Laura Perdew
Laura Perdew, IOM
President, IABC Orange County
VP, Marketing & Communications
Greater Irvine Chamber

The relief and excitement are tangible as we recover from the social impact the pandemic imposed upon us and we resume gathering with each other. We can, at last, have the opportunity to see each other in person!

As daunting as it was, one silver lining has come out of our collective experience over the past 15 months. We’ve discovered the benefits of digital programming. The connections we’ve kept intact and those we’ve established anew through virtual platforms have kept us grounded, inspired us, enlightened us, and helped us to continue growing in our profession. I’ve gotten to know some wonderful people that I otherwise might not have had the opportunity to meet. I’m sure you have, too. It was good to have this digital lifeline.

Over the past year, IABC Orange County and the other four California chapters collaborated on webinars and digital networking events, delivering relevant learning opportunities and bringing together diverse communications professionals. It’s been inspirational to collaborate and learn from such a deep network of experts that are a part of IABC, from those located right here in Orange County to as far away as Australia. The California chapters, collectively and individually, will continue to offer outstanding digital programming.

For now, we can turn our attention to nurturing our local communications community. I invite you to join us for our in-person events whenever you are able. To that end, the IABC Orange County Board of Directors is pleased to our chapter’s first in-person social event of 2021 to take place at the Center Club on Aug. 31 at 5:30 p.m. Details for our long-awaited networking mixer are available on our event page. We are looking forward to seeing you in person again.

Connect with me or any IABC Orange County Board member to learn how to strengthen your presence in our impressive and diverse communications community.

We have a bright future, together.


President, IABC Orange County
VP, Marketing & Communications, Greater Irvine Chamber
Sarah Willis
Sarah Willis
VP, Finance,
IABC Orange County

As communicators, most of us are drawn to words over numbers. But how do you know if your words are making a difference? You’ll have to look at the numbers. The well-known phrase, you can only manage what you measure may seem cliché, but it is a valid assertion. Sound strategy requires objective measurement and analytics. Data will tell you where you need to focus, improve, and adjust.

There is power in analytics. When you can prove something works, your influence is more compelling, and requests for additional budget and support for initiatives are more likely. You can demonstrate how communications goes beyond creating pretty flyers, product sheets, and well-written content to a department that generates engagement and revenue, contributing to your organization’s bottom line. Stories data tell have the power to transform the perception of your role as a communicator in your organization from merely a creative tactician to a strategic leader.

In addition to the key performance indicators (KPI) I’ve established and track for individual campaign performance, I track more than 50 KPIs to evaluate my department’s impact on the company where I work. Examples include leads generated, web forms completed, time on site, number of site pages, number of quotes generated, quote dollar value in aggregate, average quote value, press release views and clicks, social media followers, views, shares, pay per clicks, and the list goes on.

Tracking numerous KPIs may seem overwhelming, but it doesn’t have to be. You don’t have to start with 50. You can start by identifying 3-5 key performance metrics your company cares about. How do you or your department support those objectives? Identify that and determine how to measure it. Once you have data, report it publicly—tell others in the company about what you’re doing and the impact your activity has on the business. I only report on five KPIs to my company’s executive leadership. Those 5 KPI’s are the things they care about – when they want more detail I can supply it

You don’t need fancy or costly reporting tools, applications, or software to get started. Create a spreadsheet, Word document, or something simple that works for you, and track information, month over month. Are things improving or getting worse? Analyze and make changes for improvement. If you wait to find the perfect reporting tools, you’ll lose valuable time for making impactful adjustments. The important thing is to get started –  Once you start tracking, you’ll better understand the ideal tool for your needs.

The next step is to determine how to improve performance, create plans around that, and execute your strategy.

In review: measure, analyze, report, adjust, repeat.

