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IMRE shapes ideas and inspires action
IMRE’s health communications experts excel in meaningful, memorable and measurable campaigns. We know how to talk to doctors, administrators, policymakers and the public. We understand regulatory and ethical complexities. And we’re passionate about innovation and our clients’ goal of creating a healthier world.
Dave Imre
Partner & Chief Executive Officer
What strengths/skills do you bring to your healthcare clients?
I help identify where we need to rise above day-to-day tactical implementation and map the communications and marketing to their organization's strategic plan.
Where do you see the healthcare industry headed in the next several years? What trends are on the horizon?
Regulatory oversight in the healthcare marketplace has delayed the adoption of some of the newest communications and marketing trends, such as social media. But that’s changing quickly. We're working with our clients to put them on the cutting edge of ROI-driven integrated campaigns.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers are craving information in the healthcare marketplace. Marketers and organizations able to connect with their customers or prospects will have a huge advantage. Two-way communication and engagement is essential for answering questions and participating in a meaningful dialogue.
What is the best part about working at IMRE?
It’s an environment where I can constantly learn new things from my colleagues.
What would people who don’t know you be surprised to learn?
I was an intern for Oprah when she was in Baltimore. (Oops—showed my age!)
If you were writing the story of your life, what would the title be?
The Accidental and Lucky Entrepreneur
What’s the last great book you read/movie you saw?
I like mindless, fun comedies and will run to see anything with Will Ferrell.
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Daphne Swancutt
Director, Healthcare Strategy
What has changed the most in healthcare over the past 5 to 10 years?
Out-of-control costs have led to historic reform, and online access to health information has dramatically changed the healthcare communications landscape for consumers, providers and all segments of the industry.
Where do you see healthcare headed in the next several years? What trends are on the horizon?
In addition to the changes propelled by health reform legislation (like electronic health records, health information exchanges and accountable care organizations), the rapid adoption of digital technologies and social marketing are changing expectations. Because people want health information when and where it’s convenient, mobile is a huge trend. Increasingly, outcomes-focused health organizations will need to understand how patients want to be engaged.
What does it take to be a leading healthcare brand today?
Develop a strategy and stick with it. Know your audience and their needs. Lead with education and issues. Embrace innovation. Be genuine and transparent—which includes throwing out the jargon and communicating simply.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Online health information is creating larger communities of empowered patients. Today’s patients and family caregivers have a far greater ability to share information with peers about health conditions and providers/health organizations that make them happy or unhappy.
What resonates with target healthcare audiences today?
Honesty and transparency always resonate—yesterday, today and tomorrow.
Who inspires you—personally and/or professionally?
Anyone and everyone who stands for something that matters to them.
What other line of work would you be in if you weren’t in the field you’re in now?
Travel writer, which is kind of funny when you consider I need to be medicated on planes.
If you could have lunch with any famous person, living or dead, who would it be and why?
Lady Gaga. Why not?
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Juliette Bogus
Account Manager
Name the keys to successful marketing right now.
Leading agencies know their clients’ industries inside and out and stay one step ahead of marketing trends, so they can educate their clients on a regular basis. And excellent service does set an agency apart.
How has consumer behavior changed in recent years?
Whether texting or accessing the Internet through smart phones, people want instant information at their fingertips. They’re obsessed with social media channels, such as Facebook and Twitter, and have learned to communicate and receive information in sound bites.
What resonates with target audiences today?
People respond to messaging that’s short and sweet.
Name one prized accomplishment to date.
As a national spokesperson for the Greeting Card Association, I traveled around the U.S. to make the public aware of the value and sentiment of giving cards to others. The campaign resulted in over 20,000 cards sent and millions of media impressions.
What made you want to work in public relations?
I was always told that I have the “gift of gab.” After receiving several demerits in first grade, my father said he really hoped that one day I would make money for talking.
Describe your overall marketing and communications philosophy.
