In a world where everyone is sweating the small stuff, it can be hard for a business to find its identity, let alone share it with the market. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in all the way from Texas to talk about building your business's core character.

What you’ll learn:

• Instead of advertising the smaller features, focus on the uncompromising fundamentals of your service.
• Cementing your institution's core values and character will increase customer attraction, as you can become their go-to.
• The time your company needs to recognize and refine its core character is worth it for the resulting customer communication.

Once the calendars hit June, everybody wants to make a summer full of memories: your business might be in the position to provide them. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in from Texas to share the trade secrets of the Summer Marketing Strategies.

What you’ll learn:

• During the summer, people want to make memories-- and to make memories, people need to make time.
• By playing to the aesthetics of the summer, you can secure your business's place in the season and the hearts of others.
• If you can make your marketing a meetup, you can make memories at your location.

Sometimes, the best way to make a statement is with silence. For the entire month of May, LL Bean has been pausing all social media to support mental health. In this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, walks us through the reasoning behind and the impacts in the wake of the brand's seasonal silence.

What you’ll learn:

• Having your brand take a stand on well-being and other values adds new dimensions for consumers to latch onto.
• Sacrificing online presence in a community-minded manner can give rise to a brand's earned media.
• Consumers, ages 20 to 40, will support brand sincerity over social media presence.

In this episode of The Briefcase, Paul Chadwick, Video Production Specialist at Sutherland Weston, unpacks the often-underappreciated yet pivotal role that audio plays in video content. Framed by his professional insights and casual banter, Paul highlights how audio can elevate a video’s impact or derail its effectiveness. As video habits shift toward "listening over watching," Paul shares tips for using music, sound effects, and clean vocals to guide the audience and keep their attention emotionally. Packed with practical wisdom and analogies that stick, the episode reveals how intentional audio design transforms good videos into compelling experiences.

YOU’LL LEARN:

– The Strategic Role of Audio in Video Production

– How to Adapt to Audio-First Content Consumption Habits

– How to Balance Music, Sound Effects, and Clarity in Storytelling

In this episode of The Briefcase, Paul Chadwick, Video Production Specialist at Sutherland Weston, follows up on a previous episode titled “Unforgettable” about the importance of standing out in business. Paul takes this idea further by discussing how video, specifically how you shoot video, can make your business not just seen, but remembered. Whether you’re selling tires or cakes, the goal is to highlight what makes your company different in a visual way that captures attention. With a phone camera and a willingness to think visually, you can craft video content that educates, entertains, and stands out from the competition.

YOU’LL LEARN HOW TO:

– Use Video To Differentiate Your Business

– Harness the Power of Unique Angles and Perspectives

– Engage Audiences with Behind-the-Scenes Content

In this episode, Elizabeth Sutherland, President and CEO of Sutherland Weston, explores the blurred lines between fiction and real-world media access, sparked by a plot twist in Richard Osman’s We Solve Murders, part of the Thursday Murder Club series.

Using the fictional scene as a springboard, Elizabeth and Ric Tyler offer a behind-the-scenes look at television media protocols, typically involving multiple layers of approval from producers to anchors before a story sees airtime. The idea that someone could simply walk into a studio and share a narrative unchecked is, for most people, pure fiction—unless they carry significant fame, and even then, it’s not that simple.

Elizabeth shares a rare Maine-based exception involving Senator George Mitchell, adding depth to the conversation and highlighting how influence and integrity can sometimes bend the usual rules.

YOU’LL LEARN:

– Media Vetting Processes: What it actually takes to get airtime on a professional broadcast.

– Celebrity Influence: How fame can shift access to platforms, but not eliminate gatekeeping entirely.

– Real-Life Media Exceptions: A rare case of unscripted airtime featuring a well-respected public figure.

In this episode of The Briefcase from Sutherland Weston Marketing Communications, audiovisual specialist Paul Chadwick shares how turning on closed captioning for his television viewing sparked a deeper appreciation for the practical power of subtitles in marketing and communication.

He explains that closed captioning isn’t just for accessibility; it’s a strategic tool that boosts engagement, reaches silent viewers, and improves SEO by making video content readable by search engines. Paul emphasizes how easy it is to add captions using built-in platform tools. He encourages marketers to invest a little effort for a significant impact—enhancing viewer experience, increasing reach, and serving audiences with hearing impairments.

You'll learn:

• Why Accessibility and Inclusion in Video Content is Crucial

• How Closed Captions Can Boost Engagement and Improve SEO

• Some Simple Tools and Best Practices for Captioning

Corey Morris, CEO of Voltage and author of The Digital Marketing Success Plan, joins The Briefcase to share the power of START, a five-step framework designed to help marketers and businesses cut through the noise and create actionable, enduring plans. Morris provides a compelling argument for structured agility in digital marketing, from avoiding over-complication to building strategies that outlast employee turnover to reminding listeners that agility can quickly become chaos without a clear plan.

You'll learn:

– The START Framework – A five-step, 90-day process for building actionable digital marketing plans.
– Structured Agility – Balancing long-term strategy with short-term adaptability.
– Sustainable Planning – Creating marketing plans that endure team changes and distractions.

Discover more at sutherlandweston.com/briefcase/