The Maven Manifesto
I’ve always been passionate about storytelling, relationships and writing. My parents say I would go up to kids on the playground every day and say, “Hi, my name’s Jessica, what’s your name?” And for those who didn’t run away crying, I would proceed to tell them a story about something interesting that had happened the previous day, in an attempt to make a new friend.
I’d get in trouble constantly in school for passing journals and notes around to those same friends — writing being my outlet for all things, especially my own thoughts, ideas and, well… the latest, breaking news, of course.
As an adult, I wish I could say a lot has changed. But the truth is, I’m glad it hasn’t.
While attending SDSU, I thought traditional advertising was the route I wanted to take, but after an internship at a global ad agency in LA, the summer heading into my junior year, I quickly realized it was the brands with the most budget that got the most exposure — and consumers knew it. It felt forced and lacked genuineness. But, hey, it’s advertising.
I went back to school and looked into what my options were; something to combine my passions with my own personal values of sharing stories that mattered, about people who mattered, and who were doing unique things, but maybe didn’t have the ad dollars to scream them from the rooftops.
I found public relations and was pleasantly surprised to learn my school was especially known for its program. “The *best school for PR* west of the Mississippi,” our professors would say. “Jackpot,” I thought.
I loved that this career path would take all the things I loved and roll them into one, but with the added element of business acumen, which at the time was a welcomed reality check for my 20-year-old self.
My senior year, after begrudgingly returning from a 6-month study abroad program in Barcelona for good ol’ summer school, I found an ad on Craigslist for an unpaid summer internship at a “small” PR agency in Downtown.
Come to find out, “small” meant I was interviewing to be the only employee — and by “employee,” I mean intern. After a brief coffee-shop interview, I was hired. And let me tell you: I. Was. Stoked.
I spent the next seven years at BAM Communications as second in command, growing the team, our lifestyle + hospitality client base across the country, and my position: From intern, to account manager and, finally, to vice president of the agency.
I learned more in those seven years than I likely would have anywhere else — juggling various types of clients, strategizing and pitching my little heart out, and troubleshooting far more than I would have preferred to at the time. But, looking back, it made me a hell of a lot better at what I do today.
After a solid stint of agency life, I realized that brands (especially start ups) needed more than just a PR campaign to move the needle. PR without a proper marketing strategy would get you just a stack of magazines on your lap and a stroked ego (if we’re being honest).
After a difficult farewell to a team, clients and boss I adored dearly, I knew my desire to go INTO a brand, be more hands on, and leverage not only PR, but marketing, was a strong one. So, I followed my heart, and it led me to the fridge.
Perfect Snacks (previously Perfect Bar) was — and still is — my dream brand. For a PR pro, the story behind the company, the family at the helm of the brand and the product itself were all so-wildly unique and truly the best I’d ever heard of (or tasted).
I knew the road ahead was going to be a good one, and man was I right.
In the early days, we were flying by the seats of our pants, and I got to experience all aspects of the company. As the years went on, and we grew at an intensely-rapid and exciting pace, I gained a true understanding of the pain points smaller brands have with PR and overall corporate communications, and how those two things work symbiotically with, not only, marketing, but every-single function of the company.
After four years of managing all internal and external comms and PR, we succeeded in getting a majority acquisition by Mondelez International, the global-snacking leader.
With a year of post-acquisition life under my belt, the experience of a lifetime, and Perfect Snacks well on its way to taking over the world with its growth and success, I knew it was time, yet again, to set out on my next venture, this time, on my own.
The idea for a PR-consulting business stemmed from the white space I’d seen from my own experience — on both sides of the agency/client relationship — and heard from numerous industry peers and friends:
“Know you have a valuable and unique story to tell? In need of a PR/corporate communications strategy to amplify it effectively?”
You have three options:
Hire an in-house role to figure it out themselves (with little-to-no support)
Hire a PR agency on retainer to do it all, soup to nuts
Do nothing — stay stagnant
For some brands, those first two options work great. In fact, I’ll be the first to recommend them (and often do)!
For some, the third option seems easiest in the short term — spend all your dollars on digital ads, get the website clicks and maybe a few conversions — until you need a genuine relationship or loyal consumer STAT and don’t have anything to show for it. Aye - quick, do a PR stunt!
A PR stunt is just that: a stunt. Relationships and reputations just simply can’t and won’t form overnight (remember from earlier, PR can’t be bought, it’s earned over time).
For other brands, especially those still in start-up mode, these options just plain don’t work. But, what’s a brand to do with this “all-or-nothing” mindset?
The answer, in my humble opinion, is to find a model that suits their needs; one that is customizable, sustainable and scalable.
That’s where I come in.
Maven Consulting Co. is my solution for the overwhelming question, “Where do I even begin?” And while the answer to that is different for every single brand (which is the beauty of it), what I can tell you with total and complete certainty is, “Right here.”
Brand Awareness + Loyalty
Positive Endorsements + Relationships
Leading Culture + Reputation
Customized and delivered for your brand, to your team, in order to achieve your goals (there’s nothing cookie cutter here).
Welcome to Maven Consulting Co. | Corporate Communications for the Modern Brand.
We’re different... and we’re glad you’re here.
Jess Windell
Founder + Chief Maven
Maven Consulting Co.
