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The pandemic has not only dramatically altered our lives, but also the way we do business.

Conducting business online has become paramount for many operations which makes the the importance of effective marketing even more vital to ensure a strong client base.

“Is your website SEO and is it navigational intuitive? Have you thought about using Google ads?” asks Mike Jennings, president of the Cambridge-based digital marketing agency MoreSALES.

These are just some of the many questions that will form the base of the discussion he will lead at our next YIP Growth Learning Series event later this month ‘Marketing 101: 4 Ps of Marketing – Place, Price, Promotion, Product’.

This seminar is aimed at assisting entrepreneurs in understanding how to effectively market their product/service by utilizing the basic ‘4Ps’ strategy to create a sales and marketing strategy.

Mike says the onset of COVID-19 has resulted in many marketing changes.

“Prices aren’t going to change that much,” he says. “But promotion is going to be the main difference in a COVID world. How do you promote your product?”

He says the seminar will focus heavily on digital marketing, which has been his speciality for many years, and the importance of being able to shift when it comes to doing business.

“Do you shift your price to be more attractive on e-commerce?” asks Mike, noting that e-commerce is a vital tool for businesses when it comes to competing. “People are not going to be rushing back to your building. They’re still going to want to buy online and those businesses that are easy to buy from are the ones that are going to get the business.”

He says an important takeaway for seminar participants will be to realize these changes don’t have to signify the end for their business.

“There are ways to adjust,” says Mike, adding looking at the expected trajectory of the market is key. “You have to think six to 12 months ahead and how you apply these principles (4 Ps).”

He says a business will never ‘lose’ using e-commerce and digital marketing.

“It’s only going to compound the return to normalcy and accelerate that return to normalcy,” says Mike.

‘Marketing 101: 4 Ps of Marketing – Place, Price, Promotion, Product’ takes place Wednesday, Feb. 24 from 11 a.m. to noon and is sponsored by Deluxe.  Click here to register.

Depression. Anxiety. Addiction.

These issues have intensified over the course of the last few months as COVID-19 continues to take its toll on our mental health, just ask Angela Englander, a registered psychotherapist and trauma specialist who operates Ways to Wellbeing Therapy in Cambridge and Tillsonburg.

“I’ve had clients who were perfectly stable pre-pandemic and now have completely fallen apart,” she says, noting some are in the healthcare profession which is facing much strain as this health crisis continues. “I’ve talked to a lot of doctors and nurses who want to go on leave. These people are the webbing of our health system and if their mental health crashes, everyone is going to fall through that gap.”

Identifying what mental health is, as well as trauma and therapy, will form the base of her discussion at our YIP Growth Learning series event on November 19.

“People have such a small amount of knowledge they’re working from when it comes to mental health,” she says, adding the amount of stress people are under right now is skyrocketing as the second wave of the pandemic appears to be escalating.

According to a CTV report, a recent federal study has highlighted a jump in alcohol and drug use during COVID-19, as well as an increase in opioid deaths. Also, according to that same CTV story, overdose calls in Waterloo Region have spiked higher since August and 68 people have fatally overdosed so far this year compared to 63 deaths in 2019.

Angela says at the start of the pandemic in March adrenaline was high as people went into ‘crisis mode’, putting their emotions on the backburner as they adapted to this new reality.

“But the bigger risks will be over the next year because that excitement and adrenaline has started to wear out,” she says. “People are starting to feel more hopeless and facing depression and anxiety.”

Angela says the approaching winter will only add to that negative situation since unlike the past few months, many won’t have the option to go outdoors and enjoy the sunshine and nicer weather.

“I’ve already talked to people who say they’re experiencing SAD (seasonal affective disorder) and are already getting their winter blues and we’re only in October.”

Besides current concerns such as increased addiction issues and a rise in suicides, Angela fears the ripple effect of COVID-19 could manifest in other mental health problems over the next several generations.

“Many people may become germaphobes or even become agoraphobic,” she says, adding people must learn to accept the negative emotions they may be facing now in order to deal with them in a healthy way.

“We are a very emotion-phobic society. The truth is you have to be willing to step towards those emotions and feel them and accept the reality that is.”

During her YIP presentation, Angela hopes to break down how the brain functions into several categories pertaining to mental health and outline how trauma works.

She intends to provide participants with some valuable takeaways.

“They’re going to get a lot of self-awareness and coping skills,” says Angela, noting more typical coping skills such ‘date nights’ with a partner or hanging out with a few family members may not be sufficient enough for some during this pandemic.

She says self-care and emotional awareness will play key roles in the presentation in hopes of giving people more understanding.

“No one is above this virus,” says Angela.

