July 2018 IABC Harrisburg Newsletter Print

Happy Hour

Spring Gate Vineyard 
Thursday, August 23   •   5:00 p.m. to 7:00 p.m.

Spring Gate Vineyard & Brewery
5790 Devonshire Road
Harrisburg, PA 17112

Please join IABC Harrisburg at Spring Gate Vineyard for a casual happy hour to celebrate summer. Enjoy a variety of wines, wine slushies, ciders and beer, while socializing with fellow communications professionals. The happy hour is free to attend with cash bar. Everyone is welcome! 

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Welcome New Members

We're pleased to welcome our new IABC Harrisburg member!

New Member:
Nicole Bertelli
Content and Communications Manager, McCormick & Co. 

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IABC Member Spotlight

Lisa Maresca

Lisa Maresca grew up in Niskayuna, New York (go ahead and find it on a map), and graduated with a Bachelor of Arts from the State University of New York at Buffalo (where she studied communications and learned fun words like “besmirch” and “troglodyte”) and a Master of Arts from California State University at Fullerton in communications (where she discovered that she actually doesn’t like the beach).

She spent several years working (slaving away) in California and New Jersey in trade and medical magazine production where she was an associate editor. After moving to Ithaca, New York, and working as the managing editor for a college publication/recruitment marketing coordinator (she even had an office … with a small couch!), and as a group fitness instructor (kickboxing), she moved to some place even colder, Syracuse, New York, (go Orange!) where she was the marketing and communications specialist for a third-party administrator of health benefits.

After three-and-a-half years of winters that lasted from October until May, Lisa dug out from underneath the snow and moved to central Pennsylvania in November 2017 where she joined the marketing and communications staff at Penn State Health (and eats way too much chocolate).

She currently lives outside Hershey, Pennsylvania, (hence, the chocolate) and, in her spare time, she enjoys running (though she only enjoys it when she’s done), spoiling her kitty, discussing the many fine points of the “Star Wars” movies (except for the prequels, which were junk) and watching “Game of Thrones” (she drinks and she knows things). Lisa’s excited to be on the content creation team at Penn State Health.

“I joined IABC to gain professional insight and network with fellow communications professionals,” Lisa says. “I’ve enjoyed listening to the webinars and attending discussions to hear subject matter experts discuss their areas of expertise.”

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Last Month's Recap

Last month, Crystal Hull, ABC, MPA  and Rob Rutz joined IABC Harrisburg members and guests at Cliff’s Tavern in New Cumberland for dinner and an impactful discussion.

Crystal and Rob shared invaluable advice on what it takes to become a strategic communications adviser during a casual discussion.

Key takeaways:

  • Always treat each other kindly
  • Don't obsess over your title and "C-Suite"
  • Think strategically
  • Be able to walk in other people's shoes
  • Check your ego at the door
  • Be decisive
  • Take risks
  • Always have a plan - and also a "plan B" and "plan C"
  • Put your company or organization's needs above your own personal goals
  • Get to know the ins and outs of your organization
  • Have personal and professional goals, and discuss them with your manager
  • Know when to speak up and when to shut up
  • Don't sweat the small stuff
  • Be willing to embrace change and do not fear the unkown
  • Be resilient and tenacious
  • Know your audience and be a great communicator for all audiences
  • Respect others and always keep building relationships
  • Build your network and keep in touch
  • Embrace the power of "Yes - and"
  • Be very flexible to take on new responsibilites at work - promote yourself sideways
  • Know what and how your leadership is measuring as successful
  • Make sure people under you are performing well, too
  • Go get coffee with connections you have made via LinkedIn, professional organizations, etc. if you don't actually know them
  • Become involved in professional organizations
  • Get into areas that may be uncomfortable
  • Volunteer to do things that are challenging at work, in professional organizations, etc.
  • Stay up on trends in your industry and in the communications field
  • Learn adaptability and connectibility 


Plans are underway for our fall programming. If you have a topic. speaker and/or venue in mind, please contact us at 

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IABC Heritage Region Conference

Now is the time to make sure your career is on the road to greater success! Make plans now to gather in Richmond, VA, for the 2018 IABC Heritage Region Conference November 11-13, 2018.

At this year’s IABC Heritage Region Conference you can engage in seminal presentations, find the latest effective communication techniques and network with the industry’s best practitioners. And you can catch the spirit through keynote sessions, breakouts and dining activities geared specifically to communication, public relations and marketing professionals.

