A New and Vibrant Destination for Big Business

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The winner of Yelp’s first ever Bizzie Award in 2016, Sandy Springs, Georgia (GA) is becoming accustomed to the recognition many small to mid-sized cities can only dream of achieving. Located just north of downtown Atlanta, Sandy Springs’ convenient location, business friendly environment and its generous supply of smart and energetic young professionals, is finding that it is a popular choice for another group; Fortune 500 and 1000 companies. One of three Georgia cities ranked amongst the most educated places in the United States and home to a generous number of women-owned businesses, the city is abuzz with the arrival of major Fortune 500 companies seeking a new home for their corporate headquarters.

Already the home for mega companies like Home Depot, United Parcel Service (UPS), Delta Airlines and others, the leader in luxury automobiles, Mercedes-Benz, recently established a new USA corporate headquarters in the vibrant city. Mercedes-Benz USA President and CEO Dietmar Exler said, “All the stars are aligned. Our new Atlanta headquarters marks a high point for Mercedes-Benz in the U.S. market, not just in terms of being the leading luxury brand in the U.S. for the past two years, but also in terms of this building which is designed from the inside out to enable a creative, innovative and empowered workforce more representative of a startup than a conventional corporation.” Before Mercedes-Benz relocated to the Sandy Springs/Perimeter area, the city and the state began rolling out the red carpet to help make the company’s relocation go as smoothly as possible, even renaming Barfield Road in front of the headquarters to Mercedes-Benz Drive. But the luxury auto maker isn’t the only famous employer to recently call Sandy Springs home.

Inspire Brands, the company that manages familiar restaurants Buffalo Wild Wings,  Arby’s and R Taco, has announced that it will create 1,100 jobs and invest $32M dollars in the next six years to establish its home in the business-eager community. Inspire’s Global Support Center is expected to open in 2019 and serve as the hub for the company and restaurant brands. “We have focused on creating an environment, the infrastructure and amenities to attract top talent and keep them here with unequaled access to our work and play lifestyle,” said Sandy Springs Mayor Rusty Paul. “It is especially satisfying to watch companies like Inspire Brands thrive and grow within our community.”

Edible Arrangements, creators of the edible fresh fruit floral-like arrangements, has announced plans to relocate the company’s corporate headquarters from Wallingford, Connecticut, to Sandy Springs. Edible Arrangements opened an Atlanta office as a second headquarters in March 2018 to “take advantage of the more centralized location, access to major transportation hubs and other resources for many of the services that were previously handled out of Wallingford,” according to a company press release. The company employs roughly 130 workers and hopes to complete the move to metro Atlanta by the end of 2018. Sandy Springs Mayor Rusty Paul said Edible Arrangements’ decision shows the city is “among the nation’s most desirable locations for corporate and regional headquarters. Our deep, talented labor pool, access to world class, world reachable transportation and superb quality of life all make Sandy Springs a perfect spot for major businesses to call home.”

Junction Creative Solutions (Junction) recently relocated its headquarters near the City Springs development, the new epicenter of the city.  Located adjacent to the new Performing Arts Center, the unique, vibrant, walkable City Center area is now the heart of Sandy Springs.  “Junction is exceeding our growth expectations, necessitating the opening of the new office. The site is centrally located for easy access to Buckhead, Downtown Atlanta or North Alpharetta which helps our team better position Junction to meet the demands of its growing list of clients,” said Julie Gareleck, founder and CEO. With all this expansion, the City has rebranded itself and is creating a new and vibrant community for its residents and its growing list of corporations.

Developing a Strategy of Growth for an Economic Recession

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It’s that time in the business life-cycle that comes around every eight or nine years, usually following a period of sustained economic growth. The watchdogs and self-appointed proponents of doom and gloom are beginning to crow their shrill warnings of a pending economic calamity. Even though the U.S. economy is growing at respectable rate, 75% of ultra-high net worth investors are predicting that we will experience a recession in 2020, according to a recent J.P. Morgan survey.  Earlier this year when Bill Gates was asked if he believed we were about to experience a financial crisis like the one in 2008, he said, “Yes. It is hard to say when but this is a certainty.”