Sarah Willis
VP, Finance, IABC Orange County
VP Marketing & Customer Experience, NTS-National Technical Systems

Elaine Marshall
Elaine Marshall
VP, IndyComm

Many carefully crafted communication strategies were upended or at least severely tested over the past year as communicators tried to get ahead of mounting disruptions, continuing to deliver key messaging on behalf of their clients and decision-makers. Organizations that began with a strong communications plan in place prior to the tumultuous year were better positioned to respond and pivot accordingly. Many that didn’t have a concrete path forward found themselves making missteps as they let the shifting landscaping carry them adrift. One only needs to look to the news and social media for examples.

As an independent contractor, I look to a client’s strategic communications plan for direction on how to stay on course with messaging to best help my clients achieve their goals, even as circumstances evolve. Whether or not the plan holds up to various challenges is one thing; not having one to begin with leaves organizations vulnerable and leaders scrambling to find their way during a time when they should be out in front furthering their mission.
Whether I’m tasked with creating a strategic communications plan for a client or following it, understanding their mission is the first step. Understanding their stakeholders, organizational culture, and their place in their industry and community provide equally critical information to help shape the execution of communications.
For communicators, thinking strategically has never been more critical. A clear roadmap ensures our clients and leaders are achieving their organizational goals. Within that framework, communicators have the foundation to be agile to respond to disruptions and new opportunities.
Join us to learn more about creating a sound communication strategy at the second installment of the Pro Management Series on Feb. 18. Communication Strategy: Up Your Game is ideal for those interested in becoming certified through IABC or looking to gain insights into strategic planning.
Elaine Marshall
VP, IndyComm, IABC Orange County
Chief Strategist, Empowered Public Relations

Each September, IABC celebrates the spirit of volunteerism with programming on Corporate Social Responsibility (CSR). To make an impact on our community as so many nonprofits are facing challenges, IABC/OC partnered with OneOC, which connects nonprofits with companies and organizations just like ours.

Among the many amazing programs OneOC manages is the Community Cup Charity Challenge, presented virtually on Sept. 21. Through the challenge, members of the IABC/OC Board were among 39 organizations that provided pro bono marketing and communications guidance to help 37 local nonprofits. IABC/OC supported Arts & Learning Conservatory, Thomas House Family Shelter, and Southern California Hospice Foundation. It’s IABC/OC’s privilege to partner with each of these groups that are addressing critical needs in our community.

“I can’t thank you and your team enough for your incredible support and it was so wonderful meeting with you today! Thank you again for your amazing support,” Michelle Wulfestieg, executive director, Southern California Hospice Foundation.

This will be a rapid-response strategic initiative is aimed at helping participating Orange County nonprofit organizations advance their fundraising initiatives and increase their visibility.

“Thank you so much for taking the time to speak with me today and provide such a detailed list of ideas for Arts & Learning to move forward! I look forward to sharing this information with my organization,” Morgan Holcomb, social media and communications specialist, Arts & Learning Conservatory.

The IABC/OC volunteer team for the Community Cup Charity Challenge, led by Lisa Thomas, vice president of administration, and Kim Evans, vice president of membership, also included Elaine Marshall, president of IndyComm, Laura Perdew, president-elect, and Cara Raffele, president. With more than 60 hours of professional consulting time, the team provided services valued at roughly $10,000. Overall, the Community Cup Charity Challenge provided nearly $400,000 in products and services to the local nonprofits.

“Thank you so much for volunteering your services and time. We look forward to this partnership,” Ria Martinson, development manager, Thomas House Family Shelter.

If you are interested in participating in IABC Orange County activities, such as participation in the Community Cup Charity Challenge, contact Kim Evans.

Laura Perdew
Laura Perdew, VP-Communications; President-Elect

Dear fellow communicators, I hope that you, your loved ones, and colleagues are all healthy and safe.

