August 1, 2023 • 41 mins
You can reach out to Kathleen on LinkedIn at: https://www.linkedin.com/in/kathleenkennedyapr/
And "X" (Twitter) at: https://twitter.com/KennedyAPR
In this episode of "Because Business is Personal," I had the pleasure of hosting Kathleen Kennedy, a school communication and PR expert, as we delved into the world of empathic strategies for engaging stakeholders and mobilizing resources.
Kathleen shared her invaluable expertise on raising awareness of communication needs among school administrators and creating customized PR programs to help them achieve their goals. One key aspect she highlighted was the power of meaningful stories that humanize the school experience and meet audiences' basic needs.
The heart of empathic storytelling emerged as we discussed how a simple narrative about a student stealing milk to feed himself on the weekend unearthed a deeper need, allowing stakeholders to connect emotionally and invest their resources wholeheartedly. We agreed that authentic stories have the incredible ability to activate empathy and build unwavering support.
In terms of real-life applications, Kathleen suggested dedicating specific focus time daily to your highest revenue-generating marketing activity. By consistently putting yourself in front of your audience, you can raise your profile and create abundant opportunities for growth.
The impact of empathic strategies on your audience cannot be overstated. Listeners will learn how to forge genuine connections with their stakeholders, resulting in improved outcomes and a lasting impact on their community.
Kathleen's credibility is undeniably impressive. As the founder of OKCCE, she has helped Oklahoma school districts access an astounding $1 billion in resources through her communication counsel. Her strength and resilience were also evident as she managed PR during the devastating 2013 Moore tornado, which tragically claimed the lives of seven students.
If you're eager to transform your marketing strategies with empathy, storytelling, and focus, I encourage you to listen to the full episode. Kathleen's expertise is unparalleled in the field of school communication, making this discussion an invaluable resource for all marketers and communicators.
Eager to harness the power of Empathic Marketing to propel your business growth? Get your hands on my #1 Amazon Best Selling book, 'Empathic Marketing,' or book a '30-Minute Gap Analysis' session directly from my website: www.becausebusinessispersonal.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Mike Caldwell (00:00):
Hey, welcome to the Because Business is Personal
podcast, the podcast whereempathy meets marketing strategy
.
I'm your host, mike Caldwell,but I'm also known as the
marketing medic.
Now, the reason for that isbecause, before becoming a
marketing strategist, I actuallyworked as a paramedic for 12
years, and it was during thattime that I realized how
(00:20):
important it was to trulyunderstand the problems your
patient was facing before youstarted providing treatment.
And it's the same understanding, the same empathy, is just as
crucial when it comes tounderstanding our prospects and
making sales, and that's why, ineach episode, we'll dissect the
art of empathic marketing,exploring how top professionals
(00:44):
infuse empathy into theirstrategies to build stronger
relationships, boost their salesand make a lasting impact.
So buckle up and prepare toturn up the dial on your
marketing effectiveness.
As we gear up to dive deeperinto the realm of empathic
marketing, I'd like to share acouple of special offers with
you.
First, you can get a free copyof my international bestselling
(01:07):
book Empathic Marketing.
You only need to cover the costof shipping.
Reading this will provide youwith a much more in-depth
understanding of theempathy-based marketing approach
that we explore in this show.
Next, I'm offering a 50%discount on a transformative
30-minute gap analysis sessionwith me.
Reading this session willidentify the hurdles in your
(01:30):
marketing efforts and togetherwill develop an actionable
roadmap aimed at winning youmore clients and making you more
sales.
Just visit my website,wwwbecausebusinessispersonalcom
to grab your book or use couponcode podcast to take advantage
of my gap analysis offer.
(01:51):
So why wait?
Let's start turbocharging yourmarketing strategy today.
Now let's get started with ourepisode.
Hey everyone, welcome to BecauseBusiness Is Personal.
Today we've got a special guestwith us.
We have Kathleen Kennedy.
Kathleen's passion is advancingpublic education for all
(02:11):
children by providing schooladministrators with public
relations and communicationcounsel.
Kennedy opened the Center forCommunication and Engagement to
assist schools without acommunication professional.
In eight years, she helpedOklahoma districts by providing
$1 billion in resources forteachers and students.
Although she started her careerhoping to be a famous
(02:34):
journalist, she found her truecalling working in PR for a
technology center.
She also led a team of 12 atthe communication chief of Urban
School District for seven years.
During her tenure in schoolcommunications, kennedy worked
on significant crisis teams,including disasters such as the
May 20, 2013 tornado in Moore,oklahoma, that killed seven
(02:58):
children during the school day.
Kennedy is also a communicationcoach for educators, hosts a
podcast on school communicationsand a master class on education
leadership, and she's a singlemom of an 11-year-old, so let's
welcome Kathleen Kennedy to theshow.
Kathleen Kennedy (03:17):
Thanks, I'm excited to be here.
Mike Caldwell (03:19):
Hey, Kathleen.
Kathleen Kennedy (03:20):
Hey.
Mike Caldwell (03:21):
Kathleen.
So, as we all know, thispodcast is called Because
Business is Personal and mybook's called Empathic Marketing
.
So I'm all about the personalside of things before we dive
into the business.
So what's somethingnon-business related about you
that our listeners may findinteresting or quirky?
Kathleen Kennedy (03:41):
Interesting and quirky Okay so.
Or Interesting and or quirkyright.
Mike Caldwell (03:47):
Okay.
Kathleen Kennedy (03:49):
Yeah, wow, so I'm a single mom by choice, but
I, in my spare time, which isfew and far between, I am a big
collector of turtles, liveturtles.
Oh no, gosh, no, I don't likesnakes.
(04:11):
We're talking about like no, Ijust collect turtles and I have
some like behind me, but there'sa story behind that.
It's like a really slow andsteady progress.
Once I was talking about it andthen, but it also dates back to
college days and part of thesorority thing, and so now I
(04:32):
have a.
It's like a conversation story.
That's very random, so Okay,okay.
Mike Caldwell (04:39):
Yeah, I worked with a real estate coach and his
spirit animals a rhino, arhinoceros everything he does is
rhinoceros related, but aturtle, that's interesting.
Kathleen Kennedy (04:51):
Yeah, we've heard outer shells were soft on
the inside and we make slow andsteady progress.
Mike Caldwell (04:57):
Perfect, I like that.
I like that.
That really ties into marketingtoo, I think, because so many
people think they're just goingto like rush out of the gates
and crush it with their firststep bat and 10.
That doesn't work that way.
You need the slow and steadyprogress yeah.
As long as you're movingforward, you're moving.
Kathleen Kennedy (05:16):
Yes, progress.
Mike Caldwell (05:18):
Yes, so are you.
Would you classify yourself asan entrepreneur or business
owner?
Kathleen Kennedy (05:25):
Oh yeah, well, yes, for sure Okay.
Mike Caldwell (05:28):
So what, what?
What is your business?
Because I know you work for theschool boards and stuff.
Kathleen Kennedy (05:32):
Now, right, yeah, so wow.
In 2001, I had my first schoolPR job and and marketing with
the technology center, and so Iworked there for seven years.
I worked for a large urbanschool district for seven years
and led their communication team, and then I was fired.
Mike Caldwell (05:54):
Okay.
Kathleen Kennedy (05:55):
Me and about five other people on the
leadership team were fired.
It's all political, motivatedand driven, and it is in that
kind of industry at the top whenthey're wanting change.
So our superintendent hadretired and I was like crap,
what am I going to do?
I had a one and a half year oldat that time and I was like
(06:17):
I've got to feed her and providefor her and myself and I
thought I would retire in thatjob because I loved it so much.
Mike Caldwell (06:26):
And so.
Kathleen Kennedy (06:27):
I was a little heartbroken and I pouted for a
day and then I was like, okay,it's time to go and I wanted to
keep serving schools the way Iwas in my job that I had just
got let go from.
So I was like there's 500 and Ithink 60 at the time school
districts in Oklahoma and so Iwas like there's a need.
(06:50):
There are about 20 of them, hadsomeone full time helping them
with marketing andcommunications and PR, and so
there was a giant need to helpserve school districts and
that's how I started, Likethat's what I launched into.
Mike Caldwell (07:05):
Okay, so you're like a consultant.
Do you work as a consultant forthese different school boards?
Kathleen Kennedy (07:09):
Okay, so I started my business with the
sole mission of doing what I didin a district, but for myself,
and then I could hold, and Icould help multiple school
districts, so I didn't have towork for one singular board that
was, let's say, politicallydriven.
Okay, okay.
Mike Caldwell (07:29):
I think my first question is I don't think of a
school as requiring marketing orPR, so can you explain why that
Wow?
Kathleen Kennedy (07:37):
That's so funny because so my first job,
when a friend of mine, I hadworked for a nonprofit after
being in television on my short,like three year journey, you
get your degree and you're likeI think I'm going to do this
forever and like what does it?
mean to be and I have theperfect name for television,
(07:57):
kathleen Kennedy.
And you know like I hated it.
And so I got into nonprofit andwhile I was there I was asked
to be on the front lines after atornado and they wanted me to
deliver the news in our area andkind of on our side.
And so a friend of mine is like, oh, you'd be really great in
PR and marketing for atechnology center.
And I was like, what is that?
(08:19):
Like you just put buttons onpeople and you like market with,
like you know, you know I'mtalking about like the metal
ones.
Mike Caldwell (08:26):
Yeah.
Kathleen Kennedy (08:27):
And so I was like okay, so that was not what
it was, and it was we aremarketing the programs and
services and I had loved itbecause as a student in high
school I was in.
Have you ever heard of DECA?
Mike Caldwell (08:39):
I'm in Canada, so oh, okay.
Kathleen Kennedy (08:41):
Okay, so DECA is a I thought it was an
international program but it's amarketing and education program
like teaches students in highschool marketing programs and
stuff.
So I got my love and my callingfor it as a junior in high
school and it was amazing, andso it's kind of like planted the
(09:01):
seeds.
And then I went back to thatwhen I was in my first school PR
and marketing job.
It was like, how do I marketand get students interested in
coming to a school that they canenroll in?
They didn't have to, theyweren't forced to go there, you
got to choose to go there, andso that's a whole different ball
game.
And so it was all aboutcreating ambassadors and they're
(09:25):
helping you market.
So you had student ambassadorsto help you market.
It's a really interestingconcept to bring into business
and, along the way, because youwant your references related,
tell your stories, right.
So it's kind of the same thing,yeah, okay.
Mike Caldwell (09:40):
Interesting.
Okay, I think I got it now andso I don't.
I was going to ask you whatmotivated you to become an
entrepreneur, but we've got that.
Have you had any regrets sincemaking that decision?
Kathleen Kennedy (09:52):
Well, for the first couple of years I did, you
know I would be like, okay, I'mdoing this.
And then, at the same time, I'mapplying for jobs, like you
know, like, oh, I need somethingpermanent, this is going to be
scary and hard and whatever.
And I'll tell you what.
Like I had one of those dadsgrowing up that was like you
know, you're on a schedule,you're doing what it takes to
(10:13):
get it done, and he didn't careif you liked it, you're just
going to do it right.
And it's like he was hardcore,hard nosed, but he was business
right.
I think all of my sisters havea business minor.
Mike Caldwell (10:26):
Okay.
Kathleen Kennedy (10:27):
So that we had like a background and to fall
onto and we needed it and likesuper smart advice from my dad.
But when I told him my businessidea, he became my biggest
champion, like he's like yes, itmakes so much sense, keep going
, keep going, keep going.
At first, when I first got laidoff, he was like go find any
(10:49):
job, like work in a bank, and Iwas like I could.
The life would be sucked out ofme if I had to work in bank
marketing and PR.
Like I could feel my souldraining, and so once I would do
this and was getting moreleverage, he's like keep going,
keep going, and so he was mydriver.
Mike Caldwell (11:09):
Okay, so one of the things I talk about in with
my marketing.
What I do is I look at youraudience's level of awareness
how where are they have theirproblem, how aware of their
solutions, right, and so itseems to me that you kind of
created your own sort ofposition, like niche I guess.
So when you would go to aschool to say I can help you,
(11:33):
they were probably at theunaware stage, like they're like
how can you help me?
We don't have a problem, butthey have problems.
Yes, but they weren't aware ofit, right, am I right?
Kathleen Kennedy (11:46):
Totally in the unaware stage, which is I'm so
glad you brought that up,because for me it is it's
twofold.
You know they definitely needthe services and I know that,
but it is creating an awarenessof the need, and so where I'm
best at at meeting, that isgoing out in person and
delivering like small um inperson presentations, so in
(12:11):
groups of superintendents or inadministrative leadership.
So I would reach out to peoplethat I knew and I'd go start
speaking and that's my bread andbutter.
That is how, like, because oneperson's like oh, that sounds
like a good idea, and thenthere's like 10 or 15 of them
and they're like whoa, we didn'tknow that that was an issue,
right, yeah, so it's generatingthat, that and and like it was
(12:37):
one that built on another andthey built on another, and so I
I love doing that.
Plus, I go and speak to, like,college classes, not not um,
your bachelor's programs, butmaster's and doctoral level,
where they are going back forfurthering education, and so
I'll go and speak to thoseclasses as well, because they're
(12:58):
in their learning specificallyabout becoming administrators
and so that's my opportunity togo.
Boom, you need this, andthey're mind blown a little bit
about, like, all the things thatthey're going to face as an
administrator and what they need.
Mike Caldwell (13:14):
Wow, very cool.
Yeah, and these superintendentsaren't going home at night and
like Googling, trying to findyou because they don't know they
need you until you tell them.
Kathleen Kennedy (13:27):
Yeah, right.
Or and then I, you know, workedwith so many people over the
years now, um, that it'sreference based a lot and of
course, you love reference basedclients, right.
Like last year I had three thatthey were all in the same
doctoral cohort and let's nowall five of them are my clients
(13:48):
that were in the same in thesame.
Yeah, Like I was like they'reall five, yeah, I'm doing work
with all five of them and um andso like that is the best place
to be and I love all five ofthem, like, but they're all
super different and they allhave.
And what I talked to my clientsabout is you have to know your
own audience and and have todeliver to your audience, like
(14:10):
what they need and what they arewanting, and so I get to go in
and learn about their audienceand then create a custom program
for them.
I'm not delivering, like youknow, like canned material for
every single person.
Mike Caldwell (14:24):
And that's so important.
Like so in my marketing world,online direct response marketing
we've got click funnels andRussell Brunson and his big
thing is, you know, funnelhacking.
You know, just find somethingthat's working and do the same
thing as them but, like you said, every odd, like you are,
you've got five clients that arethe same client but they're all
(14:44):
completely different.
You can't give them the samecanned solution and so that's
like funnel hacking doesn't work, cause every like.
If it was, then you know youwould just have a program that
you gave to all five people,plug and play, let it go Great
and then you like just generateit and you go on to the next and
you make money.
Kathleen Kennedy (15:01):
And that's not how it works.
You have to find that and it'slike kind of like that, like
what?
How do people hear about youand and what are they looking
for?
You got to tap into that andeverybody's different, like
every community is looking forsomething different.
Mike Caldwell (15:16):
Awesome.
So this brings me to the nextquestion, which is which is
perfect Can you share aninteresting story about a major
challenge you faced in yourbusiness and how you overcame it
?
Kathleen Kennedy (15:27):
Oh man, oh yeah, I mean, there's so many,
it's just but easy peasy, I'venever had any challenges.
Mike Caldwell (15:37):
What are you talking about?
Kathleen Kennedy (15:39):
If it's not a challenge, you're not doing it
right.
Let's just start with thatright.
Mike Caldwell (15:43):
Every day of sunshine and roses here.
I don't know.
Kathleen Kennedy (15:49):
Oh my gosh.
So really, the if you getcomfortable this is for me, this
is I may not be everybody right, but like if you get too
comfortable and you're likegoing along and you leave what
originally started you out inthat good path, and that's where
you've got to go back, to Likeyou've got to do what works for
(16:10):
you.
Have you ever read the book theOne Thing by Gary Keller?
Mike Caldwell (16:14):
No, I know of it, but I'm not.
Kathleen Kennedy (16:16):
Marketing book right, he's Keller Williams.
Mike Caldwell (16:19):
Yeah, yeah, no, I know it yeah for sure.
I just thought it was mostly areal estate base, so I haven't
read it.
Kathleen Kennedy (16:24):
Well, you know what?
That's what I was thinking,because I'm like, okay, what is
that going to?
But if you focus on the onething that drives the most
revenue in your business, that'severything else is going to
fall into place.
And that was his core messageand I was like, okay, so for me
it's speaking right, likegetting out there and speaking
(16:45):
and sharing my message, and I'mlike holy crap.
And then I have another mentorwho is Shanda Sumter.
She is amazing and started Iwent through a transformational
leadership program about a yearand a half ago.
So one of her things is yourpriority focus time, like
setting a schedule every singleday during the week and don't
(17:08):
let anyone for any reasoninterrupt it.
Don't like time block it out.
And I'm like combining thosetwo ideas in my time block and
that's all I spend.
Is that focus time in there?
And it is a game changer.
And so, because I went fromhaving some massive clients who
decided, oh, we no longer needyou anymore because we're gonna
(17:30):
do this on our own or they'vehired someone full time to do it
, and I'm like, whoa, wait aminute.
They jumped off ship and Iwasn't prepared because I wasn't
out there speaking all the timeand I wasn't constantly looking
for those opportunities.
And so now, not only that, Ilooked in that focus time and
I'm like where are the biggerfish?
Where can I go bigger and playin a bigger audience?
(17:52):
Like so now I'm going tonational audiences that cater
just to the superintendents, andso I have found that.
But that's my one thing right,like those are my still fall
into my one thing.
Mike Caldwell (18:04):
Okay.
Kathleen Kennedy (18:06):
So my challenge was I wasn't doing
what I need to be doing to keepthat business momentum moving.
Mike Caldwell (18:12):
Right, okay, I think the way I like to end this
podcast is with like what anaction item we can take away.
But before we get to that one,that final one, I think this is
a super powerful one, becausewe've all, especially business
owners, like, cause I've beenthere I don't know how many
times, like I've got a couple ofclients, they're paying the
(18:33):
bills, I got lots of times offand things are going great.
And then he retired.
I'm like whoa, whoa, no, youcan't retire.
Yeah, I got to replace you.
How am I going to replace you?
Right, cause, like you say, areyou wearing?
Kathleen Kenned (18:45):
Superintendents last year retire and one died.
So Well, I mean I knew it wascoming, but then that contract
and it was my biggest one endedand it had been my bread and
butter for five years.
Mike Caldwell (18:58):
Right.
Kathleen Kennedy (18:59):
So yeah.
Mike Caldwell (19:00):
Yeah, so I think that's the important takeaway as
a business owner is don't gettoo comfortable.