The International Association of Business Communicators is a vibrant global association with members from around the world, representing many of the Global Fortune 500 companies. At the international, regional and local level, we support our community of professionals with innovative thinking, shared best practices, in-depth learning, and career guidance.

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We Want You to Volunteer!

Get Involved with IABC Harrisburg!

Getting ready for vacation? Think about how you can move your career forward after you get back. Consider becoming involved or more involved in your IABC chapter! Regardless of whether you’re a member, we’d love for you to share your thoughts, time and talents with us and help make IABC Harrisburg what you want it to be. Would you like to further your communciations skills? Get more versed at event planning? Help with our social media?

However you’d like to get involved with IABC Harrisburg, please email and share your volunteer interests with us. We hope to hear from you soon!

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Social Media Event Recap

Rachel Strella, owner of Strella Social Media, met with IABC Harrisburg members and guests at Marzoni’s Brick Oven and Brewing Co. on May 19 to share her insight on how companies and organizations can develop an effective business strategy in today’s social media climate.

Strella opened with a discussion of the phases of the sales funnel and how it has changed in the face of social media. Historically, the funnel contained four stages: awareness, interest, decision and action, and was dominated by the product or service sale. The new “buying funnel” has been further segmented into six steps, with consideration, intent, evaluation and purchase replacing the last two traditional steps. The funnel is now also heavily dominated by marketing, where social media has turned the process on its head.

To develop an effective strategy, Strella says businesses must first understand their values: are they relationship or sales based? Understanding what your company’s or organization’s values are will help in creating goals. Ask yourself: what do you want as a result of your effort? Do you want to create awareness for your business or brand, educate consumers, or engage your audience? Your goals are critical in determining what social media platforms are best for your message.

But today’s consumers are overwhelmed by social media content, a state that Strella refers to as “content shock.” So how can businesses break through the noise and get their message heard?

Strella says the answer lies in rich content, such as podcasts, blogs and video. These are engaging media posts that share your message and establish you as an authority in your field. But truly good content has one key ingredient that makes it sharable: “It can’t suck,” Strella says. Good, sharable content should:

  • Be goal-focused
  • Add value
  • Be fun


The more that your content is liked and shared, the greater the opportunity you have to make memorable impressions and move consumers toward your goal. This allows for valuable content measurement.

So now that you’ve established your goals and created your rich content, how do you decide what platform is best for your message? As the number of social media platforms multiplies daily, Strella shared a breakdown of seven of the top channels with statistics on active users, valuable demographics, and helpful tips to guide businesses toward their ideal outlet. Each outlet offers analytics that can be used to measure ROI toward your established business goals.

Above all else, when using social media as part of your business strategy, Strella stresses that messaging must have a real person and voice behind it to lend authenticity. A well designed strategy deserves dedicated, knowledgeable resources to manage content development and social media engagement.

If you have a specific topic you'd like us to cover for a future professional development event, have a speaker in mind or know of a cool venue to check out, we'd love to hear your suggestions! Contact us at

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Career Opportunities


Media Assistant

Marketing and Client Success Associate
RMG inc.

Digital Marketing Coordinator
Members 1st Federal Credit Union

Marketing/PR Specialist

The Family Wellness Center

Sales and Marketing Coordinator
PensionPro Software

Associate Manager of Public Relations
The Hershey Company

Integrated Marketing Analyst
TE Connectivity

Director, Marketing and Sales Operations
TE Connectivity

Manager, Marketing Operations
The Hershey Company

Marketing Coordinator
Ollie's Bargain Outlet, Inc.

Communications Coordinator
Penn FC

Digital Media Coordinator
Penn FC



Marketing and Design Assistant
Morex Ribbon

Marketing Specialist

Marketing Assistant
Tekgard, Inc.

Tribune Media Company

Tribune Media Company



Director Of Strategic Communications
School District Of Lancaster

Digital Marketing Specialist
Select Security

Marketing Manager
Keystone Wood Specialties Inc.

Social Media Manager
EZ Marketing

Digital Support Specialist
Steinman Communications

Marketing  Coordinator
Backcountry Edge

Digital Marketing Manager
Wavelength Marketing

Marketing Communications Manager
Veritas Press

Marketing Coordinator (part-time)

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