was no discount on the price for stores perma- buying the items together. Ac- nently in 1993, quired in 1968 by General Foods according to Corp., Burger Chef had 1,050 locations nationwide at its peak bankruptcy pa- in 1973. Burger Chef developed its Funmeal for kids in the pers fi led by early 1970s and sued but lost to McDon- the company. ald’s in 1979 when it introduced the popu- L. Strauss lar Happy Meal. In 1982, General Foods also was sold Burger Chef to Canada-based Imasco, known for its owner of Hardee’s. trophy, pre- sented each Eckrich year, in ad- Standing in front of the bologna at the dition to the grocery, it may be a toss up whether to go Borg Warner for the Oscar Mayer or the Eckrich. But for Trophy, to those loyal to their Hoosier roots, there’s no the winner other choice than Eckrich, which opened of the India- napolis 500.

AIRLInES ATA Airlines Anyone taking advantage of the low fares off ered by South- west Airlines has the now-defunct ATA Airlines to thank. Established as American Trans Air, it became known as an industry leader in low-cost scheduled and charter air travel. The company fi led for bankruptcy and shut its doors in 2008,

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 45 in 1894 as a small meat market founded by German immi- East Washington Street. In 1970, INB solidifi ed its mark on grant Peter Eckrich in Fort Wayne, Ind. Though now owned the Indiana landscape by building and opening One Indiana by Cincinnati-based Armour-Eckrich, the high quality meat Square in downtown Indianapolis, a 36-story skyscraper, once products remain available throughout Indiana. the tallest building in Indiana. Like many banking institutions, however, INB has been absorbed by other banks due to a series Ball Corp. of mergers. One Indiana Square is now the Indiana headquar- The legacy left by the nation’s No. 1 producer of food can- ters for Regions Financial Corp. ning supplies is all over Muncie, Ind. However, unlike other companies deeply associated with Indiana, Ball was a trans- HEALTH AnD BEAUTY plant from Buff alo, N.Y., where it was established in 1880 by There’s a CVS and a Walgreen’s on nearly every corner. But fi ve brothers. Now based in Bloomfi eld, Colo., the company no not so long ago, two Indiana-based pharmacies dominated In- longer manufactures the highly recognizable jars with which it dianapolis’ urban landscape. had become associated. Hook’s Drug Store BAnKS Founded in 1900 by In the beginning, banking was a local transaction, and the John A. Hook at the banking industry in Indiana was no diff erent. corner of Prospect and East streets, the chain Midwest National Bank grew rapidly, eventu- Black-owned banks were a tradition in the South follow- ally being branded ing the Civil War. However, it was the civil rights movement with the distinctive beginning in the 1950s that inspired the African-American architecture of Von- community in Indianapolis to consolidate and control its negut & Bohn. A wealth through Midwest National Bank, which was located popular attraction at the Indiana in the 2800 block of North Meridian Street. Unable to remain State Fairgrounds is the reproduction Hook’s Drug Store, competitive, the bank closed its doors by the 1980s, though capturing the look and feel of drug stores of the 1800s. Follow- some other Black-owned banks were able to survive in cities ing a series of acquisitions by various companies, the chain like Chicago and Washington, D.C. In 1985, the 47 remaining fi nally was bought in 1997 by Revco, now CVS, which has its Black-owned banks reported assets exceeding $1.5 billion. locations in many of the former Hook’s locations. Following in By 2010, the Federal Reserve reported only 28 Black-owned their family’s tradition, the great-grandchildren of John Hook banks nationwide. in 2000 opened their independently owned Hook’s Apoth- ecary, which specializes in compounding American Fletcher Na- prescriptions. tional Bank Stoughton A. Fletcher Haag Drug Store in 1839 started the fi rst Established at 802 private bank in Indiana, Massachusetts Ave. in the Fletcher-American Na- Indianapolis by Louis tional Bank. Later known and Julius Haag, this as Fletcher store provided the Trust and most direct competi- Savings Co., tion to Hook’s. In 1980, the direc- the store was sold to tors ex- panded the bank’s role People’s Drugs and since has changed hands a couple of more to include administration of personal trusts time, landing in 1993 with Osco. and the off ering of safety deposit boxes. This bank played a major role in the establishment Madam C.J. Walker Manufacturing Co. of Indianapolis’ community foundation, Probably few, if any people are still around who remember which allows individuals to the company that created and marketed beauty and hair prod- bequeath their holdings for ucts to African-American women and allowed its namesake the greater good of the city. to become known as the fi rst Black woman to become a millionaire. Indiana National Bank Though the company declined and Established in 1865, aside disappeared in the 1970s, its head- from its role in the growth of quarters is on the National Register the state’s economy, INB, as it of Historic Places and is an anchor to came to be known, also made its Near Westside community, where its mark over and over on it serves as a venue for business, arts the Indiana landscape, start- and community gatherings. ing with its headquarters on

46 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com The company again ran into fi nancial diffi culty, shutting down production in 1935. Nearly three decades later, the second-gen- eration Stutz emerged. Once known as the world’s most expen- sive car, the Stutz became the brand of choice for Hollywood heavyweights, including Elvis Presley, who bought the fi rst Blackhawk; the Rat Pack, including Frank Sinatra, Dean Martin and Sammy Davis Jr.; and daredevil Evil Knievel. Now based in Los Angeles, Stutz Motor Co. owners hope for yet a new third generation of the Stutz brand with the appropriately named Stutz Fenix ELH. In downtown Indianapolis, the factory that once produced the historical Stutz motor vehicles still stands. It is now known as the Stutz Business Center, and is mostly used as rental space for local artists and light manufacturing.