As the Coronavirus pandemic has disrupted the rhythm and productivity of business and daily life, we’re experiencing not just the effects of this global health and economic crisis but also a crisis in confidence. The amount and discordance of information can, at times, be unsettling. Even as we begin to reopen the economy, uncertainty creeps in. What will reemergence look like? Will there be dire consequences for missteps? Will the organization I represent survive? How can I best help to keep my community safe? As communicators, it is our responsibility to provide clarity, give voice to those we serve, and help keep them and their stakeholders informed. Keeping the lines of forthcoming, accurate, and timely communication open has never been so critical.

Whether your specialty is in corporate communications, external communications, technical writing, graphics, government relations, or one of the myriad other skills in the field of communications, you help to keep your community, and by extension, the world informed.

As members of IABC, we are bolstered by a 50-years-strong global network of industry professionals and resources. I encourage you to continue to tap into the vast network and educational opportunities available to you through IABC International and your Orange County chapter. Check out the COVID-19 resources, and access The Hub, IABC’s online community, to ask questions and get help from colleagues from the next county over and across the globe. Get answers, get help.

I encourage you to connect with fellow IABC Orange County members and chapter board members, and attend our virtual events, and hopefully again not too far in the future, face-to-face events. To provide increased access during this crisis, we are offering our webinars at no cost. Join us for a timely webinar on Wednesday, May 27, as we hear author and crisis communications expert Doug Levy discuss what comes after COVID-19 for communications. See our Events section to learn more.

Although we may be adhering to social distancing measures, no one is facing this challenge alone. Communication professionals help bind society together. We are called upon to craft messages that promote unity, courage, and hope as we fight the fight of our lives and approach our new normal.

Thank you all for practicing with such integrity on a different kind of front line.

Laura Perdew
VP, Communications; President-Elect
IABC Orange County

Are you a current IABC-OC member and looking to stay on top of current Marketing & Communications trends?
UCI Extension offers IABC-OC members a 10% off one course each quarter (code IABC10) on courses in the Marketing & Communications Certificate Program, Social Media Specialized Studies Program, or the Internet Marketing Certificate Program.
Go to the links below to learn more about the Marketing & Communications UCI Extension programs!
Marketing & Communications Certificate Program
Marketing & Communications Program and Course Schedule
Social Media Specialized Studies Program
Social Media Program and Course Schedule
Social Media Specialized Studies Brochure
Internet Marketing Certificate Program
Internet Marketing Program and Course Schedule
Internet Marketing Brochure

Job Description

CoreLogic logoThe Senior Director of Brand Marketing will be responsible for stewarding the brand identity of the CoreLogic brand globally and for managing the strategy and execution of all CoreLogic Brand marketing, identity and branding strategies and initiatives including the company’s creative strategy, development and management of the enterprise-wide marketing agency network and all facets of the corporate marketing plan and execution to drive preference, engagement and build brand loyalty with existing audiences and to cultivate new and emerging audiences.

Apply Online
Job Duties

  • The Senior Director of Brand Marketing will develop and manage the global CoreLogic brand architecture and brand identity guidelines and is responsible for ensuring adherence to CoreLogic brand standards across all business units and team members.
  • The Team Member will work collaboratively with a cross- functional team, including corporate marketing centers of excellence, line marketing, product management, sales, legal, and IT to ensure that all marketing initiatives are ‘on strategy’ to dirve awareness and preference goals contributing to revenue and market share growth.
  • The Senior Director of Brand Marketing is expected to provide leadership on all elements of CoreLogic brand development.
  • Lead the development of the global brand marketing strategy including brand performance and execution with business line marketing teams to ensure that all global, industry and solution marketing programs, creative assets, and collateral are aligned with the global brand strategy and comply with brand identity guidelines
  • Develop and manage the annual corporate marketing and media plans for the U.S., including brand and promotional campaigns. Support, track and co-manage as required all brand marketing initiatives in Europe and Asia.
  • Create, manage and track all brand marketing initiatives for the U.S. Support, track and co-manage as required all brand marketing initiatives in Europe and Asia.
  • Direct the work of the teams to ensure effective strategies and flawless execution

