Callosum

Enhance efficiency to fortify internal capabilities. Elevate the team's mindset to transcend singular tasks, fostering growth into expansive strategic planning and revenue growth. The trail looks dry today, yet I've likely been in your muddy shoes—and dare-I-admit in the weeds. ;) With 17 years of corporate experience leading in-house creative teams and 18 at the helm of Callosum, Clare understands the challenges of budget allocation, talent growth, and maximizing resources. If you have hired an entry-level or mid-level marketing team member yet don't have the skill set to grow them, let's talk. #chiefstrategyofficer #chiefcreativeofficer #outdoorindustry #strategy #humanresources

Going rogue results. As data lovers, we watch the spikes and look upstream to see what happened. At Callosum, we engage with clients who are new to entrusting a brand marketing agency with the lead. They appreciate the shift, yet it's substantial. We share the rationalities and methodologies—remember our favorites: consistency, memorability, and polish. And yet on occasion, we see a client "go rogue." Perhaps it's a hasty e-blast announcing a store closure—seemingly trivial. Or a social media update driven by excitement to go live ASAP. Why does Callosum flinch at these well-meaning gestures? Because it affects the metrics! On both true example occasions, working 30 days ahead, the agency had already created and scheduled content to go live in the days to come. The eblast results in a typo going live (twice) on an unbranded letterhead resulting in a flash of unsubribes in the midst of a subsriber campaign. And the social post resulted in wasted content creation, budget, and the need to fill a previously created slot. Both affected the analytics. Because they impact metrics! In two recent instances, despite our proactive approach of working 30 days ahead, such actions disrupted our plans. The e-blast resulted in a typo being broadcasted (twice) on an unbranded letterhead, prompting a surge of unsubscribes mid-campaign. Similarly, the social media post led to wasted content creation, budget, and the need to replace a previously scheduled slot. Both instances skewed the analytics. The remedy and recommendation: - Trust your agency; we've got you covered. - Eager to go live? Keep us informed. - With 48 hours, we can ensure it's on-brand and on-schedule. (Yes, even for rush requests—we've got you!) #marketing #strategy #analytics

Bolognese or alfredo? Prospective client: Am I imagining this? Does the social media imagery feel lazy? Does the blast copy sound like an IBM executive wrote it? You are not imagining it. Your content is begging for a brand platform. Definition: A Brand Platform is an internal document that defines how a brand presents itself to the world. Simply put, it is the 5 senses + intuition made tangible. Meaning, what does the brand... - look like - smell like - sound like - feel like - taste like + intuition With each sense, the brain helps us understand and perceive the brand's ethos. It has serious depth and a crucial part of Callosum's work. If it feels like your brand marketing agency is throwing spaghetti at the wall in their content creation, they are likely lacking the foundational strategic component >> a Brand Platform. #brandmarketing #branding

What does "fractional" mean? Just like a salaried Chief Branding Officer (a rarity, so let's say CSO/CCO) employee, except Clare works for you part-time. The benefit of a fractional chief lies in flexibility, cost-effectiveness, and access to specialized expertise. A fractional CSO/CCO works part-time, allowing businesses to leverage high-level strategic leadership without the full financial commitment of a salaried executive. This approach is particularly advantageous for smaller or growing companies that may not require a full-time Marketing Chief but still need experienced guidance. It provides access to the expertise of seasoned professionals like myself on a more affordable and adaptable basis, ensuring strategic marketing and branding efforts are aligned with business goals. "Working with Callosum is not like that crash course diet that produces quick results but doesn’t last. Instead we collectively did the hard work to change habits and grow healthier. They gave us insights, tools and the support for us to uncover the answers ourselves and now we have the clarity and confidence to continue our evolution." ~ Rebecca Rusch Callosum envisions your brand's destination and understands your readiness for more. Partner directly with us to liberate your leadership from tactical work, enabling them to be inspired and shape the future as we lead your marketing department. #brandstrategy #leadership #fractional

As conference season began, we took a stroll down memory lane. This goodie is from COactive's 2019: It’s All About Branding event. I shared a panel with Ed O'Brien of B4 Adventure, Jedd Rose of Topo Designs, Forrest Merithew of Merithew Law (rebranded to Conatus Counsel), and myself. It's a warm and fuzzy flashback to colleagues I now call friends - moderator, Peter Downing, and organizers Todd Stockbauer and Kate Palmer in new arenas. What's your favorite memory of a keynote speaker? And if you're feeling nostalgic, stroll with us through Clare's past engagements, including several repeat bookings: https://lnkd.in/gfT35UwW #keynotespeaker #brandmarketing #purposedriven