Delco Electronics Though originally established in AUTOMOTIVE Ohio, Kokomo-based Delco, the fi rst Detroit may be known as the Motor City, but Indiana at one manufacturer of dashboard radios, time was a close second in automobile production to Michi- became a powerhouse in automotive gan, becoming the headquarters for the Cole, Duesenberg, electronics, employing more than Marmon, Studebaker and Stutz. 30,000 at its peak in the 1970s. A subsidiary of General Motors, Delco Studebaker-Packard merged in 1985 with Hughes Aircraft, Founded in 1852 as a manufacturer of horse-drawn wagons becoming Hughes Electronics. In that supported the U.S. Army in the Civil War and carried 1997, Delco Electronics was trans- President Benjamin Harrison during his administration, ferred to General Motors’ Delphi Automotive subsidiary. When the Studebaker Brothers Manufacturing Co. in South Bend Delphi Automotive became a publicly traded company in 1999, it entered the “horseless carriage” (as automobiles were then continued the use of the Delco Electronics name through 2004. called) business in 1902. Though the fi rst automobiles pro- GM continues to hold the rights to the Delco name. duced by Studebaker were electric, the fi rst gasoline-based car manufactured entirely by Studebaker was marketed in 1912. Auburn-Cord-Dusenberg Horse-drawn carriages were produced alongside Studebaker These three Indiana-based companies eventually combined to automobiles until 1919. By the mid-1950s, Studebaker had ab- become one of the nation’s premier manufacturers of high-end sorbed Packard, but afi cionados complained the Packards pro- luxury automobiles. The Auburn Automobile Co. was established duced were more Studebaker. The last American Studebaker in 1900 in Auburn, Ind., and Dusenberg was launched in Iowa in rolled off the South Bend production line in 1963, though some 1913, and later moved its operations to Indiana. In 1925, Auburn models continued to be made in Ontario, Canada, until 1966. and Dusenberg were purchased by E.L. Cord, a highly successful automotive salesman, who developed a Cord automobile to sell Stutz alongside the two brands. The Cord L-29 is known as the fi rst car Indianapolis-based built with front wheel drive. Auburns, Cords and Dusenbergs be- Stutz Motor Co. pro- came popular cars among celebrities and the famous during the duced luxury cars and 1920s and ‘30s. However, the Great Depression hurt many auto- the nation’s fi rst sports motive companies tremendously, and the Auburn-Cord-Dusen- cars from 1911 to 1935, berg empire was forced to close its doors in 1937. Those who and produced cars want to see vintage models can visit the Auburn-Cord- again from 1968 Dusenberg to 1995. The com- Museum, in pany started as the Auburn, located in the northeastern part Ideal Motor Car Co. of the state, which hosts an annual festival. but eventually was re- named for its founder, Harry C. Stutz. After a series of misfi res with its investors, the Stutz Motor Co. went from building primarily race and sports cars such as the Stutz Bearcat, to concentrating on building cars for safety, a major concern for auto manufacturers of the 1920s.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 47 Presidential style By Jessica R. Key their style for inspiration. ince the time of Benjamin Harrison, the 23rd president This fall, you too can dress like a president, but on a modest of the United States, not much has changed in regards budget. Choose pieces that have mature character with pops of Sto a candiadate's platform. Today, as was the case fun. Prints are certainly in this season for the ladies and men then, campaigns are fueled by voting history, running mates, can expect a polished, more sophisticated look to dressing up income and even their personal style. and dressing down. This election year, candidates have brought their A-game to Hoosier advertising professionals don this season’s styles the podiums dressed in clothing that is powerful and stately. and are doing so at the historic home of President Benjamin The public also has its eye on politicians’ wives looking at Harrison.

48 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Shawn Odle Account Executive Richard Harrison Bailey, Indianapolis

Opposite page: Mix old and new with a vintage-inspired sweater and modern tie. (Sweater, $88, shirt, $59.90, tie, $49.90, jeans, $79.90, Express for Men; shoes, Cole Haan, $168.)

A well-tailored suit will never go out of style. (Suit jacket, $278, pants, $128, shirt, $59.90, tie, $49.90, Express for Men; shoes, Johnston & Murphy, $135.)

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 49 Amy Williamson Director of Marketing Blue Marketing, Crawfordsville

Use accessories such as a scarf or shoes in fall colors to dress up jeans. (Blazer, $158, stripped long sleeve, $29.90, scarf, $32.90, jeans, $74.90, The Limited; pumps, Marc Fisher, $79.)

Enhance staple pieces with color-blocking pieces. (Blouse, $39.90, skirt, $59.90, Express; booties, Jessica Simpson, $110.)

50 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Colored jeans are hot this fall. Pair them with unexpected colors or play it safe with black and/or white. (Blouse, $49.50, skinny jeans, $59.90, Express; boots, Steve Madden, $199.)

