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Clarity

Leslie Pankowski

Marketer & Strategist. Communications Matchmaker – I match communications strategies with clients seeking solutions to problems or strategies to maximize opportunities. Formerly of McCann-Erickson Worldwide, Kirshenbaum Bond & Partners and the Ad Council. M.B.A. in Marketing & Human Capital, trained in video production and editing. Skills also include ghostwriting, research, marketing analytics & graphic design.

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Graphic Design Video Production Social Media Strategy Photography Digital Marketing Strategy Content Strategy Video Editing Strategic Communications Employee Engagement Ghostwriting

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How to Create & Use Branding to Reach Your Goals

I am a marketer with 25 years of experience at advertising agencies, professional service firms, and in government. I have worked with clients of all sizes in cities and markets across the United States.

I have consulted and coached clients on how to create and leverage branding in connection with their strategic plan and values in service of reaching their goals. I’ve worked on an array of products, services, programs, and personal brands.

I have an M.B.A. in Marketing & Human Capital from the University of Maryland and a B.S. in Marketing from Syracuse University. I have also taught undergraduate marketing for non-majors at Marymount University. Communications is a rapidly changing field and being a constant lover of learning is critical. In the last three years I earned certifications in Video Production, & Video Editing & Google Analytics. In 2020 l opened my first Etsy store, designing coffee mugs and tote bags. You can find me on Etsy at AllMyCoffees.

When, Where, Why & How to Advertise to Meet Your Goals

I am a marketer with 25 years of experience at advertising agencies, professional service firms, and in government. I have worked with clients of all sizes in cities and markets across the United States. I have an M.B.A. in Marketing & Human Capital from the University of Maryland and a B.S. in Marketing from Syracuse University. I have also taught undergraduate marketing for non-majors at Marymount University. Communications is a rapidly changing field and being a constant lover of learning is critical. In the last three years I earned certifications in Video Production, & Video Editing &Google Analytics. In 2020 l opened my first Etsy store, designing coffee mugs and tote bags. You can find me on Etsy at AllMyCoffees.

Answers 6
Reviews 1

Answers

Leslie Pankowski answered

What are the best ways to determine an exact target demographic (or multiple target demographics/avatars), prior to launching?

Hey there, I'm going to give you my low cost/ no cost approach. (Large firms have tools and research teams, I do not!) (1) First I'd break down - into a list - all the aspects that make up a demographic target or avatar (e.g. age, race, ethnicity, gender (e.g. male, female, non-binary, geographic location, income level (i.e. both household and individual), education level, marital & family status (i.e. does your target audience have children), occupation). (2) Second, look at the list, write down what you know, and for what you don't know go to step 3. (3) Next, it's time for more research. You may actually know the answers to all those questions, but do you, or your client, know how big that demographic target (or combination of multiple demos) is? Also, everyone in the same demo does not think, believe, or have the same purchase behaviors. So look at the psychographic aspects of your target as well (i.e. interests/ hobbies, media consumption, political beliefs, organizations affiliated with, etc.), 4) Finally, here are my go-to free data resources to calculate the size of my target audience (which is needed to calculate conversion rates and if the market is large enough to make a profit from based on your product variables. 5) Research resources: Pew Research Institute, U.S. Bureau of Labor Statistics, U.S. Census Bureau Quick Facts (obviously I have made the assumption your targets are U.S. based): https://www.pewresearch.org/ | https://www.bls.gov/ | https://www.census.gov/quickfacts/fact/table/US/PST045219

Best of luck! Leslie

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Market Research

Target Marketing

Leslie Pankowski answered

Does anyone know of any K-12 schools or teachers using LearnDash?

I recommend developing a short survey with an incentive for completion, optional contact info questions at the end + interest in participating in an online focus group in the future. Then requesting the opportunity to post on private group boards dedicated to either LearnDash users *OR* PK-12 teachers on Facebook, etcI found this private group you could approach on Facebook: "LearnDash LMS Tips & Tricks" (14.5K Members). The Census will tell you the largest # of school districts (i.e. large # of teachers) https://www.census.gov/library/visualizations/2019/comm/largest-school-districts.html. Google search to see if LearnDash is included as a tool for teachers on the school district's website. Then prioritize finding groups of teachers online for those school districts first in your survey outreach.
Note: many groups on FB are against promotion, so I strongly recommend framing the survey as research AND include an incentive for completion as an indication you value the respondents' time. If you'd like to schedule a short call with me to discuss this process further, please let me know. Best of luck!