As you prepare to launch your brand are you lost in the fog? The first year of a purpose-driven brand hinges on a strategic approach to overcome common marketing barriers. Which targeted solution speaks to you as a priority? - Clear Purpose Communication: Develop a concise and impactful narrative that effectively communicates the brand's purpose across all marketing channels. - Authenticity Alignment: Regularly communicate the brand's purpose efforts, fostering trust among stakeholders. - Target Audience Resonance: Conduct market research to understand the target audience values and tailor messaging to align. - Impact Measurement: Establish clear metrics and regularly communicate the brand's achievements and contributions. - Profit-Purpose Harmony: Develop a business model that aligns the purpose with sustainable profitability, ensuring both elements support each other. - Trust Building Through Transparency: Regularly update stakeholders on the brand's purpose-driven journey. Brand Boost Bundle - Launch Stage is a two-month offering. Embark on your purpose-driven journey with confidence and impact. Let's lift the fog. #branding #startup #strategy

How do you serve your community in a heartfelt way? This past Christmas I was visiting family in Indiana and we encountered A Light The World Vending Machine. Rather than purchase chips and soda, you can choose to donate to a local or global charity. Donation amounts range from $5 to $500. Examples include: - Bus Pass $5: Provide reliable transportation for a day to a local person in need. - One Goat $98: Donate a goat for milk and breeding and create an impactful income opprotunity. - Job Skiills Certification $125: Cover the cost of logistical work certifications for job seekers. It quickly had me pondering how I can bring this to my community in Eagle County, Colorado where many residents are in need. (Stay tuned.) *This is not a reglious post. It is an intentional impact post.* Light the World is the annual Christmas initiative of The Church of Jesus Christ of Latter-day Saints. In 2017 the Giving Machine was born in response to a heartfelt question: “Can serving others be instant, fun, and memorable?” Since then, the vending machines have appeared in cities across the globe, capturing the attention of media, public officials, respected nonprofit organizations, business leaders, other faiths, and the public. In the past few years, hundreds of thousands of people have donated US$22 million in goods and services to care for those in need—around the block or around the world. // More info at link in comments. https://lnkd.in/e3XFXcG9 #community #impact #leadership

I hope you got outside today, Best Clare⁠ ⁠ This is our CEO/Clare's email signature sign-off. We are guessing that 60% of the time, the recipient answers her question in a reply email. It's become a "Clare signature item." Call her phone, get voicemail and you'll hear it too.⁠ ⁠ How do you speak your Purpose into existence as a leader? And how do you bring it to the office? ⁠ ⁠ Photo: Last Monday, when the @callosum "Powder Rule" was in effect. Barring early deadlines, when it snows 6"+ or more, the team is encouraged to go skiing and arrive at the office late. It's why we live here after all! #leadership #outdoorrecreation #branding

The trail-building industry began in the 1970s and had a high point in the early 2000s when it shifted from “get it done” to small machinery so the trail is enjoyable, durable, and sustainable rather than just a path to the destination. Isn’t that the truth that today’s society needs?! Singletrack Trail’s purpose is to build trails that have a positive impact on the Outdoor Recreation Industry and the infrastructure of trails. Trails are essential pieces of our economy, our society, and therefore we need to pay for them much like highways, roads, sewers, and housing. Based out of Fort Collins meet Greg Mazu of Singletrack on Callosum’s interview series “Beyond Revenue.” This extended 45-minute conversation covers: - Driving brand culture - Federal deferred maintenance funds - Restarting from experience - Innovative funding - You cannot think big enough - ready for the next step. The link is your invitation to watch or listen in. https://lnkd.in/ge9WRSe8 #outdoorindustry #branding #purposedriven #impact

Do you do websites? A new colleague is trying to wrap her head around what Callosum offers. It's our pleasure to break it down. Yes, we do websites and MUCH more. We are primarily Outdoor Industry; however, we have the skills and capacity to work with all industries that value Impact. We are experts in Purpose-Driven Branding which reaches the Quadruple Bottom Line. There are 2 main ways to work with us; they frequently lead to the other over time. 1) Brand Bundle Services - from strategy, visuals, content, and execution tiered at each business stage. Say what? We are a full-service brand marketing agency, meaning that we fluently offer: - Re/Brand Builds: Brand Platform, Logo, Visual Identity, Style Guide - Brand strategy - Content calendars - Content Strategy - Content Creation - Long-form/blogs - Email blasts - Newsletters - Social media - Word Press Website Design, Development and Build (ADA-Compliant) - Logo Development - Corporate ID - Graphic Design Layout - Advertisements - Analytics - Video Shoots - Photo Shoots Adjacent Services: After experiencing a need for one or several of the above, we find our ideal clients also desire: - Visual Brand Experience - Photo/video - Add A Speaking Arm - Media Kit & Reel 2) Consulting Services - CSO/CCO fractional, and Founder/Leader offerings led by Clare and select Callosum partners. A fractional works part-time, allowing businesses to leverage high-level strategic leadership without a salaried executive's full-time and financial commitment. 3) Additionally, Clare is a nationally known speaker for "Beyond Revenue" keynote. She is a straight shooter with an empathetic ear for those needing answers and inspiration. How may we help you stay on course? #brandstrategy #brandmarketing #impact