Special thanks to: Benjamin Harrison Presidential Site Express Macy’s Paul Mitchell The School The Limited

Leslie Lopez Graphic Designer Via Marketing Inc., Merrillville

For people who have creative jobs, opt for a well- fitted suit with interesting colors and patterns. (Jacket, $89.90, blouse, $46.90, skirt, $59.90, The Limited; pumps, BCBGeneration, $89.)

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 51 Institute for Diversity

Creatingin Health Culturally Competent M Healthanagement Care By Lucretia Thompson

t’s not about civil rights. It’s Frederick Hobby A follow-up study was done that included Latinos and not about social justice. It’s Asians, but it showed little change. Since its establishment the Inot even about affirmative institute is now in partnership with the National Forum for action. It’s about providing Latino Healthcare Executives (NFLHE), and the Asian Health “culturally competent and Care Leaders Association (AHCLA). These organizations are culturally respective health made up of proficient and expert minority executives in the care. The leadership of health health care field. care institutions (should) reflect A unique aspect of the operation is that it has an the ethnic, racial and cultural institutional based membership. Its members are hospitals diversity of the communities and health care establishments that are looking for diverse they serve,” so says The management leaders. With over 800 members, it works the Institute of Diversity in Health opposite of what one might imagine. One might expect that Management and so says individual applicants go to the institute for help in finding Frederick Hobby, the president employment. Instead, these 800 hospitals and health care and CEO of the organization. organizations from all over the country are looking for The institute has spent 17 years working toward that goal. minorities to fill executive positions. The Institute of Diversity It was born out of a study that was conducted in 1992 by is able to recommend qualified minority candidates to its the American College of Healthcare Executives (ACHE), an members for upper level management and executive positions international society of health care leaders and the National because of its access to and affiliation with the individual Association of Health Services Executives (NAHSE), the members who belong to ACHE, NAHSE, NFLHE and AHCLA. association of African-American health care executives. Hobby is the institute’s third president and has been in The study examined career advancement of minorities in the position since 2005. Before joining the institute, Hobby the health care field, and it showed that less than one percent served as a clinical administrator with Portsmouth, Va., of top management positions were held by African-Americans. General Hospital and is a former CEO of the Newport News

52 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com General Hospital. He also served as vice president and chief IU Health receives national honor diversity officer of Greenville, S.C., Hospital System. In 1999, he was named “Senior Executive of the Year” by the National Indiana University (IU) Health was recently recognized Association for Health Services Executives. Hobby was also by the Institute for Diversity in Health Management named one of Modern Healthcare Magazine’s 100 Most during the organization’s 2012 National Leadership and Powerful People in health care in 2006 and in 2007. Education Conference in Nashville. He has a Bachelor’s degree in History and Political Science IU Health was listed among hospitals that were from Kentucky State University in Frankfort, and a Master’s honored as the “Best in Class in Diversity Management degree in Sociology from Washington University of St. Louis. and Strengthening the Workforce.” Steven L. Jones, IU When he came to the institute there were only 258 Health’s director of inclusion and diversity, accepted the members. Seven years later, the institute can boast a award during the Institute’s National Leadership and membership growth of more than 300 percent. Hobby also Education Conference in Nashville. notes that the percentage of minority executives has risen The “Best of Class” list was based on results from from the less than 1 percent to 8.9 percent. Though pleased a national survey commissioned by The Institute, an with the progress of the institute, he knows there is still work American Hospital Association (AHA) affiliate, of more to do, “as the country becomes more diverse, hospitals cannot than 900 hospitals to examine what actions they have think that one size fits all.” taken to address health disparities and improve diversity. His sincerity and commitment are evident as he gives the “We commend your efforts to improve leadership example of “end of life perspectives.” He explains that not all diversity at your organization and eliminate disparities cultures and religions view death the same. It is imperative in care for your patients and communities. Your hard that hospitals allow patients the opportunity to practice their work and dedication serve as a model to other hospitals individual religious and cultural beliefs in these cases. and health systems in their efforts,” AHA President and Hobby believes that when hospitals have executives CEO Rich Umbdenstock and Institute President and CEO in place that represent other cultures it is easy to have Frederick Hobby stated in a letter to IU Health President compromise and resolution of issues. “They have to tailor and CEO Dan Evans. their care to the needs of the patients they serve. Hospitals IU Health was also involved in a webinar that are to be of service to people.” highlighted key findings from a study on diversity in Though based in Chicago, the national organization has hospitals and offered successful practices tips. been active in Indiana. Recently, the Indiana University (IU) IU Health in known for having a strong focus on Health network of hospitals ranked best in class for diversity diversity management, and shapes its workplace culture management and strengthening the workforce in a survey around what it calls the “Five Pillars of Diversity” that commissioned by the institute. emphasizes diversity in different areas of practice In the category of addressing disparities and delivering including: quality care, IU Health LaPorte Hospital in particular received an honorable. IU Health's ratings was based on the institute’s Benchmark Survey that included more than 900 – Having a culturally safe environment for 1. Clinical hospitals nationwide. care for all ethnic cultures, including best outcome CEO and Chief Cultural Strategist McKenzie Lewis, of the and spiritual care. diversity consulting firm The MSL Group in Indianapolis, is very familiar with the institute and fully understands 2. Workforce – Culturally diverse and inclusive the challenges of implementing diversity in the health care workforce that supports the attraction, retention, system. The goal is “to put an infrastructure in place to do a and development of diverse talent. greater work.” Lewis was hired to do just that at WellPoint Inc. where he was the coordinator of diversity and inclusion 3. Business – Culturally diverse and inclusive from 2001 to 2006, the first person to hold that position. “We Minority/Women Business Enterprise have to expand the mindset of what diversity is. That it is not procurement plan, resulting in contract and just looking at skin color but looking at diversity of thought purchases that reflect the diversity of the vendor and valuing people to create better health care results. The community. extra step has to be the new normal.”