Our YIP Growth Learning series virtual event ‘Mental Health for Young Professionals’ sponsored by Deluxe will take place Thursday, Nov. 19, from 9-10 a.m. For more, visit: https://bit.ly/34OBryG

What do you expect to find when you return to work after being isolated for the past few months by COVID-19?

Chances are it will not be the same workplace you left behind, says Human Resources consultant Frank Newman.

“If you just assume it will be like walking back into the office it’s not going to be that way because everyone’s expectations have changed,” says Frank, who has more than 40 years of experience in human resources to draw from and has spent the last six running his own firm called Newman Human Resources Consulting.

He compares the COVID-19 crisis and what we have dealt with as being similar to what astronauts face returning from space while learning to readjust to the Earth’s atmosphere.

“We’ve all been in the safe ‘cocoon’ of our ‘spaceships’ and suddenly we’re exposed to another environment,” says Frank. “Companies will have to take this very seriously.”

In terms of working under new guidelines and policies to ensure physical distancing, he expects many workplaces will now operate within a ‘blended’ work culture with more people working from home than ever before.

“You’re going to be in the office one day and half the people will be there, and half the people won’t be there,” says Frank. “It’s going to be very challenging for companies on how to manage their culture because we’re so used to having everyone in the office.”

Building trust, he says, between not only the company and its employees but between the employees themselves, will be key in effort to make this shift work.

“We’re going to not only have to have the right physical safeguards, but better processes in place as to how we communicate with each other. What will be the expectations if I’m working from home and my colleague is in the office? Do they have to respond to my emails in 15 or 20 minutes?” says Frank, noting there will likely be physical changes in offices also when it comes to sharing resources. “Are people even going to be comfortable putting their chicken pot pie in the microwave to warm up knowing others use it?”

He says it is inevitable there will be employees who may be petrified at the thought of being back in the workplace and others who will be completely callous, perhaps not respecting physical distancing guidelines or refusing to wear a mask.

To prevent these situations from escalating, Frank says there are a few steps companies can take ahead of time.

“They should provide as much advanced communication as possible to let everyone know what the rules of the road are,” he says. “Then they really have to figure out what’s the rhythm of work they want as people come back and how it applies for those working at home and the people working at the office.”

Frank says managers should aim to meet with their team, whether in person or virtually, at least once a week once people start to return and even ahead of time.

“It’s important for managers and other people to check in with their colleagues,” he says, noting some employees will be dealing with mental health issues. “We’ve all been through so much turmoil with this and some may have suffered severe losses during this time.”

Franks says enhanced benefit plans will be a big help to not only current employees but as a great incentive to recruit new employees. Also, he said ensuring new recruits have a space at home to work could become part of the norm during the hiring process should another lockdown occur.

“We need to be prepared for this at any point in time,” he says, adding companies may also be expected to reimburse employees for equipment to work from home, such as laptops and enhanced internet.

Frank also recommends the creation of ‘time free zones’ for those working at home, allowing them a period to complete tougher tasks uninterrupted by emails or virtual meetings.

“We’ve been absolutely deluged with communication at this time,” he says, referring to the numerous emails and regular Zoom calls many people working at home have been dealing with. “It’s actually draining our productivity.”

For more information, contact Frank Newman at 519.362.8352, or visit www.newmanhumanresources.com

The effects of COVID-19 continue to test our economy, but the fiscal uncertainties surrounding this unprecedented crisis has not stopped many local businesses from reaching out to help others.

From local food banks, to frontline workers, to seniors and those with disabilities, the Cambridge business community has come forward to ensure those in need during this pandemic are not forgotten.

“The Cambridge community has always been exceptionally supportive of the Cambridge Self-Help Food Bank and they’ve stepped up for us in a way like we’ve never seen before,” says Dianne McLeod, the food bank’s interim executive director. “We’ve had lot of different restaurants donating products to us, whether it’s milk or eggs; stuff we’re not typically able to offer to everyone.”

But financial donations have also been coming in to allow the food bank to purchase some much-needed supplies for the 100 or so clients it serves daily, and Dianne credits many local businesses for this valuable support.

“We have all been so affected by the COVID-19 crisis and even though as a business have had our challenges, we all want to help those who truly need help,” says Christina Marshall, Director of Business Development at Gaslight Events Company Inc. which operates Tapestry Hall.

Her company, through its Tapestry Hall Delivers program which offers healthy meals via delivery and curbside pickup, has been donating $1 from every order to the Cambridge Self-Help Food Bank and The Food Bank of Waterloo Region.

“We have had two very solid weeks of the food delivery services, which means two weeks of orders that are supporting the food banks in our region,” says Christina.