Our job is to make something from nothing. When you think a product or service is just too hard to sell or market, you just need to try harder.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’ve been a professional clown and magician for over 18 years.
If you could have lunch with any famous person, living or dead, who would it be and why?
Lucille Ball. She’s my favorite comedian.
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Lloyd Burdette
Manager, Client Relations
What has changed the most in healthcare over the past 5 to 10 years?
Technology has enabled a level of care collaboration among stakeholders and access to information never seen before. From eHealth to mHealth to healthcare IT and beyond, the possibilities are endless.
Where do you see healthcare headed in the next several years? What trends are on the horizon?
Mobile, mobile, mobile—smartphones, iPads and other mobile devices will eclipse the use of traditional computers, giving patients, providers and consumers access to the information they want and need wherever they are. Emphasis on wellness and personal accountability will grow as the industry shifts from a reactive approach to a proactive one. And personalized medicine will transform the speed, accuracy, efficacy and cost of treatment.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Digital’s increasing role has caused a seismic shift in the brand/consumer relationship. Consumers no longer respond to the one-way marketing/communications techniques that once were effective. More savvy, informed and empowered than ever, today’s consumers want to engage with authentic brands that understand them and are about more than just a transaction.
Name one prized accomplishment to date in healthcare.
I was part of the agency team that helped launch a first-in-class HIV drug that has been used worldwide to prevent mother-to-infant HIV transmission during childbirth.
What made you want to work in healthcare?
My interest in science and medicine initially drew me to healthcare, but now I’m most fascinated by the patient experience and technology’s transformative role in the industry.
In your perfect world, what title would appear on your business card?
Host, the MarCom Love Connection
What do you do for fun outside the office?
The 3 R’s—reading, running and relaxing with friends and family.
Who inspires you—personally and/or professionally?
After my father’s death, my mom raised two girls on her own while working and getting her college degree. Thanks to her, I’ve inherited a great work ethic learned that I can get through just about anything and still come out on top.
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Kristi Betz
Senior Account Executive
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers are turning to their online networks for health information. Blogs, podcasts and social network profiles have accelerated the pace of discovery for consumers, and online resources are now a significant source of health information.
What resonates with target audiences today in healthcare?
Credibility, transparency and a point of view.
What made you want to work in healthcare communications?
The clients we represent and the work that we do directly impact our everyday lives. I wake up every morning knowing I’ll be challenged on new levels and that I’ll learn something new.
What strengths/skills do you bring to your clients?
My passion for the healthcare industry, my drive for results, my fearless creativity (my ideas aren’t always as crazy as they sound) and my type-A personality. I’ll keep your account organized, running smoothly and you’ll meet every deadline.
What is the best part about working at IMRE?
The atmosphere and the people. IMRE is a company that encourages professional and personal growth at all levels. The creativity and the passion here are both addictive and inspiring.
Describe your overall marketing and communications philosophy.
Be transparent and remember that less really is more!
What do you do for fun outside the office?
I am a kickboxing addict and the worst player on my kickball team.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I grew up on Long Island (but you won’t hear me say “Dawg” or “Cawfee”). I can also tap dance, and I washed/drove school buses as a summer job in college.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
A Radio City Rockette
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Katy Funk
Senior Account Executive
What does it take to be a leading healthcare company today?
Being more informed and up to date than the next healthcare company.
Name three keys to successful marketing in healthcare right now.
You need to have all the information and be able to tell the full story. You need the latest digital tools to deliver your messages. And you need to know and follow the regulations for healthcare communications.
What resonates with target audiences today in healthcare?
People like to hear the story from the patient/consumer perspective—or better yet, hear patients and consumers tell the story themselves.
What made you want to work in healthcare?
It never gets old. In many ways, the world is still trying to figure out the best way to handle healthcare. I feel like I have a place in helping to shape the future of an entire industry. You don’t get that in industries that already have a set way of doing things.