4. Community – Community activities that promote For more information on The Institute for Diversity and result in a diverse and inclusive community. in Health Management, visit www. diversityconnection.org. 5. Leadership – Leadership awareness and support of diversity and inclusion initiatives with shared For more information on The MSL accountability. Group visit www.themslgroup.com.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 53 The 4-1-1 on pre-employment background checks For IMBM hen you are hiring employees, you might need more tests frequently violate federal and state laws that protect information on a candidate to make an informed against discrimination and violations of privacy. decision. WThe following list includes the types of information that Medical Records employers often consult as part of a pre-employment check, Under the Americans with Disabilities Act, employers and the laws governing access and use for making hiring cannot discriminate based on a physical or mental impairment decisions. or request an employee’s medical records. Businesses can, however, inquire about an applicant’s ability to perform Credit Reports specific job duties. Some states also have stronger laws Under the Fair Credit Reporting Act (FCRA), businesses protecting the confidentiality of medical records. must obtain an employee’s written consent before seeking an employee’s credit report. If you decide not to hire or promote Bankruptcies someone based on information in the credit report, you must Bankruptcies are a matter of public record and may appear provide a copy of the report and let the applicant know of his on an individual’s credit report. The Federal Bankruptcy Act or her right to challenge the report under the FCRA. prohibits employers from discriminating against applicants because they have filed for bankruptcy. Criminal Records To what extent a private employer may consider an Military Service applicant’s criminal history in making hiring decisions varies Military service records may be released only under limited from state to state. Because of this variation, you should circumstances, and consent is generally required. The military consult with a lawyer or do further legal research on the laws may, however, disclose name, rank, salary, duty assignments, of your state before exploring whether or not an applicant has awards and duty status without the service member’s consent. a criminal past. For Federal Bureau of Investigation (FBI) checks, consult these resources: School Records Under the Family Educational Rights and Privacy Act and n FBI Services for Businesses similar state laws, educational records such as transcripts, n FBI Criminal History Checks for Employment and recommendations and financial information are confidential Licensing and will not be released by the school without a student’s n FBI Checks on Employees of Banks and Related Entities consent. Lie Detector Tests The Employee Polygraph Protection Act prohibits most Workers’ Compensation Records Workers’ compensation appeals are a matter of public private employers from using lie detector tests, either record. Information from a workers’ compensation appeal for pre-employment screening or during the course of may be used in a hiring decision if the employer can show the employment. The law includes a list of exceptions that apply to applicant’s injury might interfere with his ability perform businesses that provide armored car services, alarm or guard required duties. services, or those that manufacture, distribute, or dispense pharmaceuticals. Information provided by the Small Business Association. Even though there is no federal law specifically prohibiting you from using a written honesty test on job applicants, these

54 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 55 Spotlight City Anderson offers opportunity and affordability nyone looking for a stable place Community of the Year by the Indiana Delaware Native American tribe, which to launch an enterprise, raise a Chamber of Commerce. was once prominent in Central Indiana. Afamily or simply have fun and From new jobs that are projected to relax may want to consider the Central arrive as new companies emerge to a Nicknames – “The Pittsburgh on Indiana city of Anderson. relatively low cost of living and close White River;” “Queen City of the Gas Located in Madison County, proximity to plenty of recreation, you Belt” (from the discovery of natural Anderson, a city of nearly 60,000 might discover that Anderson is the gas) and “Puncture Proof City” (due residents, has been recognized by many ideal place for your business, family or to presence of tire manufacturing observers for having a climate that next getaway. businesses). fosters manufacturing. Take a look at the following “We are very focused on creating information to get to know Anderson Famous natives – Major league an environment that is attractive to and discover why it’s the right city for baseball star Carl Erskine, singer Sandi businesses and one where they can you. Patti and football star Ken Johnson, actually flourish and grow,” said Mayor among others. Kevin Smith. “Our goal has been to Fast facts contribute to the business and quality of Higher education institutions – life in Central Indiana.” on Anderson Anderson University, Ivy Tech College Established – 1827 (as a village, In 2007, Anderson was ranked in (Anderson Campus), Purdue University became a town in 1853 and a city in seventh place on the list of Forbes College of Technology, Harrison College 1865) Magazine’s top small U.S. Metro areas, and Flagship Education/Enterprise in the category of Culture and Leisure. Center. Namesake – Chief William Anderson More recently, the city was named (also known as Kikthawemund) of the

