Yodelpop Culture Code

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2 Introduction Welcome to Yodelpop, a purpose-driven marketing firm. Yodelpop specializes in creating positive, measurable growth for our clients with strategic content marketing that engages, educates and delights. We help nonprofits and SMEs market their mission and their business. This culture code provides an overview of: Our people Our core beliefs Our approach to marketing Our clients Our promise How to partner with us 2

3 Our People Yes, we re marketers. But more than that, we re a team of committed idealists, creators, communicators, and problem solvers. We believe that what we do every day connects our clients to customers, supporters, members, and super-fans in a meaningful way. Look at our bios and you ll see careers not just in marketing but in journalism, comedy, nonprofit communications, web development, design, and much more. That diversity of skills and personalities is good for our clients, and it s good for us. 3

4 Our People Yodelpop is a women-owned business. Our founders, Jacqueline Lalley and Camille Winer, have decades of experience in marketing, branding and communications with nonprofits and businesses. They believe in a compassionate and holistic approach to work and life, and they ve built a diverse and dynamic marketing firm that reflects those values. Read more about Camille and Jackie. Actually, we look more like this. 4

5 Our Core Beliefs The Yodelpop culture code is built around a set of core beliefs that guide how we do business. They re well the core of who we are. They help us continue to build our brand passionately and responsibly by effectively partnering with SMEs and nonprofit organizations, hiring the best talent, and continuously forging opportunities for growth. We think and work in terms of the greatest long-term benefit and respect for all stakeholders, from people to planet We believe that businesses have the potential and the responsibility to make the world a better place. We believe that work should be meaningful. We believe that good data, coupled with creativity, makes us unstoppable. We believe in creating opportunities for personal and professional growth. We believe that we is better than me. We believe in inbound marketing. We believe in you. 5

6 Our Core Beliefs 1. We believe that we all have the potential and the responsibility to make the world a better place. It s important to us to help our clients create value, abundance and growth both for themselves and for the world around them. John Mackey, co-founder of Whole Foods Market, helped start the Conscious Capitalism Movement. He wrote this as the first line of their credo, and it resonates with us: We believe that business is good because it creates value, it is ethical because it is based on voluntary exchange, it is noble because it can elevate our existence and it is heroic because it lifts people out of poverty and creates prosperity. "Yodelpop treats us the way we like to treat our patients, and they take as much pride in our practice as we do. We hired them to help us turn traffic into leads and increase patient volume; they ve done all that and then some. They helped us separate ourselves from the competition by being thought leaders. Todd Mensik, InVia Fertility Specialists 6

7 Our Core Beliefs 2. We believe that work should be meaningful. It s important to us to have fun, and to have purpose and meaning that help us fulfill our personal potentials. No business owner ever said on her deathbed, I wish I d sent more s. No marketing manager ever used his last breath to utter the words, If only I d finished that blog. It s true that in marketing, frequency and consistency matter. But most of us want our work to be as meaningful as possible, so it s not just about churning out content. More than ever before, businesses and nonprofits have a chance to create and share meaning every day, with people they really want to help. We love helping clients do that. Yodelpop manages to make every assignment engaging. I ve learned a ton about not just inbound marketing, but about writing with authority and being a good partner to clients. They don t try to seem knowledgeable: they just are. Karen Hawkins, Yodelpop Content Creator 7

8 Our Core Beliefs 3. We believe that good data, coupled with creativity, makes us unstoppable. Data is at the heart of inbound marketing, and inbound marketing is at the heart of what we do. But we aren t just number crunchers, we re creators. We use data to help inform how we tell our clients stories and attract, convert, close and delight, turning strangers into active promoters, customers, clients and patients. Hiring Yodelpop has been a great decision. We started looking for a content marketing firm after we lost our internet marketing specialist. We ve been so impressed with how quickly they learned our industry. The quality of the content is exceptional, and we re so happy with the results that we've continued to contract with them year after year. Lisa MacGillivray, Chicago Communications 8

