In this final episode of OUTdrive with Cliff Callis at the mic, Cliff and agency president Megan Hartman reflect on the evolution of the podcast, the growth of Callis and what lies ahead. From its launch in 2020 during the early days of the pandemic to 250+ episodes later, OUTdrive has shone a spotlight on rural American voices. Now, as Cliff steps into a new chapter and Megan takes over as host, this monthly touchpoint is evolving as well, bringing fresh insights and a continued commitment to clients and our community.

Rocky Sickmann has lived a life few can imagine. A U.S. Marine Corps veteran and one of the 52 Americans held for 444 days during the Iranian hostage crisis, Rocky's story is one of faith, endurance and purpose. In this episode, he reflects on his time in captivity, the values that sustained him and the lives lost that continue to inspire his work. Now serving as Director of Anheuser-Busch accounts for Folds of Honor, he shares how his journey led him to a mission that helps provide scholarships for families of fallen and disabled service members and first responders. It's a conversation about country, commitment and carrying on.

What makes someone click "buy" online? Sarah Gallagher has been chasing that answer for over 20 years. As the leader of Gamma Waves, a Shopify-focused e-commerce agency, she's helping brands grow with smarter strategy, faster sites and more human experiences. In this episode, Sarah and Cliff talk about how the online shopping space has evolved, what brands can do to stand out and why performance matters more than ever.

Agriculture is the biggest industry in Missouri and its importance to feeding the world is enormous. In addition to growing crops for food and fiber, storage and distribution are vital tasks in the process. Our guest today has been producing for nearly 50 years grain bins that enable farmers to store their produce until they're ready to sell. Bub Caldwell is the President of W. B. Young, Missouri's premier grain handling specialist since 1959.

In this episode, Bub shares the story of how W. B. Young was founded, his evolving role over the years, and how he has grown the business by paying attention to what's going on in the world, building relationships and taking care of his customers and employees. He also describes how he is transitioning his business and rewarding his loyal employees through an Employee Stock Ownership Plan (ESOP) and how that works.   

Twice a year, our agency principals team up with other small agency owners around the country to catch up and help each other be better.  We've been involved in a peer group for nearly 20 years and it's one of the reasons we've been able to stay relevant and current with all the changes going on in our industry.  When we get together, whether it's in person or virtual, we discuss the hottest marketing trends, share best practices and new technologies, pitch big ideas and talk through the challenges we're facing in our firms.  

Today, I'm driving solo to share some of those hottest marketing trends and tips with you.  Sit tight and listen in for insight on what's working and what you should be working on, things to think about for your own marketing program and questions you should ask yourself to help you fine tune what you're doing.  It's brief but packed full of marketing insight for rural America.

I always love talking shop with other agency owners. In this intriguing episode, I interview John Smiddy, founder, president and chief strategist at LeadPlan Marketing in Michigan. He's also the author of the book Stop Guessing Start Marketing and the host of The Marketing Fundamentals Podcast. John got his start in the music business, touring around the country with a variety of bands, promoting products at those shows and realizing that as much as he enjoyed playing music, he really loved the marketing side of it. Listen in as John shares the logic behind his P5 marketing strategy, how to build a strong brand identity and how to scale a business through effective marketing. We also get into the digital marketing landscape and where we see it going into the future.

We believe we've got it pretty good out here in rural America, where we enjoy a high quality of life, with plenty of great opportunities and a safe environment in which to live, work and play. It may be the world's best kept secret. Our guest today is a person who is telling that story through his work in economic development consulting. Rob Harrington is the principal of Rural Growth Strategies, and he founded his company to help small communities overcome the challenges of getting their message out to someone who may be interested in what they have to offer. Listen in to get a better understanding about the people of rural America, hear about some of the opportunities we have here, gain insight into why a business should consider relocating to a small community and learn how technology and innovation are creating a springboard to future growth.

It's always amazing how one experience in life prepares you for the ones that follow.  That's the way it's supposed to be, right?  Our podcast guest, Jim Marino, got his start during college working for a construction, development and marketing conglomerate in Missouri.  From there, he took his sales, project management and business expertise to a metal building manufacturer in Georgia and a garage door maker in Alabama, before coming full circle in his current role as a Business Development Executive for a steel building company in Texas.  Listen in as Jim and I discuss how business development, sales and marketing integrate to form a powerful tool to grow a business, the biz dev strategies he employs to recruit and retain clients and his appreciation for growing up in a small town in rural America.

Most people today recognize that digital media has revolutionized modern marketing plans. Yet, nothing replaces the look and feel of a high-end magazine. Every day, millions of people throughout rural America and the world consume content found in magazines, and then they pass them along. Today's guest has built a highly successful career creating, publishing, marketing and in some cases, selling upscale lifestyle magazines targeted to female readers. Listen in to hear about Dave Leathers' career path, how he has grown and marketed many different publications and his thoughts on rural America.

Very few family businesses survive past a third generation and a fourth is a rarity. Zephyr Manufacturing is one of those elite companies that has not only survived but thrived for nearly 100 years. Our guest today is R.J. Lindstrom, who is the current president, owner and great-grandson of the founder. Built on values that focus on made in America, quality products and great customer service, Zephyr is around today because of the business and marketing decisions made by R.J. and his predecessors. One thing's for sure – each generation had to be open to change and evolve to meet its current and future needs.