Yes, so to get those firstclients, you put a whole bunch
of work in to get them, and youdon't need to stop.
Yeah, but you don't have tokeep going at that level, right,
like if you're doing whateverlike six hours a day to promote
yourself, to get those bigclients.
You can just wrap it back tolike one or two hours a day, but
(19:22):
you have to do those one or twohours a day, yeah.
Kathleen Kennedy (19:26):
To me, this focus time and the focusing on
the one thing that driveseverything to my front door is
critical.
It's mission critical for meand it was so powerful cause I
went back and I actually lookedat what my outcomes were and my
input and the outcomes were likeholy moly.
(19:49):
I have like so, because I haveso many different facets of my
business.
So there's the coaching, themasterclass and the podcast, and
then my PR and communicationfirm, because I have employees
that contract with me and that Ihave a full-time PR coordinator
that works for me, and so Ihave other people that are like
(20:11):
relying on a salary now and it'slike okay you gotta go for it.
You gotta go all in and it'simportant yeah.
Mike Caldwell (20:19):
That changes things too, once you start
hiring employees and, like I,get a lot of it.
Kathleen Kennedy (20:24):
It was a scary jump.
Mike Caldwell (20:26):
Yeah, Like this is this sort of off topic a
little bit.
But when I applied to medicalschool and I'm pretty good at
tests, like I just I've alwaysbeen able to pass tests on my
own by skating by somehow.
But when I was applying toMcMaster the university in
Canada called McMasterUniversity they had a different
process in that they didn'treally have as many lectures,
(20:47):
they had like tutorial groups.
And so, let's say, you and Iwere in the same tutorial group
and this week we have to learnabout the heart.
So it's like okay, you learnabout the anatomy and physiology
, I will learn about thebiomechanics of it, you learn
about the diseases, and thenthere's like six of us.
We all learn a differentcomponent, and then we have to
go in and teach the other peopleabout it.
Kathleen Kennedy (21:10):
So great, what a great way to do that.
Mike Caldwell (21:12):
Oh my gosh, because the accountability I
would have for you is so muchhigher than the accountability I
have for myself, right?
Kathleen Kennedy (21:20):
Like I'm happy with the seat.
I just learned everything.
Mike Caldwell (21:23):
Yeah, like I'm happy just to pass, right, I can
skate by with just to pass andgrade.
But I know if you're gonnaspend, like you know, 40 hours
researching your stuff so thatyou could give me your best
information, then I got aresponding kind right.
So, luckily I didn't get intomed school.
Kathleen Kennedy (21:43):
Oh.
Mike Caldwell (21:44):
Because that would have stressed me out.
But yeah, there is a different,definitely a different dynamic
when you're accountable to otherpeople, which is a great segue
into my next question how do youincorporate empathy into your
marketing strategies and can youshare an example where this has
made a significant impact?
Kathleen Kennedy (22:02):
Okay, yes, so in the United States, the public
education system has been justdriven in divisive ways through
politics.
It's taking a cut right andthere's agendas, and so to me
and this is the true for anybusiness you really need to
(22:25):
humanize it, and a lot of times.
So one of the things that I dois I scan and do a lot of
research before I work withclients and I take a look at
their websites and I'm like oh,it's pictures of buildings.
Yeah, that's not telling mewhat's going on inside the
buildings that you're servingchildren.
Oh, you have students andteachers.
It's like, show me the kidsthat are having fun learning, or
(22:48):
show me the teachers andintroduce me to those people.
And so you've got to connectwith your audience, whoever it
is.
And so my way of sharing thosestories is by creating authentic
, vulnerable communicationpieces, whether I'm doing that
on a crisis situation or whetherI'm doing it in the marketing
(23:10):
right, like if I'm marketing aprogram and surface, I am
marketing them because I'mtalking about the lives that
it's changing.
Or if I'm telling aboutsomething that happened in a
crisis like one of my favoritestories that was super pivotal
in my time in the urban schooldistrict is.
We had a student who was caughtstealing milk out of school on
(23:30):
a Friday afternoon.
If you dive underneath, whatwas wrong behind that is that
child was stealing milk becausehe was going to be hungry over
the weekend and he didn't knowhow to feed himself.
And that's heartbreaking.
But when you tell those stories,it allows people to connect to
the needs right, because you'reproviding a service and you're
(23:54):
fulfilling needs.
But there's a if you've studiedthis at all Maslow's Hierarchy
of Needs.
If you don't fulfill people'sbasic needs at first, you can't
even begin to meet their upperneeds right On that triangle.
So you have to be able to feedthose children before you can
educate them.
And that, for me, was theconnecting piece and it was like
(24:16):
, ooh, we have stories to tellabout what's going on in our
buildings and in our marketingand that's how we're gonna
connect people and make it realand make it where people wanna
invest their time and theirresources and their money.
Because when I talk about howI've provided a billion dollars
in services to schools, that'sbecause I'm able to connect
people to the needs and that'sneed-driven marketing for me.
(24:40):
And like being authentic andempathy and talking about that
vulnerability piece.
Mike Caldwell (24:46):
Wow, you just gave a huge epiphany to me,
because I've been teachingempathy for I don't know how
long and I know all aboutMaslow's hierarchy but I haven't
incorporated it.
And that.
How, how could I have missedthat?
That's such a huge part whenwith empathy is right, is
getting the deepest Needs.
(25:08):
Wow.
I'm gonna have to go back andredo everything I've done.
But no, I'm gonna.
I'm not gonna redo everything,but I'm gonna start
incorporating it for sure.
Kathleen Kennedy (25:17):
A little tweak is just all you need, yeah.
Mike Caldwell (25:19):
Yeah, wow, that's super, super powerful, of
course.
Oh, here's a cool question Ilike to ask.
So do you have any Stories ofcampaigns that were upside down?
They can be upside down eitherway, so either a campaign that
you were sure would crush it butit flopped, or it's like I
don't know if it's gonna work.
It was kind of a Hail Mary, butit ended up like just
(25:41):
absolutely like.
Kathleen Kennedy (25:44):
It's a marketing one, and I was Like I
didn't know if it would workbecause it was like super out
there for a school district,right, like it it was.
It was just like, oh, should wedo this?
And I and I pitched it.
I watched the Super Bowl.
Yes, couple years ago I watchedthe Super Bowl and I watched
(26:08):
specifically for the ads, like Icould care less about like one
or two teams playing Right.
And so I called thesuperintendent that I was
working with the next day andI'm like did you watch Super
Bowl?
He's like, of course I watchedit.
He watches for football, yeah,and the team yeah, the team in
that district that I was workingwith.
I said did you two watch it aswell?
(26:29):
And the one lady is like oh,yeah, but I was hosting a party,
so I sort of saw it, sort ofdidn't.
And this other one was like Iwatched it for the commercials.
And I was like so do youremember the commercial with the
QR code that bounced all aroundthe the TV in different colors?
It was a neon colors.
Mike Caldwell (26:46):
Okay, I'm in Canada, so we don't.
Yeah, it sucks, we don't get uscommercials.
Kathleen Kennedy (26:51):
Okay, okay, okay.
Oh, that's right, you probablywouldn't see that, okay.
So it bounced.
This is like a geniuscommercial in my and it may have
been two or three years ago, Ican't remember now, but it
bounced around all over in inbright colors, neon colors, and
it changed colors when it wouldgo around the screen.
So I I looked at that and I waslike, oh my gosh, and my
(27:14):
daughter's like, mom, get yourphone.
And she's like, so she'sScanning the code because she
wants to know what it was.
We got to see it.
I don't even remember thecompany that's terrible, right,
but they're their.
Their site crashed because theyhad too many people that went
to it.
Right, is so cool.
So how can I take that andimplement that idea?
(27:34):
Because I was like what if wedid a marketing campaign?
Because this school districtwas trying to grow its audience
of the number of kids that wereenrolling and mark and moving
into the district, and I likethis is that Hail Mary pitch?
And I was like, are you willingto go there with me?
So we, I got a geo fencing andmapped around their district of
(27:55):
where the kids were and mymailing company was able to
identify age three to I think itwas eighth grade to kids in
that age group, right.
And so we sent a postcard withthe QR code that went to we
created a website, justspecifically a landing page
(28:15):
about marketing and enrolling tothat, to that district, and it
was linked to that QR code andwe were like we know you want to
look and that was all we put.
On the flip side, of course, wehad to have the mailing address
and the postage or whatever,and that's all we put was like
we know you want to look, weknow you're curious, or whatever
it was.
And so they got someenrollments off of it, because
(28:37):
that's what their focus was andthey're only.
They were a tiny schooldistrict, so they weren't like
hoping to get more than like 10or 15.
And I I know we drove I wish Ihad the metrics pulled up in
front of me, but we drove theengagement up of that piece and
then they also had some someactual enrollments from that as
well.
I'd have to go look it up andlet you know.
Mike Caldwell (28:58):
Oh, wow, that's yeah.
Curiosity based campaigns arefun.
Kathleen Kennedy (29:05):
But it was so like Different in school and the
world of schools, right Likethey were like oh yeah, let's
totally do it.
So everybody was excited, itwas total Hail Mary, because
nobody had ever done it.
And, yeah, fun, it was fun.
I.
Mike Caldwell (29:22):
Think the number one marketing campaign that I
remember Before becoming amarketer and like paying
attention to that sort of stuff.
Kathleen Kennedy (29:30):
Yeah.
Mike Caldwell (29:30):
I was.