9 Our Core Beliefs 4. We believe in creating opportunities for personal and professional growth. Growth can be scary. Growth entails change. Growth means taking up more space, challenging the status quo and taking on more responsibility. And that s exactly what we want to enable for our clients and staff. We want you to be the best you that you can be. We are constantly a work-in-progress. We are never done learning, innovating, growing and connecting. What I love about Yodelpop is the combination of creativity and strategy. I m empowered to develop and write copy and messaging that I think will be impactful. At the same time, I have the structure, strategy, and metrics to know if it truly is. Jackie and Camille have created an agency I love to work for, and one I would hire myself. Amy Jakober, Yodelpop Content Creator 9

10 Our Core Beliefs 5. We believe that we is better than me. Yodelpop was founded by two women who worked together as individual consultants on marketing projects and who, eventually, came to the same realization at the same time: people are stronger together than they are apart. That same spirit of collaboration and teamwork still drives everything we do today. We walk a path with our clients and our team that s illuminated by a belief in partnership. "Yodelpop has achieved high in the things that mattered to us deep understanding of our mission, creativity, and effectiveness in reaching our key audiences." Sonia Velazquez, Eliminating Child Labour in Tobacco Growing Foundation 10

11 Our Core Beliefs 6. We believe in inbound marketing. We love inbound marketing because: It helps our clients connect with the people they really want as customers and advocates. It gives clients a return on their marketing investment with reporting to prove it. It s fun! Inbound builds great relationships that benefit both clients and their customers and supporters. With inbound, we help clients educate, inform and position themselves as thought leaders. The compelling content we generate for your website and social media is the beginning of an important conversation with your ideal customers and supporters that will help you reach your goals. "Success is making those who believed in you look brilliant. Dharmesh Shah, CTO & Co-Founder, HubSpot 11

12 Our Core Beliefs 7. We believe in you. All of you. Our clients, our staff, our fellow human beings. We are committed to each other, our ideals and helping people succeed. We believe in the magic that makes you you, we believe in your potential, and maybe most of all, we believe that together, we can move mountains. Working with Yodelpop always involves a good balance of direction and creative freedom. Any given project is not just a job, but an opportunity to collaborate. Their excitement for the work is contagious, it gives you the drive and energy to create something great. The free-flowing respect, and the immense gratitude for a job well done, is just icing on the cake! Christine Gilvey, Yodelpop Designer 12

13 Our Approach to Marketing We ve been fortunate to have an ongoing collaboration with the inbound marketing innovators at Hubspot, and we share their passion for transforming the way the world thinks about marketing. To us, inbound marketing is about empathy framing our client s work so that it resonates with their ideal customers, patients or supporters. To do that successfully, we empathize with our clients, understanding what they do and who they are as people in the same way they understand their own customers, patients or supporters. We have to reach inward to reach outward. We build strong and lasting relationships with clients built on mutual trust, respect and admiration. Clients problems become our problems; their successes become our motivation to keep on growing. If we think something isn t working, we ll say so, then we ll work together to get it right. If clients think something isn t working, we want them to say so, then we ll work together to get it right. 13

14 Our Clients We ve built and implemented successful marketing strategies for a long list of companies and nonprofits. Here are just a few: Acupuncture and Massage College Be Strong Families Chicago Communications Community Foundation for Greater Atlanta Congressional Black Caucus Foundation Crown Linen Eliminating Child Labour in Tobacco Growing Foundation Foundation for Prader-Willi Research InVia Fertility Specialists Midwest Orthopaedic Consultants Nonprofit Center of Milwaukee mmlearn.org Rejoyn Medical Strengthening Families Initiative 14

15 Our Promise For businesses and nonprofits, committing to marketing means something different than it used to. Now, you re making a commitment to being a publisher. For many people, that s not a comfortable role. But it is for us. We love that our clients can trust us to take on the things that are difficult for them. As your marketing firm, we promise to: Help you effectively use marketing to strengthen your business, your mission, and your brand Attract more traffic to your website and social media accounts Take the guesswork out of audience targeting and relevant content production Support you in making the case to decision-makers that marketing is worth the investment Enhance your marketing expertise with the inbound approach Worry about the tech side Make you look great Have fun 15

16 How to Partner with Us Let s do this! We can t wait to hear from you. Get help with your marketing Start the ball rolling by filling out the form Join our team See our list of current openings at 16