Organizations, businesses and people change. Consequently, brands need to change to reflect a renewed mission, vision or purpose. Recently, Callis helped Center for Human Services rebrand with a new visual identity, new messaging and imagery, a new website and a comprehensive marketing communications program. Center for Human Services is a world class organization in the heart of Missouri that serves thousands of individuals across the state with developmental and behavioral challenges. Marissa Ivie is CHS's Director of Outreach and Communications, and she recognized the need for a new brand and advocated to make it happen. The result is a refreshed look and feel that has reinvigorated the organization and positioned it to capitalize on the substantial growth CHS is experiencing. 

Listen in for Marissa's take on when to rebrand, the process and the results.  

Some people just know from a young age what they want to do when they grow up. For Taylor Howard, it was marketing. Early on, she was interested in why advertisers said and showed what they did and that curiosity has carried over into her career in the B2B technology, automation and electric supply industry. Today, she strategizes on why people buy what they buy and she develops successful marketing strategies to reach them. Stay tuned for Taylor's thoughts on how marketing is the first touch in B2B marketing, her career at SMC and her advice to follow your passion.

There are literally thousands of opportunities in today's world to find a career that fits well with your interests and strengths. Our guest today was fortunate to find one right out of college that fit so well, he stayed for a 30 year career. 

Steve Moore is a chemical engineer by trade. Having grown up in a suburban/rural setting, he attended Mizzou and was recruited by Procter & Gamble, where he relocated to Cincinnati. After a very successful career leading global research and development on several major brands, he shifted his focus and applied his expertise and strengths to other business ventures. Today, he is directing his energies toward cancer research and living a full and active life. 

Listen in to hear his insight on navigating a path with a Fortune 500 company and all the opportunities that can come your way. You can also learn about his appreciation for life in rural America.

Discover how the Springfield, Missouri, region is building momentum in rural economic development with guest Ben Vickers, Manager of Business Development for the Springfield Area Chamber of Commerce. Ben and Cliff discuss the area's strengths in manufacturing, food processing, workforce and quality of life, as well as how strategic planning and strong storytelling are attracting businesses, retaining jobs and creating quality opportunities across a 10-county footprint.

The Missouri State Fairgrounds is known primarily for the State Fair which is held every year around the middle of August.  What you may not know though is there are events there year-round. From rodeos, quinceañeras and weddings, to picnics, concerts, camping, and livestock shows,  the Missouri State Fairgrounds has events that spark interest in individuals from all over rural America. Across the 396 acres of the fairgrounds' property, 20 different venues are available to rent for an event.  The person to call to arrange these events is our guest today.

Steven Sims, the Missouri State Fair Off Season Events and Concessions Manager, is joining us to discuss the year-round use of fairgrounds, the process of booking concessions, and his passion for putting on events for rural Americans.

What you'll learn: 

• Steven Sim's background, hometown, education, and family

• Steven Sims discusses what he enjoyed most about going to Missouri Valley College

• Steven Sim's role at the Missouri State Fairgrounds and what he appreciates most about his position

• The architecture of the historical buildings and how many buildings on the property are used for events at the Missouri State Fairgrounds 

• Steven's insight on working with several vendors for a variety of events and his favorite history and traditions at the Missouri State Fair 

• Marketing strategies Steven is utilizing to inform people about the events that are happening at the fairgrounds.

• Steven discusses what sets the fairgrounds apart from other venues in the area.

The propane industry is changing and innovation and new technologies are driving this misunderstood clean energy to the top of the energy charts. In this fascinating episode, Cliff visits with Tucker Perkins, the President and CEO of PERC, the Propane Education and Research Council. Learn how the industry has evolved and how PERC is helping to educate the people of rural America through a podcast, social media and digital marketing. 

Tune in to hear Tucker Perkins discuss how the propane industry has changed over the years and the exciting opportunities ahead for a cleaner future. 

What you'll learn: 

• Tucker Perkins' knowledge of the propane industry and passion for educating rural America about propane

• The importance of helping people understand why propane is a clean energy

• How the propane industry has changed over the years and the science behind it

• The perception of propane among the masses versus people who actively use propane in their daily lives

• The future of autogas and the opportunity it can provide for the transportation market

• Learn how PERC is engaging digitally with their audience to share educational messages about propane

• How propane is used today and how it can play a big role in a cleaner, environmental future 

Ice Cream Factory owners Katie and Shannon Imler love to make people happy, and they do it with ice cream. What started out as a scoop shop in Eldon serving the ice cream they make by hand has turned into a bustling operation selling 30-plus flavors in over 2,000 retail stores in the central United States. You can still enjoy Imler's ice cream in the scoop shops but you can also now find it in grocery stores, coffee shops, bakeries and more. Today, we are pleased to welcome Katie Imler, co-owner and marketing manager for Ice Cream Factory. 

Tune in and hear Katie Imler's story about how she and her husband conceived the idea of opening the ice cream shop, their marketing strategy, what flavors they offer, and how they continue to grow and expand their business. 

What you'll learn: 

• Katie Imler's background and education

• The process of how Katie and her husband got started in the ice cream making business

• Katie's role in Ice Cream Factory, obstacles she has faced while starting a new business, where the business is located, and what they are doing to expand 

• The main markets Katie's business reaches and where their products are sold

• How the marketing strategy has changed and what marketing efforts they are implementing that have been successful 

• How the Bicentennial flavor was created and how they partnered with the governor to create a personalized ice cream flavor for him

• How reels and video have made a big impact for the Ice Cream Factory's social media 

• What the Ice Cream Factory brand stands for and the memories the Imlers want their customers to make with their flavors they offer

It's no surprise that technology continues to keep evolving. Streaming companies like DirectTV Stream, YouTube TV, Hulu Plus Live TV, Sling TV, FuboTV, and Philo just to name a few, are fighting for consumers' dollars. Many consumers compare several streaming services and then make the ultimate choice to decide which one they are going to use. Streaming services and devices that allow streaming have a big impact on today's broadcasting industry. It's important for broadcasters to know which streaming services their audiences are using and what devices they are streaming on so they know what devices and platforms to be utilizing to reach their audience. Today's guest Josh Tomlinson brings insight from PBS affiliate KMOS-TV out of Warrensburg which primarily focuses on serving folks across the state of Missouri. 

