Business With Passion: Bruce Burtch

Videos

Trailer:

Bruce Burtch is a nationally-recognized cause marketing catalyst. He helps for-profit and nonprofit organizations develop win-win partnerships which maximize their strategic marketing and fund development. Clients have included the American Red Cross, San Francisco Examiner, U.S. Olympic Committee, Marriott Corporation, AT&T, Special Olympics, and the March of Dimes. He designed and directed the most successful cause marketing program on emergency preparedness in the country through a partnership between the Pacific Gas and Electric Company and the American Red Cross, resulting in 1,000,000 people being trained in emergency preparedness. A driven entrepreneur, Bruce has founded three companies, two nonprofit organizations, has published four books, is an award-wining photographer, and has published two songs. While still an undergraduate, Bruce conceived and co-founded the nation’s only degree-granting college based on the Oxford-Cambridge tutorial system – the nationally-acclaimed Honors Tutorial College at Ohio University. He is a driven community leader who has served on numerous nonprofit Boards, served as President of the San Francisco Special Olympics, has received several Certificates of Honor from Bay Area mayors’ offices, and personal letters of commendation from President Bill Clinton and Senator Dianne Feinstein. In 1993, Bruce was awarded the Distinguished Leadership Award, presented by the National Association of Community Leadership for spearheading the building of the Tenderloin After-School Program in San Francisco’s most crime ridden neighborhood.

Phone: (415) 454-0839
Email: bruce@bruceburtch.com
Website: www.BruceBurtch.com

Author of:

  • Uphill, Both Ways Truth and Lies My Father Told Me
  • Italy: A First Impression
  • Everglades
  • Four Foto Friends at 60…more or less

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A New Name For A Florist?

Names + Taglines

I have had this name for 10+yrs (flowers by jennifer). We are now doing 90% floral arrangements for special events and party rentals. By listening to my name it just says one thing. However I want something unique and catchy.

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Jay’s Answer: I’m not sure if you’re thinking of changing your name or adding a tagline.

In general, if your name is recognized, your business is growing, and there’s no negative to the name (i.e., you had bad PR) I don’t suggest changing your name at all. You’ve spent the last 10+ years educating people about you, your business, and how you can help them.

Perhaps you don’t need a new name, but you need another name – a name that better describes your current business customer service. In this case, you could branch out subtly (Special Events by Jennifer, Parties by Jennifer, etc.), building on your “Jennifer” name recognition. Or, you could take your current tagline (“Making Your Celebration A Unique Affair”) and turn that into your new name: Unique Affairs, Celebrations, Affairs In The Making, etc.

But maybe you really want something totally new, unconnected to your existing business at all. In that case, the sky’s the limit: Affair-y Princess, Floribunda, Fwowers, Flowertastic, etc. The trick in this case is that the name needs to resonate with your target market (location, demographic, and even competition) as well as reflect your values/spirit.

A Tagline For Mobile Imaging?

Names + Taglines

We are looking for a catchy tag line for a medical mobile imaging business. We go to doctor’s offices, nursing homes and small hospitals and provide ultrasound and imaging services for their patients. Convenient for the doctors and patients.

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Jay’s Answer: Here are some ideas to get you thinking:

  • Testing Convenience For Your Patients
  • Imagine No More Waiting.
  • Bring Imaging Service In-House
  • Get Results Quicker. Fast and Easy.

What Should A New Owner Do?

eMarketing, Products, Publicity, Starting Out

I’m a new owner of existing restaurant that wish to increase the amount of clients . Based on your experience, what would be the best and fastest way to attract customers?
And should I change the name of the restaurant?

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Jay’s Answer: If the restaurant wasn’t doing well, then rebranding it makes sense. Don’t put “under new management” signs up – people don’t care. If the food is good, the word spreads. If it doesn’t, it spreads faster. New management is a plea for trying it again, because there was a problem.

If the restaurant is doing well, then increasing # of customers (or average expenditure/customer) is your goal. Don’t rebrand – do improve the menu, adding some high-priced items (not necessarily to sell these, but it will psychologically cause an increase in the the avg. expenditure/customer). Build a loyalty program to increase the pull to come to your restaurant.

Videos Ads For Local Businesses?