What is the best part about working at IMRE?
We have the freedom to—and are encouraged to—bring new, fresh, innovative ideas to the table every day. This is most beneficial to clients that have a whole group of practitioners thinking and brainstorming about their business at any given time.
What do you do for fun outside the office?
I love to travel and do outdoor stuff—camping, hiking, lacrosse, tennis and skiing in the winter.
If you had to describe your job as a Facebook status, how would it read?
Reviewed the latest healthcare bill, spoke to a Medicare beneficiary about her foot ulcers and Tweeted about a canine weightloss drug…just another day at IMRE.
What other career/job/line of work would you be in if you weren’t in Healthcare communications?
High-end real estate agent. I’d love to spend my days touring million-dollar homes.
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Denise Kitchel
Vice President, Marketing & Client Relations
What resonates with target audiences today?
Authenticity. We’re all consumers, and we all have high expectations that brands will create immediate connections with us.
Name one prized accomplishment to date in your marketing career.
Having a hand in bringing many celebrated brands to IMRE’s growing client portfolio.
What made you want to work in the communications industry?
There’s constant change in this business—and change is both healthy and exciting. There’s no fear of boredom here. That, plus agencies are a “liberal arts” mecca. It’s the perfect setting for someone who thrives on multiplicity of subject.
What strengths/skills do you bring to your clients?
I’m a great listener. I can “process” client needs and challenges and turn them into meaningful outcomes. I’m also keenly aware of the fact that our clients are under immense pressure and approach each conversation with that sensibility.
In your perfect world, what title would appear on your business card?
Coach K
What do you do for fun outside the office?
I run, go on adventures with my kids, drink wine with my husband, follow modern and contemporary art, travel and spend time amongst family and friends.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I was a concert oboist.
Who inspires you—personally and/or professionally?
Great leaders, writers and artists, smart people…and people who overcome extreme adversity to achieve success.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I’d either be an author or a therapist.
If you could have lunch with any famous person, living or dead, who would it be and why?
In the land of the living, Elton John would be a blast. Although parenthood may be mellowing him out a bit. In the land of the deceased, I’d dine with Matisse. Such a body of work—I’d love to learn firsthand about his creative process.
If you were writing the story of your life, what would the title be?
The Quest for Greatness
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Chris Denney
Vice President & Creative Director
What has changed the most in marketing over the past 5 to 10 years?
Without a doubt, the need for messaging and creative to work harder strategically. Channels rarely stand alone, so you have to understand the needs of each user. A print headline doesn’t necessarily work on a Facebook page, but it does need to support the brand message. That’s both the challenge and the opportunity to speak to divergently engaged audiences.
Where do you see marketing headed in the next several years? What trends are on the horizon?
The new model that’s emerging is having ideas that are big, but have a strategy of participation—lots of participation. I also heard a quote lately that I believe sums up an approach: “We have to create ideas that can be advertised, as opposed to just advertising ideas.”
What does it take to be a leading agency today?
For an agency, ideas are everything. No matter how we change the way we reach audiences, the idea will always be what gets you there. And the way to get great ideas is through integration. You have to have all of your capabilities involved in idea generation, and you have to have a strong account team to lead it strategically.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
While it’s well documented that audiences demand tailored messages, I still believe they’ll pay attention to a great story. So, again, the idea rules.
What made you want to work in the creative field?
I love the idea of branding and creating stories. As creative director, I also love seeing the team come up with great ideas—and the groundswell they create when they work.
What strengths/skills do you bring to your clients?
I bring a strong sense of branding to the table. I believe that all of the work we do has to support and be true to the brand. That means looking at creative through a strategic lens.
In your perfect world, what title would appear on your business card?
CIO - Chief Idea Officer
What do you do for fun outside the office?
These days, I hang out with my baby boy. When I had a life, I played squash, enjoyed gardening and cooking.
Tell us something about yourself that people who don’t know you would be surprised to learn.
When I was a photographer’s assistant, I traveled the world shooting skiers in the Swiss Alps, hang gliders in Hawaii and swimsuit models in Brazil, to mention a few.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
Something to do with cooking or food. Or wine. Or lots of wine.
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Craig Strydom
Associate Creative Director
Where do you see the advertising industry headed in the next several years?
As the novelty of new media delivery methods wears off, the idea will re-emerge as the basis for solid engagement.
What does it take to be a leading company today?
Smart thinking.
How has consumer behavior changed in recent years?
People are consuming media at voracious levels and using a smorgasbord of new media devices, sometimes simultaneously.
Name one prized accomplishment to date in advertising.
I was involved in creating a print ad for Time magazine that elicited death threats.
What qualifies you as an expert?
Over 17 years working in four countries across three continents, I’ve been featured 15 times in Creativity Magazine, published in the Sunday Independent and the Mail & Guardian and received awards including Cannes, One Show, London International Awards, New York Festivals, Radio Mercury and the O’Toole award for mid-sized agency of the year.
What is the best part about working at IMRE?
Here the planets align, and creativity rises to the top as a true differentiator.
Describe your overall marketing and communications philosophy.
People will stop and listen if you have something interesting to say.
In your perfect world, what title would appear on your business card?
Conceptualizer
Tell us something about yourself that people who don’t know you would be surprised to learn.
I was a medic in the army.
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Ben Myers
Art Director
What has changed the most in marketing over the past 5 to 10 years?
The number of different mediums consumers interact with every day.
What does it take to be a leading company today?
Strong ideas and truly integrated campaigns.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers are more informed than ever.
What made you want to work in marketing?
I get to create things everyday.
What qualifies you as an expert?
With 14 years in this business, I’ve worked with a wide variety of clients and in just about ever medium you can think of. Over time, you learn what works and what doesn’t. The one constant is that everything starts with a good idea.
What is the best part about working at IMRE?
Working for a company that is always looking forward.
Describe your overall marketing and communications philosophy.
Make something memorable.
In your perfect world, what title would appear on your business card?
Difference Maker
What do you do for fun outside the office?
Cooking, kayaking and working in my vegetable garden.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I love bluegrass music.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
Owner/Chef of a restaurant
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Crystalyn Stuart
Vice President, Social Marketing
What has changed the most in social marketing over the past 5 to 10 years?
Eleven years ago, my first Internet forum was downright revolutionary. Today, socializing online is a fundamental part of the way we communicate with one another. Brands know the value of social marketing.
What does it take to be a social marketing leader?
Social marketing isn’t just about creating content and dialogue. It’s about maximizing the technology, mastering compliance issues and integrating social functionality into the online experience. Brands that balance the art and science of social media will find success.
Name three keys to social marketing success right now.
To maximize your social media investment, you need to master strategic channel development and management, build systems to manage social media internally and stay on top of innovation and insights.
How has consumer behavior changed in recent years?
Consumer behavior is too complex a subject to generalize. However, social media allows us to target and understand the behaviors of individuals at a very deep level.
What resonates with target audiences today?
Because the social landscape is complex and rich with personalized experiences, meaningful data is the only way to truly understand what will resonate. You need to conduct thorough research evaluating who is talking and where, what they’re saying, who they’re talking about, the sentiment of those conversations and how are they responding to brand dialogue.
What made you want to work in social marketing?
Social marketing combines art—communication, understanding audiences, content and messaging—with science, including technology, optimization and data. This convergence makes social marketing unique, thrilling, groundbreaking and perfect for me.
What strengths/skills do you bring to your clients?
I understand the business and process aspects of making social marketing effective and efficient. This includes campaigns for conservative, global brands in highly regulated industries.
What qualifies you as an expert?
With 12 years of experience, I consider myself a social marketing pioneer. I’ve developed and managed social media programs for dozens of global and national brands.