Tune into part 2 of a 2-part series and listen to Josh Tomlinson discuss the effects of streaming TV, the impact of the pandemic, and how KMOS-TV is educating the next generation of broadcasters.

What you'll learn: 

• Learn how streaming services have developed, and how it has had an effect on broadcasting television

• Josh shares why it is essential to be seen on multiple platforms and how KMOS-TV negotiates agreements to have KMOS-TV's content on multiple platforms

• How KMOS-TV markets to its viewers and how they ensure its viewers are growing over time

• Learn about KMOS-TV's fastest-growing demographic and how they track their demographic data

• The importance of curating content to make it useful and engaging to KMOS-TV viewers

• The relationship between KMOS-TV and UCM, and how they are educating the next generation of broadcasters 

• How the pandemic impacted the broadcasting industry and how KMOS-TV was able to adapt during the pandemic

• Where broadcast tv is headed and what changes will be made to the broadcasting industry in the next few years 

Many businesses look for creative ways to inform, educate, and entertain their audience. Nowadays it can be hard to capture attention or know what forms of media will reach your target audience in rural America. While there are countless new media options to choose from, getting back into broadcast TV may be the right move for your business. Today's guest, Josh Tomlinson, brings insight from PBS affiliate KMOS-TV out of Warrensburg which primarily focuses on serving folks across the state of Missouri. 

Tune into part 1 of a 2-part series and listen to Josh Tomlinson discuss the impact broadcasting has in today's world, from over-the-top streaming to cable, and how Missourians can support their local PBS affiliate stations. 

What you'll learn: 

• Josh's background, education, and life growing up in Marceline, the home of Walt Disney

• Josh's freelancing opportunities after college and his knowledge of information technology and the videography industry

• How Josh worked his way up to being the Manager and Director of Broadcasting Services at KMOS

• How video has blown up in the last few years and the power that video has in the world today

• Josh's passion for his position and what roles & duties he carries at KMOS

• Josh educates us on KMOS's city of license, broadcasting tower, and location

• The geographic area KMOS specifically serves and how that makes KMOS unique

• How streaming services have been a game changer for the broadcasting industry

At some point, every organization will need public relations support. This can come in several different forms, like reputation management, public affairs, or crisis communications, which is why it's important to take an integrated marketing approach, combining advertising and strategic communications efforts. For nearly 25 years, Dr. Tricia Hansen-Horn has taught this idea to students at the University of Central Missouri as a program coordinator and professor of Public Relations. 

Tune into this episode to hear Tricia's approach to strategy, social media, and crisis communications and learn more about the innovative Public Relations and Strategic Communications program at UCM. 

What you'll learn: 

• Tricia's background and passion for teaching in the Midwest at the University of Central Missouri (UCM)

• Details on the student-led public relations firm at UCM and the curriculum of the PR and Strategic Communications program

• The digitalization of education and the changes she has seen in her nearly 25 years in the university setting

• The idea of "integrated marketing" and what it really means in a technology-driven world

• Tricia's approach of teaching PR strategy to college students and those new to the marketing industry

• The ways Tricia keeps up with emerging technologies, such as integrating AI in the classroom, and some of the trends Tricia is seeing in the industry

• Tricia's strategy behind crisis management and handling communications in high-pressure situations

• Tricia's involvement and details behind the 2016 Greater Kansas City Public Relations Team of the Year Award

Terms like sales and marketing often get thrown around interchangeably but are also two departments that sometimes compete with each other for resources within a business. We think it's not only possible but vital for these teams to be on the same page. Today's guest, Don Schlesselman, knows that better than most. His expertise and leadership in both areas allow Angler's Port Marine to reap the benefits of a synergistic sales and marketing program, year after year, even with all the challenges that marketers face in today's world.

Tune into this episode to find out why combining sales and marketing efforts can help reel in more business and convert customers.

What you'll learn: 

• Don's background and his career journey to Angler's Port Marine

• An overview of Angler's Port Marine, from the services they offer to how they approach their business and customers

• What marketing pieces Don is using to generate new leads and the importance of the Missouri State Fair for Angler's Port Marine

• The benefits of companies combining sales and marketing efforts

• New features and technology a buyer might find on a boat today

• Changes Don has seen in consumer preferences and behavior in recent years

• Don's passion for sponsoring children in Africa and details on his own foundation, ZZ Pendana

It's almost that time of year again, when friends and family gather together around the TV to watch commercials, and maybe catch some football in between. That's right - it's time for the Super Bowl. In this episode, Ivy Reynolds returns to OUTdrive to talk all things advertising during the "Big Game," from the average cost of a 30-second commercial spot to the top-rated ads of all time. 

Lace up your cleats and catch this Hail Mary of an episode full of fun facts and stats on America's favorite live-TV event of the year.

