Hartford Business Journal

26 Hartford Business Journal • June 18, 2018 • www.HartfordBusiness.com Cohen transforms ImageWorks into digital marketing agency By Melissa Nicefaro Special to the Hartford Business Journal J effrey Cohen was building websites long before most folks even knew what the internet was. "Twenty years ago, it was in its infancy," said Cohen, chief marketing officer at ImageWorks LLC, a Vernon-based digital marketing agency. "I would get in my car and drive around and ask people if they wanted a website — most people didn't even know what that was. I remember telling my wife, 'There's this guy I know and he's doing this thing called the inter- net. I think I can do it and I think I'd be better at it. I'm younger and hungrier.' " Twenty years after the founding of ImageWorks, the firm has roughly 750 clients and Cohen has literally watched the internet change the world. "Because it was the dot-com boom/ bust era, I watched everything change: newspapers, Yellow Pages, TV adver- tising. We were thrust into the fore- front of this cutting edge and I had to be constantly aware of what was going on because everybody was wondering how the web was going to affect tradi- tional advertising," Cohen said. He sat at his kitchen table and invested his time in research and development and watching trends. "Some of what I predicted was very right and some was very wrong," he admits. "I knew it would change the way people did business. But I com- pletely underestimated (as did the rest of the world) the impact that mobile devices would have on everything. Another big impact was how quickly broadband proliferated." Since 2013, ImageWorks has nearly doubled its staff to 18 employees and its 930-square-foot facility has morphed into a 6,300-square-foot office. What began as just a web de- velopment and hosting company has transformed into a full-service digital marketing agency. "Jeffrey has been instrumental in building and growing the Image- Works brand not only in Connecticut but across New England," said John Kleinhans, ImageWorks' vice presi- dent of business development. "He is an expert in the digital marketing space. He contin- ues to revolution- ize his company, bringing in several new components to excel in social media marketing, and paid search to help his clients achieve tremendous success." Kleinhans started working with Co- hen in 2017, when his former company — paid search firm Search Integra- tions — was acquired by ImageWorks. Cohen said the deal was a pinnacle move in his career. "It allowed ImageWorks to go to its existing client base and offer paid search at a world-class level. The work that they did for us, they did better than anything else we'd seen out there, so we decided to get these guys under our roof and that's worked extremely well for everybody," Cohen said. "They did Google ads and all of the targeted ads that follow you around on the in- ternet. We had been using other firms, but when we found them, they were just killing it — doing a far better job than anything we'd ever seen. I'm re- ally proud of the work that we've done for our clients on the organic side, but we weren't as strong on the paid side. I realized they are as good at what they do as we are at what we do." Kleinhans said Cohen leads the com- pany culture. "He develops the staff to succeed," Kleinhans said. "Many come to us fresh out of college and are young. Jeff develops them to be as successful as they can be. He is a true leader and has not only survived, but he has thrived year after year." A true pioneer in the digital market- ing space, Cohen says he finds great satisfaction in the unique ability to learn from the field every day and vice versa. "It's very reciprocal," Cohen said. "It's a unique position that I'm in, in that I get to share what I learn and ap- ply it in real time as well. A rising tide lifts all boats." ON THE JOB Guiding business principle: Our word is our bond. Best way to keep your competitive edge: Read, read, and then read some more! Don't be afraid to try new things. Best business decision: Sinking a ton of resources to learn new trends, such as inbound marketing. Worst business decision: Not firing bad people quickly. Biggest missed opportunity: Investing in Google! Goal yet to be achieved: There are so many. Let's go with independent wealth! PERSONAL SIDE City of residence: Vernon Hobbies: Tennis, skiing, boating, and strumming my guitar … and most enjoyable of all, spending time with my adult children. Last vacation: Cozumel, Mexico Favorite movie: One Favorite? I need a genre to pick from! The car you drive: Volvo, T6, S60 Currently reading: "Born Standing Up," By Steve Martin Favorite cause: Jordan Porco Foundation Second choice career: Astronaut CATEGORY: CHIEF MARKETING OFFICER Jeffrey Cohen Chief Marketing Officer, ImageWorks LLC Size of organization: 12 employees Highest education: Degrees in fine arts and computer programming Previous job(s): ITW/Promark, Technical Support; Travelers Insurance, IT C-SUITE AWARDS 2018 HBJ PHOTO | STEVE LASCHEVER "Because it was the dot-com boom/bust era, I watched everything change … . I had to be constantly aware of what was going on because everybody was wondering how the web was going to affect traditional advertising."

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