Posting Job Requirements

  • Four year degree in Marketing, Communications or related field strongly preferred; Master’s Degree a plus
  • Ten to fifteen years of successful brand marketing and demonstrated strategic marketing performance in progressively broader and more senior roles
  • Brand strategy and development experience. Previous agency experience a plus.
  • Art direction or creative strategy experience. As visual steward of the brand, ability to set visual and design direction and to train and hold others accountable to sound design principles is important.
  • Strong leadership skills, program management abilities, and demonstrated success managing and influencing a global team
  • Ability to understand and communicate complex issues clearly and accurately.
  • Excellent written, analytical and presentation skills.
  • Ability to work at the strategic, operational and tactical level, understanding how the “pieces fit together” and providing strategic guidance and coaching to accomplish the task.

CoreLogic offers an empowered work environment that encourages creativity, initiative and professional growth and provides a competitive salary and benefits package. CoreLogic is an Equal Employment Opportunity/Affirmative Action Employer and maintains a Drug-Free Workplace. We are fully committed to employing a diverse workforce and creating an inclusive work environment that embraces everyone’s unique contributions, experiences and values. Please apply on our website for consideration.

Job Description
CoreLogic logoThe Director, Communications will oversee the development, implementation and ongoing management of all internal communication content, including messaging, packaging, promotion and distribution in partnership with shared service functions and operational business groups, development and management of all internal communications channels to ensure meaningful and timely information flow up, down and across the global organization. This individual will develop, administer and maintain effective corporate communications programs and practices in partnership with senior leaders across the organization.   This is a key position within the Corporate Marketing and Communications team, responsible for driving employee engagement and advancing the understanding of CoreLogic mission, vision, and values as a CoreLogic way of life through effective communications strategies.
Apply Online
Job Duties

  • Serves as point of contact for all internal messaging, including organizational transitions, CEO and other key leader communications, program promotion, and company intranet.
  • Leads the use of all communication channels, including the company intranet.
  • Develops, maintains, and executes effective communications strategies and messaging that resonates with employees across the organization.
  • Serves as counsel to key internal clients on internal communications, including program planning, message development and implementation.
  • Ensures effective and consistent messaging and communication delivery that aligns with company brand and audience segmentation.
  • Develops communication action plans.
  • Copy writes and edits to produce effective content.
  • Develops and manages editorial governance structure for CoreLogic internal communications.

Job Requirements

  • Bachelor’s Degree in Communications, Journalism, or related field.
  • 10+ years of corporate communications experience, including internal communications experience
  • Demonstrated track record of developing high-impact strategic communications across broad audiences including experience with change management, multi-business operating environments, mergers & acquisitions
  • Results oriented, ability to work in a fast-paced, dynamic organization; ability to effectively manage competing priorities and meet deadlines
  • Proven project management skills to include process improvement, measuring and monitoring results
  • Superior communication skills – both written and verbal; team oriented
  • Organizational and business savvy, with proven ability to interact with and influence at all levels

CoreLogic offers an empowered work environment that encourages creativity, initiative and professional growth and provides a competitive salary and benefits package. CoreLogic is an Equal Employment Opportunity/Affirmative Action Employer and maintains a Drug-Free Workplace. We are fully committed to employing a diverse workforce and creating an inclusive work environment that embraces everyone’s unique contributions, experiences and values. Please apply on our website for consideration.

Save the date and grab a friend … because IABC-OC’s evening mixer and recruiting event is coming up March 18 at JT Schmid’s. It’s a chance to network over a cold craft beer or wine – and a cool way to introduce O.C. communicators to our organization.
The Brewmaster’s Room
JT Schmid’s Restaurant and Brewery at The District.
2415 Park Ave., Tustin, CA 92782
IABC and NAWBO members $10, non-members $15, students $8.  Complimentary light hors d’oeuvres, while supplies last. Drinks and food available at happy-hour prices.