I think I was in Maybeuniversity or I was just working
as an ambulance tenant.
For my first years I was inHamilton, ontario, canada.
It's a steel town.
Anyway.
Somebody bought like all thebillboards and put the face of a
red bulldog on the billboard.
And it's just a bulldog space.
It was red and that's it.
And we're driving around andeverywhere we're going we're
(29:53):
seeing this red bulldog.
You're like what the heck isthis red bulldog?
There's nothing with it.
It's super cool.
Yes, it's just a red bulldog.
And then months later, likebulldog beer, red dog beer hits
the market and boom likeeverybody needed to try this
beer because we've just beenseeing this red bulldog fade.
(30:16):
And this is before.
Like MicroBrewers are famousand are popular.
Kathleen Kennedy (30:20):
Yeah, yeah.
Mike Caldwell (30:21):
But it was just such a strong campaign because
of the curiosity, like foreverybody's talking about it
Like what's that red dog?
Do you know what that is?
I don't know.
We all have our different ideas.
I love those kind of campaigns.
Kathleen Kennedy (30:31):
Yeah, it builds the curiosity.
Mike Caldwell (30:34):
And.
Kathleen Kennedy (30:34):
I've seen a couple others do that too.
That have been fun.
And you like, they mailed outmugs, like coffee mugs, to
everybody in the community andit was kind of driven like that.
It had something on it and thenthey sent the other half of
which being another mug later on, and this was like in a one
(30:54):
community and I don't rememberwhat it was for, but I just
thought that's clever.
I love paying attention to thatkind of stuff.
It drives me because schoolsare unexpected places where you
don't think you need to marketbut you do when you, when we're
in this competition era and weare.
That's what we're facing a lotof times now.
It's like marketing.
(31:15):
You have to be out theretelling your story, being
empathetic, using that empathyand connecting with your
audience, but being fun andclever about it too.
Mike Caldwell (31:25):
Yeah, and that's part of the empathy is like
cause, we know that people wantto be entertained more than
anything.
I don't know where that fallsin Maslow's hierarchy I gotta
look again.
But yeah, but yeah, we want tobe entertained.
So if you don't understand that, then you're gonna miss the
mark.
So what were some life changingand defining moments in your
(31:45):
career?
Kathleen Kennedy (31:46):
Wow, that's a good one.
The single most defining momentwas being on the communication
team, volunteer communicationteam, and we supported the May
tornado that killed sevenstudents in more Oklahoma.
Mike Caldwell (32:04):
Okay.
Kathleen Kennedy (32:04):
During the school day, I helped tell the
stories of those students, ofeach of the seven, and the
teachers who laid across theirbodies while the tornado was
going over.
It really was pivotal for me.
They didn't have communicationin any capacity.
(32:27):
Their admin building thathoused their technology was hit
this is before cloud right andso they had zero way to connect
to their community.
So we built everything from theground up and that is the
ultimate version of.
Like empathy marketing is beingaround fragile stories and
(32:50):
stories of triumph andresilience and building them
back up.
But that is the place where Ihad worked on so many crises,
but that was the single mostimportant moment in my life and
it literally shaped exactlywhere I was headed and where I
(33:12):
was going.
Like I knew that that was whatI'm gonna do for what I was
called to do and what I'm goodat.
Mike Caldwell (33:18):
Yeah, things like that definitely changed you.
I had a similar death toll inLeadville, colorado.
I was a work as a paramedic andwe got a call early in the
morning to some unconsciousteenagers at a residence and
what had happened is there wasseven high school kids went to
the bowling alley we're shootingguns just because they're kids
doing stupid stuff the policecame, police chased them, they
(33:41):
got away and they went into thegarage of their dad's house and
it was winter and they juststayed in their cars hiding,
drinking beers with the engines,writing, listening to music,
and so all seven of them died ofcarbon monoxide poisoning and
so there was nothing I could dofor them.
But this was a Hispanic familyand you know how big and tight
(34:03):
Hispanic families are in thatsort of in that area and yeah,
and so like I couldn't help thevictims, the teenagers, but
there was so much I could do andI needed to do for the family.
Like we had like two or threeheart attacks come in that day.
We had like just so many otheremotions, like stress-based
emergencies that came into theER and then you had to deal with
(34:26):
those patients, but then youalso had to deal with, like the
people who brought them in.
It was just so much emotion and, yeah, that definitely changed
you and it teaches you to lookat things in a much bigger
picture, I think.
Kathleen Kennedy (34:39):
Right, for sure it was.
It's stamped on my heart andI'd say that now, when we have
tornadoes in Oklahoma, it's a,it's a little stressful.
Mike Caldwell (34:52):
Yeah, yeah, I guess.
Yeah, a little bit of PTSDthere, for sure.
Kathleen Kennedy (34:56):
Sure sure, yeah, yeah.
Well, you know that was.
Another thing we learned aboutin crisis communications is that
we take in schools we providecounseling for teachers,
students, families that need it,the resources we provide it for
the administrators, but usuallythe people leading those crises
(35:19):
and helping communicate in themare the last to think about
needing any resources, and it'sso.
Now it's a game changer.
You make sure that that's inyour plan, so yeah.
Mike Caldwell (35:30):
And you hit that nail on the head as well,
because, yeah, that was such animpact on our community and I
was the guy who spearheadedgetting all the critical
incident stress, debriefing, andeverybody got it and I didn't
go.
Kathleen Kennedy (35:43):
Right Not.
Mike Caldwell (35:47):
Everybody but me.
Kathleen Kennedy (35:49):
Right, yeah, I didn't have time, I was helping
.
I know I get it, I totally getit.
Mike Caldwell (35:54):
Yeah, well, on that happy note, let's see if
you can share one actualmarketing strategy or tip that
our listeners can implementtoday to start seeing results.
Kathleen Kennedy (36:10):
Well, I think I kind of shared it at the
beginning.
Yeah, but I'll go over it again, is that?
Mike Caldwell (36:17):
yeah.
Kathleen Kennedy (36:17):
I cannot like get you to get the point across
enough is that that dedicatedtime on your calendar focus time
where you don't let anyone getinto that time frame and you
only just focus on the one thingthat drives the most impact to
your business, and for me it isclearly looking for speaking
(36:41):
opportunities in front of mytarget audience, and so I I just
it is, it's pivotal for me andit so, whatever that is for your
, your audience and for youspecifically, like, make sure
you're looking for thatopportunity and put yourself
there Like right, then you goout and market yourself.
Mike Caldwell (37:02):
Yeah, yeah.
Like so often we're told howlucky we are to have this
opportunity or that now weweren't lucky, like we put
ourselves in the road for thatopportunity to come along, like
oh yeah, and sometimes I'vesounded stupid, like I know I
did, and but it's where it.
Kathleen Kennedy (37:22):
I just sometimes people like question
about the passion or whatever.
But if you're passionate aboutit, it'll come through.
And that one thing that I'msuper good at, like that's what
I'm promoting and I'm I knowwhere, where my strengths lie
right, like I'm not promotingthings that I'm not good at.
Mike Caldwell (37:39):
Right.
So, yes, I've really enjoyedthis interview with you,
primarily because of yourpassion.
Like I've hosted other guestsin there, it's just sort of just
sort of blasé, right, but you,you're in it Like you are, like
you believe in this 110%.
Yeah, it's so much fun to talkto somebody who has that, that
passion.
Kathleen Kennedy (37:59):
I do.
Like why do you want to get upevery day and not love what
you're doing?
Like that's a miserableexistence to me and I guess my
you know.
Like when I told my dad when hewas, like you need to get any
job, like a bank job, and I'mlike I can't, I can't have my
soul sucked out from me.
Like I just can't hold that wayand I know some people can, but
(38:22):
but it's just a miserable lifeand life is meant to be lived.
Like.
Why aren't we taking advantageof it?
Mike Caldwell (38:28):
Very cool.
So what sort of people can youhelp and is there a way that
they can reach out to you?
Kathleen Kennedy (38:35):
Absolutely.
You can reach me at any of mysocial media handles, at my
email address, which is Kennedy,at okay, ccecom, or my website,
which is wwwokccecom, and I canhelp, like if you just want to
run marketing ideas, or likecommunication pieces, pr, that
(38:58):
kind of thing, even if you justwant to bounce ideas off, no
matter what, I'm happy to helpanybody that wants to be helped.
But if you are specificallylooking to move your audience
and you want to grow into aneducation leadership that's
where my passion is.
That's where I'm superpassionate about is promoting
leadership in those areas soyeah, Cool.
Mike Caldwell (39:22):
I also hope I could see like Kathleen Kennedy
at Action One News.
Kathleen Kennedy (39:24):
but no, no, no , no, no anymore.
Although, although when I wasat the Urban School District,
I'll tell you a funny story Afriend of mine was on the sports
, he was the sportscaster and onthe weekends and he said, oh my
gosh, you are on the news morethan I am and I'm paid to be on
(39:48):
the news.
I was like, yeah, this is notreally my like, I don't want to
be here, but there were so manycrisis that I was responding to.
So if you Google me in Oklahomaarea, you will find all of my
history on TV there.
Mike Caldwell (40:03):
You go Okay.
Oh, very cool.
I'll be sure to put all of yourlinks in the show notes and in
the YouTube broadcast channeland everything like that.
Kathleen Kennedy (40:11):
It was fantastic visiting with you.
Mike Caldwell (40:13):
Yeah, thanks, kathleen, for coming out.
Like I say, it's so much funwhen people have passion and
they're excited about everything.
