Category: Culture & News

Every industry is speculating about the future of the physical office and whether or not our pandemic work from home experiment could morph into a permanent reality. As someone who once worked fulltime for a completely virtual agency, I say not so fast.

While I’m sure some industries can go virtual and not miss a thing, it’s a stretch for marketing and communications agencies. We just had a three-month taste of a virtual workplace during an extraordinary time. A honeymoon period. I can tell you though, the longer you’re in a virtual agency, the clearer it becomes that the little things that make agencies – and their people – go and grow just don’t translate.

In my experience, there are three big things you lose when you move an agency to a fully virtual model.

Spontaneous Creativity

Some of the best ideas I’ve seen materialize didn’t happen during a formal meeting. They happened because a colleague overheard another colleague talking about a movie they saw over the weekend. Or because someone spotted a mock-up on a desk and asked a question. Or because a team was stuck and grabbed someone from another team to weigh in on the issue. In short, the ideas came from spontaneous, not planned, moments. The virtual world, however, is all about planned moments. I can’t drop by your office or bump into you in the kitchen. I actually have to know I want to talk to you specifically, then call you, set up a Zoom or hunt you via chat. No matter how hard you try, spontaneous creativity is less likely to happen virtually.

Relationship Building

When you put a bunch of different people into an office together, they will eventually interact – from entry level staff to senior executives, bringing varied experiences and perspectives. That’s critical to bonding, learning new things, growing as a professional and cultivating soft skills. In the virtual scenario, junior staff particularly miss out. For example, while my role means that I am connecting with leaders and staff across our agency, sister company and clients, a majority of my team’s contact is with one another and with me by virtue of what they’re working on. That’s pretty much it. Sure, we plan Zoom happy hours, agency-wide virtual meetings and virtual professional development sessions to bridge the gap, but true “get to know the real me” relationship building just isn’t possible through a screen.

Real-Time Support and Motivation

In an agency, you’re surrounded by people who do what you do every day. People who know how tough it is to get that media placement or design a social media campaign that generates leads for the client, and they support you. The colleague next door can sense your frustration, and help you overcome it – in real time. Being together with kindred spirits is motivating. It helps when you’re stuck, overthinking or need a challenge. This is lost when everything is virtual. You are left alone to try and unstick yourself, which, at least for me, isn’t always the best solution. Being able to throw your hands up, walk down the hall and talk things through with someone experienced and available has made me a better practitioner, and it’s what’s lacking when you are always remote.

At this writing, I’ve been back in the office for about two weeks as Chicago enters Phase Four of reopening. I don’t feel a hint of sadness that my employer has finally allowed me to vacate my kitchen. And while we might be standing a bit farther apart here and, yes, donning masks in the halls, the ingredients that a creative marketing and communications agency needs to thrive are very much alive and well again. We intend to keep it that way, and I am thankful.

The KemperLesnik team has continued to work closely alongside our properties during this challenging time to provide thoughtful counsel, creative thinking and additional support. We are thrilled at the news of properties reopening throughout the country, and we look forward to continued success for our clients.

We sat down with Steve Skinner, CEO of KemperLesnik and KemperSports to discuss the what the resurgence of golf means for our industry.

The COVID-19 pandemic has tested us in ways that we never imagined. It has challenged our strength, our resolve and our patience. As stay-at-home orders turn from days to weeks, and weeks to months, as a nation we are anxious for a reprieve or even small glimpses of normalcy.

Golf has always provided such a reprieve. Whether one enjoys the game for its comradery, mental stimulation and friendly competition or for the ability to enjoy a good walk in some of the prettiest settings imaginable, golf is special. For many, golf signifies well-deserved time out of the office or a chance to connect with new and old friends. It also happens to be an activity that is enjoyed outdoors in wide open spaces, making it one of the most ideal sports that can be played safely while adhering to social distancing mandates.

