Ozarks Profile: Cindy Howell

We are a marketing consulting group that covers a wide spectrum of services for our clients. We do marketing plans, media plans, media research analysis and placement, along with advertising and public relations. We have a group of eight people in our office with a multitude of talents ... . that can truly make things happen for our clients. The firm was originally established in 1986 and in 2003 was bought by Lisa Nally.

Specifically, what is your job?

That’s the really great thing – there are so many facets to my job that I never get bored with it. I work with our clients daily on their public relations needs, advertising plans and production, as well as developing marketing strategies specifically designed for them. We help our clients develop and work from complete marketing plans to ensure their business success. In this position you’re always thinking about your client – what opportunities are out there for them; what ways can you help to make them successful?

How did you arrive in this position?

It’s all about timing – there came an opportunity for me to move on from the hospitality industry to find and accept new challenges. Lisa (Nally) had just acquired ACR and placed the opportunity right in front of me. Much of what I had done previously in the hospitality industry included developing strategic marketing plans, planning media and advertising plans.

What are the challenges for companies trying to become better known?

Two of the oldest: time and money. Especially for small business, the owner is working to get and keep clients, knowing that they need to spend some time and money on marketing, but can’t seem to find a way to do either. Competition is also a huge challenge to companies/businesses that are trying to find their niche in the market. The challenge is to find out what sets their business apart from their competition across the street.

How do you help your clients address those challenges?

We begin by really looking at their business, who their clients are, where their business comes from. Once we have identified the elements that make them unique, we begin building PR strategies and advertising/media plans that make sense for their business and makes sense for their budget. We work to be their satellite marketing office.

What changes do you expect in your industry?

I think that we will see more traditional advertising/communication agencies shift to marketing firms in order to be able to diversify their services and to develop more into niche marketing.

Tell us about your family and spare-time interests.

I’m a native Springfieldian – so I’m lucky to have most of my family close by. My roommate is also my cousin, Laura, and we share the joys of three cats, all strays, Sophie, Joe and Henry. I enjoy entertaining family and friends, gardening, reading and travel (my bag is always packed!). Our travel group’s next big adventure is the Balloon Fiesta in Albuquerque, New Mexico in October.

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