His answer is consistent with all the others who find themselves in the business of predicting the economic future. In life all things are inevitable and recessions are as inevitable to economic life-cycles as death is to the cycle of life. It is one of those opportunities where, given enough time, you cannot be wrong. As usual not all the money experts are in agreement.

Anthony Collard, head of J. P. Morgan U.K. and Nordic investments, said, “Until we see clear imbalances building, and policy approaching a point where it really constrains economic activity, we lean towards a view that the cycle will continue to expand.” Saker Nusseibeh, chief executive at Hermes Investment Management is in agreement. “We do not see any indications of the U.S. economy entering anything like a possible recession. What we do see is clear indication of a stronger-than-anticipated U.S. economy.” Business leaders both large and small are well aware of how the health of their businesses can change rapidly due to fluctuations in the overall economy. Both predictions have critical implications for managing a business’s finances.

Having a strategic plan in place to deal with economic fluctuations is important for businesses in order to maintain and sustain long-term growth throughout the business life-cycles. While the alarms of pending downturns often insinuate decline in growth, many smart and prepared leaders of industry will navigate the dangers of economic recession successfully and some will even prosper. Sustaining business growth requires a strategy to retain and expand the customer base, improve upon best business practices and establish reasonable and measurable performance metrics that expand opportunities while limiting risk.

Making customers a priority, providing customers with quality service and products they desire is a marketing strategy that will lead to customer retention, particularly in a shrinking economy that motivates consumers to be more deliberate in making their purchase decisions. It’s increasingly important to develop strategies to measure the effectiveness of marketing activities and focus efforts on those campaigns that deliver.

Managing the quality and productivity of staff to produce cost savings without negatively impacting morale and effectiveness will preserve constrained budgets. Achieving more with less and cross-training employees to perform multiple organizational functions will keep structured costs in line with the current business reality and may produce significant growth opportunities for employees and the business when the economy emerges from the recession.

For more on how you can develop a strategy to emerge stronger and more competitive from the other side of recession, contact Junction Creative Solutions (Junction) at 678-686-1125.

The Technology that is Poised to Change the Way Businesses Interact with Consumers

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Chatbots, a computer program or artificial intelligence which can simulate a convincing conversation with humans, are predicted to be the latest technology to revolutionize many aspects of repetitive commercial and business functions. Typically used in dialog systems for various practical purposes, including customer service or information acquisition, Chatbots are poised to impact the customer service functions of just about every business. Artificial intelligence (AI), which continues to improve and become more conversational, is predicted to replace 16 percent of American jobs associated with customer service, sales and product education by the end of the decade.  According to Forrester’s 2018 predictions on the impact of AI on sales and service, more major brands will likely phase out email in favor of real-time, customer-agent communications like Chatbots and chat. But companies are being advised to put off eliminating humans in the call center; at least for now.

Current AI deployments still lack the basic capacity for the natural language comprehension and back-office integration necessary to completely replace those friendly human voices, but rapid improvements to the technology’s performance is on its way, and while millennials find conversing with AI more desirable than humans, other generations of consumers are slow to accept the machined personalities on the other end of the conversation.

“Millennials are accustomed to giving and receiving immediate feedback,” said Imran Tariq, a lead generation expert and the founder of Webmetrix Group. “When they want help or information, they’d much rather interact with Alexa or Google than read a manual or interact with a human being who likely has to search for the information as well. Bots can provide this immediate, human like response that millennials crave.”

Chatbots are achieving more meaningful interactions with people they are helping, becoming more intelligent, taking on more complex tasks and are helping consumers and employees become more efficient. Jordi Torras, CEO and founder of Inbenta Technologies Inc., an AI vendor of natural language processing tools says, “We have seen how chat and messaging is growing even faster than email as it takes over phone calls as a customer service channel.”  Could we be approaching the end of rude and poorly trained customer service representatives?

The future is looking up as the technologies that underpin AI continue to develop. The Chatbot market is growing rapidly and is expected to reach $1.25 billion by 2025. By 2020, Gartner Research indicates that consumers will handle 85% of business interactions without a human being involved, a shocking turn of events for those in commerce who could never have envisioned computers replacing personal relationships and human interactions with consumers.

