Kelli Maxwell, CEO & Founder of Ember Marketing Group, LLC, personifies the idea of small company principles with big corporate reach. In addition to having the motivation to achieve her own goals, whether they include podcasts, coffee, or princesses, she also works to advance the interests of others. She was in her mid-20s and employed as a financial firm’s marketing director, where she gained valuable knowledge of both the reach of effective marketing and financial practice. But Kelli wanted something a little more original, so she and a buddy began a party business at that time. Ever After Events specializes in sending out actors who have received professional training to play various personalities for events. They threw parties all over their neighborhood in Billings, Montana, and Kelli was in charge of the payroll, administrative tasks, and marketing. Kelli once filled in as a princess in a hurry and had fun; she subsequently assumed the job of actor going forward. The business prospered, and there was soon a large demand for party services.
Below are highlights of the interview conducted between World’s Leaders and Kelli Maxwell:
Describe who you are as a person, inside and outside of the workplace.
I’ve always been internally motivated. Growing up in a Montana ranch family, my earliest memories are of getting up with the sun and completing chores with my grandfather. He is still my greatest source of inspiration for work ethic; he is now 94 years old and still lives on the ranch.As the first born, I had that entrepreneurial spirit, headstrong, defiant and knowing that I needed to be my own boss from a young age. As a result, my family was harsh on me, which I believe helped shape me into the person I am today.Today, I honor that work ethic by getting things done whenever the sun comes up.I celebrate doing hard things in the office and at home. That’s the culture in our family and the office. We don’t believe in excuses and we pride ourselves on doing what we say we will do, always. I believe in collaboration over competition, I believe that everyone has space to win and collaborate together, and I carry that through my personal life into our company culture.
Describe your background and what did you do before you started/joined the company?
I spent 10 years as the marketing director of a financial firm. I got to work with the local newspaper, radio stations, and television and learned a lot about traditional marketing. This was during the rise of social media, and while I tried to implement social media marketing for the firm, I was met with push back. So, I was unfulfilled in my job and I still had a dream of being an entrepreneur, so I started a business while working full time. It was a princess party company called Ever After Events; we dressed up as popular princess characters and performed at birthday parties, parades, and local events. It was while running this company that I really came into my own and started to grow my natural talents for marketing, content creation, and more specifically, social media marketing.
Tell us about the inception of the company. How did it all start?
While I was growing the princess company, I began to get approached by local businesses about helping them with their social media, because I was doing such a good job with mine. I started picking up freelance clientele and, between that and Ever After Events, I was able to match my current income working full time. I decided to take the leap, quit my job, and start my own agency. I sold the princess company in the same month that I quit and focused all my efforts on Ember Marketing Group.
What has made you successful? What do you value?
I value hard work, honoring my word, and always doing what I say I’m going to do. I do things differently than any other marketing agency, putting people before profits. There seems to be a trend in our industry that agencies are happy to just take people’s money and set up automations that don’t work. It’s like the entire marketing industry forgot that people do business with PEOPLE. We focus on the people, celebrating who they are, their industry, and creating authentic content just for them. We don’t believe in “cookie cutter” posts. We spend time with our clients, capturing them on video, in photos, and customizing their marketing to them and their business.
What value-added services does the company provide?
Video production for social media is our number one service, but we also specialize in content creation, copywriting, and social media management. We treat our clients like family and have the track record to prove it. Most of our clients who started with me four years ago are still with the agency today. We spend time getting to know them, and we film on location at job sites and offices to capture their unique brand. If they need something handled, we handle it and don’t send additional bills for going above and beyond. We are the leading content creation agency because of our value-add.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
Our company culture is built on extreme accountability and the belief in collaboration over competition. We believe there is room for everyone to win, in all industries, and there are endless opportunities to work together and collaborate. We celebrate doing hard things, encourage each other, and have an open communication policy in the office. We love our reputation for helping anyone, regardless of their budget, even if they just call for a connection. Our reputation precedes us for being the best content creation agency and collaborators that are always happy to help or connect.
What is the significance of innovative ideas in the company?
We love innovation. We’re known for being bold and unique and encourage clients to do the same. When everyone else is doing something one way, we ask why. What can we change to make it better, more diverse, more bold? We are always open to new ideas, especially big bold ones, and love working with clients who fit that culture. When everyone else in your life tells you something isn’t possible, or it won’t work, we’re the ones cheering you on, telling you it can and here is how we can help.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
I believe that the more innovative companies rely on team processes. No one can do anything alone, or do all the work themselves, and taking credit for work you didn’t do never ends well. The companies that succeed are the ones that greatly value teamwork and collaboration.
What are your responsibilities as the founder and CEO of the company? What is the happiest part of your daily routine?
As the founder and lead content creator, my responsibilities are vast. I oversee office operations along with my general manager as well as spend my time meeting with people and filming on location with clients. The best part of my day is people. I love brainstorming, creating content, and spending time with people.
What advice would you give someone going into a leadership position for the first time?
I would tell them to go in with a collaborative attitude. Collaboration over competition always wins, and teams need a leader, not a boss. Everyone’s ideas and opinions are valid, and there should be open communication to receive new ideas or perspectives. Leaders are the ones in the trenches with the team, leading by example; bosses are the ones shouting orders from above. Be a leader, not a boss.
