MGS:  Scranton Gillette Communications/SGC Horizon delivers information to its audiences and advertisers through more than 20 brands in seven markets via print, digital, event, virtual event, social and custom platforms, with a staff of 130.  How do you handle all the moving parts in today’s evolving B2B media environment?

Rick:  Our mission statement says it all: Connecting buyers and sellers with market-leading content and data. We utilize every platform to deliver the latest solutions and technology to members of the industries that we serve.

Our organizational structure and our people keep us on the cutting edge of change that happens at a frightening speed. I work with our SVPs, VPs and department/group leaders to continuously analyze our organization to ensure we remain deeply involved in our markets. All of our people are actively involved in their industries, getting to know the challenges, and following where the markets are heading. They bring back numerous ideas that lead to valuable opportunities — and we adapt.

For example, we just launched a new conference in one of our key markets. The Marketing department and our brand leaders worked together to develop the supporting research, as well as created a multi-tiered program using various social media platforms that resulted in 400 attendees for the event.
Different markets respond to different platforms and content, so we combine and blend to meet our goals. The important thing is being out in the industries we serve, recognizing the changing needs, and adapting to serve them effectively.

MGS:  Constant change is difficult for many people. How do you help your employees adapt to the evolving needs and expectations of the marketplace?

Rick:  When we hire, and as we work to help staff develop their skills, we focus on Attitude, Adaptability and Currency in Technology.  

We look for people who love this business and have a positive attitude about the road ahead. We want our people to have a career, a “calling,” not a job. So we continually support our team members, expanding their skills through ongoing training, education, and experience, and then fit their talents to the best opportunity. We foster a “let’s see what you can do” environment, and we’ve discovered that success yields increased confidence to tackle even more challenges.

It’s all about flexibility to help our employees advance their own careers and hone their skills to the benefit of our clients — both those that use our content and those that utilize our platforms to reach our audiences.

Our clients want to see new ideas to support their marketing objectives and as audiences continue to diffuse into new areas and platforms, it’s important that we stay ahead of the curve and adapt to them. We want our staff to keep us on the cutting edge of these changes and not only embrace the changes, but enjoy being a day early, not a day late.

MGS:  Have you had success with social media and virtual events?

Rick:  SGC is a privately owned, entrepreneurial company, so we do a lot of experimenting and learning as we go. Some of our market audiences are more active in social media than others, but it’s one of the platforms we use aggressively to promote our events and those of our clients, as well as to drive participation in online education and video viewing. It’s the same with virtual events. We’ve had more success in some markets than others. As we stay close to our clients’ and audiences’ worlds, we learn how to provide them with the type of enhanced experiences and buyer-seller opportunities that will make them more successful. 

MGS:  What does the future hold?

Rick:  We’re bullish. There always will be new ways to bring buyers and sellers together. And it’s important to remember that print remains a major force among the markets we serve in delivering a client’s message, along with our other platforms. Every day that I come into the office I learn something new. It’s exciting and it’s what makes this business so great! Change is not necessarily easy, but if you’re not changing, you’re not staying close enough to your marketplace.  

MGS:  Thanks, Rick!