With nearly 20 years of marketing communications experience under her belt, Shelly Otenbaker has the experience, knowledge and determination to help companies develop and implement strategic communications strategies focused on improving their business’ bottom line.
Passionate about driving results, she takes a strategic approach to partnering with clients to determine what differentiates them from the competitor, developing impactful messages and determining the right tools to deliver those messages to key audiences.
Coming from Eisbrenner Public Relations, one of Michigan’s leading public relations agencies, Shelly has a diverse background in both B2B and B2C public relations. She has extensive experience in the manufacturing, transportation and technology industries and is skilled in client counsel, media relations, key message and brand development, social media, crisis management, event management, marketing communications program development, writing and editing, message development and strategy and internal communications. Shelly is focused on cultivating relationships and connecting people.
Five years ago, Shelly saw a need among entrepreneurs and small- and medium-sized businesses for affordable, strategic marketing communications expertise and launched WayPoint Marketing Communications.
Shelly earned a Bachelor of Arts degree in marketing from Northern Michigan University and her MBA from Michigan State University’s (MSU) Executive Program. Additionally, she is a member of the board of management at the Michigan Science Center.
Panel: Recruiting, Training & Retaining the Workforce
Workforce development is a key issue for every member of the print finishing, binding, diemaking and diecutting industries. How do you find the right people to fill open roles in your facility? How does training play a role in encouraging new employees to stay with your company? What other factors are critical to creating a culture that encourages employee loyalty? It is a common myth that marketing is exclusively for business development. In reality, a company’s marketing activities are one of the most effective tools in talent retention and acquisition, regardless of the industry you work in. During this panel, Shelly Otenbaker will share current HR marketing trends and best practices used to attract the next generation workforce, and FSEA Executive Director Jeff Peterson will discuss recent printing industry efforts in the arena of workforce development.