Marketing Partnership

An alumnus’s concerns over what he saw as a disconnect between companies’ mission statements and how they operate has led to a partnership between the College of Communications and DGWB Advertising and Communications in Santa Ana. 

Mike Weisman (B.A. communications ’74), founding partner and president of the advertising firm, often found that such a disconnect, and not advertising or marketing campaigns, were the cause of some businesses’ lack of success. Weisman began working with his former director of strategic planning — who holds a master’s degree in sociology — to discover what was happening.

Caption: Alumnus Mike Weisman, founding partner and president of DGWB Advertising and Communications. Photo: Matt Gush Download Photo

They began to apply social science research methods to businesses, trying to determine what qualities successful companies use to stay profitable and maintain excellent reputations.

“We were concerned with what seemed to be a revolving door in marketing and advertising,” said Weisman. “We found that the average tenure of someone in marketing positions was about 18 months.

“Often we found ads and communication strategies that were fine,” he said. “But when we dug a little deeper, we’d often find problems with the quality of the product or inconsistent delivery systems. Sometimes the leadership of an organization caused problems, or disorganization prevented companies from moving ahead. But instead of focusing on the deeper issues, people tend to blame the marketing campaigns.”

That led to the creation of DGWB’s Values Institute and the partnership with Weisman’s alma mater.

College of Communications Dean William Briggs heard about the Values Institute and sought out Weisman to discuss development of processes related to values-based marketing, relationship development and socially responsible corporate behavior.

“I found his was a very progressive approach in looking at communications,” Briggs said. “The more we talked about what Mike was trying to accomplish, the more I wanted CSUF to play a role. An academic component could enhance the credibility of what Mike was trying to do and, at the same time, give the college and our students a solid footing in the business community.”

As part of the partnership, Mark Wu, associate professor of communications, has joined the board of the Values Institute. In turn, Weisman joined the dean’s advisory board.

“At the Values Institute, we look at issues of trust and shared values,” Weisman said. “Rather than simply write up a mission statement or talk about customer service, we want companies to demonstrate how they put these words into practice. Some have a hard time doing so.”

When Weisman or his staff members meet with company leaders, they conduct an audit of the organization, looking at the leaders and influential employees. By looking at a company this way, he can determine if there are no ascribed values, latent values that haven't been communicated or compliant values. If the audit points to larger problems, the group members discuss their concerns with the leaders of the company and provide counsel on how to proceed.

“The big idea here is that strong organizations that live out their values succeed over the long haul and outperform their competitors,” Weisman explained. “We often look inward before we can communicate outward.

“The brand transcends the company,” he said. “Ad campaigns usually make a promise. If there is a problem with the product or delivery system, it’s hard to make good on that promise. If a company doesn’t have a set of values and live them, then long-term sustainable growth is almost impossible.”

Weisman’s vision is to enable DGWB to become a recognized leader in the movement to base communications and management decisions on values. “Partnering with Cal State Fullerton makes sense for both parties,” he said.

“The future of public higher education will depend, to a large extent, on public/private partnerships,” said Briggs. “It is our hope that private organizations will come to recognize the added advantages of such partnerships.”