There's a plethora of PR and advertising pros, no doubt, but I had the opportunity to sit down and have friendly chatter with one of Oklahoma City's best.
I'm on my to becoming a recent grad, a.k.a. I graduate way too soon, so I decided I needed to get some savvy professional advise from someone who has been there (Heck, who's there
right now!). I had an enlightening, informative dialogue with the
lovely Cicero International CEO and Owner Kari Snider. I learned way too much, in fact, I might just try snagging her topnotch position. *
Kidding.
Here's what I found out.
Cicero was a great senator of the Roman time period. His speeches and letters ignited thought, obedience and bravery in many of men. The powerful orator embodied ingenious thinking and spawned organization among the masses. He propelled the era to be remembered as one that encompassed practicality yet exuded a fiery will to succeed.
Just as the name suggests, Cicero International of Oklahoma City fully embodies these traits. The company has grown from one woman from Corn, Okla. to a team of seven and exists as one of the state’s most respected strategic communications firms, including full-service advertising, marketing and public relations departments.
Cicero International Owner and CEO Kari Snider, the woman who started it all, gave a full exclusive into the world of advertising and what it takes to get to the top.
As the Romans, her company adopts fresh ideas from within the industry and gives them a solid foundation to grow in the Cicero community. And this is how you constantly improve any empire.
“In Roman times, orators told people what to say, when to say it and how to say it to help them get into power, and that’s essentially what we do for our clients,” Kari said.
Kari started the corporation six years ago with a strong, strategic vision and more drive than most. However, every story needs its true start. The ambitious CEO received her Bachelors of Business Administration in Marketing and Management from Oklahoma Baptist University in 2003. She interned, and later worked full time for Express Services of Oklahoma City for two years where she collaborated with more than 450 Express franchisees on three continents.
While talking about her college and recent-graduate years, Kari repeatedly expressed the importance of education – even though it might be nothing like the real world.
“The main thing is you learn the principles behind marketing, or whatever it is that you’re studying,” Kari said. “The principles never change.”
One of her classroom highlights was learning how to be comfortable while giving a presentation.
“It’s just standing up in front of classmates,” Kari said. “Learning how to overcome nervousness and do a great presentation will take you far in the business world.”
These details have worked for Kari, but she also understands success in the advertising/PR world goes beyond presentations and practicality.
As a young practitioner, Kari relishes the value of networking. She is involved in several professional organizations, such as the Downtown Rotary Club of Oklahoma City and PRSA. Kari says she has learned a lot from the senior members involved in the Downtown Rotary Club.
The Downtown Rotary Club is the most respected Rotary affiliate because it’s the biggest and oldest in the city. There are more than 500 members, with 300 active. Kari says there are few women, as well as fewer younger participants. However, establishing a presence in this environment builds respect because it exposes her to professionals of the past.
“The seasoned professionals of the community are those who can give you the most insight and get you connected the quickest,” Kari said.
Kari said these connections are a great asset to have in the advertising/PR industry.
However, connecting with other up-and-coming professionals is just as vital – it’s all about the balance. Tomorrow’s leaders tend to have a more similar outlook on the “next step forward,” as well as providing a strong sense of community support.
But that’s not to say that every event will be a priority – and these are the experiences that you can’t miss.
“The networking events that I was going to skip, the after-hours party or the 6 a.m. breakfast, are the ones that I meet the people I get the most from,” Kari said. “Learn to appreciate these events because they can equal creditability and give you the best options to make things happen. They definitely pay off in the long run.”
One of Kari’s artful networking tips is to seek out professionals in related industries. They are great contacts to, let’s say, have coffee with once a month. It’s an easy way to sit down, chat and keep each other in the loop of the other’s industry. Kari vows success is all about collaboration, and it’s hard to have one without the other.
However, networking, or communicating within the workplace is just as important to achieving your goals.
Cicero has a staff meeting every Monday to keep employees informed on
“where their teammates are” and for everyone to “get on the same page.”
Kari makes certain they keep the “fun side of the office up,” as well. There’s a
lot of internal communication, as well as plenty of communication with
clients.
“If it’s not fun, then you don’t want to keep doing it,” Kari said. “If you keep in touch, stay on the same page with employees, it will ensure your success.”
It’s also vital for Kari and her staff to manage their time well. There are usually one-to-two client meetings per day for Kari, with at least one other potential client meeting. So, yes, it’s really all about time management. If running your own business, Kari advises to realize what you’re best at, focus on that and hire someone to do the rest.
When working with clients, Kari says establishing a positive, trusting relationship is key. If you can get the client on your side, then you can keep them on your side. It’s important to think about your client relations as a “lifetime team.” Let them in on the details, and don’t be afraid to be honest.
One of Cicero’s most noticeable clients is Pops on Route 66. Pops was on the right track, but needed a few fresh and clean, kid friendly renovations. The business is, hence the name, all about soda pops. There are more than 600 flavors, with more than 12 variations of the strawberry flavor alone.
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| Gracias a Pops and Cicero International for use of the photos. |
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When they set down as a team of agency and client, they realized there were many questions to be asked. What are the company’s goals? Who is the target market, demographic set, competition? Are there other companies that resemble the client? What sets them apart and lets them stand above the rest? These are typical questions for new and/or potential Cicero clients.
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| An obviously awesome business card Cicero designed for Pops as part of the grand overhaul. |
The beginning phases of branding, or revamping a client include writers, creative and – well heck, the whole team. There are no bad ideas in creative or the creative life cycle. Kari encourages her team to be as open as possible with their ideas because thoughts and ideas can be linked to collect the best end product.
“If you stifle creative, your end product is not going to be its best,” Kari said. “It’s all about working together to create one cool idea. For example, using blind feedback to pick the best logo, you can use that (information) to get perception of the new and existing logo.”
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| You've seriously got to check this place out. Can you say *crazy amazing? |
Kari says when branding a client, getting the client “on board” with the concept is not only a preference, but a necessity. To really be branded well, consistency should be the agency’s and the client’s first priority.
Pops is just one example of how a company can be refreshed through dedication and teamwork in the advertising field.
Kari understands not everyone will start their own business fresh out of college, so she provided a few great tips on what she looks for when hiring new members of the Cicero team. When Kari reviews a potential employee’s resume and portfolio, she wants to see experience from either an internship or field-related courses. She also adds a particularly interesting facet to her interview process: a time management and skills task. She asks the applicant to sit down and write or design something for her in a timely manner.
“Time is of the essence,” Kari said. “This is quick, in-your-face environment.”
However, Kari said for Cicero, having a personality that flows with the teams’ is more important than just the skills.
“You can teach skills – you can’t teach a high-powered, team connection.”
As an eight-year-old dreamer in a business suit, Kari said she always knew she was meant for the business world and knew that one day she would have something special of her own. But realistically, her experiences have been “trial by fire.”
“Everything is challenging upfront, so being prepared is a great asset,” Kari
said. “Determination and follow-through is what builds-in the drive. The rest is
faking it until you make it.”
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