I got into Georgia Tech! Here’s why I’m going back to college.

by Joe Domaleski | Aug 12, 2024 | Blog, Business, Columnists, Community, News Center, Opinion, Top News

It’s time for me to go back to school. After a three-decade hiatus from academia, I’m excited (and a little nervous) to announce that I’ve been accepted into Georgia Tech’s Master of Science in Analytics program, with classes beginning next week (as I write this in August 2024). It’s been a long time since I last sat at a desk in graduate school, having earned my MBA from Georgia State University (GSU) back in 1993. Yes, I’m going to be a working student—running my marketing agency full-time while also attending graduate school. I was a working student before in the ’90s, and we’ll see if I can do it again.

A lot has changed in the academic world since then—the Internet, online learning, faster computers, new degree programs and fields of study, and pervasive technology like the iPhone. See my previous article about my 45-year love affair with Science, Technology, Engineering, and Math (STEM). Despite all the changes, one thing remains constant: my passion for learning and my desire to grow both personally and professionally.

The author as a new Georgia Tech student holding his Buzz Card student ID. Photo/Joe Domaleski

A few years ago, my wife Mary Catherine decided to go back to college and finish her bachelor’s degree at Clayton State University. She put aside her studies in 1994 so that we could get married and raise children. With our kids grown and an empty nest at home, she re-enrolled in college. I really admired how hard she worked and the excitement she felt finally completing her bachelor’s degree (even though the commencement had to be virtual due to COVID).

Seeing how much she enjoyed the experience, I thought about pursuing some of my own unfinished academic business. Last year, I began the process of “getting up to speed” on various degree programs and fields of study. I started taking some non-credit online courses to see what that was like, and I really enjoyed it. At the beginning of this year, I decided to take some concrete steps to re-enter the academic world.

Thank you, Dr. Alvetta Thomas, Dr. Tim Hynes, Mrs. Carlotta Ungaro, Dr. Jacob Chacko, Dr. Sam Khosravi, and Dr. Charles Davis, for the encouragement and support. Thank you to Dr. Joie Hain (CSU) and Mr. Matt Bramblett (GSU) for giving me the opportunity to be a guest lecturer in your business and marketing classes this year. Doing that really increased my excitement about pursuing further academic dreams. Thanks also to my younger brother, Dr. Chris Domaleski, who pursued his academic dreams years ago and encouraged me to finally follow through on mine. With all that awesome support, I decided to apply to Georgia Tech last spring.

Even though a lot has changed on college campuses, the admissions process has not. I had to submit letters of recommendation, send college transcripts, and complete lots of digital paperwork. I will say that the Georgia Tech graduate admissions office did an excellent job guiding me through the complex process. One thing I didn’t have to do was take another standardized test, nor did I have to submit a FAFSA form for myself (thank goodness).

I nervously waited all spring to see if I had been accepted. That nervousness was compounded by seeing all the social media posts about my friends’ children being accepted to various colleges. On May 10, 2024, I received my acceptance letter from Georgia Tech. I don’t mind telling you I got a little misty-eyed with excitement about that letter. My “love language” is Words of Affirmation. That letter was big-time affirmation.

GT students working in the Buzz Card office pose for a selfie with the author. Photo/Joe Domaleski

Last week, I went up to Georgia Tech to get my student ID, aka the “Buzz Card.” When I went into the ID office, I told the young lady that I was there to pick up a student ID. She asked me, “What’s your student’s name?” thinking that I must have been a parent picking up for their kid. I replied, “Domaleski, that’s my last name, and the ID is for me. I’m going back to college.” All the kids in the office cheered. The girl at the desk said, “Congratulations on the acceptance, Mr. Domaleski. We love our non-traditional, senior students.” Did you ever see the Rodney Dangerfield movie Back to School from the ’80s? If you saw the movie, you know how I feel (although I don’t have enough money to endow a business college like he did in the movie).