What you'll learn: 

• Super Bowl game and marketing trivia 
• Cliff and Ivy's thoughts behind the cultural phenomenon of Super Bowl commercials
• The strategy behind releasing ads on YouTube before the Super Bowl Sunday
• A breakdown of the Top 10 Super Bowl commercials of all time
• The effectiveness of Super Bowl commercials today
• Draft picks of Cliff and Ivy's Super Bowl favorites - food, commercials, halftime shows and top game moments
• A review of the early-released ads for Super Bowl LVII

There is no better place to connect with a number and variety of customers and potential customers than at a trade show. It gives you the opportunity to launch new products or services in a venue where you can draw extra excitement from people interested in your industry. Today's episode comes to you fresh off the flight back from Las Vegas for my trip to SHOT Show 2023. My key takeaway this year? Trade shows are back - and in a big way. 

Tune into this mini-episode for an update on the outdoor shooting sports industry, key takeaways from SHOT Show, and how you can incorporate trade shows back into your marketing mix. 

What you'll learn: 

• An overview of SHOT Show and Cliff's 25+ year history of attending the show
• A climate overview of the outdoor shooting sports industry
• Why businesses should consider adding trade shows back into their marketing mix
• Cliff's personal highlights and marketing insights from the 2023 show
• Notable and creative trade show booth ideas from SHOT Show this year
• Cliff's thoughts on the show as a whole and what its success means for Callis

In the midst of an increasingly digital world, the demand for blue-collar jobs and industry workers is still prevalent, and maybe even amplified. But even in trades like welding, construction, and manufacturing, customer service and satisfaction drive future business and opportunities. Today's story is proof that with a vision and customer-forward mentality, you can start, manage, and grow a nationally recognized business right here in rural America. In this episode, Gary McMullin joins the podcast to talk about his entrepreneurial journey in the welding and construction industry over the last 50 years. 

Tune in this week to hear what Gary has to say about business longevity, customer relations, and adapting to new marketing strategies. 

What you'll learn: 

• Gary's background and journey to the welding industry

• A brief history of W & M, from where it started to where it is now

• What Gary believes it takes to run a successful business today and key takeaways about dealing with customers
• Highlights from a few of the projects that stand out in Gary's career
• Why Gary chose to maintain his headquarters in rural America despite doing business across the country
• How Gary markets W & M and how they live out their brand story
• Gary's passion for farming, hunting and golfing

In this episode of OUTdrive, Cliff visits with Steven Brunner, founder of King of the Mountain Sports Marketing. With nearly four decades of experience, Steven shares stories from the global stage of sports promotion—from the Olympics to the Great Wall of China. He also reflects on what it takes to build and sustain a business, offering lessons in grit, service and staying focused. It's a behind-the-scenes look at sports marketing and the mindset that keeps a business rolling.

A key component of marketing and sales rests in the people behind the product or service. As a marketing agency based in rural America, we love a good story, especially if it has local roots and ties to agriculture. Today's episode has all three components. I sat down with Michael Hemme to talk about his family's business, Hemme Brothers Farmstead Creamery. 

Tune into this episode to learn how the Hemme Brothers create a product and operate a business "that's better from the beginning."

What you'll learn: 

• Michael's background growing up on a dairy farm and how they transitioned into the creamery business
• How the Hemme Brothers' operation and responsibilities are broken down among the family members
• Why the Hemme family decided to go with a vertically integrated approach to their business, controlling the product from crop to curd
• What makes Hemme Brothers cheese unique from other products and producers
• The ways they distribute their products and where consumers can find their cheeses
• Some of the ways they take their product to market and share the Hemme Brothers story
• What Michael loves about rural America and living in the country
• Michael's advice for how people can support farmers and people in agriculture

Did you know St. Louis claims the fourth largest sewer district in the country, only behind New York, Los Angeles, and Chicago? The Metropolitan St. Louis Sewer District (MSD) is responsible for servicing nearly 10,000 miles of pipeline and over a million customers. So, you may be wondering what all this has to do with rural America.  Geographically speaking, St. Louis sits in the middle of the heartland and is known as the gateway to the west.  There are also a number of world-class agriculture companies located there, like Monsanto, Purina and Anheuser Busch (yes, beer is made using grains grown in rural America).  And, if you think about rural America as a mindset and a lifestyle, there are thousands of rural Americans who live there.  So, in this episode,  Sean Hadley from St. Louis joins the podcast to talk about their approach to mass communications for a major city utility system.

Tune in to hear from Sean as he shares valuable insight on crisis communications, the importance of telling your own story, and some interesting facts about the fourth-largest sewer system in the country. 

What you'll learn: 

• Details on the Metropolitan St. Louis Sewer District (MSD), the public affairs team, and Sean's role with MSD
• How Sean's initial career path in news media and broadcast communications led him to the role that he serves today
• A recent crisis management situation regarding storms and flooding that impacted MSD
• Insight into the construction of the wastewater tunnels and details on the consent decree St. Louis is under due to the Clean Water Act
• What Sean thinks it takes to be successful in a media career 
• How organizations can tell their own stories without relying on media outlets
• Sean's thoughts on the diversity of rural America, from St. Louis and Warrensburg, Missouri

5… 4… 3… 2… 1… Happy New Year! We hope you had a safe and fun weekend celebrating the start of the new year. Now that 2023 is officially here, we thought it was the perfect time to take a look back at our top downloaded episodes from 2022. In this edition of OUTdrive, we revisit our top five most popular podcasts of the year. 

Join us as we countdown our most-listened-to episodes and uncover the takeaways they all have in common. 

What you'll learn: 

• Details on OUTdrive's top five podcasts of 2022
• Key takeaways and common themes from our top downloaded episodes

Culture is intangible, but you can feel it when you walk in a room. How would you describe the culture at your company? Whether it is clearly defined or not, every organization has a certain feel - or a "vibe" as the cool kids call it these days. At Callis, we walk the line between hard work and good fun. We have a group of the right people who really care. We strive to make smart decisions and accept that change is inevitable. And, we do all this to maintain our clients' trust. 