Be Responsible with Investment Dollars that Come from Playing the Funding Game

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Good news for those energetic and enthusiastic dreamers looking to embark on a journey of growing an existing business or those looking to break away from the regular paycheck world. Lending institutions are approving business financing requests at a higher rate than ever before. According to the Biz2Credit Small Business Lending Index™, the June 2018 loan approval percentage rose two-tenths of a percent from May’s figure of 25.9 percent, the highest since 2015. The trend credits the continued strength of the overall economy and emerging optimism among entrepreneurs for its performance, according to a National Federation of Independent Business (NFIB) survey.

While new businesses continue to look to personal and family savings for their initial funding, a growing number of businesses are taking advantage of an expanding menu of financial sources. Angel investors, venture capitalists and online lenders are busy investing in high-growth and high-risk opportunities. A recent PricewaterhouseCoopers “MoneyTree Report” indicates that the U.S. market experienced a record second quarter in 2018 for venture capital funding activity. “Times are unusually good for Main Street businesses and their lenders now,” said William Phelan, president of PayNet, Inc. “The combination of record-high credit demand and low credit risk for main street businesses signals that higher profitability is in store for commercial lenders — especially those with technology systems currently in place that can minimize costs.”

One historic constant of business financing remains the fact that starting or growing a business requires cash; lots and lots of it.  Acquiring the necessary capital to get the shelves stocked, the doors open, and enough sales to get the revenue flowing, remains the most difficult aspect of startups and the number one reason small business startups fail. Most new businesses will remain dependent upon infusions of cash for at least 12 to 18 months until revenues from business activities catch up to startup costs. Any new or expanding venture requires funding sources significant enough to sustain the operations until revenues begin to flow.

While most organizations are applying their investors’ participation responsibly, there are reports that an increasing percentage of companies are squandering what first appears to be easy money. Some are utilizing it in bad faith and spending it like it’s their own. However, seemingly easy money comes with increased responsibility and a need for additional layers of accountability to ensure that investor capital is not squandered.

“I’ve been in or around the emerging business market for nearly 20 years and I have witnessed the good, the bad, and the ugly as it relates to funding,” comments Julie Gareleck, CEO, Junction Creative Solutions (Junction).  “My advice to those start-ups who have been successfully raising money is to treat every penny as though it was your last and focus your spending on monetizing the business first.”

“The moment when you look in your bank account and see hundreds of thousands of dollars that you are in control of is a moment you never really forget. You can’t help but think about how you haven’t been paid in years, how maxed out your credit cards are, and how the hard part is over,” says G. Krista Morgan, cofounder and CEO of P2Binvestor.“We took a little time to celebrate, then poured all our resources back into building the right infrastructure and developed technology to meet demand on our investment platform. We started building out all this infrastructure to manage the client accounts we were sure would come eventually. But they didn’t. The good news is that we learned fast and started cutting back early enough to give ourselves more time to fix the problem. We took away every luxury and focused on the core of what we needed to do, which was to figure out our target market and start selling.” Krista’s advice to others experiencing the newly found cash: “Stop—breathe—and get to revenue. Spend money once you start making money.”

“Spending responsibility, while a good rule of thumb, is oft forgotten when entrepreneurs have the funding in their hands. There is no such thing as “free money” yet I see entrepreneurs wasting dollars that could fuel the company,” comments Gareleck.  “I bootstrapped the start-up on my business nearly 10 years ago.  If others could treat this funding as if it’s their own money, I think we’d see a rise in responsibly run emerging companies.”

For help on developing a strategic approach to spending investment capital wisely, contact Junction Creative Solutions at 678-686-1125.

Marketing that Gets Your Customers to Tell Your Story

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Once the sole purview of movie stars, sports heroes and celebrities, product endorsements and sponsorships are quickly becoming an endeavor for many entrepreneurially spirited individuals from across the spectrum of society.  While different than traditional product endorsements, today’s virtual based market influencers are breaking new ground in the numbers of attracters. “Now is the first time ever that your next-door neighbor could have a million followers on Instagram,” says Justin Kline, founder of Markerly, an influencer research company. “It’s opened up this whole new world of people who have access to this huge following … which is really great for brands because it allows them to harness all this clout.”

Influencer marketing is much different from celebrity endorsements, which focuses on attaching a brand to a famous actor or sports figure. An influencer develops a relationship between a brand and consumers by earning their trust and developing a loyal following through various media outlets such as Instagram and YouTube. Influencers create their own content and brand message, focusing on promoting authenticity to a targeted audience.