What do you do for fun outside the office?
I play mommy, ski, download iPad apps and travel the world (with those downloaded apps, of course).
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Tom Poe
Social Marketing Program Director
What has changed the most in communications over the past 5 to 10 years?
What hasn’t? The rise of Facebook as a dominant global communications channel is perhaps the most significant development in the past 5 years.
Where do you see marketing and PR headed in the next several years? What trends are on the horizon?
Social media, mobile technology and tools like Skype will fill in the final missing pieces of the Internet’s hyperconnected world. Improvements in automated translation will break down any remaining language and geographic barriers, creating a truly global network.
Name three keys to successful social marketing right now.
Storytelling, community and fun.
What resonates with target audiences today?
People respond to engaging content and great stories. Beyond these core marketing principles, campaign success is all about launching, testing and optimizing.
What strengths/skills do you bring to your clients?
Spreadable ideas and programs that tightly align with overall business goals.
What is the best part about working at IMRE?
I enjoy fountain soda, spontaneous happy hours and delivering an endless supply of “firsts” for our clients.
In your perfect world, what title would appear on your business card?
Chief Inspiration Officer
What do you do for fun outside the office?
I monitor how campaigns are performing off hours. (Seriously.)
Tell us something about yourself that people who don’t know you would be surprised to learn.
I founded three dot-com companies and own over 300 PEZ dispensers.
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Adam Streets
Social Marketing Program Director
What has changed the most in social media over the past 5 to 10 years?
Social media has become a mainstream form of communication. Not just for college kids, it's now how brands communicate with their audiences.
Where do you see marketing and PR headed in the next several years?
It’s continuing to move into a blended media—a hybrid of marketing, communications and PR systems.
Name three keys to successful social marketing right now.
Be part of the conversation. And listen. Courtesy can go a long way.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Brands look for the long-term relationship, but consumers prefer the one-night stand.
What resonates with target audiences today?
Audiences want to share experiences, and they expect immediate action. Social media offers 24-hour brand connections.
Name one prized accomplishment to date.
Being part of a team that won the PRSA Silver Anvil Award for launching a new product is a great achievement and one I wish to repeat.
What made you want to work in social marketing?
Social marketing offers the opportunity to reach a target audience on a personal level, and it provides instant gratification.
What do you do for fun outside the office?
I love playing hockey, fishing, playing w/ my son and watching the Baltimore Ravens and/ or Detroit Red Wings. Did I mention Twitter?
If you had to describe your job as a Facebook status, how would it read?
Interested in my world? Check out my Twitter feed @Adam_Streets #snerd
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Christine Pierpoint
Vice President, Emerging Media
What has changed the most in online media over the past 5 to 10 years?
The biggest change: attitudes toward technology. Ten years ago, people saw the Internet as a marketing tactic. Today, it’s an indispensable tool for everyday living.
What trends are on the horizon?
Mobile is going to become the primary means of communication. Being tied to a desktop will seem like a notion out of the stone ages.
What does it take to be a leading company today?
Keeping up with changes in technology is important, as is critical thinking. People who have a deep understanding of both technology and business are the best problem-solvers and innovators.
How has consumer behavior changed in recent years?
There’s a growing sense of entitlement when it comes to information access. I recently took my six year old to the movies, and she was astounded that we had to wait for the scheduled start time. Her generation is growing up in an era where “on demand” content is the standard and not the exception.
What made you want to work in new media?
I am easily bored and tend to resist stasis. So this was the perfect opportunity to be in an environment where creativity and technology flourish, and you’re encouraged to find new ways to address business challenges.
What qualifies you as an expert?
I rolled out my first site in 1994, when we had to hand-code everything, then upload files using a dial up 14.4k modem. So when it comes to understanding the guts of a website or application, I’ve got a pretty good foothold on how it all works and how far technology has come.
What is the best part about working at IMRE?
