Archive for the ‘Marketing’ Category

In Sarasota, train for the worst, hope for the best

Wednesday, March 18th, 2015
In Sarasota, train for the worst, hope for the best

Sgt. Daniel Weinsberg trains by watching footage of the Democratic National Convention in Chicago. Sgt. Bryan Graham practices by building bombs with Play-Doh instead of C-4. Officer Tammy Featherstone role plays a scenario where she’s talking to a suicidal veteran with traumatic brain injury.

When they aren’t training, they’re confronting protesters, removing explosive devices and rescuing hostages, always dealing with a high level of danger, to the public and themselves. They accept the risks and seem to enjoy their work.

Just another day at the office for three specialized units of the Sarasota Police Department—Emergency Response, Explosive Materials and Crisis Negotiation. The three team leaders brought their equipment and expertise to the Citizen’s Academy in the third of a series of 12 classes that give civilians a glimpse of life behind the badge.

First up, Sgt. Weinsberg, team leader for the the department’s contingent on the Sarasota County Sheriff’s Office Emergency Response Team. The ERT deploys during times of emergency or crisis when there is a high probability of criminal or civil unrest. Think hurricanes, riots and, yes, weapons of mass destruction. It consists of three teams from the sheriff’s office and one from the city, 10 officers per team.

Viewers who watched protests against the World Trade Organization in Seattle will remember cordons of police with body armor called turtle gear wading into the crowds. “That’s what we don’t do,” Weinsberg said. The ERU doesn’t even suit up if it isn’t necessary to preserving life because that image alone can trigger a backlash.

Many of the drills involve learning how to not to respond when provoked. “As one of our training sergeants said, ‘You don’t want to be on TV.’”

As leader of the Explosive Materials Unit (EMU), or bomb squad, Sgt. Graham and team have a different but equally perilous situation to defuse. They use a host of equipment, from protective suits that weigh 90 lbs. to the Remotec ANDROS F6A robot. It has a telescoping camera, a claw to position an X-ray device and the ability to climb stairs.

The team’s primary job is to remove the bomb to a remote location and detonate it, often with a charge of highly pressurized water. No Danger UXB guesswork about which wires to cut first. But in the end, someone has to get close to the explosive device . . . if only to pick up the pieces for FBI analysis.

Officer Tammy Featherstone, a member of the Crisis Negotiation Unit (CNU), deals with another kind of danger—threats to the lives of hostages and potential suicide victims. The CNU deploys two negotiators to every incident. The first talks to the suspect, the second takes notes and feeds that information to intelligence officers.

Her goal is a peaceful end to the situation. “We want to bring everyone home.”

Next: SWAT and the dive team.

Jeff Widmer is the author of The Spirit of Swiftwater and other works.

Sgt. Bryan Graham and the equipment used by the Sarasota Police Department's Explosive Materials Unit. The robot used to remove ordinance sits on the far right. On the screen, an X-ray of a victim-activated bomb.

Sgt. Bryan Graham and the equipment used by the Sarasota Police Department’s Explosive Materials Unit. The robot used to remove ordinance sits on the far right. On screen, an X-ray of a victim-activated bomb.

 

‘There is no such thing as a victimless crime’

Wednesday, March 11th, 2015
'There is no such thing as a victimless crime'

Demetri Konstantopoulos stands before the screen and narrates a list of Florida police officers killed in the line of duty in the last few years. One slide shows a pair of faces, one fresh, one veteran. One officer leaves behind a pregnant wife, another a wife and three children. The slides continue for a long time.

On this, the second night of the Sarasota Police Citizen’s Academy, Konstantopoulos has a tough lesson to present. He shows a video of a driver opening fire on Ohio police with an automatic weapon after a routine stop for a moving violation. He plays audio of an incident on Martin Luther King Boulevard when crowds and gunfire threaten Sarasota officers trying to rescue a man with arterial bleeding.

Konstantopoulos, a sergeant in the Bureau of Criminal Investigation assigned to the Street Crimes Unit, wants us to remember several things. Police work is dangerous. No call is routine. All crime has consequence. “There is no such thing as a victimless crime.”

That theme carries through the presentation by Jude Castro, the victim advocate coordinator for the department, who tends to the needs of people suffering the aftermath of crime.

“The victim advocate speaks up for people who can’t,” Castro says before outlining the major services she provides, including crisis intervention, death notification and bereavement support. She also helps victims file restraining orders and accompanies them to medical, legal and judicial proceedings.