Retailers are recognizing that when it comes to connecting with today’s generation of consumers, a product recommendation from someone they relate to can have far more impact on a purchasing decision than that of an actor or pop star. With billions of dollars at stake, forming a partnership with a successful influencer, regardless of age, can be a big opportunity for retailers large and small.

Earlier this month, Ryan’s World, a toy and T-shirt line created by a six year old first-grader whose YouTube channel reaches nearly 900 million viewers each month, is releasing a line of merchandise to be sold exclusively at more than 2,500 Walmart stores in the United States and on the Walmart.com website. The star of the YouTube channel “Ryan ToysReview,” known only by his first name to protect his youthful privacy, helped select the toys and apparel that will be sold at Walmart under the name Ryan’s World. Ryan’s six YouTube channels have captured the attention of children of all ages.

“Clearly what’s emerged in the last few years is they’re watching an influencer like Ryan on YouTube, and he’s their authority,” says Anne Marie Kehoe, Walmart’s vice president and divisional merchandise manager of toys. “That’s why we thought this was something to really move fast on.” The line of toys and apparel will be expanded in time for the Christmas holiday shopping season at Walmart.

Studies are revealing that influencer marketing can deliver significantly higher return on investment (ROI) than traditional forms of digital marketing. More than 48 percent of marketers who are using influencers intend to increase their budgets this year. Ninety four percent of them believe the tactic to be very effective. The phenomenon of influencer marketing is poised to become mainstream as it expands across a wider range of social platforms, and sellers are working to perfect a system that can be included in the overall marketing strategy.

“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”  – Scott Cook

Finally, the Season of Profitability and Promise is Upon Us

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Unlike the biggest shopping season of the year, the second busiest doesn’t enjoy the same prominence or experience the same anticipation from consumers, unless of course you are a summertime-weary parent. Back to school shopping is the second largest selling opportunity for retailers and it is expected to generate more than $82.8 billion is sales for retailers of clothing, pencils, backpacks and pencils this year. While the final results are still ringing up, consumers are off to the stores and virtual markets all across the country and the keyboard. This year more than half of parents are planning on increasing their “get them out of the house and back to school” spend.

More than 57 percent of the shopping will be at local brick and mortar stores with online sales gaining ground. This year, approximately $6.3 billion will be spent online for school supplies, clothing, and technology. With the shopping beginning in early June, marketers were eager to end up in first place, with more than 90 percent of them offering deep discounts and money saving coupons to consumers from pre-school to graduate school students.

Retailers are following performance data from 2017 and reaching out to the estimated 55 percent of parents who use smart devices to find the best deals. Experienced marketing-savvy sellers are approaching the season’s tasks through omnichannel campaigns. While nearly 55 percent of the consumers will buy early, nearly half of them will extend their buying opportunities past the start of the school opening classes. The National Retail Federation’s (NRF) CEO, Matthew Shay, says he expects “a very strong season,” due to growing consumer confidence. For each of their students, parents are expected to spend $236.90 on clothing, $187.10 on electronics, $136.66 on shoes and $122.13 on school supplies. Shay went on to say, “There’s still more shopping to do, and regardless of timing, the economy is healthy and shoppers are confident and willing to spend.”

Compared to the Christmas holiday experience, retailers are backing off on their once massive spend for the back to school season. “It’s not that retailers are spending less on advertising overall,” says Jon Swallen, chief research officer at Kantar Media, “or that back-to-school still isn’t an important part of their calendar. It’s just that they are not investing as heavily in dedicated back-to-school messaging.” It appears retailers are attempting get more bang for each buck during a time when consumers are already spending for clothing and other items that also relate to back to school purchases.

Overall, marketing spending is still focused on using TV and digital media first, followed by paid search. Regardless of the size and method of the campaigns, retailers are excited about entering the time of the year when they emerge from months of red ink into a period of profitability and promise.

What’s Going on in the Minds and Households of the Millennial Generation?