So thanks for thanks for beingyou.
Kathleen Kennedy (40:22):
Thank you, I wouldn't want to be any other
version.
Mike Caldwell (40:25):
Awesome, all right, thanks, kathleen.
We'll definitely stay in touch.
Kathleen Kennedy (40:29):
Okay.
Mike Caldwell (40:31):
And that is a wrap for this episode of because
business is personal.
Thanks for joining us and don'tforget to take advantage of my
two special offers.
First, you can get a free copyof my bestselling book and
Pathic Marketing you just payfor the shipping.
Or you can have 50% discount onmy gap analysis session with
(40:51):
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Just head over towwwBecauseBusinessIsPersonalcom
or check the show notes fordetails.
If you've enjoyed today'sepisode, please don't forget to
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with others who might benefit.
Your support means the world tous, so stay tuned for our next
(41:15):
episode, where we'll continue todelve into the intersection of
empathy and marketing strategy.
Remember, because business isindeed personal, every
connection counts.
Until next time, see you then.
Hey, welcome to the Because Business is Personal
podcast, the podcast whereempathy meets marketing strategy
.
I'm your host, mike Caldwell,but I'm also known as the
marketing medic.
Now, the reason for that isbecause, before becoming a
marketing strategist, I actuallyworked as a paramedic for 12
years, and it was during thattime that I realized how
(00:20):
important it was to trulyunderstand the problems your
patient was facing before youstarted providing treatment.
And it's the same understanding, the same empathy, is just as
crucial when it comes tounderstanding our prospects and
making sales, and that's why, ineach episode, we'll dissect the
art of empathic marketing,exploring how top professionals
(00:44):
infuse empathy into theirstrategies to build stronger
relationships, boost their salesand make a lasting impact.
So buckle up and prepare toturn up the dial on your
marketing effectiveness.
As we gear up to dive deeperinto the realm of empathic
marketing, I'd like to share acouple of special offers with
you.
First, you can get a free copyof my international bestselling
(01:07):
book Empathic Marketing.
You only need to cover the costof shipping.
Reading this will provide youwith a much more in-depth
understanding of theempathy-based marketing approach
that we explore in this show.
Next, I'm offering a 50%discount on a transformative
30-minute gap analysis sessionwith me.
Reading this session willidentify the hurdles in your
(01:30):
marketing efforts and togetherwill develop an actionable
roadmap aimed at winning youmore clients and making you more
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Just visit my website,wwwbecausebusinessispersonalcom
to grab your book or use couponcode podcast to take advantage
of my gap analysis offer.
(01:51):
So why wait?
Let's start turbocharging yourmarketing strategy today.
Now let's get started with ourepisode.
Hey everyone, welcome to BecauseBusiness Is Personal.
Today we've got a special guestwith us.
We have Kathleen Kennedy.
Kathleen's passion is advancingpublic education for all
(02:11):
children by providing schooladministrators with public
relations and communicationcounsel.
Kennedy opened the Center forCommunication and Engagement to
assist schools without acommunication professional.
In eight years, she helpedOklahoma districts by providing
$1 billion in resources forteachers and students.
Although she started her careerhoping to be a famous
(02:34):
journalist, she found her truecalling working in PR for a
technology center.
She also led a team of 12 atthe communication chief of Urban
School District for seven years.
During her tenure in schoolcommunications, kennedy worked
on significant crisis teams,including disasters such as the
May 20, 2013 tornado in Moore,oklahoma, that killed seven
(02:58):
children during the school day.
Kennedy is also a communicationcoach for educators, hosts a
podcast on school communicationsand a master class on education
leadership, and she's a singlemom of an 11-year-old, so let's
welcome Kathleen Kennedy to theshow.
Kathleen Kennedy (03:17):
Thanks, I'm excited to be here.
Mike Caldwell (03:19):
Hey, Kathleen.
Kathleen Kennedy (03:20):
Hey.
Mike Caldwell (03:21):
Kathleen.
So, as we all know, thispodcast is called Because
Business is Personal and mybook's called Empathic Marketing
.
So I'm all about the personalside of things before we dive
into the business.
So what's somethingnon-business related about you
that our listeners may findinteresting or quirky?
Kathleen Kennedy (03:41):
Interesting and quirky Okay so.
Or Interesting and or quirkyright.
Mike Caldwell (03:47):
Okay.
Kathleen Kennedy (03:49):
Yeah, wow, so I'm a single mom by choice, but
I, in my spare time, which isfew and far between, I am a big
collector of turtles, liveturtles.
Oh no, gosh, no, I don't likesnakes.
(04:11):
We're talking about like no, Ijust collect turtles and I have
some like behind me, but there'sa story behind that.
It's like a really slow andsteady progress.
Once I was talking about it andthen, but it also dates back to
college days and part of thesorority thing, and so now I
(04:32):
have a.
It's like a conversation story.
That's very random, so Okay,okay.
Mike Caldwell (04:39):
Yeah, I worked with a real estate coach and his
spirit animals a rhino, arhinoceros everything he does is
rhinoceros related, but aturtle, that's interesting.
Kathleen Kennedy (04:51):
Yeah, we've heard outer shells were soft on
the inside and we make slow andsteady progress.
Mike Caldwell (04:57):
Perfect, I like that.
I like that.
That really ties into marketingtoo, I think, because so many
people think they're just goingto like rush out of the gates
and crush it with their firststep bat and 10.
That doesn't work that way.
You need the slow and steadyprogress yeah.
As long as you're movingforward, you're moving.
Kathleen Kennedy (05:16):
Yes, progress.
Mike Caldwell (05:18):
Yes, so are you.
Would you classify yourself asan entrepreneur or business
owner?
Kathleen Kennedy (05:25):
Oh yeah, well, yes, for sure Okay.
Mike Caldwell (05:28):
So what, what?
What is your business?
Because I know you work for theschool boards and stuff.
Kathleen Kennedy (05:32):
Now, right, yeah, so wow.
In 2001, I had my first schoolPR job and and marketing with
the technology center, and so Iworked there for seven years.
I worked for a large urbanschool district for seven years
and led their communication team, and then I was fired.
Mike Caldwell (05:54):
Okay.
Kathleen Kennedy (05:55):
Me and about five other people on the
leadership team were fired.
It's all political, motivatedand driven, and it is in that
kind of industry at the top whenthey're wanting change.
So our superintendent hadretired and I was like crap,
what am I going to do?
I had a one and a half year oldat that time and I was like
(06:17):
I've got to feed her and providefor her and myself and I
thought I would retire in thatjob because I loved it so much.
Mike Caldwell (06:26):
And so.
Kathleen Kennedy (06:27):
I was a little heartbroken and I pouted for a
day and then I was like, okay,it's time to go and I wanted to
keep serving schools the way Iwas in my job that I had just
got let go from.
So I was like there's 500 and Ithink 60 at the time school
districts in Oklahoma and so Iwas like there's a need.
(06:50):
There are about 20 of them, hadsomeone full time helping them
with marketing andcommunications and PR, and so
there was a giant need to helpserve school districts and
that's how I started, Likethat's what I launched into.
Mike Caldwell (07:05):
Okay, so you're like a consultant.
Do you work as a consultant forthese different school boards?
Kathleen Kennedy (07:09):
Okay, so I started my business with the
sole mission of doing what I didin a district, but for myself,
and then I could hold, and Icould help multiple school
districts, so I didn't have towork for one singular board that
was, let's say, politicallydriven.
Okay, okay.
Mike Caldwell (07:29):
I think my first question is I don't think of a
school as requiring marketing orPR, so can you explain why that
Wow?
Kathleen Kennedy (07:37):
That's so funny because so my first job,
when a friend of mine, I hadworked for a nonprofit after
being in television on my short,like three year journey, you
get your degree and you're likeI think I'm going to do this
forever and like what does it?
mean to be and I have theperfect name for television,
(07:57):
kathleen Kennedy.
And you know like I hated it.
And so I got into nonprofit andwhile I was there I was asked
to be on the front lines after atornado and they wanted me to
deliver the news in our area andkind of on our side.
And so a friend of mine is like, oh, you'd be really great in
PR and marketing for atechnology center.
And I was like, what is that?
(08:19):
Like you just put buttons onpeople and you like market with,
like you know, you know I'mtalking about like the metal
ones.
Mike Caldwell (08:26):
Yeah.
Kathleen Kennedy (08:27):
And so I was like okay, so that was not what
it was, and it was we aremarketing the programs and
services and I had loved itbecause as a student in high
school I was in.
Have you ever heard of DECA?
Mike Caldwell (08:39):
I'm in Canada, so oh, okay.
Kathleen Kennedy (08:41):
Okay, so DECA is a I thought it was an
international program but it's amarketing and education program
like teaches students in highschool marketing programs and
stuff.
So I got my love and my callingfor it as a junior in high
school and it was amazing, andso it's kind of like planted the
(09:01):
seeds.
And then I went back to thatwhen I was in my first school PR
and marketing job.
It was like, how do I marketand get students interested in
coming to a school that they canenroll in?
They didn't have to, theyweren't forced to go there, you
got to choose to go there, andso that's a whole different ball
game.
And so it was all aboutcreating ambassadors and they're
(09:25):
helping you market.
So you had student ambassadorsto help you market.
It's a really interestingconcept to bring into business
and, along the way, because youwant your references related,
tell your stories, right.
So it's kind of the same thing,yeah, okay.
Mike Caldwell (09:40):
Interesting.
Okay, I think I got it now andso I don't.