Starting Out

Hi, I am Nathaniel, a senior in high school, and we have a senior project coming up. For my project, I am trying to start an advertising business where we make video advertisements for local businesses. The main purpose for these videos is to give to these companies to put on their website. I was wondering if you could give me some advice on how to make a video advertisement for a special gym, because that is going to be the example that I use for my project. This gym in particular targets overweight or older people who are uncomfortable with working out in front of people, and has more privacy for the customers than most gyms.

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Jay’s Answer: Sounds like a fun project!

My first suggestion would be to talk to gym’s manager. Tell them about your project, find out if they have considered a video, and get their ideas for things they would like to see. The key is to find out some specific things they want before they’d consider putting in on their website. As a minimum they’d probably want:

  • logo
  • address
  • phone number
  • a street shot of the gym

Testimonials are always great (think before/after pictures).
Since you’re working with video – visuals: people working out, smiling, lacing up their shoes, walking easily, etc.

A Tagline For An Online Women’s Store?

eMarketing, Names + Taglines

I just opened an online women’s store (shopinyourpajamas.net). I’m still working on putting more products in the online store. To give you an idea, I’m featuring, very nice, products and products that women want. I will also be putting nice pajamas, spa stuff, a few accessories (designer sun glasses), the very much sought after wrinkle cream (and all these products are the best of the best)..meaning, these are the products that REALLY work. I’ve set up the store so that women, can go to this one store and basically find what they want for their face, body, spa, unique items, etc., and know that they don’t have to worry if it works or not… I’ve done major research and have gotten many polls and ratings on the eye creams, the skin care and even the fragrances I have…So, I’d like a catching TAG line for my online store.

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Jay’s Answer: Congratulations on your new website/store.

Based on your target market/concept, here are some taglines to play with:

  • (Cozily) Find The Best Merchandise
  • Have More Time For Yourself
  • Relax. We’ve Found The Best Products.
  • Who Knew Shopping Could Be So Easy?

Name my English Teaching Center

Names + Taglines, Starting Out

I’m thinking of putting up a small English center here in the Philippines. The English center is owned by a Korean, I have been hired to do some changes, since the mushrooming of competitors extremely affected his business. I want to focus on being known as a center for teens and adults wanting to take either IELTS,or TOEFL/TOEIC. Our building location is a good one, it’s across a recreation center.. so it’s very crucial that I market it the right way. There are already existing clients, so it’s really up me whether they would continue or change schools because of the new program.

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Jay’s Answer: As you probably already know, to market something the right way means that you’re providing the right solution, to their crucial problem, at a price that’s less than solving the problem is worth it to them. It’s more than words – it’s a full strategy.

Based on the information you provided, here are some name ideas to play with:

  • English Spoken Here
  • English Language Academy
  • English Certification Center

A Mother/Daughter Business Slogan?

Names + Taglines

My daughter and I are are beginning a joint business venture. We will be a team working within the structure of a small mortgage loan company entitled First Midwest Mortgage. My daughter will be providing loans and origination and I will assist her and provide financial counseling/coaching to clients. I am a professional counselor by trade. Marketing suggestions, slogan ideas and design ideas for our business card would be helpful.

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Jay’s Answer:

  • Not Just Loans. Financial Wisdom.
  • The Smarter Way To Borrow Money.

Business With Passion: Don Santa

Videos

Trailer:

Don Santa is the owner and founder of Woodlands Market in Kentfield (California). Since he purchased what was then a small wine and liquor shop in 1986, Santa has built the Market into a nationally-known store which emphasizes local and sustainable products. A hallmark of Santa’s approach to business is most clearly demonstrated in his approach to advertising: he does none. Instead he directs the funds that grocery stories typically devote to advertising to community nonprofit organizations and local schools. In the more than two decades since he opened Woodlands Market, the store has contributed more than $2.3 million.

Phone: (415) 457-8160

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How Can I Get More House-Painting Leads?

Publicity, Services

I am having problems finding new leads for new customers and have tried flyers and other things.

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Jay’s Answer: Find local (highly visible) homes that have large side areas. Offer to paint their home for free (or deeply discounted), in exchange for the following: You use the side of their home as a billboard, initially painting your message (perhaps changing weekly), and slowly covering it up as you finish up. A clever message (that changes) could be a great way to get people talking about you.