But tasty dishes are not the only way the food bank has benefitted. Funky t-shirts emblazoned with the slogan ‘Eat, Sleep, Quarantine, Repeat’ have been popping up all over our community on social media thanks to a charitable partnership between MitoGraphics and Cambridge Centre Honda.

Since mid-April, the two companies have sold dozens of the shirts for $20 each, with every cent from each sale being divided equally between not only the food bank, but Trinity Community Table, Cambridge Shelter Corporation (The Bridges), and Women’s Crisis Services Waterloo Region.

“A friend in Peterborough who owns and operates a Honda dealership was creating t-shirts and I loved the idea,” says Cambridge Centre Honda’s Nicole Pereira, explaining how the idea came about. “I thought if Peterborough can make this happen, so can Cambridge.”

With the expert help of MitoGraphics’ Kristen Danson, the women went to work creating their #QuarantineTees in several colours and through the power of social media have started a virtual movement of support.

Originally, they had hoped to sell 50 of the shirts but during a pre-launch weekend sale in mid-April wound up more than doubling their sales.

“We both love our community and think the people of Cambridge are awesome, so it’s not surprising that we have received such great support,” says Nicole, adding the t-shirts have now been sold as far west as Alberta and on the East Coast.

She says the four charities have been great at promoting the shirts on social media and that one local store, Once Upon a Child, has also been selling them via its online store.

“There are so many great examples of businesses giving back to our community,” says Nicole.

For Golfplay’s President and General Manager Steve Harris, giving back seemed liked the best thing his business could do since it was required to shut its doors along with thousands of other Canadian businesses back in March.

“There are lots of needy organizations,” he says, noting after sitting idle for about two weeks, Golfplay fired up its stone pizza oven in its Ironwood Bistro to try a new approach. “I thought, we’ve got a perfectly good pizza oven so why not sell pizzas and give some of the money to charities?”

They tried doing it one day a week and gave $10 from every pizza sold, starting with the Cambridge Memorial Hospital and The Bridges shelter. They quickly sold out and began doing it three nights a week (Thursday to Saturday), selecting different charities each week to benefit, including Grand River Hospital, St. Mary’s General Hospital Foundation, Family & Children’s Services Foundation, and more recently the Sunnyside Foundation.

Orders for pizzas and other menu items are taken online for fast and easy curbside pickup.

“We just kind of go around,” says Steve, referring to how the charities are selected. “All of them could use help because their fundraising events have been cancelled.”

He says working with charities is also a good way to foster new relationships and potential spinoffs down the road when restrictions eventually ease.

“This has sort of helped increase the awareness of what we do here. People at least get the chance to sample our food,” says Steve, joking many people may not think of getting great pizza from a place called Golfplay.

“We’re trying to build a business and trying to give something back in the process,” he says, describing the situation as a ‘win-win-win’ for all involved. “The customers win because they feel good about helping others, we win because we get more exposure and the charities win because they receive some money in the process.”

Support among those in the business community is crucial says Christina, especially as the recovery process begins.

“By banding together and helping each other get through this, we show our strength as a community economically and socially,” she says. “If a business closes, the employees lose their income and that means other businesses do not benefit from that person’s buying power.”

Keeping that in mind, Tapestry Hall’s Delivers and HIP Developments have formed a partnership to create the Feeding the Frontlines program. On the Tapestry Hall Delivers’ website, customers have the option to contribute to the program which aims to see $5,000 in meal vouchers distributed to essential workers in Waterloo Region, including those working in healthcare, shelters, and grocery stores. On the site, the public can nominate businesses where essential workers are busy.

“They are doing the hard work in this community,” says HIP Developments President Scott Higgins. “We are just trying to find ways we can say thank you and make their family lives a little easier.”

Christina agrees and says these workers have gone into work each day to ensure the rest of us have the things we need.

“We wanted to do something kind to say thanks,” she says. “A stress-free meal may not seem like a lot, but when you have had a long and sometimes scary week at work, one less thing, like cooking a dinner or meal planning, can help ease that stress.”

Easing stress for others is what prompted Driverseat Cambridge owner Sean Mulder to follow the lead of the company’s Calgary office and offer a ‘shop and drop’ program free to seniors and those with disabilities. Those in need of groceries can call, or text Driverseat and will be provided with a link that allows them to fill out a grocery order.

“It’s kind of cool. We’re the third location to test this out,” says Sean, adding having fewer people going to grocery stores means less points of contact to spread the virus. “This makes great sense.”

Driverseat chauffeurs, many of whom Sean says are doing this on a volunteer basis since many only work part time for the company, do the shopping for the customer using a preauthorized payment system and then deliver the groceries following strict physical distancing guidelines. Currently, Driverseat is offering this at a few stores but expects that will increase as the program expands.