So why did I decide to go back to college and get another master’s degree? There are three main reasons I’m doing this:

To Learn More About Data Science, Analytics, and AI to Better Help My Clients

In the years since earning my MBA, I’ve enjoyed a thirty-year career helping businesses and nonprofit organizations with their marketing. Even though my career started out focused more on technology, my focus shifted more to marketing, sales, and strategy in the last twenty years of my career. That’s a pretty common career trajectory for a middle-aged executive like me. However, as the landscape continues to evolve, so too must my skills. The growth and importance of data science, analytics, and artificial intelligence (AI) have created new opportunities—and challenges—that I’m eager to tackle.

Even though I’ve tried to keep current with everything, I feel like it’s time to see what the academic world has to say about these topics. Not everyone agrees, but I’ve always found that an effective leader of something must also have the ability to be a practitioner of whatever skill or topic they’re leading. When I was in the Army, everyone had to carry a weapon and know how to use it. In like manner, I need to broaden my expertise in these new tools of business. It’s important to ensure that the strategies I recommend are grounded in the latest technological advancements.

The author in front of the iconic Tech Tower. Photo/Vinay Revanuru

So why another master’s degree and not a PhD? Several reasons, actually. First, I’m not a young man anymore. It requires a lot of time and energy to get a terminal degree. I need to make sure this is something I’m really committed to doing. Also, I don’t think I’d be successful in a modern PhD program without freshening up my academic credentials, especially in the areas of math and data science. Yes, I know more about those topics than many of my peer business executives—but not enough to get a doctorate. Regardless of degree program, most graduate programs are heavy on quantitative skills, and I’m eager to catch up to what’s new. A lot has happened in 30 years. Assuming I complete my MS program, I can decide later whether or not to keep going with more studies.

To Expand My Personal Network Within the Georgia Tech Community

When I graduated from high school back in 1985, I applied and got accepted to several universities, including Georgia Tech. Many of my friends went to Tech, and I almost did as well. In the spring of 1985, I ultimately decided to accept a Georgia Military Scholarship to attend North Georgia College (now the University of North Georgia – UNG). It was one of the best decisions of my life, and I thoroughly enjoyed the experience and the lifelong friends I made. Joining the military and being in the Corps of Cadets helped me develop leadership skills. Believe it or not, I was quite introverted in high school, but North Georgia helped me “come out of my shell.” My UNG family continues to play an active part in my life and personal network today.

When I decided to go back to graduate school for an MBA in the ’90s, the logical choice was Georgia State University (GSU). It was and still is known for its business program, the award-winning Robinson College of Business. My father had attended GSU, and one of my economics professors had actually taught my dad back in the ’70s! Towards the end of my degree program, I was working downtown (that’s where I met my wife, Mary Catherine), so it was very convenient. My daughters, Alex and Tori, both graduated from GSU, and my younger brother, Chris, has a PhD from GSU. We are a three-generation Panther Family. I still consider GSU home.

My UNG and GSU connections continue to help me professionally and personally. Without taking away from those networks, I felt it was time to expand my circle even more. The Georgia Tech community offers an outstanding network of professionals, academics, and students who are deeply involved in the world of technology and innovation. By immersing myself in this environment, I’m not only gaining knowledge but also creating new connections that could lead to exciting collaborations and opportunities. Last week, I shared about going to Georgia Tech on my personal social media feeds. The amount of support and encouragement from my Tech friends was overwhelming—in fact, I’ve already made new connections through my affiliation with Georgia Tech. It’s not just what you know, but who you know that enables you to move forward in the business world.

To Complete My Unfinished Academic Business and Cross Off a Bucket List Item

Perhaps the most significant reason to go back to school is to finally cross off a bucket list item and return to academia. My undergraduate work was in math and computer science, fields that have always held a special place in my heart and still do. I’ve often felt that I have some unfinished business in STEM-related pursuits, and this program at Georgia Tech offers the perfect opportunity to explore those interests further. I love helping people through the work we do at my company, Country Fried Creative, but as any small business owner knows, the “running the business” part can be tiresome. There’s not a lot of joy in paying taxes or calling clients who are past due on invoices—just patience and persistence.

