Creative Director | Powered, Inc.
Jenny Olender has not fulfilled a typical destiny as a Hankamer graduate. After working for one savings and loan legal department and two nonprofits; writing for three periodicals; working for Computer Sciences Corporation and Prodigy (bought by SBC/AT&T); serving as an associate director of event marketing; working for an ad agency and earning an MBA degree; she became the creative director at Powered, Inc. in 2007.
With an initial interest in radio, television and film, Olender decided to incorporate business into the mix by earning a BBA in Business Broadcasting at Baylor. The degree plus diverse work experience has complemented her work at Powered, creating interactive online content for clients like Sony Electronics and HP.
“At Powered we build overall social marketing programs that are based on a proprietary platform (ours), learning centers, communities and ratings/reviews,” she said. “We are working to bring all of the social tools available to our clients, with strategies that align and support their business goals.”
Whether it is a tutorial on digital photography or a video explaining four things you should know about HDTV, Olender and her associates try to get into the minds of their clients’ consumers to develop content that is user-focused and user-friendly. Social marketing strategies allow consumers to become more engaged with each other; the product, subject or company; and, in some cases, actual product development team members.
“We are continually challenged to find new ways to deliver content to make it relevant to users and meet their needs, while keeping an eye on our clients’ goals and helping them learn that this kind of marketing creates long-term relationships and brand loyalty with their customers-that they are not selling to their customers, they are creating relationships,” she said.
By educating consumers about new technology or products in an online community environment, Olender said her clients have seen the positive results from social marketing.
“We connect with consumers in the consideration stage of the marketing funnel,” she said. “Our projects are not campaign focused, they are program focused and are long-term. These programs work in our clients’ favor; since everything is online, results can be measured and brand loyalty is strengthened.”
Cooking up creative ideas for content and its delivery requires inspiration. Olender said breakfast tacos are always a good start, and it never hurts when you have coworkers you like.
“Every day I work with really smart and funny people-it makes coming to work a pleasure,” she said. “Sometimes you have to round up the troops and get them off-site-our creative and development teams went to see Star Trek together-when you get to the heart of it, we’re all a little nerdy.”
Olender said her motto is “do great work and have fun doing it.” When she’s not at work, you can find her playing roller derby with the Texas Rollergirls.
“Technically, I am retired,” she laughed. “I spent two years as team captain of a competitive team, but now I play just for fun.”