We’re all really competitive—in a fun, loving way.
If you had to describe your job as a Facebook status, how would it read?
I just became the Mayor of IMRE on foursquare!
What’s the last great book you read/movie you saw?
I just finished reading “Warm Bodies” by Isaac Marion. It’s a modern-day take on Romeo and Juliet—where Romeo is a zombie.
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Alyssa Hulka
Emerging Media Director
How has consumer behavior changed in recent years?
The iPhone has changed how I do business, how I keep in touch with friends and family and many other parts of my life. I think that product is just one example of changing consumer behaviors and how we need to adapt our marketing techniques and approaches to expanding technology platforms.
What strengths/skills do you bring to your clients?
The developers I work with will tell you I’m really detailed in everything I do, from the 60-page requirements documents to pushing cross-browser or cross-email client testing. I don’t let things go until they’re done exactly right!
What qualifies you as an expert?
I began my career in technology consulting, so I’ve had every role on an IT project—developer, QA tester, business analyst, you name it. This gives me a broad spectrum of knowledge to pull from when I’m planning a project and ensuring that each stage is executed correctly.
What is the best part about working at IMRE?
Our people and our clients. We have a culture that encourages fun and competitiveness, and everyone is hard-working, talented and dependable. It’s a joy to work on projects where we’re integrating across multiple disciplines. And our clients allow us to challenge them and ourselves in the process.
Describe your overall marketing and communications philosophy.
As a tech geek, I tend to focus more on measurement and how to judge the success of a campaign. The more tangible the better! So I encourage risks as long as we can measure the outcome.
What do you do for fun outside the office?
I love playing most team sports. Floor hockey and broomball are my current favorites. Give me a stick and a ball to chase and I’m happy.
If you had to describe your job as a Facebook status, how would it read?
Launching a new [website, Facebook app, blog, iPhone app] today and so proud of the amazing work from my team!
What’s the last great book you read/movie you saw?
I wish I could say something technical or PM-related, but I admit that I really loved the Harry Potter and Twilight series.
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Jemal Cole
Emerging Media Technology Director
What has changed the most in Emerging Media over the past 5 to 10 years?
Everything—the technology, the platforms and most of all, the audience’s expectations. What hasn’t changed is the need for proven solutions from industry experts.
Where do you see Emerging Media headed in the next several years? What trends are on the horizon?
The success of the Internet has always been about simplifying communications. Today’s mobile websites and applications and tomorrow’s tablets continue that shift. They narrow the focus of a task to its most essential elements and enable the sharing of information anywhere.
What does it take to be a leader in Emerging Media today?
You have to take in a tremendous amount of information all the time. More importantly, you have to put all the new techniques into practice. To make something great for your clients, you have to have the experience to know what works and how best to meet their needs.
Name three keys to successful marketing via Emerging Media right now.
The secret is simple: You need to know your audience, understand your technology and focus on the message. The hard part is putting in the time to research your audience, to learn the ins and outs of the technology and to cut away all the parts of a design that aren’t communicating that message.
What qualifies you as an expert?
I was programming before I could ride a bike, and have been programming on the Internet since 1992. My expertise in development began when I put up my first professional website in 1996. I’ve been working to stay on the cutting edge of web technology ever since.
What is the best part about working at IMRE?
There’s nothing better than working with people who are excited about their job. The people here are incredibly passionate about their clients, and that passion pushes them to provide great service.
What do you do for fun outside the office?
Like most programmers my age, I play a few video games, but my real hobby is comic books. My embarrassing addiction is the reason that my wife and I have separate bank accounts: as long as she doesn’t have to see what I’m spending, we’re okay.
Tell us something about yourself that people who don’t know you would be surprised to learn.
As much as I love technology, I also make stuffed animals (monkeys and monsters) for all of my friends’ children. My wife and son got me started by taking a class at the American Visionary Arts Museum, and now I’ve got stacks of them waiting to be mailed out.