Here’s a personal opinion that’s probably unpopular, but it’s truly how I feel: I am really tired of working with people who have closed minds, feel like they don’t have anything else to learn, and act like they have a monopoly on the only “right way” to do things. That probably seems strange coming from a middle-aged white man like me. Over the last ten years, I’ve learned more from young people than I have from any other source. I love working with students and adults who have an open mind and enjoy learning new things. As I’ve grown older, I realize how much I enjoy sharing with others and also learn for myself.

The author enjoying a moment with the famous Albert Einstein statue on the Georgia Tech campus. Photo/Vinay Revanuru

There’s something incredibly exciting and fulfilling about being a student again. When I was up at the Georgia Tech campus last week, it was like a homecoming for an introverted math and science geek like me. You mean there’s a special college for people like me? Apparently, there is. Fellow nerds – rejoice! I got my picture taken with the Albert Einstein statue. Did you know the Georgia Tech library has a special science fiction lounge? Tech also has an amateur (ham) radio club. Honestly, I didn’t know what I was missing all these years. If you can’t already tell, I’m pretty excited to be a Ramblin’ Wreck.

Going back to school and attending Georgia Tech at this point in my life is a big step. While it’s definitely going to be a challenge, it’s one I’m excited to take on. For me, it’s about leaning in to my passion for learning, building new relationships, and tackling the next level of what I do. I’m eager to see how this experience will shape my work, my thinking, and my future. Learning is a lifelong journey, and this is just another chapter in that story.

When I first posted about going back to school on social media, a few people messaged me about wanting to complete their unfinished degrees. Others asked what it’s like to be an older learner. Although there’s a lot of youth on campus, there are also plenty of gray-haired students. Let me encourage you to chase your dreams and finish school.

I look forward to sharing what I learn along the way and seeing where this new adventure at Georgia Tech will lead. Okay, Swarm, sound off in the comments section below—what’s the good word?

[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn for more insights and updates.]

Style, substance, and statistics

by Joe Domaleski | Jul 30, 2024 | Blog, Business, Columnists, Community, News Center, Opinion, Top News

The other day, someone asked me, “Joe, what are the three most important things to consider when marketing my business? I mean, how do I convince people to buy from me?” I thought about it for a few seconds and replied, “Marketing is simply communications designed to promote something. It’s a lot like having a personal conversation with someone, but done on a larger scale. Let me ponder this some more, and maybe I’ll write about it.” So here goes, my written reply.

It’s fairly self-evident that the battle for everyone’s attention in life is fierce. Whether you are marketing a brand, looking for information, or seeking out “design inspo,” there are many things out there vying for attention. Every brand, organization, and influencer competes not just to be seen but to be remembered and acted upon. I’m not immune from this, and sometimes my biggest challenge of the day is to just stay focused on one thing.

So, how can you avoid the marketing and communications mistakes many people make? What can you do to make your messages rise above the noise? I’ve given this a lot of thought, and I believe it’s three things: style, substance, and statistics. Let’s explore how these three alliterative elements work together to create professional communications that are not only eye-catching but also meaningful and measurable. Personal note—I wrote the title, not AI. My high school teacher Mrs. Prante would be proud of my use of alliteration in the title!

Style: The Art of Attraction

First impressions do matter, and it may not be fair, but people do tend to judge a book by its cover. The visual appeal of your communications (cover page, website, picture, video, sound, etc.) is what will initially draw your audience in. Be creative, but use a sense of style. Many people (you and me included) sometimes only look at the picture and form an impression about the whole message—that’s why internet memes are so popular (and dangerous).