I was going to ask you whatmotivated you to become an
entrepreneur, but we've got that.
Have you had any regrets sincemaking that decision?
Kathleen Kennedy (09:52):
Well, for the first couple of years I did, you
know I would be like, okay, I'mdoing this.
And then, at the same time, I'mapplying for jobs, like you
know, like, oh, I need somethingpermanent, this is going to be
scary and hard and whatever.
And I'll tell you what.
Like I had one of those dadsgrowing up that was like you
know, you're on a schedule,you're doing what it takes to
(10:13):
get it done, and he didn't careif you liked it, you're just
going to do it right.
And it's like he was hardcore,hard nosed, but he was business
right.
I think all of my sisters havea business minor.
Mike Caldwell (10:26):
Okay.
Kathleen Kennedy (10:27):
So that we had like a background and to fall
onto and we needed it and likesuper smart advice from my dad.
But when I told him my businessidea, he became my biggest
champion, like he's like yes, itmakes so much sense, keep going
, keep going, keep going.
At first, when I first got laidoff, he was like go find any
(10:49):
job, like work in a bank, and Iwas like I could.
The life would be sucked out ofme if I had to work in bank
marketing and PR.
Like I could feel my souldraining, and so once I would do
this and was getting moreleverage, he's like keep going,
keep going, and so he was mydriver.
Mike Caldwell (11:09):
Okay, so one of the things I talk about in with
my marketing.
What I do is I look at youraudience's level of awareness
how where are they have theirproblem, how aware of their
solutions, right, and so itseems to me that you kind of
created your own sort ofposition, like niche I guess.
So when you would go to aschool to say I can help you,
(11:33):
they were probably at theunaware stage, like they're like
how can you help me?
We don't have a problem, butthey have problems.
Yes, but they weren't aware ofit, right, am I right?
Kathleen Kennedy (11:46):
Totally in the unaware stage, which is I'm so
glad you brought that up,because for me it is it's
twofold.
You know they definitely needthe services and I know that,
but it is creating an awarenessof the need, and so where I'm
best at at meeting, that isgoing out in person and
delivering like small um inperson presentations, so in
(12:11):
groups of superintendents or inadministrative leadership.
So I would reach out to peoplethat I knew and I'd go start
speaking and that's my bread andbutter.
That is how, like, because oneperson's like oh, that sounds
like a good idea, and thenthere's like 10 or 15 of them
and they're like whoa, we didn'tknow that that was an issue,
right, yeah, so it's generatingthat, that and and like it was
(12:37):
one that built on another andthey built on another, and so I
I love doing that.
Plus, I go and speak to, like,college classes, not not um,
your bachelor's programs, butmaster's and doctoral level,
where they are going back forfurthering education, and so
I'll go and speak to thoseclasses as well, because they're
(12:58):
in their learning specificallyabout becoming administrators
and so that's my opportunity togo.
Boom, you need this, andthey're mind blown a little bit
about, like, all the things thatthey're going to face as an
administrator and what they need.
Mike Caldwell (13:14):
Wow, very cool.
Yeah, and these superintendentsaren't going home at night and
like Googling, trying to findyou because they don't know they
need you until you tell them.
Kathleen Kennedy (13:27):
Yeah, right.
Or and then I, you know, workedwith so many people over the
years now, um, that it'sreference based a lot and of
course, you love reference basedclients, right.
Like last year I had three thatthey were all in the same
doctoral cohort and let's nowall five of them are my clients
(13:48):
that were in the same in thesame.
Yeah, Like I was like they'reall five, yeah, I'm doing work
with all five of them and um andso like that is the best place
to be and I love all five ofthem, like, but they're all
super different and they allhave.
And what I talked to my clientsabout is you have to know your
own audience and and have todeliver to your audience, like
(14:10):
what they need and what they arewanting, and so I get to go in
and learn about their audienceand then create a custom program
for them.
I'm not delivering, like youknow, like canned material for
every single person.
Mike Caldwell (14:24):
And that's so important.
Like so in my marketing world,online direct response marketing
we've got click funnels andRussell Brunson and his big
thing is, you know, funnelhacking.
You know, just find somethingthat's working and do the same
thing as them but, like you said, every odd, like you are,
you've got five clients that arethe same client but they're all
(14:44):
completely different.
You can't give them the samecanned solution and so that's
like funnel hacking doesn't work, cause every like.
If it was, then you know youwould just have a program that
you gave to all five people,plug and play, let it go Great
and then you like just generateit and you go on to the next and
you make money.
Kathleen Kennedy (15:01):
And that's not how it works.
You have to find that and it'slike kind of like that, like
what?
How do people hear about youand and what are they looking
for?
You got to tap into that andeverybody's different, like
every community is looking forsomething different.
Mike Caldwell (15:16):
Awesome.
So this brings me to the nextquestion, which is which is
perfect Can you share aninteresting story about a major
challenge you faced in yourbusiness and how you overcame it
?
Kathleen Kennedy (15:27):
Oh man, oh yeah, I mean, there's so many,
it's just but easy peasy, I'venever had any challenges.
Mike Caldwell (15:37):
What are you talking about?
Kathleen Kennedy (15:39):
If it's not a challenge, you're not doing it
right.
Let's just start with thatright.
Mike Caldwell (15:43):
Every day of sunshine and roses here.
I don't know.
Kathleen Kennedy (15:49):
Oh my gosh.
So really, the if you getcomfortable this is for me, this
is I may not be everybody right, but like if you get too
comfortable and you're likegoing along and you leave what
originally started you out inthat good path, and that's where
you've got to go back, to Likeyou've got to do what works for
(16:10):
you.
Have you ever read the book theOne Thing by Gary Keller?
Mike Caldwell (16:14):
No, I know of it, but I'm not.
Kathleen Kennedy (16:16):
Marketing book right, he's Keller Williams.
Mike Caldwell (16:19):
Yeah, yeah, no, I know it yeah for sure.
I just thought it was mostly areal estate base, so I haven't
read it.
Kathleen Kennedy (16:24):
Well, you know what?
That's what I was thinking,because I'm like, okay, what is
that going to?
But if you focus on the onething that drives the most
revenue in your business, that'severything else is going to
fall into place.
And that was his core messageand I was like, okay, so for me
it's speaking right, likegetting out there and speaking
(16:45):
and sharing my message, and I'mlike holy crap.
And then I have another mentorwho is Shanda Sumter.
She is amazing and started Iwent through a transformational
leadership program about a yearand a half ago.
So one of her things is yourpriority focus time, like
setting a schedule every singleday during the week and don't
(17:08):
let anyone for any reasoninterrupt it.
Don't like time block it out.
And I'm like combining thosetwo ideas in my time block and
that's all I spend.
Is that focus time in there?
And it is a game changer.
And so, because I went fromhaving some massive clients who
decided, oh, we no longer needyou anymore because we're gonna
(17:30):
do this on our own or they'vehired someone full time to do it
, and I'm like, whoa, wait aminute.
They jumped off ship and Iwasn't prepared because I wasn't
out there speaking all the timeand I wasn't constantly looking
for those opportunities.
And so now, not only that, Ilooked in that focus time and
I'm like where are the biggerfish?
Where can I go bigger and playin a bigger audience?
(17:52):
Like so now I'm going tonational audiences that cater
just to the superintendents, andso I have found that.
But that's my one thing right,like those are my still fall
into my one thing.
Mike Caldwell (18:04):
Okay.
Kathleen Kennedy (18:06):
So my challenge was I wasn't doing
what I need to be doing to keepthat business momentum moving.
Mike Caldwell (18:12):
Right, okay, I think the way I like to end this
podcast is with like what anaction item we can take away.
But before we get to that one,that final one, I think this is
a super powerful one, becausewe've all, especially business
owners, like, cause I've beenthere I don't know how many
times, like I've got a couple ofclients, they're paying the
(18:33):
bills, I got lots of times offand things are going great.
And then he retired.
I'm like whoa, whoa, no, youcan't retire.
Yeah, I got to replace you.
How am I going to replace you?
Right, cause, like you say, areyou wearing?
Kathleen Kenned (18:45):
Superintendents last year retire and one died.
So Well, I mean I knew it wascoming, but then that contract
and it was my biggest one endedand it had been my bread and
butter for five years.
Mike Caldwell (18:58):
Right.
Kathleen Kennedy (18:59):
So yeah.
Mike Caldwell (19:00):
Yeah, so I think that's the important takeaway as
a business owner is don't gettoo comfortable.
Yes, so to get those firstclients, you put a whole bunch
of work in to get them, and youdon't need to stop.
Yeah, but you don't have tokeep going at that level, right,
like if you're doing whateverlike six hours a day to promote
yourself, to get those bigclients.
You can just wrap it back tolike one or two hours a day, but
(19:22):
you have to do those one or twohours a day, yeah.
Kathleen Kennedy (19:26):
To me, this focus time and the focusing on
the one thing that driveseverything to my front door is
critical.
It's mission critical for meand it was so powerful cause I
went back and I actually lookedat what my outcomes were and my
input and the outcomes were likeholy moly.
(19:49):
I have like so, because I haveso many different facets of my
business.
So there's the coaching, themasterclass and the podcast, and
then my PR and communicationfirm, because I have employees
that contract with me and that Ihave a full-time PR coordinator
that works for me, and so Ihave other people that are like
(20:11):
relying on a salary now and it'slike okay you gotta go for it.
You gotta go all in and it'simportant yeah.