If you think her job is any less stressful than that of sworn officers, consider that one of her most recent duties was to notify the family of a man who jumped from the Ringling Bridge.

Back to Konstantopoulos. After explaining when officers need a warrant to search a house, vehicle or person, the sergeant introduces the concept of consensual contact. It’s when a person agrees to a search and there is no evidence of coercion—a fine line to walk in even the best of circumstances.

To demonstrate, Officer Dominic Harris and Dick Smothers, a Sarasota resident and one half of the Smothers Brothers comedy team, create a scenario where Harris plays a drug dealer hanging on the street and Smothers an officer who does not have probable cause to search Harris but wants him to consent to a pat-down.

After about five seconds of street patois Harris says, “Man, you hassling me ’cause I’m black?” Things go sideways, fast. Officer Jeff Dunn, who organized this year’s academy, steps in to show how police would handle the request. He obtains consent . . . and finds a handgun.

Police work is dangerous. No encounter is routine. Crime makes victims of everyone.

It’s a tough lesson.

Next week: emergency response, explosive materials and crisis negotiations.

Jeff Widmer is the author of The Spirit of Swiftwater and other works.

Officer Dominic Harris, left, and Dick Smothers role play a street encounter

Officer Dominic Harris, left, and Dick Smothers role play a street encounter

Beyond the badge: citizens get inside look at department through Sarasota police academy

Wednesday, March 4th, 2015
Beyond the badge: citizens get inside look at department through Sarasota police academy

One of the first things Bernadette DiPino did when taking over as chief of the Sarasota Police Department was to ban her 161 officers from eating doughnuts while in uniform.

Members of the Sarasota Police Citizen’s Academy chuckled at her story but the chief has a serious purpose: she wants to counter stereotypes about officers as part of a larger campaign of community policing.

And that’s one of the reasons why 23 of us were admitted to the fourth offering of the academy, a boot camp for civilians who want to learn what it’s like to work as a police officer. The 12-week program will cover everything from search and seizure to criminalistics to firearms.

After introducing her command staff—Acting Deputy Chief Pat Robinson and Patrol Operations Chief Kevin Stiff—and Training Officer Jeffrey Dunn, DiPino opened the academy with a recital of her background. As the granddaughter and daughter of police officers, she’s a blueblood and proud of it, starting her career in Baltimore County, working as a narcotics detective and serving as chief in Ocean City, MD before assuming the position of chief in Sarasota at the end of 2012.

She talked about the challenges of a job in a seasonal resort town as well as her mandate to officers to stay visible, strictly enforce the law and appear professional at all times. Which is what led to the ban on doughnuts. But she spent most of the time discussing her philosophy of community policing. Because police need cooperative citizens to prevent and solve crime, they need to build trust and relationships with the residents on their beat. Officers need to get out of their cars and go door-to-door if necessary to introduce themselves and provide help.

As an example of that outreach, DiPino offered a barbecue police held for residents of Newtown. She said the strategy has led to numerous arrests and, more importantly, safer neighborhoods.

It didn’t take long for Dunn as the academy’s chief organizer to transition from strategic to tactical. He introduced bicycle patrol Officer Jerry Pucci, who illustrated DiPino’s goal of standardizing police uniforms for greater visibility. He reviewed dress and patrol uniforms for summer and winter and ticked off the 20 pounds of equipment officers carry on their duty belts: gun (.40 caliber Glock 22), two magazines, handcuff case, Taser, radio and flashlight.

Pucci drew the biggest laugh of the night when he pointed to a short black cylinder on the back of his belt and announced, “This is my ASP.” For the record, ASP is a brand of telescoping baton police can use in close combat.

Despite the laughter, Pucci didn’t miss a beat, saying police didn’t have much cause to use the defensive weapon. “If something goes sideways, I’d rather use the Taser.”

Keep that in mind if you’re tempted to eat a doughnut.

Next week: how crime endangers both victims and police.

Jeff Widmer is the author of The Spirit of Swiftwater and other works.

Sarasota Police Chief Bernadette DiPino

Sarasota Police Chief Bernadette DiPino

15 seconds of fame . . . in march time

Wednesday, September 10th, 2014
15 seconds of fame . . . in march time

John Philip Sousa III unfolded himself from the director’s chair on a grassy hill in Delaware Water Gap, Pennsylvania, and looked back to his childhood. “I paid no attention to it at all,” he said of the grand marches written by his famous grandfather. He went to work as a publisher and forgot about the legacy until he assumed the leadership of the Sousa Foundation.