Over the last week we have been able to reopen golf in many states, including California, Illinois, Wisconsin, New Jersey, New York and Washington. Within days, we hope to reopen our courses in Maryland. As of mid-May, more than 90 percent of our courses here at KemperSports will be open for restricted golf and limited food and beverage service.

Our KemperSports team has worked tirelessly and planned meticulously for weeks to ensure that each open property is ready to operate with the safety of our guests and staff foremost in our minds. Through this, our teams are witnessing firsthand the important benefits that golf is providing to people during these challenging times. The reopening has also allowed us to bring back many of our furloughed staff allowing them to provide for their families. I feel strongly that with the right precautions, golf can and should reopen fully in all 50 states. We are ready.

In states where courses have reopened, the demand for golf is at an all-time high. While it is certainly good for business, it is also a big step in the right direction for the sport as a whole. Here in Illinois, securing a tee time on the opening weekend was comparable to winning the lottery as properties quickly sold out across the state.

As we celebrate these re-openings, we cannot help but smile as we hear stories of first-timers, families and occasional players booking tee times in attempt to enjoy the open air and find a different form of entertainment and challenge. Properties are witnessing new players flock to the game like never before, and we are anxious to see the lasting result of this resurgence. Even in these trying times, it is incumbent upon the golf industry to share with newcomers how special golf can be.

As excited as we are to dust off our clubs and hit the links, we must remember the severity of the situation around us and how it is imperative for all players to follow the new operating procedures and safety protocols. Staggered tee times, capacity limits and curbside clubhouses are a small price to pay in exchange to get outside and play golf while also containing the spread of the virus. In another light, is keeping carts in the barn and enjoying golf in the way it was intended the worst thing to happen? We have all had to adapt in one way or another these last few months, and I’m confident that these small adaptations on the course will be happily taken in stride until we can get to the next stage of operation.

Golf means different things to different people, but right now, players are bonding together through one shared meaning: hope. During these times of unpredictability, golf remains a beacon of hope for many, and we have never been prouder to be in this business while providing a safe way for all to enjoy the game.

Coronavirus has been devastating to the travel industry. According to a report by the US Travel Association, travel industry losses will result in a GDP impact of 1.2 trillion dollars in 2020. Many of us have had to cancel or rethink future travel plans, and people everywhere are dreaming about much-needed vacations. Afar reported that conversations about “wishlist vacations” have increased by 57 percent. 

With destinations across the globe itching to open their doors, these travel brands are fighting to make it on vacation wishlists for when it’s deemed safe to travel again. Here are six creative ways to be top-of-mind and emerge from this pandemic situation with demand at the ready: 

1. Transport Guests Virtually: With potential guests unable to physically visit anywhere, properties and destinations are finding ways to create virtual experiences that allow people a small taste of the brand experience from the comfort of their homes. Hotels, cities and museums like the Musée d’Orsay in Paris are creating virtual tours. More than ever before, beaches and other outdoor locations exhibiting natural beauty are being live-streamed from around the world. Sweet Farm, a sanctuary in California, is even providing a unique opportunity for people to have a llama or goat join their next zoom call. 

Whatever a brand can do to give guests a small hint of the live experience will drive them to consider a real life experience in the future. 

2. Give Back to First Responders and Others Impacted: People everywhere have been impacted by the coronavirus crisis, and now many are looking for ways to give back. Hospitality brands have continued to make headlines with goodwill efforts despite the hardships. Hotels around the world are opening their doors to first responders, COVID patients and vulnerable populations like the homeless while their occupancy rates hit record lows, making use of valuable space for the good of the larger community. 

Our sister company KemperSports, a leading golf course management company, partnered with the Illinois PGA and FootJoy to form Rain Suits for Responders, an initiative to collect new and gently used rain suits to help protect healthcare workers on the frontlines. 

Some brands have found creative ways to provide for their staff during this challenging time while also driving business. Bandon Dunes, for example, is raising money for more than 350 caddies that serve their five courses via a GoFundMe– which received more than $72,000 as of mid-April. Pinehurst, is raising money for its employee fund by auctioning off unique experiences for future visits to the property, raising more than $300,000 for their employee relief fund. 

