Twenty years have gone by. Like many accidental entrepreneurs, it started on a rough note in 2003 after the boutique PR agency where I worked for 12 years was gobbled up by an international marketing firm. Let’s just say I wasn’t around for long after. What was a devastating event at the time led to an amazing 20-year journey of working with talented people to develop communications strategies that navigate crisis situations, elevate brands and position thought leaders.
Forever grateful
When other agencies scaled back during the pandemic, CS-Effect continued to grow. Over the last two years alone, we have experienced 60 percent growth and our client retention continues at an average of six years. Our client partnerships are what drive us and make us successful. We gain as much from them as they do from us.
We have reached many milestones over the past 20 years including partnering with new organizations; rebranding to CS-Effect; becoming certified as a women-owned business. A few of our fondest memories include:
Driving around in a Volkswagen Beetle with a “Beetle Buster” logo decal on the side! We created the “Beetle Buster” campaign to educate Chicagoans about the dangers of the Asian Longhorned Beetle!
Promoting Tuscany in Chicago via high profile events, including a fashion show with body painted models wearing jewels from Tuscany (I guarantee we couldn’t pull this off in 2023!)
Launching the rebrand of the Oak Park/River Forest Food Pantry to Beyond Hunger, receiving widespread media coverage knowing that we are positively impacting lives.
Filming Queer Eye for the Straight Guy with our client Mooseheart!
Sharing my accidental entrepreneur adventure in front of 50 Girl Scouts at the Girl Scouts of Greater Chicago and Northwest Indiana Camp CEO.
Securing Still Alice author Lisa Genova as a keynote speaker for NorthShore University HealthSystem’s Center for Brain Health’s launch event.
Receiving a Golden Trumpet Award from the Publicity Club of Chicago (PCC) for our work on the American Industrial Hygiene Association’s Back to Work Safely initiative during the height of the pandemic. The initiative resulted in the Backtoworksafely.org guidance documents being downloaded more than 1.5 million times, featured in over 60 stories in national and international media outlets, including the WSJ, USA Today, and even referenced by the CDC, U.S. Chamber of Commerce and governors’ offices throughout the country.
Rebranding Communication Strategies Group to CS-Effect.
Giving the toast about how far we’ve come at our 10th anniversary!
A Team Effort
Early on I knew I didn’t want to go it alone. I needed colleagues that complement my skill set to brainstorm with. We have had an incredible team over the years of people who have been with us for years, as well as those who have taken time off to have children, etc. I want to thank all of them, including Katie, Karen, Kiera, Jennifer, Maggie and all of our former employees and interns. A special thanks to Lynda Carlisle who joined the team nearly 18 years ago, after leaving the American Cancer Society. She was looking for an agency with flexibility, and she’s been an incredible partner ever since. She was here when I left the country to adopt my now 13-year-old daughter. What I thought would be a 2-3 week leave ended up taking 4 months – living in Nepal while working through a lot of red tape to bring my daughter home. The business wouldn’t have survived without the greater team and such supportive client partners.
Many of us are parents who understand the need to be flexible; children get sick and doctors aren’t scheduling visits after working hours. We’ve grown together and supported each other through child rearing, caring for elderly parents, divorces, family deaths, teenage years and more. We’ve celebrated our personal triumphs, marriages (including introducing a couple to each other who are now celebrating their 5th wedding anniversary) and dreams. I believe, now more than ever, in a flexible workplace allowing people to accomplish what they need to professionally and personally.
Looking Ahead
Clients are more sophisticated and understand that communications is an integral component of a comprehensive business growth plan. Data analytics help us more effectively inform our strategies that are ROI driven with quantifiable results.
Like many industries, communications has and will continue to face major disruptions with the advent of new technologies. How we communicate continues to evolve. It wasn’t long ago that our clients were focused on securing media coverage. Platforms like LinkedIn, Facebook and Twitter have forever changed how we communicate. As the world of artificial intelligence quickly develops and weaves its way into communications, we are ready to evolve with this latest technology.
No matter how advanced technology becomes, there will always be a need for us to craft and share our own stories in the most authentic way. I am looking forward to continuing to build our talented team and diversify our client base, mentor young people in the industry, get more involved in our professional societies, and take CS-Effect to the next level (and planning a few vacations in between).
We can’t wait to see what the next 20 years will look like!