A few decades ago I met Sousa’s grandson at a concert in his honor and wrote about the patriotic music. And then I forgot about it, too. Until I became a member of WRTI-FM, the classical and jazz station in Philadelphia, and started listening to Gregg Whiteside and the Sousalarm. Every weekday precisely at 7:15 a.m. Gregg plays a march by Sousa and others. If you send him an email he’ll induct you into the Sousalarm Club and mail you a certificate.

Man Behind the Gun sheet musicFor me, he played “The Man Behind the Gun,” a march Sousa wrote in 1899. (The title is more ominous than the music. Sousa wrote the march as part of a larger musical called “Chris and the Wonderful Lamp.”

The march, the certificate. . . . At first you feel a little embarrassed. Then you remember the good parts of childhood, the joy of listening to bright music on a dark morning, the pep bands and parades. And then there is the guilty pleasure of hearing your name on the radio, of succumbing to the subtle lure of public approval.

In a world of instant media, 15 minutes of fame has shrunk to 15 seconds. Still, a little brightness, no matter how short-lived, is reason to celebrate. So put on your marching shoes and step lively. The band’s about to play.

Levitate your brand on LinkedIn

Thursday, June 20th, 2013
Levitate your brand on LinkedIn

Your LinkedIn profile is more than an online resume. It’s a tool to learn about your industry, promote your expertise and prospect for new business. But before you can mine the data on the network, you have to supply some of your own.

Here are 12 steps you can take to optimizing your LinkedIn profile to increase the visibility of you and your company:

  1. Name. Use your full name, not abbreviations or nicknames.
  2. Personal headline. Choose text that highlights what makes you valuable and unique.
  3. Profile photo. Choose a professional-looking photo that reflects your industry and goals.
  4. Personalized URL. In Profile edit mode, click the Edit link next to your current URL (below your profile photo) and type in your name. If it’s taken, try adding your middle initial.
  5. Summary. Summarize your specialties, interests and expertise in narrative form. Brand yourself by telling a compelling story. Connect your Twitter account, company website, personal website and blog. To optimize your profile for search (SEO), incorporate keywords that best describe your skill set and career goals.
  6. Experience. List your work experience and ensure that each company reference links to the correct LinkedIn company page. Then go beyond employer and job title to list your projects and achievements.
  7. Skills & Expertise. Highlight your key strengths. List items that are relevant to your job and career goals. These form the basis of endorsements of those skills by others. Remember to return the favor. The same criteria apply to the Interests section.
  8. Education. A full education section adds credibility.
  9. Contact information. Provide your business email address and phone number. If you want to limit how people can contact you, click the Edit link next to your personalized URL.
  10. Recommendations. Request at least one recommendation for each position you’ve listed, and return the favor by writing recommendations for others in your network.
  11. Groups. Join discussion groups that interest you and participate. It will establish your expertise and keep you top-of-mind with other thought-leaders.
  12. Companies. Start by following your own company, then add those that reflect your personal brand.

Once you’ve completed your profile, take steps to build your network and influence:

  1. Contacts. Connect with current and past coworkers, managers and clients, then reach out to new connections who share your professional interests and qualifications.
  2. Updates. Establish your image as an expert in your field. Share status updates that are timely and relevant to your audience.

For more guidance in expanding your profile, see the help page on LinkedIn.

Wires

The Revolution Will Not Be Printed

Tuesday, April 2nd, 2013
The Revolution Will Not Be Printed

It’s easy to believe that since print survived radio and television it will survive the Internet. After listening to Barry Dawson, I’m not so sure. Or to take a more nuanced approach, I’m not sure it will continue to influence the culture and the economy to the extent it has since Gutenberg invented movable type more than 500 years ago.

Certainly print works better for some content and some eyes, but not news. Its immediacy seeks out the fastest and most flexible medium, and digital tools deliver. Combine original content, new distribution channels and innovative marketing and you have a potentially profitable business, as well as an alternative to ink.

Barry DawsonThat brings us to Dawson, a resident of the West End of Monroe County, a rural area of the Pocono Mountains in Northeast Pennsylvania. Long inhabited by the descendants of German and Dutch settlers, the area best known for woodlands and resorts continues to transition to a bedroom community for metropolitan New York and New Jersey. Several papers, radio and television stations cover the region but shifts in the economy and the culture have gutted their newsrooms.

Enter the digital entrepreneur. Dawson grew up in the West End, moved to North Carolina and returned to take a job in radio promotion with a pair of stations in the nearby Lehigh Valley. He has local knowledge, knows how to bypass channel surfers by embedding commercial messages in programs and lives on his mobile phone. Combining those assets, he bought a police scanner, became a reluctant reporter and launched westendsupporter.com and westendradio101.com. He also integrated his site with accounts at Facebook and other networks as a way to drive traffic and measure results.