CFC team members (L-R) Erica Caetano, Fran Glass, and Christina Colantonio work on the style and substance of a marketing campaign. Photo/Joe Domaleski

Style is more than the image or video; it encompasses the design, color schemes, typography, and overall aesthetics of your communications medium. It’s about creating a visual identity that clicks with your target audience. For example, I’m an early Generation X’er, and I am automatically drawn to things from the 80’s (especially the music, because we had the best music).

Style is also about creating an emotional connection with whomever you’re trying to communicate with. If you’re marketing, then a well-designed campaign should evoke feelings of trust, excitement, or curiosity. If you’re interviewing for a job or trying to sell a house, then ensuring everything looks good does matter. Style is the first step in capturing attention and sparking interest.

Substance: The Heart of the Message

Once you have your audience’s attention, you need to keep it. This is where substance comes into play. Substance is the depth and relevance of the content you provide. It’s the information, stories, and messages that add value (or entertainment) to your audience’s lives.

We are all bombarded with superficial content, which is increasingly being generated by AI (yuck). Substance is what differentiates meaningful engagement from fleeting interest. Your content should have depth and address the needs, pains, interests, and desires of your audience. It should educate, inspire, or entertain them in a way that communicates what you’re trying to say. Yes, humor counts because who doesn’t love a good cat video?

Substance requires you to understand what you’re trying to say and match that up with the interests of your audience. What are their challenges? What do they care about? What is their mood? By providing content that is relatable and relevant, you build trust and establish a connection with your intended audience.

Statistics: The Measure of Success

Style and substance are critical, but without statistics (aka metrics or analytics), you’re flying blind. Statistics help you understand if you’re reaching the right audience and if your message is being heard. Beware of vanity metrics if you’re using social media for your communications. If you’re into marketing like I am, there’s a whole bunch of things you can track. Analytics tools allow you to track a wide range of metrics, from website traffic and social media engagement to conversion rates and customer retention.

Joe Domaleski explains the essentials of website analytics with a focus group at Trilith. Photo/Christina Colantonio

Focus on these three essentials:

• Reach – How many people see your message?
• Engagement – How many people react to your message?
• Conversions – How many people take the action you want them to take?

The above metrics can be applied to marketing campaigns but can also be applied to a small group of people. Professional marketers might review statistics on an analytics dashboard. A homeowner’s association might make a pitch to a small group of people and immediately take a vote on something. The same three essential statistics apply regardless of the scale. By looking at the data, you can learn what’s working and what’s not, allowing you to refine your strategies and optimize your message for better results.

Statistics help you understand the impact of your style and substance. By regularly reviewing your data, you can make informed decisions that enhance your marketing and communications effectiveness.

The Synergy of Style, Substance, and Statistics

There’s a lot of great material out there about how to be an effective marketer and communicator. I’ve spent most of my career learning how to be a better communicator. But the more I think about it, it seems to me the essence of it lies in the synergy of style, substance, and statistics (alliteration again). When these elements are considered and combined, they create messages and stories that are not only attractive and meaningful but also impactful.

• Style captures attention and creates an emotional connection.
• Substance provides value and builds trust.
• Statistics measure success and guide improvement.

There’s a certain elegance in simplicity. Now, I challenge you to think about your own marketing and communications efforts. Are you incorporating style, substance, and statistics in your communications? Take a closer look at your next campaign or message. Ensure it’s visually appealing, filled with valuable (or entertaining) content, and then measure how well it’s doing. By giving thought to style, substance, and statistics, you’ll become a more effective communicator. I hope I’ve been an effective communicator in this article, and the statistics on this one are there for all the world to see (although popularity isn’t everything). Thanks for reading.

[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn for more insights and updates.]