“A lot of our posts on social media have received a wide reach and from that, we’re getting quite a lot of people calling and messaging us,” says Sean.

He says since a huge portion of Driverseat’s regular services have been scaled back considerably since the lockdown began, this has allowed the company team to stay connected. Also, Sean says it has been a boost for those in need and are isolated on their own.

“It gives people peace of mind. We’re a person they can talk to,” he says, adding clients can call the chauffeur if they have special requests that may not be on the grocery list, or if they forgot to add something. “They’re not just punching information into an app; with us there’s a voice you can talk to.”

Sean admits even though businesses are facing challenging times it shouldn’t prevent them from lending a hand.

“There’s a huge need in our community and if you have the means or the time, you should do something,” he says.

Christina agrees, especially when it comes to assisting the non-profit sector.

“If you have the chance to help those that are helping others, isn’t it the right thing to do?” she says.

At the Cambridge Self-Help Food Bank, Dianne says she is thrilled by the extent of generosity from the business community which has included free security service and the creation of safe work stations for staff to work with clients at the front of the building thanks to the donation of free reno work.  As well, she says the local CAA office has deployed its vehicles to pick up food bank donations from the grocery store bins.

“No matter what people’s struggles are, they’re still considering us and donating to us which helps us keep going,” says Dianne.

Contact Information:

For information about Tapestry Hall Delivers, visit www.tapestryhall.ca

To order a #QuarantineTee visit www.cambridgecentrehonda.com/community-fundraiser/

For information about Golfplay, visit www.golfplay.ca

Contact Driverseat Cambridge at www.driverseatinc.com, or call 226-241-3736

For information about the Cambridge Self-Help Food Bank (which now has community donation bins set up at St. John’s Anglican Church in Preston and PetroKing in Hespeler), visit www.cambridgefoodbank.org

Does making a presentation in front of people send chills down your spine?

You’re not alone. Research shows that at least 75% of people struggle with some degree of anxiety or nervousness when it comes to talking in front of people.

Kevin Swayze, former journalist and communications consultant, hopes to help quash these fears by providing tips about good communication at our virtual YIP Growth Learning Series on April 28 entitled ‘Public Speaking 911’.

“I think that most people stand up in front of a crowd and think everybody there is against them, when in most circumstances they’re there with you and want you to succeed,” says Kevin.

He says the key to good communication centres on connecting with people, whether it’s one-on-one or in a large group, which is something he will stress during his learning session.

“I’m going to show how to polish your elevator pitch when you’ve got only a minute to talk to somebody; to connect with somebody and make yourself memorable.”

Kevin says stories are the best way to accomplish this and during his 30-year newspaper career tried to do just that.

“The best stories are always told through a person. I’ve always tried to do that with my writing,” he says. “People don’t want to be lectured at, they want to connect, and the best stories connect with people. The best communication is conversation.”

Kevin, a client communications teacher at Conestoga College, says he finds inspiration from the international students he instructs. Not only does he admire their bravery for travelling to another country to study, but the fact they will question his use of any corporate jargon or slang.

“I get the look from them,” he jokes, adding good communication doesn’t involve slang or jargon. “It’s pervasive everywhere and it kills communication because you’re either in or you’re out; jargon is exclusive, and it pushes people away.”

Kevin says the use of ‘buzz’ words doesn’t further proper communication and hopes to convey that to participants.

As well, he will also touch on some basic tips surrounding presentation, such as holding on to a piece of paper while standing up to speak.

“I like to give them something to hold in their hands so they’re comfortable,” says Kevin, who has been involved with Cambridge Toastmasters for the past four years.

He says the club, which consists of several groups under the Toastmasters banner, has helped him considerably.

“I’ve seen the change myself. I would not be able to teach as effectively,” says Kevin, explaining club members evaluate every aspect of any presentation by their fellow members. “It’s hard to find anyone who will give an honest and reasonable evaluation of something.”

He hopes YIP participants will leave the session understanding the importance of being an active listener when it comes good communication, noting the temptation of cellphones is difficult to ignore.

“Even if you leave your phone upside down on the desk it still draws your attention,” says Kevin.

He expects participants will already arrive with a set of their own communication tools.

“They will know how to communicate in bits and pieces. My goal is to reflect on what they do and think about what’s working well and where they can build,” says Kevin. “And encourage them to practice what really works well.”

He says most people don’t think about communication deliberately anymore.

“There’s no app that replaces face-to-face communication,” says Kevin.

The YIP (Young Innovative Professionals) Public Speaking 911 session, sponsored by Deluxe Payroll, will take place virtually Tuesday, April 28 from 9 a.m. to 10 a.m.

For information, visit: https://bit.ly/3cF92MN