3. Create Shareable Content: Within days of Illinois mandating the stay-home order, one tiny penguin quickly captured the attention of families and media everywhere. A video of Wellington the penguin exploring an empty aquarium was shared on the Shedd Aquarium’s social channels–and soon became part of Governor Pritzker’s “All In Illinois” PSA. During the lockdown, the Shedd has continued to share content about Wellington and his friends exploring the museum using #WheresWellington in addition to educational resources for kids forced home from school. 

For many places, this period of low traffic is providing an opportunity for content teams and staff to capture visuals without crowds or guests in the frame. People are spending increasing amounts of time online, with The New York Times reporting that YouTube, Twitch, Facebook and Netflix are seeing more than 15 percent increases in traffic. Brands should consider their niche expertise and unique selling propositions to share compelling content during this time. Are you utilizing Instagram Live or other platforms like TikTok to create new content and reach audiences immediately? You should be. Being visible, active and relevant on social media is crucial at this time–people are paying attention! 

4. Promote–But Don’t Sell: Nobody likes a desperate date–and speaking to an audience can be compared to courting a potential partner. You want them to like you! However, properties still need to be sensitive to the impact of this crisis. It’s easy to become tone-deaf or pushy about encouraging ticket purchases and bookings, but properties must put all communications through a lense of compassion. 

Social media is littered with stories of brands missing the mark when it comes to communications. Leave ‘selling’ language on the sidelines and use this time to engage in thoughtful storytelling and personal connection. Are your employees doing something interesting while the doors are closed? Has your team been able to focus on sustainability or an ecological effort while guests are off property? What maintenance or enhancements are being implemented during this time? Highlighting these efforts will keep you top of mind for potential guests without running the risk of seeming desperate, sales-driven and tone deaf.

5. Share Your Plan: Given the uncertainty of the future, everyone is asking–what’s next? There are no experts in coronavirus lockdowns in our modern time. Travel and how people move about the world is going to change forever. There isn’t a day that goes by without journalists or future travelers wondering how they can be safer when they decide to book their next trip. Make sure that you communicate about the steps your property is taking to ensure guest safety. Being vocal and transparent about your plan for re-opening will give would-be guests the much-needed confidence to make a buying decision.

Think about the overall user experience: will you be reducing the capacity of your dining rooms or changing the food and beverage experience altogether? What do your cleaning policies look like on a daily, if not hourly, basis? Proactively answering these and other questions will help to address concerns and reduce hesitation for future customers to book.

6. Focus Locally: As the world begins to slowly reopen and regain a sense of normalcy, travel may take a bit longer to come back.  Local and drive-in markets may be a good focus for more immediate business when reopening.

Destinations will need to carefully examine their communications strategy to ensure they are not only reaching these markets, but also speaking to them effectively.  Are your guest packages friendly for small groups considering a quick weekend getaway or staycation? Are you promoting drive-in activities for the day geared toward local families?

KemperLesnik clients such as Streamsong Resort and Silvies Valley Ranch have packages encouraging local guests to play a round or two of golf and take advantage of open spaces while enjoying an overnight stay. Promotions like these will be key to enticing drive-in guests while people ease back into travel and wait for things to feel safe once again.

While the travel industry will feel the effects of the COVID-19 crisis for a while, travel brands should continue to look for innovative ways to communicate with their target audiences so that when the travel demand does return–their destination is the friendlier, smarter and safer choice. 

The spread of the novel coronavirus has thrust us into unprecedented times. Many communicators are cautious, and rightly so. In this environment, we must make sound choices to drive impact and minimize risk. The key is to pay careful attention to four elements of communication: relevancy, context, tone and timing.

First, relevancy. Some content, when juxtaposed with the backdrop of coronavirus, is irrelevant. For example, one of our clients produced an amazing piece of thought leadership about go-to-market strategy. Right now, however, companies are trying to protect their businesses during a crisis, versus considering new thinking on going-to-market. Because of the issue of relevancy, we advised the client to delay launch until a time when the target audience will be more receptive.