A Better Marketing Manifesto

by Joe Domaleski | Jul 23, 2024 | Blog, Business, Columnists, Community, News Center, Opinion, Top News

We need better marketing. You may be thinking, “I’m sick of ads, Joe. Why do I want more marketing?” Well, I said “better” marketing, not more marketing. Marketing helps people find things. Are you a start-up business trying to land new clients? Are you a consumer looking for specific products or services? Are you tired of swimming through irrelevant “noise” trying to find what you are looking for? Whether you’re selling something (product or idea) or buying something, you can be more effective with better marketing.

When I first entered the workforce in the early ’90s, I didn’t set out to become a professional marketer. Quite the contrary, I was leaving military service and trying to begin a career involving finance and technology. During my first decade in the workforce, I saw how important marketing and sales were in business. Whether I was trying to sell or promote something or find something, marketing was involved. Marketing, at its core, is the process of promoting and selling products, services, and even ideas.

Traditionally, business schools have struggled to teach small business marketing, and they definitely don’t do a good job teaching sales. This problem has worsened as algorithmic marketing and sales have amplified loud voices, making them louder. It’s getting harder and harder to promote and find quieter voices. Let’s fix that. In this article, we’ll explore what “better” means in the context of marketing and how it can be achieved whether you’re a buyer or seller.

Starting With Definitions

Let’s start with the definition of “better.” The word “better” refers to an improvement or a higher standard of quality, performance, or condition compared to a previous state. It signifies a positive change or progression. In everyday use, “better” often implies superiority or preference, suggesting that something is more desirable, efficient, or effective. Admittedly, the concept of “better” is subjective, as it depends on individual perspectives, goals, and criteria for what constitutes an improvement. To me, “better” implies the pursuit of excellence and the striving for quality.

Businesses and customers deserve BETTER MARKETING. Photo/Joe Domaleski

The word “marketing” is based on the word “market,” so let’s consider that first. A “market” is a place where people exchange goods, services, and ideas. We like to talk about living in a “free market” society. A market can be physical, such as a grocery store, community festival, auction hall, or even a shopping mall. It also extends to the virtual world in the form of online shopping, forums, and social media. Marketing, simply stated, is the promotion of products, services, and ideas so that interested parties know about them in the hopes that they will buy or accept them. In short, marketing helps people find things of interest.

Marketing Through the Eyes of the Buyer

As buyers, we are constantly bombarded with marketing messages. Some of these are enjoyable, like high-quality commercials that entertain, inform, and even inspire us. Think of the heartwarming holiday ads from major retailers or the clever and humorous spots during the Super Bowl. These commercials resonate because they connect with us on an emotional level, tell a story, or provide a memorable experience.

On the flip side, there are ads that annoy us. These are often intrusive, irrelevant, or overly repetitive. For example, pop-up ads on websites or irrelevant ads that follow us around online can create a negative perception of the brand. For buyers, better marketing means receiving messages that are relevant, respectful, and valuable.

Marketing Through the Eyes of the Seller

For sellers, marketing is a tool to reach potential customers and persuade them to buy products or services. Effective marketing can drive sales, build brand loyalty, and differentiate a business from its competitors. However, achieving better marketing requires understanding and addressing the needs and preferences of the target audience. High-quality commercials work well because they align with the brand’s values and the audience’s expectations. They are crafted with care, focusing on storytelling, aesthetics, and emotional appeal. Sellers must avoid practices that irritate potential customers, such as aggressive sales tactics, misleading information, and over reliance on AI-generated content (one of my pet peeves).

Marketing Beyond Commerce

Marketing is not confined to commerce; it extends to any area involving promotion, publicity, or persuasion. Nonprofits use marketing to increase awareness, recruit volunteers, and raise funds. For a nonprofit, marketing is essential to enable them to support vital causes and reach those in need. Politicians use marketing to win votes, shape public opinion, and communicate their policies and visions to the electorate. As I write this, we in the middle of a historic Presidential election where we can see the impact of marketing first hand. Individuals use marketing to build personal brands on social media to showcase their skills, share their stories, and connect with like-minded communities. Educational institutions market their programs to attract students, while advocacy groups use marketing strategies to drive social change and mobilize supporters. In essence, marketing is a powerful tool for anyone seeking to influence, inform, or engage an audience, regardless of the context.