Mike Caldwell (20:19):
That changes things too, once you start
hiring employees and, like I,get a lot of it.
Kathleen Kennedy (20:24):
It was a scary jump.
Mike Caldwell (20:26):
Yeah, Like this is this sort of off topic a
little bit.
But when I applied to medicalschool and I'm pretty good at
tests, like I just I've alwaysbeen able to pass tests on my
own by skating by somehow.
But when I was applying toMcMaster the university in
Canada called McMasterUniversity they had a different
process in that they didn'treally have as many lectures,
(20:47):
they had like tutorial groups.
And so, let's say, you and Iwere in the same tutorial group
and this week we have to learnabout the heart.
So it's like okay, you learnabout the anatomy and physiology
, I will learn about thebiomechanics of it, you learn
about the diseases, and thenthere's like six of us.
We all learn a differentcomponent, and then we have to
go in and teach the other peopleabout it.
Kathleen Kennedy (21:10):
So great, what a great way to do that.
Mike Caldwell (21:12):
Oh my gosh, because the accountability I
would have for you is so muchhigher than the accountability I
have for myself, right?
Kathleen Kennedy (21:20):
Like I'm happy with the seat.
I just learned everything.
Mike Caldwell (21:23):
Yeah, like I'm happy just to pass, right, I can
skate by with just to pass andgrade.
But I know if you're gonnaspend, like you know, 40 hours
researching your stuff so thatyou could give me your best
information, then I got aresponding kind right.
So, luckily I didn't get intomed school.
Kathleen Kennedy (21:43):
Oh.
Mike Caldwell (21:44):
Because that would have stressed me out.
But yeah, there is a different,definitely a different dynamic
when you're accountable to otherpeople, which is a great segue
into my next question how do youincorporate empathy into your
marketing strategies and can youshare an example where this has
made a significant impact?
Kathleen Kennedy (22:02):
Okay, yes, so in the United States, the public
education system has been justdriven in divisive ways through
politics.
It's taking a cut right andthere's agendas, and so to me
and this is the true for anybusiness you really need to
(22:25):
humanize it, and a lot of times.
So one of the things that I dois I scan and do a lot of
research before I work withclients and I take a look at
their websites and I'm like oh,it's pictures of buildings.
Yeah, that's not telling mewhat's going on inside the
buildings that you're servingchildren.
Oh, you have students andteachers.
It's like, show me the kidsthat are having fun learning, or
(22:48):
show me the teachers andintroduce me to those people.
And so you've got to connectwith your audience, whoever it
is.
And so my way of sharing thosestories is by creating authentic
, vulnerable communicationpieces, whether I'm doing that
on a crisis situation or whetherI'm doing it in the marketing
(23:10):
right, like if I'm marketing aprogram and surface, I am
marketing them because I'mtalking about the lives that
it's changing.
Or if I'm telling aboutsomething that happened in a
crisis like one of my favoritestories that was super pivotal
in my time in the urban schooldistrict is.
We had a student who was caughtstealing milk out of school on
(23:30):
a Friday afternoon.
If you dive underneath, whatwas wrong behind that is that
child was stealing milk becausehe was going to be hungry over
the weekend and he didn't knowhow to feed himself.
And that's heartbreaking.
But when you tell those stories,it allows people to connect to
the needs right, because you'reproviding a service and you're
(23:54):
fulfilling needs.
But there's a if you've studiedthis at all Maslow's Hierarchy
of Needs.
If you don't fulfill people'sbasic needs at first, you can't
even begin to meet their upperneeds right On that triangle.
So you have to be able to feedthose children before you can
educate them.
And that, for me, was theconnecting piece and it was like
(24:16):
, ooh, we have stories to tellabout what's going on in our
buildings and in our marketingand that's how we're gonna
connect people and make it realand make it where people wanna
invest their time and theirresources and their money.
Because when I talk about howI've provided a billion dollars
in services to schools, that'sbecause I'm able to connect
people to the needs and that'sneed-driven marketing for me.
(24:40):
And like being authentic andempathy and talking about that
vulnerability piece.
Mike Caldwell (24:46):
Wow, you just gave a huge epiphany to me,
because I've been teachingempathy for I don't know how
long and I know all aboutMaslow's hierarchy but I haven't
incorporated it.
And that.
How, how could I have missedthat?
That's such a huge part whenwith empathy is right, is
getting the deepest Needs.
(25:08):
Wow.
I'm gonna have to go back andredo everything I've done.
But no, I'm gonna.
I'm not gonna redo everything,but I'm gonna start
incorporating it for sure.
Kathleen Kennedy (25:17):
A little tweak is just all you need, yeah.
Mike Caldwell (25:19):
Yeah, wow, that's super, super powerful, of
course.
Oh, here's a cool question Ilike to ask.
So do you have any Stories ofcampaigns that were upside down?
They can be upside down eitherway, so either a campaign that
you were sure would crush it butit flopped, or it's like I
don't know if it's gonna work.
It was kind of a Hail Mary, butit ended up like just
(25:41):
absolutely like.
Kathleen Kennedy (25:44):
It's a marketing one, and I was Like I
didn't know if it would workbecause it was like super out
there for a school district,right, like it it was.
It was just like, oh, should wedo this?
And I and I pitched it.
I watched the Super Bowl.
Yes, couple years ago I watchedthe Super Bowl and I watched
(26:08):
specifically for the ads, like Icould care less about like one
or two teams playing Right.
And so I called thesuperintendent that I was
working with the next day andI'm like did you watch Super
Bowl?
He's like, of course I watchedit.
He watches for football, yeah,and the team yeah, the team in
that district that I was workingwith.
I said did you two watch it aswell?
(26:29):
And the one lady is like oh,yeah, but I was hosting a party,
so I sort of saw it, sort ofdidn't.
And this other one was like Iwatched it for the commercials.
And I was like so do youremember the commercial with the
QR code that bounced all aroundthe the TV in different colors?
It was a neon colors.
Mike Caldwell (26:46):
Okay, I'm in Canada, so we don't.
Yeah, it sucks, we don't get uscommercials.
Kathleen Kennedy (26:51):
Okay, okay, okay.
Oh, that's right, you probablywouldn't see that, okay.
So it bounced.
This is like a geniuscommercial in my and it may have
been two or three years ago, Ican't remember now, but it
bounced around all over in inbright colors, neon colors, and
it changed colors when it wouldgo around the screen.
So I I looked at that and I waslike, oh my gosh, and my
(27:14):
daughter's like, mom, get yourphone.
And she's like, so she'sScanning the code because she
wants to know what it was.
We got to see it.
I don't even remember thecompany that's terrible, right,
but they're their.
Their site crashed because theyhad too many people that went
to it.
Right, is so cool.
So how can I take that andimplement that idea?
(27:34):
Because I was like what if wedid a marketing campaign?
Because this school districtwas trying to grow its audience
of the number of kids that wereenrolling and mark and moving
into the district, and I likethis is that Hail Mary pitch?
And I was like, are you willingto go there with me?
So we, I got a geo fencing andmapped around their district of
(27:55):
where the kids were and mymailing company was able to
identify age three to I think itwas eighth grade to kids in
that age group, right.
And so we sent a postcard withthe QR code that went to we
created a website, justspecifically a landing page
(28:15):
about marketing and enrolling tothat, to that district, and it
was linked to that QR code andwe were like we know you want to
look and that was all we put.
On the flip side, of course, wehad to have the mailing address
and the postage or whatever,and that's all we put was like
we know you want to look, weknow you're curious, or whatever
it was.
And so they got someenrollments off of it, because
(28:37):
that's what their focus was andthey're only.
They were a tiny schooldistrict, so they weren't like
hoping to get more than like 10or 15.
And I I know we drove I wish Ihad the metrics pulled up in
front of me, but we drove theengagement up of that piece and
then they also had some someactual enrollments from that as
well.
I'd have to go look it up andlet you know.
Mike Caldwell (28:58):
Oh, wow, that's yeah.
Curiosity based campaigns arefun.
Kathleen Kennedy (29:05):
But it was so like Different in school and the
world of schools, right Likethey were like oh yeah, let's
totally do it.
So everybody was excited, itwas total Hail Mary, because
nobody had ever done it.
And, yeah, fun, it was fun.
I.
Mike Caldwell (29:22):
Think the number one marketing campaign that I
remember Before becoming amarketer and like paying
attention to that sort of stuff.
Kathleen Kennedy (29:30):
Yeah.
Mike Caldwell (29:30):
I was.
I think I was in Maybeuniversity or I was just working
as an ambulance tenant.
For my first years I was inHamilton, ontario, canada.
It's a steel town.
Anyway.
Somebody bought like all thebillboards and put the face of a
red bulldog on the billboard.
And it's just a bulldog space.
It was red and that's it.
And we're driving around andeverywhere we're going we're
(29:53):
seeing this red bulldog.
You're like what the heck isthis red bulldog?
There's nothing with it.
It's super cool.
Yes, it's just a red bulldog.
And then months later, likebulldog beer, red dog beer hits
the market and boom likeeverybody needed to try this
beer because we've just beenseeing this red bulldog fade.
(30:16):
And this is before.
Like MicroBrewers are famousand are popular.
Kathleen Kennedy (30:20):
Yeah, yeah.
Mike Caldwell (30:21):
But it was just such a strong campaign because
of the curiosity, like foreverybody's talking about it
Like what's that red dog?
Do you know what that is?
I don't know.
We all have our different ideas.
I love those kind of campaigns.
Kathleen Kennedy (30:31):
Yeah, it builds the curiosity.