Second, context. Despite the fact that coronavirus is currently consuming the airwaves, there are other issues and topics that should be given attention. For example, we are entering flood and hurricane season. These things will come despite the coronavirus, and businesses and consumers must be prepared. Communication in this context would be appropriate to add to the conversation during this time. While coronavirus is the main topic of the day, there is room for other news. So long as it has context.

Third, tone. The coronavirus situation is not a laughing matter, and companies should refrain from making light of it. There will come a time when levity will be sorely needed. But for now, don’t be the one to deliver misplaced witticism. Communication that is seen as flippant will damage a brand. Stick to educational and useful content, delivered in a factual and respectful tone.

Fourth, timing. Companies can get panned for being insensitive and opportunistic during a crisis. Just ask the folks at food ordering app Ritual who sent communication on March 12 titled “Make the smarter choice by ordering with Ritual”. The company was slammed on social media for trying to exploit people’s fear about catching the virus. Be careful about timing. That communication from Ritual might have been ok to send a month ago, but a salesy communication when panic and fear are leading the conversation is ill-advised.

In today’s unprecedented time, communicators must challenge every word of every exchange to make sure it is effective and appropriate. We must stay abreast of news and in-tune with social conversations in real time. And, we must consider the relevancy, context, tone and timing of our own communication. By following these guidelines, you will deliver powerful results and avoid costly mistakes.

CHICAGO – January 14, 2019 – Circuit of the Northwest, soon to be the hub for motorsports enthusiasts and located just outside of the Seattle-Tacoma area, has partnered with KemperLesnik for public relations, social media, marketing and branding services.

The Circuit of the Northwest is positioned to become an all-encompassing experience featuring racing and first-class amenities for private individuals and the community. Located in the Pacific Northwest on 232-acres overlooking the Olympic Mountain Range, the destination will feature a 2.66 mile Hermann Tilke original private road course and state-of-the-art clubhouse. The Clubhouse will overlook the exciting course and will be among many other unique amenities. The destination has also partnered with national and local technology stakeholders to include STEM and research facilities within the development.

KemperLesnik will work alongside ownership and the ownership-representation, The Joel Cohen Group, LLC. Together they will generate awareness of the Circuit of the Northwest experience, secure technology and brand partnerships for the venue, and develop OEM and technology relationships.

“The Pacific Northwest is a large, untapped market for a world-class racing club and venue for technology innovation and STEM education,” said Steve Knipstein, Senior Vice President of KemperLesnik. “The Circuit of the Northwest is backed by leaders in the industry and is perfectly timed to capture a growing market for racing in the region. We’re excited to partner alongside our sister company, KemperSports, and The Joel Cohen Group to help tell the narrative of Circuit of the Northwest.”

Construction for Circuit of the Northwest will start in 2020 and is set to be completed in 2021. Founding memberships are limited. For more information about The Circuit of the Northwest or to purchase a membership contact info@circuitofthenorthwest.com.

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About KemperLesnik

KemperLesnik is a sports marketing, events and public relations agency. Ranked by Crain’s Chicago Business among Chicago’s top PR agencies, KemperLesnik has produced communications programs and managed major national and international events, including the Maui Jim Maui Invitational college basketball tournament and numerous PGA TOUR affiliated events, for more than 30 years.

About Circuit of the Northwest

Overlooking the Olympic Mountain Range, Circuit of the Northwest will be a premier racing facility and the first of its kind in the Pacific Northwest. Located in the Port of Bremerton, convenient to both downtown Seattle and Tacoma, the Circuit of the Northwest is home to the third Hermann Tilke circuit design in the U.S. The Circuit of the Northwest provides public and private opportunities to unite racing and motorsports enthusiasts in the Olympic Mountain region. The destination will include state of the art motocross and karting facilities, shooting range, RV Park, custom garages and indoor and outdoor event spaces for public and private use.