Baiting The Hook

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HAVE FRIENDS WITH BENEFITS

“We form strategic alliances with businesses related to but not directly competing in our space who can refer us customers. If we are not able to send customers in their direction, we figure out a way to be beneficial, whether that be by helping get their kid an internship or donating to causes they care about.”

—Evan Powell, cofounder, Key Transitions, Los Angeles

COVER ALL BASES

“We’ve found that a comprehensive, multichannel marketing strategy is mandatory in today’s fragmented media environment. When we are reaching our customers wherever they are—including TV, radio, Facebook, earned media, Amazon, their email inbox, display ads, YouTube, and search engines— then all channels support each other and increase effectiveness. The sum is truly greater than its parts.”