Mainebiz

W W W. M A I N E B I Z . B I Z 23 N OV E M B E R 1 3 , 2 0 2 3 ainebiz: How did a UMaine natural resource management major/soil sciences minor get into advertising? Meredith Strang Burgess: Everything I did for extracurricular activities in college involved com- munication, PR and promotion. I kept taking science classes with some political science thrown in — no one ever mentioned there was actually a major in communication. MB: To what extent was advertising a man's world at the start of your career, and what impact did that have on your own trajectory? MSB: I got to see the remnants of advertising as a 'man's world' but women were entering the field and excelling by the late '70s. I never felt that I was held back, even early on. In fact, being a female was an advan- tage — we are naturally good com- municators and organized. e whole multitasking thing is a real asset in the marketing sector. MB: Any advice you would give to your younger self when you started out? MSB: Take more business and writ- ing classes! Maybe a typing class, too — I refused at the time. MB: Was it always your intention to become a sole owner of the business? MSB: Not at all. I had been encour- aged to step out on my own earlier, but never thought I was smart enough or could do it by myself. I actually looked for a business partner and happened to find three. MB: When you became sole owner in 1991, what was the biggest change for you? MSB: It was freeing but scary. I learned how to be a better leader and listen to my intuition along the way. MB: In today's crowded digital world, how do you make brands stand out? MSB: We use digital storytelling to cre- ate a connection with the audience — just like with any other type of adver- tising. People remember emotions and how something makes them feel. e key to digital is knowing how people use the platforms, learning what content resonates and optimizing the storytell- ing based on that. For longtime client New England Cancer Specialists, we use digital to enhance the personal con- nection cancer patients have with their medical team and to convey genuine warmth and care in the messaging. MB: You mentioned the use of 'geofencing' in your Veranda Plan campaign for the Maine Department of Transportation. How did that work? MSB: e closure of I-295 for 60 hours was unprecedented and a huge com- munications challenge. anks to ever- evolving digital technology, geofencing played a key role. We were able to put a virtual fence around the Veranda Street bridge [in Portland] and key exits — allowing us and Maine DOT to identify frequent commuters in the area and alert them of the upcoming closure. is was just part of our overall campaign targeting, but it was effective in reaching those folks. MB: When will you start fundraising — and training — for next year's Tri for a Cure, and what personal goals do you set? MSB: We're already looking ahead to it. e Maine Cancer Foundation's 17th Annual Tri for a Cure is set for July 14, 2024. It's incredible when you consider the Tri's 16-year history and $22 million raised to date — all staying right here in Maine. As an almost 25-year breast cancer survi- vor, it's personal for me. I'm blessed to have many wonderful friends who support my personal fundraising efforts each year. I always set my goal to match the year of the Tri, so my 2024 goal will be $17,000. But really I will be pushing for over $21,000 to beat my total from last year. MB: What is your business succession plan? MSB: I am still working on that. but right now we are 100% in growth mode. I have an amazing team, and maybe talent from within will carry the day when the time is right. B Y R E N E E C O R D E S B Y R E N E E C O R D E S O N T H E R E C O R D P H O T O / J I M N E U G E R At Burgess Advertising & Marketing, President and CEO Meredith Strang Burgess leads a seven-person team out of a new, 2,350 square-foot office at 75 W. Commercial St. in Portland, marking a return to the city where the agency was founded in December 1986. Mainebiz caught up with Burgess to find out more about the business and her involvement in Maine Cancer Foundation's annual Tri for a Cure fundraiser. Meredith Strang Burgess Meredith Strang Burgess, president , president and CEO of and CEO of Burgess Advertising & Burgess Advertising & Marketing Marketing, at the agency's new office , at the agency's new office at 75 W. Commercial St. in Portland. at 75 W. Commercial St. in Portland. I learned how to be a better leader and listen to my intuition along the way. M

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