Each and Everyone of Us is an Architect of Change

By Deborah Israel, APR

President, PROFIT Communications

To be truthful, that headline alone inspires me. At PROFIT Communications, we use the tagline, PR & Marketing Architects and I’ve always really liked it because it signifies constructively building something in order to produce a cause-related effect or result. 

It’s amazing how many people I’ve met who selflessly manage to lend their support to local area boards and committees, coaching responsibilities and township, school and congregational initiatives.  Using your professional gifts and ‘human capital’ to help further the cause of an organization can be one of the most enriching and motivating experiences you’ll undertake. 

Situation Room 

I was approached late last year by the Upper Dublin Lutheran Church Transition Team in search of members with specific skills to chair and co-chair various task forces to move through the laborious and emotionally-charged process of finding a replacement for the congregation’s beloved lead pastor for the past 15 years due to retirement. 

Solutions-Oriented Process 

James, the Leadership Task Force co-chair and I shared the responsibility of managing over 20 passionate congregants and leaders to meet our objectives of producing a profile and essentially a job description if you will of what this new pastor would bring to the table to complement the now remaining highly talented, yet more senior pastor.  Our assessment work was to be completed within 60 days or less in hopes of producing and providing this document to the Synod decision-makers to review, process and begin the search. 

Cut to the Chase 

The document produced by the Leadership Task Force combined with the sum total of data from the four other groups provided a ‘razor-focused’ blueprint that enabled the multi-generational call committee to identify a candidate that was a near-perfect fit.  Brought before the congregation for a vote, they unanimously approved!  Further, Upper Dublin Lutheran Church will be welcoming its new pastor and family in August and officially installing him in January. 

“As a proven business leader and professional with exceptional personal connectivity and communications skills, Debbie Israel was selected to co-chair the Leadership Task Force for the pastoral transition process at Upper Dublin Lutheran Church.  Coordinating and directing a 20+ eclectic group of the church leadership with strong personalities and opinions towards a productive outcome was a challenge which Debbie accomplished with grace, precision and determination.  In a very tight time-frame, the group met and exceeded its mandate.  We were fortunate to have had her in this crucial leadership role.” 

Kent C. Griswold, PhD, MBA, Upper Dublin Lutheran Church Transition Team Leader 

If you or your organization is looking for a communications ‘Architect of Change,’ contact Debbie Israel at 484-681-9516 or disrael@profitcommunications.com.

Recruitment, Involvement & Engagement is the Name of the Game!

By Kelly Smith
PROFIT Communications Marketing Communications


WOW, has the college search and recruitment process changed since I earned my degree from PSU!  My first born just closed up her junior year and happily declared herself a High School Senior. I don’t know whether to rejoice or cry—the latter for the price tag of her future college education. 

12 – 24 Points of Contact Over Two Years

We began visiting colleges and attending “Junior Days” this past spring.  Quite impressive with ultra-intelligent student panels, colorful climbing walls, talented tour guides who can walk backwards, talk and chew gum at the same time.  Colleges are in the business to recruit the best students and do so by embarking on creative marketing campaigns like any other business.  Traditional marketing methods are still used but now many rely on the power of social media channels, which helps target those students best suited for their campuses. One study cites a college that averages 12 to 24 points of contact over the course of two years to build meaningful relationships with prospective students.  When considering PSU, I had zero contacts and a brief visit to campus with my Dad. Today, recruitment—involvement—engagement is the name of the game.

Social Media is the Ticket

Students require a quick and painless mechanism to create a list of ideal colleges.  Using various online college search sites (e.g., https://bigfuture.collegeboard.org/, www.zinch.com, www.cappex.com) is so much more efficient than perusing the four-inch thick “Big Book of Colleges” from my generation. Today’s student spends 10 minutes completing a profile, and voilà, ideal choices at your fingertips.  This means my daughter has limitless information from many perspectives: admissions, professors, athletic coaches and current students. Social media is helping her build relationships and become a more informed consumer before making one of the biggest decisions of her life.

Bottom Line

As a parent, and marketing professional, I feel that my daughter is more likely to make the right choice and ultimately graduate from the school she selects.  Funny thing how “art imitates life”.  Regardless of the communication venues, college planning and recruitment is a proactive and planned process…the better the plan the better the outcome!