Dawson believes that with its speed to market, digital news will eventually replace printed news. It’s a natural fit. Blending content and commerce creates a viable business model. Only time and his bank account will prove him right. Meanwhile, here are five conclusions I’ve drawn from his venture:

  1. Digital trumps print for speed and relevance
  2. Mobile devices trump PCs for optimum news delivery
  3. Micro content beats state, national and international news for gaining followers
  4. In our attention-deficit culture, product integration trumps advertising
  5. For marketers, digital offers the precise measurement of the effectiveness of the ad spend.

Where do you find your news? And do you think print and the people who produce it will dwindle in importance?

Retail Therapy

Friday, March 15th, 2013
Retail Therapy

How do you compete effectively in the retail space? Listen to Sarasota’s Jesse Balaity and take a page from the Apple playbook: Think different. You can download the Acrobat file here.

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Retail Therapy

Wednesday, March 6th, 2013
Retail Therapy

Many brick-and-mortar stores struggle in the Internet age, and new shopping centers present challenges to established retailers. Enter Jesse Balaity, owner of Balaity Property Enhancement in Sarasota. With a master’s in architecture and a decade of experience, he designs and manages projects in retail, mixed-use and hospitality. In Sarasota, he has consulted on the new Diamond Vault building and Touch of Africa on St. Armands Circle. His newest project, Carats Fine Jewelry & Watches on Bay Road, opens soon.

Read the Q&A at BIZ(941).

Non-profits can profit from social media

Tuesday, March 5th, 2013
Non-profits can profit from social media

How can non-profit organizations use social media to further their cause? Writing in Great Britain’s The Guardian, David Lawrance, head of development at The Clare Foundation, says that charities and other non-commercial organizations can boost donations and energize volunteers . . . if they adopt the practices of the business world.

“A recent survey showed that UK charitable organisations have doubled their supporters on key social media channels in the past year,” he writes. “Yet, for many charities, the vastness of the social media landscape is too daunting to venture into.”

The solution, he says, is “to bring established commercial methods, business expertise and entrepreneurism to the voluntary sector.” As PR and social media strategist for a U.S-based marketing agency, I work with for-profit and non-profit organizations to plan and execute their entry into the world of social marketing. Lawrance’s strategy can work for both sectors. I’ve condensed his approach into three key points:

  • Choose your network based on its audience. LinkedIn attracts professionals. It’s a great place to establish your expertise with key opinion leaders, including the media, who can spread your message. Facebook attracts a sociable audience eager to share personal information. With its punchy headlines and live links, Twitter can serve as a hybrid between those two, as well as a news feed for your organization.
  • Make an emotional connection. Show the people you’re helping. Their stories will motivate volunteers and sway donors. “Donations will be more forthcoming if [services] could help somebody just like them/their mum/their child/their pet/their friend,” Lawrance says.
  • Use supporters as ambassadors to amplify the message. Encourage supporters to “like”, re-tweet, send links, write blogs and upload photos and video. They have greater credibility with their peers. Let them tell your story.

Non-profits can profit from social media. They just need to get down to business.

Jeff Widmer is a PR and social media strategist.

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Getting a grip on the grippe

Tuesday, February 12th, 2013
Getting a grip on the grippe

You’ve had an inoculation and you’re still concerned about contracting the flu. Aside from living in a bubble or wearing a mask, technology can only do so much to protect you. If you do get sick, these three smartphone apps might help speed relief.

  • iTriage. The app lets you diagnose symptoms, identify an illness and book an appointment with the appropriate doctor. HCA West Florida Division uses iTriage to promote its 15 hospitals, including Blake Medical Center, Doctors Hospital of Sarasota and Englewood Community Hospital. Sarasota Memorial Health Care System uses AppBrain to provide users with a dynamic listing of its services, locations and physicians. Venice Regional Medical Center uses ER Extra to let users see the current emergency room wait time for the hospital and receive a map and directions to the facility.
  • RXmindMe Prescription. The app tells users when to take their medicine and offers nine types of reminders, from daily and weekly to a customizable schedule.
  • ZocDoc. A more social version than the others, ZocDoc allows users to check a doctor’s availability, view his or her credentials and rate the experience after the visit.

If that doesn’t work, take two aspirin and have the smartphone call you in the morning.

Jeff Widmer is a PR and social media strategist.

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