Check out this mini episode to learn more about the Callis core values and take a peek inside our work culture.

What you'll learn: 

• An inside look at the company culture at Callis
• How the Callis team lives out their core values
• Why culture is an important piece of any organization

Those of us who live, work and play in rural America know how important farmers are to our society. But, not everyone lives in a region surrounded by farms and farmland, which is why Missouri Farmers Care was established to promote the growth of Missouri agriculture and rural communities through communication, education and advocacy. In this episode, Executive Director Ashley McCarty explains why education is the primary pillar in executing a successful marketing strategy.

Tune in to hear from a Missouri family farm owner and executive director as we discuss all the pieces Missouri Farmers Care has in play throughout the agriculture industry.

What you'll learn: 

• What Missouri Farmers Care is and their primary initiatives
• Details on Ashley's experience studying agriculture abroad in the Czech Republic 
• How the Stand for Ag podcast came to fruition
• The content MFC is pushing on their social media channels that is garnering solid engagement
• Information on the "Drive to Feed Kids" and how MFC partners with other organizations to fight food insecurity in the state
• Ashley's definition of the rural lifestyle and what it means to work in agriculture 
• How Ashley markets the McCarty Cattle Company and the importance of off-farm marketing
• More about Ashley's family and their farm operation, McCarty Cattle, in Northeast Missouri

There are no less than a million things you can be doing digitally to reach your audience, and it's easy to fall into the idea that you need to have a presence on every new media channel out there. Sometimes, you just need to get back to grassroots marketing. Politicians refer to it as "shaking hands and kissing babies," but we like to think of it as staying connected to your fan base. In this episode, I visit with Mizzou Associate Athletic Director Brad Loos on the ways the Tiger Scholarship Fund is speaking to its stakeholders. 

Our podcast typically highlights industry trends, new technologies, and improved communication tools. Join us as we dive back into the basics of face-to-face and personalized marketing.

What you'll learn: 

• Brad's background and career journey through coaching college basketball and his life lessons from growing up as a "gym rat"
• Brad's perspective on winning the 2014 National Championship at the University of Central Missouri 
• What the transition from athletics to administration was like and some of the things Brad learned within the process
• Marketing strategies that Brad and the Tiger Scholarship Fund and the University are using to reach local donors and supporters
• How the NIL impacts the fundraising efforts of the college athletics programs
• The importance of social media in athletics and how it fits into a bigger communications plan
• An update on Brad's daughter Rhyan, how the annual #RallyforRhyan game came to fruition, and information on this year's fundraising game

There is no denying that healthcare is complex. Terminology, technology, and insurance just scratch the surface of understanding the system. This impacts the way hospitals and healthcare systems communicate with stakeholders, from the messaging they use to the media platform they use to get it out there. In this episode, Missouri Hospital Association CEO Jon Doolittle and I discuss successful communications strategies, approaches to recruitment challenges, and the intangible benefits rural healthcare systems provide in their communities.

Despite the complexity of the industry, marketers are tasked with sharing their stories in a clear, simple, and compelling way. Tune into this episode to learn how MHA is helping hospitals approach communication plans for their communities, patients, and employees. 

What you'll learn: 

• Jon's rural American background and career journey to his current role with the Missouri Hospital Association (MHA)
• Details on some of the major initiatives happening at the Missouri Hospital Association
• The similar challenges that urban and rural hospitals are currently facing
• The "intangibles" that hospitals provide to the communities they serve
• Impactful communication strategies Jon is seeing in healthcare and what MHA is doing from a marketing standpoint to communicate with members
• Jon's perspective on the use of social media for healthcare organizations
• Strategies hospitals are using to attract healthcare workers into the industry
• What Jon values in rural American communities

The time between Thanksgiving and Christmas can feel like sprinting through a marathon, especially for those in the marketing industry. We know many of our listeners are back at it, too,  grinding away to catch up on emails and tasks following the Thanksgiving holiday. That's why we made today's episode "bite-size," so you can make the most of your time during a busy week. In this episode, I'm joined by Callis President Megan Hartman to discuss key takeaways from our recent agency peer meetings in Boston. 

At Callis, we prioritize professional development and continuing education, which makes peer groups and an agency network so valuable. Tune in to hear what we learned and why joining a peer network makes sense for you - no matter your industry. 

What you'll learn: 

• What Agency Management Institute (AMI) is and the benefits of being part of a peer group for support and best practices
• Details on Megan and Cliff's visit to Boston and their favorite parts of the trip 
• A brief state of the marketplace from Cliff
• Megan's key takeaways on new practices and trends
• Cliff's takeaways and perspective on changes in agency life
• Megan and Cliff share what changes and growth they see in the 2023 Callis plan

Every loyalty program should be designed to do one primary function: connect people; connect people to the things they want, to the rewards they can earn, or the status they want to attain. For example, we see commercials all the time for companies emphasizing their points, miles, and perks for frequent flyers. In this episode, airline loyalty thought leader Mark Ross-Smith joins OUTdrive from across the world in Malaysia for an introspective on building a successful loyalty program. 

Mark is the CEO and co-founder at StatusMatch, a global status management firm that works with some of the world's largest airline brands. His company enables individuals to maintain their status level when they switch to a new airline or hotel chain. Mark has 20 years of experience leading loyalty programs in travel and telecommunications, most recently at Malaysian Airlines. Mark is also the founder and editor of the industry blog, TravelDataDaily.com. He is a globally recognized, award-winning thought leader and known as one of the "brightest minds in loyalty."