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Much has been said about Millennials, their character traits, work ethic, shopping habits, methods of communication and just about any other imaginable fundamental behavior, and not all the comments have been positive or flattering. The millennial generation usually identifies those born between 1981 and 1996. Arriving in the era of massive technological advances, they have come of age being familiar with the internet, smart digital devices, social media platforms, and all the other technology that often baffles former generations.

Millennials are extremely tech savvy, highly educated and are on the verge of becoming the largest living generation. Learning how to market effectively to them is not an option for marketers and absolutely essential to surviving in the coming decade. “We don’t think of them as special or different any more. They are the core of our business,” says Alan Jope, president of beauty and personal care at Unilever. While some marketers can at least claim a little success in cracking the millennial code, others have just given up and returned to re-focus on what worked to attract consumers in the past. Customer behavior is changing almost daily as technology advances its influence over how consumers make buying decisions.

Grouping an entire generation of people into a single marketing demographic will not work. Like all market segments, not all Millennials will respond to the same messaging and most are fed up with traditional methods of advertising. According to a study from the Center for Marketing Research at the University of Massachusetts Dartmouth, millennials have filtered out advertising on social media and turned to other reference points. Titled, “Born and Raised in the Age of Technology,” the study states, “Millennials consume information when and how they want to.” A campaign of one size fits all is a likely pathway to failure. Erik Huberman, Founder & CEO of Hawke Media says, “Certainly, you’ll want to target age demographics to a certain extent, but your targeting should also be more granular. Instead, go right to the actual attributes of the real customer.”

Quality content across multiple mobile devices is essential to attracting members of this new power generation. An Animoto study has found that 80 percent of surveyed Millennials use videos to conduct research before making a purchase. Video is no longer an option for marketers looking to attract these consumers’ interest. Some 39% of Millennials post reviews of products or brands on social media outlets, and this generation is more likely to listen to and connect with people like them rather than celebrities. Over 60% of millennials would try a product suggested by a YouTuber. Social media reigns supreme.

A select group of analysts was recently impaneled by NPD, in an effort to find out what’s going on inside the minds and households of consumers born between 1981 and 1996. Their insights revealed a group of consumers markedly different from their parents. Millennials tend to be retail explorers, more interested in making memories than acquiring things. They tend to appreciate function over price and often feel less is more. They enjoy experiencing activities more then owning stuff and are inclined to be more focused on home activities. Arguably the group is recognized as being a bit more self-centered then previous generations of consumers. Matt Powell, Vice President, Senior Industry Advisor, Sports, says: “Millennials are constantly interviewing brands, meaning that a brand has to prove itself, every day. For Boomers, there were fewer shopping choices, shopping outlets, and sources of product information. For Millennials, those elements are infinite. On top of that, these elements are always available on their smartphones.”

Fully understanding these shifts in consumer behaviors and beliefs will help unlock fresh insights to drive a business forward. The traditional marketing and sales approach used to create “target audiences” based on a profile of gender, age, demographic, or geographic data alone is an approach that will cripple a business’s ability to successfully reach target audiences in an effective way.

Adobe Makes Major Acquisition to Enhance Competitive Market Position

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The recent purchase of Magento by Adobe has industry and financial pundits crowing support of the move. The $1.7 billion-dollar purchase positions Adobe to better compete with market giants like Salesforce and Oracle.  Magento is an open-source e-commerce platform originally brought to market in 2008. Its new 2.0 version was released late last year. The Magento platform is popular among small to mid-sized B2B and retail companies and the technology supports more than $155 billion in gross merchandise volume. The newest version was released with an aim to provide new ways to heighten user engagement, smoother navigation, improved conversion rates and revenue generation for store owners.

Magento 2.0 promises to address many of the shortcomings of its previous version.  Compared to its predecessor, 2.0 will run, on average, 20 percent faster resulting in more sales and increases in website search engine optimization. The checkout process is more streamlined allowing customers to navigate quicker through the purchase decision to checkout. Additional extensions and better administrative interface help reduce time spent managing the online store. With more and more consumers utilizing mobile devices to complete their shopping, version 2.0 has an improved look and functionality on mobile devices.

Adobe Systems Inc. says the acquisition is its third biggest and is meant to create an end-to-end system for designing digital ads, building e-commerce websites and other online customer experiences. The company is seeking to diversify from the digital media products that made it one of the world’s largest software companies.

