A Perspective from Nadia Santoli, Communications Manager of Ash City, on Public Relations

Why is public relations so important?

Public relations is an affordable option for those companies who may not be able to invest a lot in advertising. When a company is being proactive with the media by feeding content on a regular basis, this demonstrates the emphasis they have on a strong communications plan.

 

 

What are the challenges of working in the public relations sector?

One of the challenges is that you may be competing with other companies as well and may not always get the front cover feature article. Aside from that, I think it’s quite important to maintain a strong relationship with reporters so that they are reminded of your brand by even a simple conversation or phone call.

 

What skills have you acquired that have helped you communicate Ash City’s messages successfully?

Having strong written communication skills is very important. You have to be able to communicate well and positively with the reporter that you’re in contact with. Being engaging is also key and knowing how to tell the story of your brand or products well.

In short, how can a company accomplish PR effectively?

Having a proactive media plan will definitely help with the process. Companies should value the plan and constantly review and update it along the way. This enables constant visibility in the marketplace and emphasizes the need to be proactive. If you are doing this well, the media will more than likely come back for more information when needed. It’s definitely a two-way relationship with the company and the reporter.

 

What’s the latest PR piece that you have worked on for Ash City?

A recent article that I worked on for Ash City is for cool weather gear, specifically about the four levels of layering. I have submitted this piece to Printwear Magazine and since they greatly admired one of the images of the VENTILATE, they decided to use it for the cover! (This will be available in December 2013).

The North End Sport_® Seam-Sealed Insulated Jacket, VENTILATE (88680/78680)  image,

to be featured in Printwear Magazine this December

What’s your favorite part about being a communications manager?

The best part of being a communications manager would have to be seeing the company’s brand name in the magazine and knowing that you worked hard to get those images or product descriptions in print. It’s quite a fulfilling part of my job, and I always strive to obtain as much positive coverage as possible!

 

What’s the number one myth about PR that you strongly disagree with?

I think the number one myth that people say about PR is that it’s all about controlling the message. However, if you really want to be considered, it’s all about giving the media outlets relevant content. If they’re engaged by what you send to them, they are more inclined to utilize your materials in their publications.

 

 

Employee Spotlight: Elson Yeung, Product Line Manager of Ash City

Elson Yeung, Ash City’s product line manager always has a full schedule. He is always working on fresh new ideas, having his hands on the fabric, meetings and working closely with the director of design and merchandising. There is so much he would like to share about the apparel industry, but one important thing he’d like to highlight is that product line management is never a one department job or one person job. It’s a real team effort to be sure that the company’s goal to achieve quality is met and that we all strive to exceed our customers’ expectations.

What are your responsibilities as a product line manager of Ash City?

My job as a product line manager is to analyze, plan and develop the collection for every new season. Merchandising and building stories is also something that I do.

What are some important skills one must have to be a product line manager?

Analytical skills are very important. Having a background in apparel design, garment knowledge and fabric knowledge is important as well.

What is your favourite part of being a product line manager?

My most favourite part of being a product line manager would have to be having the ability to create something from scratch to the big concept. I also enjoy seeing the representatives’ and customers’ reaction when they see our designs.

What is the most complicated part of working in your position?

I would have to say the most complicated part of being a product line manager is dealing with unexpected issues and finding the solutions to fix the problem.

Who do you work closely with at Ash City?

I work closely with Mabel Kwok, who is the Director of Design & Merchandising at Ash City. We work very close to each other when it comes to designing and merchandising.

How do you receive feedback and how do you use that to develop new and exciting products for Ash City?

I get the feedback from our customers and sales representatives. We get the feedback from e-mails, phone calls, and even surveys. We have an interactive-based of communicating to our customers.

What’s the one word that would describe your day as a product line manager?

I have three. Full. Exciting. Creative.

When you’re not working, what are some things you enjoy doing?

I enjoy shopping, watching old movies, collecting wine and just relaxing!

Employee Spotlight with Alia Shah, Merchandiser of Ash City

We’ve decided to sit down and have a one on one interview with Alia Shah, the merchandiser of Ash City. Alia describes her job as a fast-paced and exciting, always keeping her on her toes. Alia is always juggling multiple projects all at the same time, prepping new plans for the new season and having an open eye for trends.

Here are some questions that we’ve asked her about her job profession as a Merchandiser.

How would you describe a typical day for you at the Ash City office as a Merchandiser?

I don’t think there is a typical day as a Merchandiser – every day is different. I am constantly juggling various projects; it’s very fast paced and it’s always keeping me on my toes.

What’s the best part about being a Merchandiser?

The best part about being a Merchandiser is that I always get to learn something new. Research is a part of my job that keeps me on top of things including current and upcoming trends, industry knowledge and expertise on our competitors. I get to constantly evolve myself in this role and get a nice refresher season after season.

