Small Business Summit Center

Jasmine Sandler, Agent-cy

Here's my idea of a detail-oriented PR person: Flatiron District-based Jasmine Sandler has a jeweller client, so she wears their earrings for her head shot. The Pink Panther style — we hope she gets to keep them.

AB: You tailor your PR services to small and medium sized businesses. The mainstream press is less likely to be interested in a small-business story than a large-business story. What outlets have you found that are more interested in the smaller stories? (Except us!)

JS: Here's my list:
• Blogs related to client verticals, e.g. Diamonds International placement in Bussbuss.com, Remarkablewomanmag.com, Mashable for BigCarrot.com, Gamepolitics.com for ESRB, etc
• Local Media Sites covering small business stories in region
• Websitemagazine.com
• Practical E-commerce
• B2Bonline
• Crain’s
• AMEX Open online
• Newsletters in industry: Example MarketingProfs, Inc.
• B2B Social Networks – LinkedIN, Ryze, etc

AB: What marketing tool worked the best for you last year?

JS: For my business, I would point to success from partnership marketing. We collaborate with many agency partners to reach out to the SMB Market with a unified front.

AB: What would you do if you weren't in business for yourself.

JS: That is a tough one! I feel like I was born to lead and make a real impact on the business world. I guess if I weren’t in business for myself, I would be in some leadership position within an organization or doing some volunteer work that helps the world on a global level (if I had the savings to do so).

Business Bio
I have a BA in English/Journalism and an MBA in Marketing and C.I.S. I started my career on Madison Avenue in 1992 as a Media Buyer for FCB. I got involved in marketing promotions for the hospitality industry in New York City from 1994-1995 and specialized in copy writing and promotional development for 5 star restaurants. During Graduate School from 1995-1997, I started and ran my own web design agency and had solid clientele in Miami, where I attended U.Miami, until my departure in 1997. I worked for IBM Global Services as a Data Sales Specialist and Technical trainer from 1997-2001, where I managed Fortune 100-1000 clients in New York City. In that role, In 2001, I left IBM, then AT&T (post-merger) to start and run an online community (now deemed a social network) for action sports enthusiasts. In that role, I handled community development strategy and marketing along with an operations partner. Because of the dotcom crash, that firm folded in 2003. Then, that same year I took on an online marketing strategy position as consultant for a NYC web design agency and worked with many clients in the hospitality and entertainment verticals. In 2005 I consulted for a leading Search Marketing agency and managed and grew the Citibank Mortgage Search account. I left there (DigitalGrit) in 2006 to start Agent-cy. What I witnessed at all the previous firms was that small and mid-sized businesses were being ignored as interactive agencies fought for Fortune 100-1000 clientele. Also, I realized that I had strengths in online community (audience) development and in developing key strategic partnerships online (B to B). And so, the birth of Agent-cy in July 2006 as a solution to help small and mid-sized firms grow their online audiences with effective tools: Online PR and Online Marketing Strategies. Some of our current clients include Diamonds International, The ESRB, City Lights Cruises, Get Your House in Order, and La Suvera.