Renee White Fraser has a simple goal – she wants to utilize communications to make the world better.
“We take this to heart in the work we do,” says Fraser, president and CEO of Fraser Communications.
But what really makes Fraser Communications unique is that it’s an agency run by a consumer psychologist and Fraser has established a corporate culture that seeks to give back to society. Her company has become unique in that its client roster is comprised of a mix of private and public sector accounts, which Fraser says keeps her team in the know about behaviors, changing behaviors and creating habits.
With notable clients such as Toyota, BusinessWire and Whole Foods Market, Fraser’s company has become a go-to firm when you’re interested in making an impact.
Because of this, she was named one of the 2010 Smart Leader honorees by Smart Business and Chase Bank. We asked her how she keeps Fraser Communications one step ahead of the pack.
Give us an example of a business challenge you and/or your organization faced, as well as how you overcame it.
In our business, digital and social media have become the new territories. We had to educate the company and our senior management in these areas fast. We invested in good people early on and attend multiple conferences. This has been a challenge in tough times, but it has paid off. We now lead in many digital areas and find ourselves better prepared than many competitors.
Enabling people to learn while working hard at their current jobs and painting a picture of the future was key. This has meant taking new ideas to clients even before they are ready for some of the digital approaches. But, we want them to know we are on the forefront and ready to activate in digital and social media.
In what ways are you an innovative leader, and how does your organization employ innovation to be on the leading edge?
Innovation is at the heart of the company. We reward people for coming in with new ideas and salute the new approaches at monthly lunches for the entire agency.
How do you make a significant impact on the community and regional economy?
Our mantra is to do utilize communications to make the world better. We take this to heart in the work that we do. So we have focused on environmental issues and conservation for the last 7 years – doing “Flex Your Power”, “BeWaterWise”, “I know” (an anti-STD campaign) and Aids awareness campaigns. All this work has been award-winning but more importantly, it has worked. We know we are making a difference and changing behaviors. Our work for First 5 California has helped parents prepare healthier foods for their kids and make healthier choices. It matters -we know communications can have an impact; and we like knowing our impact is for the better.
How to reach: Fraser Communications, http://www.frasercommunications.com/
The Smart Leaders Class of 2010
In November 2010, Smart Business and Chase Bank recognized 10 business leaders for their commitment to business excellence and the impact their organizations make on the regional community. Treated to a keynote address by MemorialCare Health System CEO Dr. Barry Arbuckle, these 10 leaders composed the honor roll: