Member Spotlight: Erica Hess

by Samantha Furry

Erica Hess’s warmth and easy nature can be felt halfway across the world.  Skype allowed Austin and Barcelona to seem like mere windows in which to peer and have a friendly chat.  Listen in and learn why Erica Hess, strategic copywriter and owner of Plume, has become such an admired name in the Austin communications scene.

AWC AUSTIN:  How long have you been a member of AWC Austin?
EH:  I’ve actually been a member for a little over a year.  I joined AWC Austin and the Board of Directors at the same time.  I’m the Vice President of Special Programs which means I was the co-chair of this past year’s Banner Brunch and I’m resuming the same position for the next year.

AWC AUSTIN:  What are your goals for your second year on the board?
EH:  As a volunteer organization, my goal is to take advantage of the fact that I’m doing a second year and develop tools that make things easier for each incoming board member.  We’ve got so much great institutional knowledge and I want to make sure we don’t lose it from year to year.  I want to reduce the learning curve for future people, in addition to making  the event bigger and better, and raising more money.

AWC AUSTIN:  I’ve heard a lot about your recent RISE presentation!  Can you describe what you highlighted and what you wanted the audience to take away?
EH:  It was a difficult subject to cover in the time period because writing takes practice.  I tried to provide the overall principles of what makes content work.  There was an emphasis on making things simple, authentic and specific.

Sometimes, my clients’ materials need to be reorganized and revised because there may be a lot of buzz words which are not applicable to everyone. Often, people use big words to sound more important when in fact, bold and simple words are stronger and more authoritative.

I wanted to give the attendees something to take back to other people in their organizations because many times, copies are changed by more than one person and can be packed with buzz words or special words.

AWC AUSTIN:  How did your career path unfold?
EH:  I went to UT and received a Bachelor’s degree in journalism with a specialization in PR.  I started out in the agency world at Fleishman-Hillard. I’ve worked at several agencies; both local and global on everything from local nonprofits to Dell & Whole Foods.

I always enjoyed my job but as I advanced into management, I found that I missed doing the actual work.  I found myself being tempted not to delegate because I wanted to be in the creative process.  I liked writing and strategy.  By narrowing my focus, it’s much easier to find clients.

AWC AUSTIN:  Tell me about how you came up with the name, Plume.
EH: I went through a formal process with friends of mine from various past jobs.  I invited everyone over for a brainstorm.  I took it just as seriously as if it was a client.  I had a creative brief, briefing documents for everyone, post-its everywhere and I divided people up into teams to brainstorm.

Things relating to birds kept popping up because I like birds and I actually have a bird.  “Plume” came up because I like writing.  We just kept playing with takes on “plumage.”  We ended with “Plume” and it stuck with me because my mom’s maiden name was Plumer and my family history can be traced back to the 1600s here in America.  The more I thought about that, the more I liked it for all the different meanings.

AWC AUSTIN:  What area of communications do you feel Plume best occupies?
EH:  I focus on two things: message development and helping companies hone in on their key messages and unique selling proposition.  The other is developing the content that helps spread those messages into the world.  We develop websites, advertising campaigns, PR materials, press kits and sales materials.

AWC AUSTIN:  Just over three years old and Plume has amassed some big name clients.  How do you keep your competitive edge in such a competitive market?
EH:  One of my biggest competitive edges is being really good at what I do.  But I know a lot of the right people who know I’m good at what I do.  It’s not just who you know but who you know that knows you’re good.  I have so many former colleagues who are in positions to hire me and can vouch for my work first-hand.  I work with a lot of design firms and maintain good relationships with them.  I have a strong network with a lot of different kinds of people.  Having broad interests also helps me connect with a lot of different audiences.  I’m endlessly curious…

AWC AUSTIN:  Describe your “message map” approach.
EH:  I have a long series of questions I’ve developed to get to know a company and interview them.  The message map is a document that has their elevator speech and a few key messages that apply overall.  I then dive down and do the same for their various audiences.  It’s one of those things that if you do it right it seems so simple but it takes a lot to get there.  Often, the right solution is so very simple. 

AWC AUSTIN:  Was there a particularly challenging project that you feel like Plume really nailed?
EH:  One of my most challenging projects was Tigé Boats.  They’re based out of Abilene.  I got this client through my relationship with Frank + Victor Design.  Tigé brought me in to do a message map and work with them on their selling propositions to different kinds of boat buyers.  I wrote their catalogue for the upcoming year which is the main tool they use worldwide.

I’ve also written the copy for their revamped website and advertising campaigns.  That was a challenge because they were skeptical – I do not look like your typical avid boater.  At the end of the day, they were thrilled.  The highest compliment they paid was that the copy was “turning them into the company that they’ve always wanted to be.”  They have amazing boats and it was fun creating the content.

AWC AUSTIN:  Tell me what it’s like working with Frank + Victor Design.
EH:  I met them through a mutual acquaintance and formal co-worker and they’ve become close friends of mine.  They liked what I did with a small project of theirs and kept hiring me.  They are a great partner.  They’re very talented designers so they tend to get great clients and it’s always a wonderful finished product.

AWC AUSTIN:  Why are big name companies seeking out smaller firms?
EH:  It seems like smaller firms are getting more competitive with some of the larger firms.  For design, it’s about who is most talented and a good fit for project.  I worked on a campaign for Google.  I was an Austin consultant for a product they launched here called Google Hotpot.  It was a struggle to get people to use their Google Places here in Austin.  At first, I tried to hide the fact that it was just me but they weren’t bothered at all when they found out!  The world is flattening and people are getting used to the idea of one person being able to handle things.

AWC AUSTIN:  Word about town is that you’re a member of an award winning league?  Do you mind shedding some light on this?
EH:  Yes, I was a member of the National Karaoke League.  I am not currently competing because it was a lot of work.  We competed once a week for about 10 wks.  I won an individual award for Best Rock Face because I tend to pick a lot of Guns N’ Roses and Van Halen.  My favorite karaoke song is “Welcome to the Jungle.”

I’m really surprised I like it because I’ve been terrified to sing in front of people my whole life.  But it was through the private rooms you could rent with friends that I got comfortable.  I don’t have a good voice at all but a lot of enthusiasm.

AWC AUSTIN:  Tell me your favorite things about living in Austin.
EH:   One of the things that attracted me to Austin is that no one ever said anything bad about it!  I moved here without ever visiting.  There is an infectious enthusiasm about the city that attracts people from all over.  I view it as a positive that people are moving from other places.  I probably would have moved if it had stayed the same – it would have felt stagnant.  There are always new shops, restaurants, events and traditions.

I like that people are very inventive here.  It’s good for my professional life because there are a lot of entrepreneurs and interesting endeavors.  But socially, there are quirky events that don’t happen in other places.  Why not have a mustache festival?  Right now I’m looking at a piece I bought at a unicorn art show – it’s of Lionel Ritchie as a unicorn.