56 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Famous historical companies – courtyard façade, designed by architect General Motors, Delco Remy and Guide John Eberson. Home venue where Lamp (later Fisher Guide). the Anderson Symphony Orchestra performs. Current top employers – St. John’s Health Network, Nestle (Nesquick and Coffee-Mate production center), Logistics – Anderson Regional Anderson Community Schools, Hoosier Airport, less than an hour away from Park Racing and Casino, Affiliated Indianapolis International Airport Computer Services (ACS), Carter (which has one of the largest FedEx Express, Continental Inc. (logistics) and hubs in the country, is in close proximity Community Hospital. to major transportation corridors such as Interstates 69, 65, 70 and 74, Attractions state roads 9, 32 and 67 and a rail line Hoosier Park Racing & Casino - operated by CSX Transportation, one of One of the nation’s premier horse racing the nation’s largest rail companies. venues and casino, Hoosier Park has a broad array of dining and entertainment Recent developments – Anderson options, including outdoor concerts. recently announced that Greenville Simulcasting is provided seven days a Technology Inc. (GTI), one of the week, all year around. Live racing held largest suppliers of plastic interior and in spring and fall. The casino is open 24 exterior components for automobiles hours a day, 365 days a year. (particularly Honda) will locate its first Mounds State Park - Has some of Indiana facility in the city. the best preserved mounds in the state The company began construction built by prehistoric Adena and Hopewell on a 150,000 square-foot plant in the people. The park also offers camping, summer with plans to begin production trails, picnic areas, a Visitor Center with in January of 2013. The arrival of GTI is naturalist activities, swimming, fishing expected to create up to 325 new jobs. and more. For more information about Anderson, Paramount Theater and visit heartlandspirit.com or call the Ballroom - Beautifully restored 1929 Anderson/Madison County Visitors and “atmospheric” theater with Moorish Convention Bureau at (765) 643-5633.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 57 Pros and cons of leadership theories By Omkar Phatak eadership theories in management that lead innovative waves in businesses. have evolved over time into Cons: This theory is totally based on Lvarious types, with their own lines the ability of the leader, to inspire the of thought. Each theory provides a model work force to put their best in. Leaders of of effectively steering an organization. organizations may not have the force of Below are the pros and cons of various character to achieve that. leadership theories and a comparison between the ones applied in managing Situational businesses. Leadership This is a leadership theory that says Transactional neither a transactional leadership Leadership model, nor a transformational model of The transactional leadership theory leadership will work in all situations and is one, which is most widespread and the box.” all the time. The philosophy of a leader commonly used in most organizations. should be flexible enough to adapt to It is based on transactions or deals made situations and changing times. The basic between an employee and an organization Transformational idea behind this theory is that one must or between supervisors and employees. Leadership adapt strategy with changing conditions. The basic assumptions of transactional Transformational leadership is a leadership are the following: more humane theory, as compared to Pros: The situational leadership model n Rewards and punishment are the the militaristic transactional theory. It adopts the best from the transactional things that motivate people. believes in inspiring employees to do and transformational models and so, is n A clear chain of command works great work through example and the force better suited for a world that constantly best in running an organization. of a leader’s personality. This theory presents new leadership challenges. n Once employees agree to do a believes that people rise higher through Every individual has a unique psyche, job, they are entirely in the hands positive, rather than negative motivation. with a blend of talents, gifts, inhibition of a manager. That is, they cede The basic assumptions of this theory are and insecurities. Some may be introverts complete authority to the manager. the following: or extroverts, while some may be in n Once they cede authority, n The prime assumption is, that between these two polarizations. To employees must do as told. An people will willingly follow a bring out the best out of everyone, a employee must comply with the leader who inspires them. leader must handle every one of them, work demands of the management, n The vision and passion of one man according to their level of motivation and in return for which he is can transform his followers and avoid using the same strategy towards adequately rewarded monetarily. together they can achieve great everyone. Some need a nudge, some need For followers of this model, toeing the things. rough treatment, some need constant line is more important, than expressing n Energy and enthusiasm are the encouragement and some need their egos their original thoughts. tonics that get things done. to be deflated. A transformational leader n Nurturing original thought and is a good people person and instinctively Pros: This method works in most of expression is important. senses the degree of motivation every the cases, where it’s applied, provided n Challenges bring out the best out team member needs. the employees are motivated by rewards. of people. It is a proven compliance strategy, Cons: With constantly changing which works best if the top leader in the Pros: This effective leadership strategies with time, a leader will find it hierarchy is capable of making most of model will create an enthusiastic difficult to implement new strategies on the important decisions and has a strong work atmosphere and it will drive the the go. A long-term vision may elude him personality. organization with innovations. The fact due to constant changes. that people are working through self- Cons: A powerful and assertive motivation, will certainly guarantee These leadership styles must be leader will find the transactional model higher output and efficiency. It will studied by every individual, who dreams conducive to his way of running things. naturally develop future leaders. People of building an organization and leading However, though he will create great will work for the leader, even if the people. The greatest resource of any followers, he will stunt their growth as monetary and other benefits offered organization is its people. Where people leaders. When people get used to doing are lesser, as they will be inspired by are respected and nurtured, great things just what they are told and only as much his vision. Legacy of transformational happen. they are told, they stop thinking “out of leaders creates a line of mentor-protégés

58 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com 8th AnnuAl

Join individuals, companies and organizations from across the state who have promoted diversity with their hiring practices, outreach programs or have individually transcended racial or gender barriers, January 18, 2013 during the 8th Annual Champions of Diversity Awards Dinner at the Hyatt Regency Hotel in downtown Indianapolis. Call (317) 924-5143 for ticket information.