Helping local restaurants implement BETTER MARKETING. Photo/Joe Domaleski

Example Situations That Need Better Marketing

Here’s some real world examples in our own community that could benefit from better marketing:

• Entrepreneurs trying to land their first client.
• New restaurants looking for customers.
• Families looking for community events.
• Governments recruiting new law enforcement officers.
• Nonprofits hoping to increase monthly giving.
• Existing businesses promoting a new product or service.
• Homeowners looking for a reputable lawn care service.
• Recent college graduates looking for new jobs.
• Animal adoption agencies looking for fosters.
• Struggling families looking for food assistance.

How can we help people find what they are looking for? Better marketing! I’ve built most of my career around marketing, particularly community marketing. Over the years, I’ve seen a lot of bad marketing. Let’s turn that around. Here’s my Better Marketing Manifesto on how we can all do a better job.

Better Marketing Manifesto

1. Know your audience – Understand who they are, what they need, and how they behave. Doing that will help ensure your message is relevant.
2. Create value – Offer products, services, and information that is of interest to your audience. It’s not about you, it’s about them. Focus on solving their problems and enhancing their lives. By prioritizing value, you build trust and loyalty.
3. Tell a story – Connect with your people emotionally by using storytelling. Stories help humanize your message and create a deeper connection with people.
4. Be authentic – Be genuine and sincere in your marketing message. People can spot a fake – whether it’s a fake AI-generated image or a false promise of success. It’s okay to be optimistic, but be realistic too.
5. Maintain consistency – It’s important that messaging, branding, and tone are consistent across all marketing channels (web, social media, in person). Consistency reinforces your brand identity and reliability by establishing a strong, recognizable image in the minds of people.
6. Engage and listen – Actively interact with people to make them feel heard and valued. Engagement shows people that you value their input and are committed to helping them.
7. Ground your strategy in data – Use analytics to track performance, understand trends, and make informed decisions to optimize your efforts. Data-driven decisions lead to more effective and efficient marketing outcomes. This also helps your target audience find what they are looking for quicker.
8. Respect privacy – Safeguard personal information and be transparent about how you use data. Prioritize consent and adhere to privacy laws and regulations to build trust and safeguard your audience’s trust. Respecting privacy not only complies with legal requirements but also enhances your reputation as a trustworthy brand.
9. Adapt and innovate – Watch the market and consider embracing new technologies and trends where appropriate. Be willing to adapt your strategies to keep your marketing fresh and effective. Continuous innovation ensures that your marketing remains relevant and competitive.
10. Focus on good  – If I was to summarize my better marketing manifesto with a single point, it would be this – focus on doing good. Highlight the ways your products, services, or initiatives contribute to the betterment of all concerned (sound familiar, Rotarians?). Marketing is not about forcing anyone to buy or accept anything.  By focusing on good, you inspire trust and support from people.

Let’s commit to better marketing. Whether you are a business owner, a marketer, or simply someone looking to make a difference, it’s time to up your game. Big organizations are not likely to take the lead on this. I think this has to start in our local community—businesses, nonprofits, governments, and consumers. Imagine a community where better marketing not only promotes products and services but also enriches lives by promoting local economic growth and supporting worthy causes. Better marketing can help foster connections between people in all areas of our community, helping people find what they are looking for and not just what algorithms want you to know about. Helping people is the heart of better marketing.

[Joe Domaleski, a Fayette County resident for 25+ years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. Joe is a recipient of the Peachtree City Rotary Club Business Leader of the Year Award for 2024. Sign up for the Country Fried Creative newsletter to get marketing and business articles directly in your inbox. You can connect with Joe directly on LinkedIn for more insights and updates.]