Tune in for a dynamic conversation with Mark on the marketing behind loyalty campaigns, the impact of big tech on airlines, and an international perspective on rural America.

What you'll learn: 

• Mark's background and how his career journey through telco and startups eventually led to a niche in the airline loyalty industry
• Details behind Mark's industry blog, TravelDataDaily.com
• Marketing and industry insights from Mark's time running the Malaysia Airlines loyalty program
• Details behind Mark's company, StatusMatch.com, which helps consumers maintain loyalty status when they switch their business to a new airline or hotel 
• The audience that StatusMatch is trying to reach and how audience behavior impacts the strategy used to reach them
• What it's like living in Malaysia and the positive perceptions of rural America from around the world

"If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime." There are very few things you can do throughout your whole life, but fishing is one of them. And, there is hardly a better place to do it than here in Missouri. In this episode of OUTdrive, I had the chance to visit with Brian Sowers to talk about all the things Crappie Masters is doing to reach youth, amateur, and professional anglers, alike.

This is one honey hole of an episode you don't want to miss. Tune in to hear Brian share his best fishing stories, details on Crappie Masters and fishing tournament trails, and ways to get involved in the sport's educational pieces. 

What you'll learn: 

• How Brian got to where he is today in his role with Crappie Masters, including his background in radio and how he got started
• An overview of the Crappie Masters organization and tournament trail, with details on membership and other information available on crappiemasters.net
• The difference between recreational fishing and tournament fishing 
• The strong educational components and the investment of ag commodity groups into the Crappie Masters organization
• Multimedia marketing strategies Crappie Masters uses to get their message out to anglers, potential members, and sponsors
• Details on Brian's role as emcee for the Missouri State Fair parade and flag retreat
• What Brian loves about Missouri, plus his top fishing stories

Meet Tucker Hancock, the driving force behind Fern Thatcher, a leather goods company rooted in tradition and built on family values. In this episode, Tucker shares his journey from military service to entrepreneurship, crafting high-quality leather products while balancing family life and business growth. Tune in to hear his insights on leadership, leatherwork and maintaining a hands-on approach in a modern world.

When a consumer comes across your online presence, can they tell who you are? Or, maybe more importantly, can they tell what you are not? In our second episode with Steve Kroll, we discuss why businesses located in the Midwest should be leaning into what they know and asking for support in delivering the message. As Steve puts it, we want our client's consumers to feel like they are "running their fingers through the wheat." To achieve that, you need authentic representation and a digital-savvy team that can get you found. 

Check out Part 2 of this mini-series to learn what Midwest businesses can do to reach rural American consumers and the best ways to approach a digital marketing strategy. 

What you'll learn: 

• Industry insights Steve and the Granular team are seeing happening right now that they are incorporating into client programs
• Details on the latest tool in Google's tool belt - performance max campaigns
• The skills marketers should invest in learning outside of high-level digital expertise
• Insights on Midwest-based business marketing tactics and how they can improve 
• How to approach building a foundation for a digital marketing program
• Why Granular puts an emphasis on philanthropy in their business
• Where marketers can go to find more relevant content on digital strategy and tactics

How do you know if your marketing campaign is working? Not all channels are created equally when it comes to reporting. Fortunately, digital marketing avenues such as Search Engine Marketing (SEM), offer the value of predictive analytics and effective reach. In the first episode of a two-part podcast series, I sit down with Steve Kroll, President of Granular, to discuss his lifelong exposure to and the power of online relevancy. 

Tune in to this podcast for a deeper understanding of why getting your SEO and SEM strategy on the right track is paramount for the success of your digital marketing campaigns and online presence. 

What you'll learn: 

• Steve's background growing up in Milwaukee, Wisconsin and where his passion for digital and online business started
• Details behind Steve's first job as an intern with a digital marketing agency in the early 2000s
• How Steve's family, support system, and early job exposure provided the perfect launch pad for his career
• An overview of Granular and the digital advertising space Steve's team specializes in 
• The predictability of search engine marketing (SEM) and how important FAQs are in developing an SEM strategy
• Other things businesses can do to make Google reward their site with better placement on the search results page
• A deep dive into the impact of paid search on organic search

At Callis, we take pride in putting together a great marketing team to develop and execute the best insights and strategies for our clients. Part of that comes from finding people with all types of business-related backgrounds, like sales, finance, or communications. Darren Grove, one of our account executives, is a prime example of that philosophy. Darren brings years of sales experience and high-level business education to our team. In this episode, Cliff and Darren cover a lot of ground on what makes a great sales, business, and marketing professional.

What you'll learn: 

• Darren's rural American background, growing up in both Minnesota and Alaska, and how that exposure led him to pursue a degree in aeronautics
• Darren's enjoyment of flying drones and some recent examples of where he has been able to utilize his aviation skills and knowledge
• The strategies and paradigm shifts Darren saw throughout the course of his sales career
• Why it's important that marketers have a knowledge of business to be successful
• Darren's experience in the medical sales arena and learning how to deliver your pitch to highly educated medical personnel 
• How Darren's sales and B2B experience has transferred to marketing and insights from his entrepreneurial education
• Darren's hobbies and interests outside of work and why he prefers the rural American lifestyle

Did you know that Missouri youth involved in agriculture education courses directly contribute to the state's economy? In 2021 alone, Missouri FFA students generated over $58 million dollars of income through their supervised agriculture experience and work-based programs. And, those work experiences are not just farming-based, they are in business, tourism, science, and even marketing. In this episode, Keith Dietzschold outlines the incredible opportunities that ag education programs bring to our high school students and the importance of agriculture literacy in today's world.