Phone: 317-924-5143 | Fax: 317-921-6653 | 2901 N. Tacoma Avenue Indianapolis, IN 46218 www.indianaminoritybusinessmagazine.com

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 59 On the scene Happenings around the Hoosier state

A toast to spring In late April, Hoosiers enjoyed a Toast to Spring weekend on the Indiana Uplands Wine Trail. Each winery on the trail offered suggested pairings of the finest Uplands wines with savory cheeses. Each year Toast to Spring allows people to become familiar with Indiana Uplands’ wines.

Gordmans opens in Central Indiana Gordmans, a Nebraska-based apparel and home fashions retailer, recently opened a new store in Avon. It is said to be a fast-growing publicly- traded company with 81 stores in 46 markets and 18 states throughout the country. The newly constructed 50,000-square-foot Avon Gordmans is the retailer’s fifth store in Indiana. Shoppers Butler U. grad is Alfred Fleishman Diversity Fellow can expect a big selection of Fleishman-Hillard International Communications, a leading global strategic today’s latest brands, fashions communications firm, announced the inaugural class of Alfred Fleishman and styles in apparel and home Diversity fellows. Among the class is Will Alexander. He will work in the firm’s décor. They can also count on New York office. A graduate of Butler University, Alexander holds a bachelor’s big savings of up to 60 percent in communications studies and public relations. While attending Butler, he off department and specialty helped develop a childhood obesity program at the Christamore House in the store prices and quality guest Haughville community, a lower socio-economic area on the near Westside service. of Indianapolis. Pictured is (standing left to right) Alexander; Dave Senay, president and CEO of Fleishman-Hillard; and Leah Girma. Front row left to right: Branche Foston, Erin Jordan, Whitney Boggs and Jasmine Nesi.

60 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com Tippecanoe County H&M opening H&M (Hennes & Mauritz), one of the world’s largest fashion retailers continues to expand in the Midwest and opened a new store in Tippecanoe Mall in Lafayette. This location is said to make internationally influenced trend pieces and updated basics for the whole family. H&M believes in supporting the local communities in which it opens its stores and marked its grand opening by partnering with the Lyn Treece Boys & Girls Club of Tippecanoe County. The Swedish retailer donated gift cards to club members, in addition to a financial grant to support the club’s programs.

Mallow Run Winery hosts Carmel Symphony Mallow Run Winery in Bargersville hosted the Carmel Symphony Orchestra in an outdoor concert to benefit Operation Happy Note, a volunteer effort to send musical instruments to deployed men and women throughout the world. Over 1,000 people attend this annual concert that includes marches and classical works that highlight the American experience. This year’s Indiana Latino Expo performance featured a solo sax performance The Indiana Latino Expo launched this summer at the by Bob Burns, a U.S. Army veteran and faculty Indiana State Fairgrounds. The ILE had 158 booths member of the award-winning music department consisting of businesses, education, government and at Avon High School. health care entities. Consulate services from Guatemala, Mexico, Peru, Uruguay and Argentina were also on hand. There was also a main concert that featured four bands including Guero Logo, Grupo Umbral, 911 Mambo Band Orchestra and Saila Durcal with Mariachi.

www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 61 Be your best brand! By Andrea Morehead