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EdTech

Leslie Pankowski answered

Hello! I am looking for an experienced SSM professional with experience in educational and cultural social impact projects. Any platforms to search?

Hi there! For social media marketing professionals I would post a job on this site: "https://workmonger.com/ The founder, John Troy, has done a lot of networking to build both the client and freelancer based among education professionals. It's a site for non-teaching jobs in the field of education. I've been in that field for 10+ years and most people I know with active LinkedIn profiles are connected to him. You may also want to reach out to him on LinkedIn to discuss your project. He may have a team that can give you more high touch support to find the right person.

If you have any other questions about this project, or others, I'd be happy to do a call.

Best,
Leslie Pankowski

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Social Media Marketing

Social Impact

Social Media Strategy

Leslie Pankowski answered

I would like to know if there is a company who will pay to buy my patent on a game app

Hi there -

Based on my small business and entrepreneurial experience, here are a few suggestions to sell your patent on a game app:

*Flippa.com markets themselves as "the world’s number 1 destination for buying and selling online businesses." You can sell a website, or an app (patented or not, I believe) on the site. Visit: https://flippa.com/apps.

*GreyB provides intellectual property services and they have researched a guide to 20+ online marketplaces to buy and sell patents (https://www.greyb.com/marketplaces-buy-sell-patents/)

*And for what it is worth, Legal Zoom has an introductory article on "Selling Your Patent: What You Need To Know by Beverly Rice" (https://www.legalzoom.com/articles/selling-your-patent-what-you-need-to-know)

Best of luck & if you'd like to ask any follow up questions, feel free to schedule a call.

Warmly,
Leslie Pankowski

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Patents

Leslie Pankowski answered

I need some ideas on promoting a social media platform online

Hi there -

In my experience it comes down to your audience's perception of the value of your product... is it worth giving you their email address (which I believe is what you are referring to when you say "sign up" and that there is no fee)

Sometimes audiences need something free and tangible first - like a free digital product or download. Other people need an experience to interact with other people. And many people are motivated by a deadline.

Why don't you try this... create a virtual event on the social networking platform for a date and time that fits your ideal audience's schedule. Then include that event in all the comments, connections, memes, Q&As, blogs, etc. Drive interest in the event on your platform. Put a deadline in the sign up messages. However, your audience can't access the event without signing up for your social networking platform. Also let them know that if they sign up by your deadline, they will receive a free digital product or something your audience will consider valuable. Lastly during the virtual event, take screen shots, encourage folks to post and participate. For your next outreach campaign (which is what you have been doing to increase traffic and usage) utilize the images and details from the virtual event to motivate and inspire other folks to sign up.

If you have any follow-up questions, feel free to schedule a call with me.

Best of luck!
Leslie Pankowski

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SEO

Digital Marketing

Social Media Strategy

Leslie Pankowski answered

How should a website selling accessible art to commercial spaces look? Which option would convert better?

Let's start with digging into your target audience... Do they currently have art in their commercial spaces, or are they commercial spaces who have no art in public spaces? They are going to have different needs - the spaces with art will want to know "how" to work with you, while the businesses who don't use any art will want to know "why" they should work with you. Next, I would absolutely leverage some images on your landing page since your product is literally a visual medium. Here's a website that provides the potential customer with a lot of different options within one product category... MBA Programs through NYU's School of Business. Yes, artwork and higher education are different products, but imagine their website (scroll down) with different types of art (paintings, sculptures, prints, etc) instead of the types of MBA programs in the sub-headings [https://www.stern.nyu.edu/programs-admissions/mba-programs]. If you'd like to talk more through this decision making process, or ask any follow up questions, please feel free to schedule a call. Best of luck! - Leslie

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Website Conversion

Conversion Rate Optimization (CRO)

Sales Funnel Optimization

Reviews

Leslie was great. Look forward to hopefully working with her more in the future!

Athan Slotkin Source: Clarity

Member since July 2020