Tune in to learn more about the state's agriculture education program and the life lessons Missouri FFA instills in thousands of young agriculturalists every year. 

What you'll learn: 

• Keith's background and how he got to where he is today with the Missouri Department of Education
• The primary focus of Keith's department of Agriculture, Food & Natural Resources for the Missouri Department of Elementary and Secondary Education
• Details and misconceptions behind the Missouri FFA education program and how Keith is striving to educate Missourians about all the other pieces of agriculture outside of farming
• The other organizations involved in ag education in the state of Missouri, from junior high students to young adults
• Where to find more information about Missouri Ag Education and key takeaways from the 2022 Annual Report
• The role the State of Missouri Ag Education has at the Missouri State Fair
• The types of life lessons youth learn while involved in FFA programs, primarily agriculture literacy and comprehension
• What media and strategies Missouri Ag Education programs are using to tell their story and to reach students and adults

Community colleges offer accessible and affordable training and education to a diverse demographic of students. This brings value and economy to the rural communities in which they serve. In this episode, Cliff chats with Dr. Brent Bates, the president of State Fair Community College, to discuss how community colleges should be considered a solution and asset to community challenges and opportunities. 

What you'll learn: 

• Brent's journey to education and the value of exploring career opportunities 
• Why being president of State Fair Community College (SFCC) is Brent's dream job and the vision he has for SFCC 
• The community benefits of partnering with a community college in rural areas
• Details behind the development of the Olen Howard Workforce Innovation Center and other advanced technology education programs at the college
• The career paths available to SFCC students and the advantages that community colleges have over a four-year university 
• How the demographics of community colleges tend to fluctuate with the state of the economy
• How the evolution of digital marketing has impacted SFCC's marketing strategy in recent years
• Some of the lessons SFCC learned through the pandemic and the improvements they made to their virtual learning environment

Today's market is lacking in what consumers crave most: authenticity. However, a recent surge in agritourism has many Missouri farmers opening their gates for visitors to buy locally sourced products, support small businesses, learn about agriculture firsthand and enjoy a family-friendly outing. It really doesn't get more authentic than that. In this episode, Missouri State Fair Foundation executive director, Lorin Fahrmeier, discusses personal connections and how brands can reach rural American audiences. Tune in for a deep dive into Missouri farming and agriculture - as a business and lifestyle. 

What you'll learn: 

• Lorin's background growing up as an in-town farm kid in Marshall, Missouri and her career path to executive director of the Missouri State Fair Foundation
• Details on the Missouri State Fair Foundation and the support it provides to the fair
• Lorin's takeaways from her first Fair as the executive director of the Foundation
• Lorin's description of farm life and why she thinks farmers have to be "serial entrepreneurs" 
• Details on Fahrmeier Farms U-Pick, produce market and winery
• The need for marketing strategy to address consumer assumptions and emotions
• Marketing trends in agriculture and the heightened interest in agriculture-related activities

Some people just know how to get the most out of life. They are constantly pursuing a new hobby or interest. They are involved in community boards and organizations. They are always in the know about the next big thing in town, most likely because they were part of the process to establish it. We often refer to them as movers and shakers, and our guest today is one of those people. In this episode, Cliff sits down with Dr. Doug Kiburz, a small-town orthopedic surgeon and true Renaissance Man. 

Tune into this episode to learn more about Dr. Kiburz's varied interests, perspectives, and historic community projects. 

What you'll learn: 

• Doug's background growing up in rural Nebraska and what led him to a career in medicine 
• How advancements in technology have impacted hospitals and Doug personally during his years in practice
• Where Doug's inspiration comes from and what he does in his free time (maintaining properties, serving on community boards, hosting foreign exchange students, writing books, traveling and so much more)
• Details behind the Trail's End project in Sedalia, Missouri 
• Doug's involvement in the development of "Mentor Town USA" as a pipeline into the school district program that helps prepare youth for their future career path
• The inspiration behind and the details of the Mozark Music Festival in 2024 and the Peace, Love and Halloween concert on October 29, 2022 (www.themozark.com)
• Doug's passion for cycling, specifically high-wheeled cycling on a penny-farthing 
• What Doug loves about living in rural America and why he chose to practice in a rural community

Local governments address issues that have an impact on nearly everyone who lives, works or plays within city limits. If you look around rural communities, you'll see that many public servants are our neighbors, co-workers, and local business owners. Unlike federal lawmakers, these individuals actually have skin in the game. For today's episode, Cliff sits down with Andrew Dawson, mayor of Sedalia, to discuss the opportunities, challenges, and projects that lie ahead for Sedalia and communities like it. 

Local governments address and balance the needs of both the city and its citizens. Tune into this episode to hear from Sedalia Mayor Andrew Dawson on public servanthood and why you can't approach a public entity with a private sector mindset.

What you'll learn: 

• The types of communications and messages that Andrew fields daily as mayor
• What led Andrew into local government and how being a council member helped prepare him for his current role
• The strengths, weaknesses, opportunities, and challenges that lie ahead of the city in the coming years, including addressing housing and a new sewer plant
• Some of the challenges that come with the role as mayor, from delegating to balancing the needs of the many to the needs of the few
• Opportunities for improved technology or automation in city departments
• The differences in the business approach between the public and private sector 
• The City's partnership with the Missouri State Fair, the economic and tourism impact, and what it means to our community

The long-term success of a business hinges on loyalty. Every day, companies are competing for brand loyalty, customer loyalty, and employee loyalty. This might be most evident in the car industry. Purchases are few and far between and a customer usually has their mind made up before they walk in the door. Building loyalty grows from the inside out, and today's guests, Kyle and Kelsey Weymuth, experienced this firsthand growing up in a family-owned business that now boasts over 100 years of service to Central Missouri. 