Most of us are familiar with the term “brand” as it relates to me the courage to press forward when others don’t believe in a symbol, trademark or slogan. me and when I want to give up. If you hear the fi rst few words of a jingle and can identify My inspiration and power comes from an 1880 Census the name of the product, then the company has accomplished Record of my great, great grandparents in Louisiana. It’s the most important, and often challenging goal: to compel plausible they believed their legacies wouldn’t amount to consumers to not only buy what they’re selling, but remain much. However, they sacrifi ced and endured very diffi cult and loyal and not entertain the competition. The same holds true challenging times, which in turn gives me the inspiration and in the news industry. power to persevere, knowing that God’s purpose for my life We hope that regardless of a competing station’s new talent will come to fruition. He’s opened the doors and brought the brought to the market or the promotional campaign that right alliances into the fold at the right time. claims it has the “exclusive” story, our viewers will always I have, in a short period of time, branded Clover Lane choose Channel 13 as a destination. Media LLC as a company that can achieve producing quality Our brand sets us apart from other local stations which programming like “It’s a Family Reunion: What’s Your Story?” claim they deliver the best news coverage in Central Indiana. with an unwavering amount of faith and the ability to use Eyewitness News is No. 1 in the market because we exhibit my testimony to inspire and elicit goodwill, cooperation, and the core values that are most important to viewers – the partnership with others. I am solidifying my brand as a faith- health and safety of their families. I’ve taken that approach as based company. it relates to branding myself outside of the newsroom in my Passion: Everyone I have interviewed in my “Women You new business venture as president and CEO of my production Should Know” stories, agree that you must love what you do company, Clover Lane Media LLC. and make sure your primary focus is not pursuing fame or The word “brand” as a verb means “to impress indelibly.” If fortune, for it’s always sweeter when it’s achieved organically. you want to impress someone with your brand, you must have True success comes to those who are engaged in business what I consider to be the three “P’s” of branding your business. endeavors that they are passionate about. Purpose: It is important to have a clear understanding I’m referring to the kind of passion that keeps you up and be able to articulate the purpose of your brand. It is the at night thinking of new and creative ventures for your foundation on which everything else that is involved in your business; the kind of passion that when things are not going as business will emanate from. When you’re clear about your you planned, you keep pressing forward; the kind of passion purpose, you will not waiver when situations and/or people that when you talk about what you’re doing, your eyes sparkle, present themselves who do not align with your fundamental your body becomes more animated and you just can’t talk truths and main objectives. about anything else - but your purpose and your power to In my situation, I am clear that I want to produce family make a diff erence. programming that educates, entertains and inspires people. Your success is directly linked to identifying your purpose, I will never waiver from my purpose and my company power and passion of your brand. If you’re clear about all will not produce or associate with any aspect of the creative three, and are emphatic, bold and unapologetic about what you process that does not espouse this fundamental objective. stand for, potential partners, consumers and fans will invest When you’re resolute about your purpose, it allows your brand their time and money in your business. Your brand will garner to be distinctive, setting you apart from everyone else or entity a following and people will anxiously wait in anticipation of in the crowded marketplace. your next step. You’ve shown them before what you have to Power: Power, as it relates to your brand, is meant to off er. Your brand not only equals loyalty, but longevity! inspire, spur or sustain. It is, quite simply, that internal drive that I believe everyone, especially minorities, must rely on to Andrea Morehead Allen is an Emmy Award-winning news give you the strength and motivation to move forward and to anchor with WTHR-TV in Indianapolis. She is also the owner of navigate through life. Clover Lane Media LLC. Her company produces the television My power is my faith and my faith allows me to believe that show “It’s a Family Reunion: What’s Your Story?” For more God hears my prayers and desires to achieve. My faith gives information, visit www.itsafamilyreunion.com.

62 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com INDIANAPOLIS RECORDER Newspaper Indiana Minority Business Magazine

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www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ’12 INDIANA MINORITY BUSINESS MAGAZINE 63 Advertisers expect Get Your and deserve diversity in the industry By Kathy Cabello Flu Shot

As you may have noticed, the three women on the cover of agencies now have to demonstrate to their clients that they the magazine are not only diverse in ethnicity, but also in age. know how to reach this market and that they themselves are The industry they are in has struggled to attract and retain diverse. Companies are demanding that advertising agency diverse talent, especially at the executive level. These three account teams refl ect this minority mix. These leading Today! women represent the few who have forged ahead, when it was companies will soon choose not to engage with agencies that not common to break into this industry. lack diversity. It can be bad for business when a creative team Now, the advertising industry is waking up and realizing overlooks important cultural cues in a campaign. They know that it needs to address the lack of minority diversity within its that account teams must truly understand the consumer – be ranks – and fast. the consumer. It’s a business decision – based on the data. The driving force for this wake up call is not purely for These savvy companies are actively pursuing supplier good will. Yes, most companies have fi nally realized that relationships with marketing and advertising agencies that diversity is good for business, but more importantly, the have demonstrated depth and experience in reaching the elevated importance on diversity in the marketing, account minority markets. They are taking a close look at their current management and creative roles is linked to the minority agencies that have not been responsive and making changes in $ consumers – it is primarily based on the numbers. And in supplier relationships as needed. business, the numbers don’t lie. This is all about the buying They realize the value in a true diverse marketer, one that is power of minorities. not just a token person of color, but one in a decision making American businesses have had to face the facts, or in this role, one with infl uence in the community they represent and case, the data. Minority consumers are of great importance. one that has a proven record in the marketing and advertising More than 50 million Latinos in the United States, which is industry – both general market and targeted minority markets. greater than the population of South Korea, is a market that Despite these changes, many advertising agencies still lack 25 companies cannot ignore. Following this are the nearly 40 diversity and are not prepared to diversify their account teams. million African-Americans and almost 15 million Asians. This According to a 2011 report issued by the Labor Department’s • Certified Pharmacists equates to buying power of over $12.2 trillion in the United Bureau of Labor Statistics, of the 78,000 Americans working States. These numbers are larger than some countries’ entire as advertising and promotion managers, only 9.6 percent were • No appointment necessary economies. In 2012, the Hispanic market is estimated to have Hispanic, 2.3 percent were Asian and fewer than 1 percent reached $1.2 trillion, which is larger than the entire economies were African-American. of all but 13 countries in the world. This is the wake up call for Here in Indiana, the numbers are dismal. However, for • 7 days a week businesses. minority business owners that are experienced in marketing Smart companies have kept up on the numbers and are well and advertising, it is an opportunity. Now is the time for • Most insurance plans accepted ahead of the data. Their business strategies refl ect this in their the industry to take note and leverage the experience of the talent acquisitions, supplier relationships, and partnerships advertising/marketing minority experts and for businesses to and in their approach to business growth. look to these leaders to strengthen their brand teams within These companies are leaders in developing strong the minority communities. relationships with the minority consumer that is soon to be As companies forge ahead to garner this diverse and the majority. As the relationships strengthen, the companies formidable consumer market, the minority marketing and are also learning what the consumer needs and how to meet advertising experts are ready for this opportunity! the need. The companies are benefi ting and so is the consumer. It’s basic marketing at its best. Yet, this time we, the minorities Kathy G. Cabello, MBA is president of Cabello Associates, a are the focus. full-service marketing consultancy. She consults with fortune Companies are strategically molding their branding, 500 companies on marketing and outreach strategies and is an marketing, advertising and consumer relationships to ensure expert on the Hispanic market. they are focused on the minority markets. Their advertising See Pharmacy for details or visit kroger.com/pharmacy