Mike Caldwell (30:34):
And.
Kathleen Kennedy (30:34):
I've seen a couple others do that too.
That have been fun.
And you like, they mailed outmugs, like coffee mugs, to
everybody in the community andit was kind of driven like that.
It had something on it and thenthey sent the other half of
which being another mug later on, and this was like in a one
(30:54):
community and I don't rememberwhat it was for, but I just
thought that's clever.
I love paying attention to thatkind of stuff.
It drives me because schoolsare unexpected places where you
don't think you need to marketbut you do when you, when we're
in this competition era and weare.
That's what we're facing a lotof times now.
It's like marketing.
(31:15):
You have to be out theretelling your story, being
empathetic, using that empathyand connecting with your
audience, but being fun andclever about it too.
Mike Caldwell (31:25):
Yeah, and that's part of the empathy is like
cause, we know that people wantto be entertained more than
anything.
I don't know where that fallsin Maslow's hierarchy I gotta
look again.
But yeah, but yeah, we want tobe entertained.
So if you don't understand that, then you're gonna miss the
mark.
So what were some life changingand defining moments in your
(31:45):
career?
Kathleen Kennedy (31:46):
Wow, that's a good one.
The single most defining momentwas being on the communication
team, volunteer communicationteam, and we supported the May
tornado that killed sevenstudents in more Oklahoma.
Mike Caldwell (32:04):
Okay.
Kathleen Kennedy (32:04):
During the school day, I helped tell the
stories of those students, ofeach of the seven, and the
teachers who laid across theirbodies while the tornado was
going over.
It really was pivotal for me.
They didn't have communicationin any capacity.
(32:27):
Their admin building thathoused their technology was hit
this is before cloud right andso they had zero way to connect
to their community.
So we built everything from theground up and that is the
ultimate version of.
Like empathy marketing is beingaround fragile stories and
(32:50):
stories of triumph andresilience and building them
back up.
But that is the place where Ihad worked on so many crises,
but that was the single mostimportant moment in my life and
it literally shaped exactlywhere I was headed and where I
(33:12):
was going.
Like I knew that that was whatI'm gonna do for what I was
called to do and what I'm goodat.
Mike Caldwell (33:18):
Yeah, things like that definitely changed you.
I had a similar death toll inLeadville, colorado.
I was a work as a paramedic andwe got a call early in the
morning to some unconsciousteenagers at a residence and
what had happened is there wasseven high school kids went to
the bowling alley we're shootingguns just because they're kids
doing stupid stuff the policecame, police chased them, they
(33:41):
got away and they went into thegarage of their dad's house and
it was winter and they juststayed in their cars hiding,
drinking beers with the engines,writing, listening to music,
and so all seven of them died ofcarbon monoxide poisoning and
so there was nothing I could dofor them.
But this was a Hispanic familyand you know how big and tight
(34:03):
Hispanic families are in thatsort of in that area and yeah,
and so like I couldn't help thevictims, the teenagers, but
there was so much I could do andI needed to do for the family.
Like we had like two or threeheart attacks come in that day.
We had like just so many otheremotions, like stress-based
emergencies that came into theER and then you had to deal with
(34:26):
those patients, but then youalso had to deal with, like the
people who brought them in.
It was just so much emotion and, yeah, that definitely changed
you and it teaches you to lookat things in a much bigger
picture, I think.
Kathleen Kennedy (34:39):
Right, for sure it was.
It's stamped on my heart andI'd say that now, when we have
tornadoes in Oklahoma, it's a,it's a little stressful.
Mike Caldwell (34:52):
Yeah, yeah, I guess.
Yeah, a little bit of PTSDthere, for sure.
Kathleen Kennedy (34:56):
Sure sure, yeah, yeah.
Well, you know that was.
Another thing we learned aboutin crisis communications is that
we take in schools we providecounseling for teachers,
students, families that need it,the resources we provide it for
the administrators, but usuallythe people leading those crises
(35:19):
and helping communicate in themare the last to think about
needing any resources, and it'sso.
Now it's a game changer.
You make sure that that's inyour plan, so yeah.
Mike Caldwell (35:30):
And you hit that nail on the head as well,
because, yeah, that was such animpact on our community and I
was the guy who spearheadedgetting all the critical
incident stress, debriefing, andeverybody got it and I didn't
go.
Kathleen Kennedy (35:43):
Right Not.
Mike Caldwell (35:47):
Everybody but me.
Kathleen Kennedy (35:49):
Right, yeah, I didn't have time, I was helping
.
I know I get it, I totally getit.
Mike Caldwell (35:54):
Yeah, well, on that happy note, let's see if
you can share one actualmarketing strategy or tip that
our listeners can implementtoday to start seeing results.
Kathleen Kennedy (36:10):
Well, I think I kind of shared it at the
beginning.
Yeah, but I'll go over it again, is that?
Mike Caldwell (36:17):
yeah.
Kathleen Kennedy (36:17):
I cannot like get you to get the point across
enough is that that dedicatedtime on your calendar focus time
where you don't let anyone getinto that time frame and you
only just focus on the one thingthat drives the most impact to
your business, and for me it isclearly looking for speaking
(36:41):
opportunities in front of mytarget audience, and so I I just
it is, it's pivotal for me andit so, whatever that is for your
, your audience and for youspecifically, like, make sure
you're looking for thatopportunity and put yourself
there Like right, then you goout and market yourself.
Mike Caldwell (37:02):
Yeah, yeah.
Like so often we're told howlucky we are to have this
opportunity or that now weweren't lucky, like we put
ourselves in the road for thatopportunity to come along, like
oh yeah, and sometimes I'vesounded stupid, like I know I
did, and but it's where it.
Kathleen Kennedy (37:22):
I just sometimes people like question
about the passion or whatever.
But if you're passionate aboutit, it'll come through.
And that one thing that I'msuper good at, like that's what
I'm promoting and I'm I knowwhere, where my strengths lie
right, like I'm not promotingthings that I'm not good at.
Mike Caldwell (37:39):
Right.
So, yes, I've really enjoyedthis interview with you,
primarily because of yourpassion.
Like I've hosted other guestsin there, it's just sort of just
sort of blasé, right, but you,you're in it Like you are, like
you believe in this 110%.
Yeah, it's so much fun to talkto somebody who has that, that
passion.
Kathleen Kennedy (37:59):
I do.
Like why do you want to get upevery day and not love what
you're doing?
Like that's a miserableexistence to me and I guess my
you know.
Like when I told my dad when hewas, like you need to get any
job, like a bank job, and I'mlike I can't, I can't have my
soul sucked out from me.
Like I just can't hold that wayand I know some people can, but
(38:22):
but it's just a miserable lifeand life is meant to be lived.
Like.
Why aren't we taking advantageof it?
Mike Caldwell (38:28):
Very cool.
So what sort of people can youhelp and is there a way that
they can reach out to you?
Kathleen Kennedy (38:35):
Absolutely.
You can reach me at any of mysocial media handles, at my
email address, which is Kennedy,at okay, ccecom, or my website,
which is wwwokccecom, and I canhelp, like if you just want to
run marketing ideas, or likecommunication pieces, pr, that
(38:58):
kind of thing, even if you justwant to bounce ideas off, no
matter what, I'm happy to helpanybody that wants to be helped.
But if you are specificallylooking to move your audience
and you want to grow into aneducation leadership that's
where my passion is.
That's where I'm superpassionate about is promoting
leadership in those areas soyeah, Cool.
Mike Caldwell (39:22):
I also hope I could see like Kathleen Kennedy
at Action One News.
Kathleen Kennedy (39:24):
but no, no, no , no, no anymore.
Although, although when I wasat the Urban School District,
I'll tell you a funny story Afriend of mine was on the sports
, he was the sportscaster and onthe weekends and he said, oh my
gosh, you are on the news morethan I am and I'm paid to be on
(39:48):
the news.
I was like, yeah, this is notreally my like, I don't want to
be here, but there were so manycrisis that I was responding to.
So if you Google me in Oklahomaarea, you will find all of my
history on TV there.
Mike Caldwell (40:03):
You go Okay.
Oh, very cool.
I'll be sure to put all of yourlinks in the show notes and in
the YouTube broadcast channeland everything like that.
Kathleen Kennedy (40:11):
It was fantastic visiting with you.
Mike Caldwell (40:13):
Yeah, thanks, kathleen, for coming out.
Like I say, it's so much funwhen people have passion and
they're excited about everything.
So thanks for thanks for beingyou.
Kathleen Kennedy (40:22):
Thank you, I wouldn't want to be any other
version.
Mike Caldwell (40:25):
Awesome, all right, thanks, kathleen.
We'll definitely stay in touch.
Kathleen Kennedy (40:29):
Okay.
Mike Caldwell (40:31):
And that is a wrap for this episode of because
business is personal.
Thanks for joining us and don'tforget to take advantage of my
two special offers.
First, you can get a free copyof my bestselling book and
Pathic Marketing you just payfor the shipping.
Or you can have 50% discount onmy gap analysis session with
(40:51):
the coupon code podcast.
Just head over towwwBecauseBusinessIsPersonalcom
or check the show notes fordetails.
If you've enjoyed today'sepisode, please don't forget to
follow, subscribe, leave areview and share the podcast
with others who might benefit.
Your support means the world tous, so stay tuned for our next
(41:15):
episode, where we'll continue todelve into the intersection of
empathy and marketing strategy.
Remember, because business isindeed personal, every
connection counts.
Until next time, see you then.
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