What are you working on at the moment?

At the moment, I am working on various projects in preparation for our Spring 2014 launch including the catalogue and other marketing materials. I am going to have to switch gears shortly to start thinking and planning for our Main 2015 collection!

What type of skills would a person need to be a Merchandiser?

A merchandiser needs to be passionate about their job and be able to motivate themselves, in addition to being creative and being able to visualize the final product. Prioritizing work load and staying organized is crucial to staying on task. I would also say that being able to get along with people is important because of the cross departmental projects you work on. 

What’s the first thing you do when you enter the office?

The first thing I do when I enter the office is check my emails, open my merchandising timeline to prioritize my projects and get a feel for what I have to do throughout the day as well as plan for what’s to come.

What would a busy day be like for you as a Merchandiser?

A busy day for me would consist of meetings that the merchandising department needs to prepare for including any presentation material and samples, staying on track to meet my deadlines –there are always completion priorities, I have to ensure I am working on the things that need to get done right away, and assisting my team when I am called on to do so with various projects.

How would you describe your perfect day off of work?

My perfect day off work would include sleeping in, catching up on my favourite shows and some retail therapy.

EMPLOYEE SPOTLIGHT ON MARK RENSHAW

We've interviewed our Marketing Logistics/Special Projects Coordinator, Mark Renshaw and here's what he had to say about work, himself and his dreams!

Describe a “typical day in the life” of Mark Renshaw at Ash City.

I don’t really have a typical day at Ash City! This is one of the main reasons why I enjoy my job so much. One day, I may have to go to Niagara Falls to deliver and set up a trade show. On another day, I may be called upon to deliver mannequins somewhere in Oakville, or sometimes I am simply working in the warehouse setting up a booth that will be merchandised. A lot of days, I am at my desk doing purchase requests, answering emails, or arranging shipping. And once in a while, I may also be called upon to help with an impromptu wine-tasting or step in as a fit model for the design team! I am fortunate to have a lot of different tasks that I am called upon to do at any given time.

What interests you most about the promotional and corporate apparel industry?

I truly find the people to be the most interesting part of the promotional and corporate apparel industry.

Is there anyone inside or outside of the industry who you would consider a mentor?

I would consider everyone I meet to be a mentor in some way. I find you can learn from almost everyone you meet if you are around them long enough, and usually, much comes from the ones you least expect.

What motivates you in business & in life?

Being challenged is a big motivator in both business and life!

What are your favourite things to do when you’re not working?

When not working, I like to be boating or working on the boat.

Tell us something about yourself that most people are unaware of?

When I was a very young boy, I took ballet lessons and accordion lessons….most people definitely do not know that. If they were to make a movie about your life, who would play you and why?

Hmm… I really don’t have an answer for that, but I would like it to be someone good looking and witty!

What would be your dream vacation?

My dream vacation would be to boat from Toronto to Florida and through the Keys….

If you had to choose another career, what would it be?

If I had to pick, I think I would be a helicopter pilot, as that was my dream as a child.

Work Smarter, Not Harder

See what Lisa LeBlanc, business development manager at Ash City has to say on strengthening the bond between you and your current supplier. Lisa provides tips and questions to ask yourself to develop relationships with customers through improved services, unique tools and innovative resources.

To read further on the article, click on this link:

http://magazine.promomarketing.com/blog/lisa-leblanc-work-smarter-not-harder#

Bundle Up for the Gift Season with Apparel and Other Promotional Items

Christmas is just 15 weeks away and what better way is there to increase your sales revenue by bundling promotional product bundles.  The list is endless! Promotional products are great to create buzz about your business company for the upcoming holidays. Take your company further by having your employees dressed up in the company’s uniform with the holiday season’s colours or simply a holiday greeting on the uniform. Customers will have a good impression on your business company for having a great holiday spirit. Show your appreciation to your employees by giving them mugs, vests or jackets with your company’s logo on it. Your employees will always be reminded that they’re valued to the team every time they use their gift in the workplace!

When it comes to putting the holiday bundles together, try to do the following:

Match Up the Colours

Colour coordination makes the gift look more presentable. For corporate gifts even a holiday theme may be useful. Try to mix it up by adding gold or silver to make the holidays special.

Variety of Products

Mix up the gift basket. Items such as mugs, pens, notebooks and key chains along with your apparel choices make a great mix.

Make Their Brand Stand Out

Find out what your customers’ logos and corporate colours are and offer complementing products and decoration techniques. 

Insights From the Best: Becoming a Successful Customer Service Representative

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Shannon Hutchinson-Maher has been working at Ash City for just over 10 months and has developed into one of the most valued customer service representatives. She always exceeds expectations when it comes to accommodating customers and making sure their needs and wants are met. Through her diligent work she always ensures that customers are left on a positive note and the issue at hand has been resolved.