Joanna Allen, the CEO and founder of Allen Marketing Communications, operates a boutique agency catering to the public relations and marketing needs of travel and lifestyle businesses. Specializing in destination marketing, travel, hospitality, food and beverage, non-profits, spas, and wellness, the company offers customized programs that enhance the value of its clients’ businesses. The company’s services encompass various aspects of travel and lifestyle public relations, including brand building, media relations, social media management, cause-related marketing, consumer promotions, and special events such as press conferences, consumer events, cocktail receptions, media tours, social media outreach, and speech writing.
Below are highlights of the interview conducted between World’s Leaders and Joanna Allen:
Describe who you are as a person, inside and outside of the workplace.
It is important to live life to the fullest and live in the moment. Tomorrow is not guaranteed to anyone. I love to swim and to dance to stay in shape, and I truly believe that when you are physically fit, you are mentally aware. I am also an avid traveler, and I am looking forward to checking things off my bucket list now that things are getting back to normal.
Describe your background and what did you do before you started/joined the company?
I have a speciality in consumer marketing, public relations, travel, food and beverage, wine and spirits, nonprofits, and lifestyle brands. My expertise includes brand development, media relations, new product introduction, cause-related marketing, special events, consumer promotions, crisis communications, and trade shows.
During my career, I have worked at small to large global public relations agencies, including Shandwick (before the company merged with Weber), Hill & Knowlton, VisitBritain, the national tourist office for London, England, Scotland, and Wales, and Girl Scouts of the USA.
The brands I represented have included Alpenwild Tours, Casas XVI, Covenant House New York, The Lodge and Spa at Pico Bonito, Fragrance Designer Monique Plair, Maker’s Mark Bourbon, Paralympian Wheelchair Curler Steve Emt, Puerto Rico Tourism Company, San Pellegrino, Splenda, Sublime Samana Hotel, Quebec Tourism, Utah Travel Council, VisitBritain, Well-Being and Equity (WE) in the World, and Wyborowa Vodka.
Tell us about the inception of the company. How did it all start?
I was working full-time as a government employee for VisitBritain, the national tourist office for London, England, Scotland, and Wales. I incorporated my business in February 2009 so I could take on projects such as those for hotel clients looking for US representation.
Initially, I was looking for clients casually because I was a full-time government employee. It was a comfortable government position.
I got the push to really begin my entrepreneurial journey when I was laid off from VisitBritain. The British government won the coveted London 2012 Summer Olympics, but the government didn’t allocate additional resources to fund and produce this global sporting event. As a result, the tourism bureau had to lay off staff and close offices around the world to produce the summer Olympics.
What has made you successful? What do you value?
I learned at an early age that it is best to have an area of expertise in a particular industry but to also be a generalist so you can adapt whenever there is an economic downturn. It is important to always keep learning in this industry and to stay current. PR professionals who can adapt to any economic situation will survive in this industry.
I only represent brands that have similar values to myself: corporate social responsibility, diversity in the workplace, and work-life balance.
Which are the major services of the company and how do they help the company to get ahead in the competition? What value-added services does the company provide?
My services include brand development, media relations, new product introduction, cause-related marketing, special events, social media and influencer marketing, and trade show support. I have strategic alliances with other small marketing companies to provide services such as SEO, SEM, and website development.
I have a close-knit team that delivers the best results for clients within their allocated budget. My team works remotely, and I don’t have the overhead for an office space, so I can keep my costs affordable for small to mid-size companies.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
I have a multicultural team to provide clients with diversity of thought and diversity of experience in consumer marketing campaigns. I have a remote work environment and this structure works best for parents doing double duty as caregivers for their children or for aging parents.
What is the significance of innovative ideas in the company?
Creative ideas help clients stand out from their competitors. I have a collaborative approach, and all ideas are welcome, especially in the creative process for developing client programs. We all have different work and life experiences, which are invaluable for developing client programs.
Everyone’s voice is heard and valued on my team. A great idea can come from anyone on my team, from an intern to a senior-level professional.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
It depends on the company. Most companies rely on a team process since great minds can help provide a real solution for clients. Having said this, companies do recognize the individual who has gone above and beyond the call of duty in terms of service to clients.
What are your responsibilities as a CEO/Founder of the company? What is the happiest part of your daily routine?
As the company’s chief executive, I am responsible for the overall quality control in terms of the client programs, new business, and managing clients expectations. I am very involved with the staff development for my junior-level team.
What advice would you give someone going into a leadership position for the first time?
- Treat people with respect.
- Happy employees are productive employees.
- Create a work environment that empowers your employees to step up and make invaluable contributions for clients.