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DISCRIMINATIONDIS•CRIM•I•NA•TION / Noun Get to know apps The unjust or prejudicial treatment of different categories of people, and technology especially on the grounds of race, age or sex. By John Girton

Recently a partner of mine shared some not so surprising value for the iPad when I fi rst received it. research with me. The research highlighted the use of social Fast forward three revisions or so and now I’m not only media and online utilization of services by small businesses to tracking my income, I’m actually making money with my iPad increase customer engagement. using AVID editing software. I use it to keep up with the daily According to a survey published in the Indianapolis Business news about my industry with Google alerts, stream live video Journal, 24 percent of small companies are confused about the with Livestream.com, transfer HD video fi les between devices right strategy and tools to use for their business. Just 53 percent with BFF, update client websites while on the go with Wordpress, of small businesses in Indiana have websites. you name it. Of course, I could look at this from my perch as a former Today, my kids don’t stand a chance getting their hands on my communications instructor and gasp at these statistics. I could iPad. be appalled by these numbers and suggest that businesses, large So, what should you consider? It’s simple if you think of or small, ought to “do the right thing” and outline a strategy for technology like people you meet every day. There are some you implementing an online program. meet and y they become a part of your regular routine. They serve I also understand the diff erence between a horse and buggy a purpose and fi t right in with your lifestyle and schedule. and the locomotive. History has taught me the implications of In order to add technology like this you must be in tune with disregarding quartz technology in watches or suggesting that the steps you take daily to get things done. Then, when you fi nd television is a fad. Change is all around us. But there are some a tool such as Freshbooks.com for simple accounting, it will moments when shifts are so monumental that the question isn’t become an immediate go-to application for setting up estimates “if” they will impact you, but “when.” and sending invoices to clients. Web based technology can take on several dimensions. But I’d Then there are tools that don’t deliver what you expect. You like to help the small business owner with technology that can might use them steadily for a few days or weeks, but fi nd that help you be more productive and effi cient. their usefulness wears off . This happened to me with Foursquare. At the same time, technology and the use of the Internet have com. It was fun for a few weeks but slowly dropped from my lowered the barriers of entry to traditional marketing, legal and radar. It operated more like a game than a useful business accounting services that historically had high costs. tool. And, to be honest, I don’t particularly like games. So, its When considering a technology tool such as a smart phone, usefulness wore off . laptop, client (on your computer) software application or mobile Lastly, there are tools that just don’t live up to the hype. After app it’s important to fi rst understand what your needs are. In reading their descriptions, you purchase or download them. Later many instances, this requires a small business owner to rethink you discover that you can never seem to fi nd time to benefi t from what they are currently doing fi rst. them. Note, the concept of the tool might be useful, just not now. REMEDY Just because a tablet is cool doesn’t mean it can help you. One So, even though I sometimes delete tools or don’t use has to consider how it can impact your ability to be more eff ective technology that I’ve purchased, I never forget the concept of that REM•E•DY / Verb and effi cient in the tasks you are required to complete regularly. tool. This was my experience with Square Technology for swiping Rectify; set straight or right; provide relief; a means of legal reparation. Here’s an example: I was gifted an iPad the fi rst day they hit credit cards on the go. The concept was wonderful! the market. Initially, the iPad had a lot of the “WOW” factor. However, the policy for transferring payments to my account Honestly, however, I had no real use for it. was horrible. So, I stopped using the tool until the policy changed. The app store for the iPad was relatively new and there weren’t Now it’s a go-to tech tool for my business. enough applications designed to solve the kinds of daily problems So, pay attention to your daily to-do lists and record those tasks I faced. I needed quicker access to my bank account balances. I that could use more effi ciency. Trust me, there’s an app for that. needed to monitor my net income and expenses, I needed to stay current on topics related to my business. I even needed a way to John E. Girton Jr. is a former instructor of telecommunications respond to customer demands quicker. Honestly, my iPhone did and journalism and is the president and CEO of The Mass Media a better job of all of that than did my new, shiny iPad! So, I found Group Inc. in Indianapolis. He travels extensively, training non- that the iPad was more useful for my children who wanted to profi t and non-governmental agencies on branding and the use of Discrimination will cost you. watch movies in the car on trips. My business didn’t see any real innovation and technology.

66 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’12 www.IndianaMinorityBusinessMagazine.com

DISCRIMINATIONDIS•CRIM•I•NA•TION / Noun The unjust or prejudicial treatment of different categories of people, especially on the grounds of race, age or sex.

REMEDY REM•E•DY / Verb Rectify; set straight or right; provide relief; a means of legal reparation.

Discrimination will cost you.

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