If you could have lunch with any famous person, living or dead, who would it be and why?
Anyone holding such an historic dinner would be crazy not to invite Tycho Brahe, the 16th century Danish astronomer. Not only did he make accurate maps of the paths of the planets, he also had a pet moose and a copper nose—having lost his original in a duel.
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McGavock Edwards
Public Relations Practice Leader
What has changed the most in PR over the past 5 to 10 years?
Social media has given PR an additional way to spur and nurture conversation. However, like anything new, there are pros and cons. Today’s organizations must be ready to give up some of the control they had in the past. Brands must be willing to prepare ahead of time for the possibility of negativity and commit to the open and honest communication essential to success.
What does it take to be a leading company today?
Brands must commit to boldness, responsiveness, authenticity and transparency. With customers who are more discerning and skeptical than ever, competition for awareness and loyalty is fierce. That’s why we encourage our clients to consider new, unique and integrated ways of communicating and to be open and authentic at all times.
Name three keys to successful public relations right now.
Brands and PR practitioners need to utilize thought leadership/expert positioning, because customers need someone to follow, look up to and believe in. They need to employ social media to reach their customers, employees and industry. And they need to take a truly integrated approach to communications, using advertising, direct, digital, social and other media.
What strengths/skills do you bring to your clients?
I can see all sides of an opportunity. Whether for a product launch, an internal communications challenge or a potential crisis, I view situations through multiple lenses. This helps me ensure communications messages and tactics resonate with client audiences and spur desired actions.
What qualifies you as an expert?
I bring 15 years of experience in PR and integrated communications, including media relations, community relations, crisis planning, marketing PR, internal/employee communications and channel communications. And I’m dedicated to professional development, having earned accreditation in the field and assumed leadership roles in organizations such as PRSA and TOCA.
What is the best part about working at IMRE?
Every day I’m inspired by our team, from our receptionist’s smiling “hello” to the enthusiasm, creativity and desire for excellence of our PR practitioners. It’s fun coming to a workplace where I’ll be challenged and impressed day after day.
What do you do for fun outside the office?
A North Carolina native, my best days outside the office are spent being outside! Whether playing bocce ball on the beach, reading a good book in the hammock, canoeing on the New River or hitting tennis balls with a friend, put me under a Carolina blue sky and I’m one happy lady.
Tell us something about yourself that people who don’t know you would be surprised to learn.
My namesake (and great, great, great grandmother) was the inspiration for a main character in a New York Times best-selling historic memoir. The Widow of the South portrays Carrie McGavock’s strength, kindness and wisdom, and for that, I’m grateful and proud!
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Kelly Nowlan
Research Director
Where do you see market research headed in the next several years?
Advancements in technology have made many aspects of market research faster and more streamlined. For example, interviews can be conducted using online tools like Skype, and surveys can be fielded quickly via email. Also, as more people move their interactions to online platforms, market researchers can review these posts to identify trends and opinions.
Name three keys to successful market research right now.
1. Know your audience. Find out their attitudes about your brand/product, how they make their purchase decisions and what is important to them.
2. Define success and measure your progress.
3. Repeat this cycle to stay ahead of trends and on the path to continuous improvement.
What made you want to work in market research?
You’re always learning something new and meeting interesting people along the way. It’s a great blend of behind-the-computer work and interaction with people—and helping someone learn or achieve a goal is very satisfying.
What strengths/skills do you bring to your clients?
I can help our clients improve their businesses by growing their knowledge base. The more they know about their core audience, the better they can target their efforts and streamline their processes. The adage “knowledge is power” definitely applies.
What is the best part about working at IMRE?
First, the great people—truly passionate about what they do and willing to work tirelessly and creatively to help their clients. Bagel Fridays and the soda fountain are a close second.
In your perfect world, what title would appear on your business card?
I’ve always wanted the title of Chief Fun Officer.