Through a family work culture, community involvement, and strategic marketing, W-K has hit the loyalty trifecta. Tune into this episode to hear how the Weymuth family has stayed up with trends, technology, and the ever-evolving world of consumer buying habits. 

What you'll learn: 

• Kyle and Kelsey's background growing up in the family business and the different paths they took that led to running W-K
• An overview of the car business and the different types of departments within W-K
• How Kyle and Kelsey divide up their daily responsibilities and how their long-time employees keep things running smoothly
• Details on the organic growth of W-K, the benefits of owning dealerships with different brands, and how the industry is moving toward the direction of consolidation
• The current challenges and trends in the automotive industry
• How W-K positions themselves in front of a rural audience, including details behind W-K's new video podcast series, wkburnouts.com
• What Kyle and Kelsey love about living in rural America

2022 is a significant year for Callis & Associates - it's our 35th Anniversary! Back in January, we started our #CallisTurns35 initiative on our digital and social channels. Every week for the first 35 weeks of 2022, we shared a lesson from each year Callis has been in business and featured a past client or project from that year, as well. It's been a challenge to churn out this content every week, but it's also been a joy looking back on work and memories from the last three and a half decades and we have seen some great engagement from our followers. As we approach our 35th week, we wanted to share a special OUTdrive episode in recognition of this initiative and celebration of 35 years in business. 

Tune into this week's solocast to learn more about #CallisTurns35 and grab a couple of key takeaways you can apply to your online and social strategy.

What you'll learn: 

• Details behind the #CallisTurns35 initiative
• What Cliff and the Callis staff have enjoyed about creating content for the blog and social media 
• Where you can catch up on the last 35 weeks of content, at ecallis.com or on Callis social channels
• Some ideas for how to highlight milestones in your business 

In this episode of OUTdrive, Cliff Callis sits down with Julianna Sonnik, an account executive at Callis, to discuss the importance of building strong relationships in rural marketing. Julianna shares her journey from growing up in Sedalia to pursuing her MBA while working in marketing. She also discusses her experiences in the retail jewelry business and how they prepared her for her current role. Tune in to hear her insights on marketing strategies, relationship building and the power of community engagement.

We know there can be a lot of complexity surrounding digital marketing, specifically within the topic of Search Engine Optimization. But, when you break it down, SEO can be simplified to crafting the most relevant and accurate answers to your consumer's frequently asked questions. In this episode, agency owner Rogelio Rodriguez gives valuable and simplified insight into digital marketing and how to make it work for your business. 

Check out this episode of OUTdrive to get a crash course from Rogelio in SEO, inbound marketing, and trending strategies like message testing and Account-Based Marketing. 

What you'll learn: 

• How Rogelio's time in the Marine Corps shaped him as a person
• What led Rogelio to online business, SEO and eventually digital marketing
• Some of the ways that companies can take initial sales leads and nurture them into repeat customers
• Rogelio's insight for those looking to start inbound marketing and how to take FAQs and make them advantageous on your website and social media
• A simplified breakdown of SEO and the strategy behind it 
• Strategies like message testing and Account Based Marketing, that Rogelio's company has found effective
• Rogelio's perception of rural America and his experience hiring talent from the Midwest

CEO's have a lot on their plate, and managing finances is a critical part of running a business. Many small to medium size companies can't justify a full-time CFO, meaning this responsibility often falls on the owner. But, there are financial support options for businesses that just need a little help. After spending most of her career in varying CFO roles, Rebecca Mankin established her own company, Mankin Consulting, which specializes in helping non-profits and community health organizations meet their financial goals. 

Tune into this episode to learn more about the clients Rebecca serves and the common challenges they face.

What you'll learn:

• A short background on Rebecca's career journey and path to Sedalia, Missouri
• What prompted Rebecca to start her own business
• What Mankin Consulting does and the types of clients Rebecca serves
• How Rebecca takes Mankin Consulting to market and what strategies her team uses to attract new business
• What Rebecca loves about living and working in rural America
• Some common challenges Rebecca feels community and health organizations are facing today

A visit to the Gerken Dairy Center is a tradition for many who attend the Missouri State Fair. Ice cream, milking demos, and, of course, the butter cow sculpture, are just a few of the great things you can find inside the dairy barn. But, it also serves a greater purpose: connecting Missourians with the dairy farming community.  The producer-to-consumer relationship is incredibly important in agriculture, and especially in the dairy industry. Midwest Dairy works to cultivate farmer connections, ensuring that the dairy story is shared in restaurants, grocery stores, ballparks, and homes across the nation. In this episode, Farmer Relations Manager Stacy Dohle joins the podcast to discuss effective ways Midwest Dairy is working to share farmer stories through media, Missouri program partnerships, and at state fairs across the Midwest. 

 What you'll learn: 

• Stacy's background and how it lead to her current position
• The work and goals of Midwest Dairy
• Insight on Midwest Dairy's work with the St. Louis Cardinals and the Race to the Plate partnership
• Opportunities offered by Midwest Dairy at the Missouri State Fair and what you can expect at the Gerken Dairy Center
• Effective ways to tell the farming story
• Background on the partnership with Grants Farm in St. Louis and  Wonderscope in Kansas City
• The passion of Dairy Farmers