What would people who don’t know you well be surprised to learn?
I have a lifelong goal to visit all of the 393 U.S. National Parks. I’m at 79 and counting!
What do you do for fun outside the office?
If laundry and grocery shopping count for fun, then I’m having a BLAST! Beyond that, I enjoy cooking, a good biography, the occasionally trashy reality TV show and time with my family.
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Shawn Draper
Partner & Executive Vice President, Home & Building
What has changed the most in Home & Building over the past 5 to 10 years?
The increased importance of the Internet—specifically, websites as a primary source of information or validation, email for communication and now social networks for relationship building.
What trends are on the horizon?
I see a significant increase in e-commerce and m-commerce by professionals and homeowners—increasing the direct relationship with the customer and moving distribution from a sales partnership into more of a fulfillment center role. With the right business model in place, e-commerce and m-commerce could create a more profitable model for both manufacturers and distributors.
What does it take to be a leading Home & Building brand today?
A visionary leader, inspired people, innovative products or services, committed distribution partners and luck.
Name three keys to successful Home & Building marketing in right now.
Proper positioning, messaging and engagement—all of which require abundant, meaningful insight and a commitment to executional excellence.
How has consumer behavior changed in recent years?
Trade and homeowner consumers continue to be better informed on products, services and pricing due to the access of information through websites and social networks. Comparison shopping and getting recommendations from associates and “friends” have never been easier.
What made you want to work in Home & Building?
I guess you can say it’s in my blood. My grandfather owned Draper Supply, a lumberyard in southern Wisconsin. My dad and I finished our basement, built fences and landscaped big lawns. As an adult, I have gutted and remodeled two historic homes and built a log cabin myself. When the opportunity to work with my friends and neighbors at Andersen Windows presented itself, I dropped everything to join them. I love this industry as much today as I did when I started 25 years ago.
What strengths/skills do you bring to your clients?
I’m able to create a vision for a successful outcome and the path to get there, and I have the knowledge, skills and ability to make it happen.
What qualifies you as an expert?
For 25 years, I’ve delivered serious, measureable results with some of the strongest brands in the Home & Building industry.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’m a big softy. My drive to succeed and the fact that I stand 6’6” often mask the fact that I am a big-hearted, passionate guy. Hey, the big guy has a heart too.
If you were writing the story of your life, what would the title be?
If You Only Knew. I’m a private person who has experienced a terrific amount in my life, both personally and professionally. If people around me only knew, they would be surprised.
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Mark Eber
Partner & President
What strengths/skills do you bring to your clients?
A commitment to excellence and a competitive nature. Most importantly, being a true partner and having the ability to guide them in in the best direction for the best possible outcome.
What does it take to be a leading company today?
Brands need vision and passion and the ability to communicate both clearly.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers have more control than ever and are wielding that power in a number of ways. This knowledge serves as a filter for all our marketing and public relations ideas.
What resonates with target audiences today?
People want to know up front what’s in it for them.
What is the best part about working at IMRE?
Our people. I know I’m biased and it sounds like a cliché, but we really have the most passionate, hardworking, dedicated, fun and witty people working at IMRE.
In your perfect world, what title would appear on your business card?
Chief Apple Product Tester
What do you do for fun outside the office?
I love to watch my daughters play lacrosse – there’s nothing better than watching one of my girls challenge the defense by drawing a double team, switching to their non-dominate hand and passing the ball to an open teammate for a goal.
What qualifies you as an expert?
Playing NCAA Division I baseball gave me the foundation for truly understanding the team concept. Now, after 20-plus years of managing marketing teams and IMRE’s day-to-day operations, it’s even clearer that great work only happens when people collaborate.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’m a closet open-wheel racing fan. I’ve been to the Indianapolis 500 seven times and have been in the pits with my dad and Roger Penske.
If you had to describe your job as a Facebook status, how would it read?
Now what?
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