John Bruno, a senior analyst at Forrester, called Adobe’s purchase a fair buy and one that opens a door to a segment of the market Adobe has not served well in the past. “Coupled with really strong growth for Magento, in my opinion, it’s a good buy,” Bruno said. “What’s more, this taps into the existential question of what CRM is—it started out as a sales tool and then came to include marketing automation, customer service and now commerce.”

Magento CEO Mark Lavelle will continue to lead the Magento team as part of Adobe’s Digital Experience business. The acquisition is expected to close in the third quarter, subject to regulatory approvals and other customary closing conditions. While the purchase awaits regulatory approval, each company will continue to operate independently.

For more information on how this important acquisition impacts upgrading to Magento 2.0 and how Junction Creative Solutions can help you navigate to a platform designed to enhance the growth and sustainability of your online store, call 678-686-1125.

Opening a New Door to Opportunity

Junction Creative Solutions (Junction) is an award-winning strategic agency committed to creating high impact solutions for SMBs and Fortune 500 companies. By combining the intellectual capital of a business consulting firm with the creative execution of an advertising agency, Junction is exceeding growth expectations and expanding by opening a new office in the Atlanta area. Near the Sandy Springs City Center, Junction is centrally located for easy access to Buckhead, Downtown or North Alpharetta. The new location helps better position Junction to meet the demands of its growing list of clients.

Seeing a rise in start-up companies, leveraging intellectual property, soon to hit the marketplace and with our increasing capability to perform quick turnaround Rapid and Custom Development website development projects as well as web-based applications, Junction has added qualified and experienced members to the staff, adding strategic experience across every layer of business. “Junction, for nearly a decade, has remained focused on building a team of talented professionals to not only drive our business but also our clients forward,” comments Julie Gareleck, CEO & Managing Partner, Junction.

The cross-disciplinary team, working for some of the most notable Fortune 100 and 500 brands, has proven that a collaborative, consultative approach can yield the best results.  “Our project management system was designed by engineers to streamline internal and external client communications, improve client satisfaction, and increase overall efficiencies. We don’t just talk about process, we are  passionate about implementing it,” adds Gareleck.

For more on how Junction Creative Solutions, a hybrid agency model for today’s business environment, can help your business meet its growth projections, call 678-686-1125 today.

Passion is Our Purpose and It’s Fueling Our Business

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John Mackey, as co-CEO of Whole Foods, once said of entrepreneurs, “Though they want to make money — start businesses out of passion.” He went on to say: “Physicians make money, but their mission is to heal; teachers make money, but their desire is to educate; and architects make money, but they yearn to build.” Looking at the day to day, quarter to quarter postings of profitability statistics constantly ticking across the bottom of our video screens, one would be hesitant to extoll business intentions to be anything other than making a profit. The truth, however, is that the most profitable businesses began as a dream; a vision to create something non-existent; a goal to provide a solution to the yet unsolved; a passion to fulfill a very personal need.

It’s not that a profit motive is undesirable or misguided. Without profit, even the most well-intentioned business is unsustainable over time. Perhaps it is more of a chicken or egg thing. What comes first? In today’s most competitive environments customers want to be appreciated for being more than a source of revenue. They are looking to businesses to focus as much on delivering value and fulfilling a purpose as they do on profitability.

As we look at some businesses, it is easy to recognize that intentions can be misguided. “Many entrepreneurs enter into business thinking ‘I am going to get rich quick or I am going to take advantage of a gap in the industry and over-price customers for work,’” says Julie Gareleck, founder and CEO of Junction Creative Solutions (Junction). “Financially motivated organizations tend to be here today in good economic times and gone in tomorrow’s economic down-turn. Purpose and value must be foundational to a company’s vision and must align with the organization’s financial goals for profitability.”

The Junction team of experienced professionals is passionately focused on partnering with clients to create value. “Whether developing a complex comprehensive strategy or executing digital solutions, it’s all about our customers, and the process of providing quality work. It is the differentiator in our business,” says Gareleck. “We don’t take on clients just to take on clients. We invest our time and energy into clients that want our help and want to partner with us to achieve something greater.  It is a model for success that we have proven over and over.”

“When you believe in something the force of your convictions will spark other people’s interest and motivate them to help you achieve your goals. This is essential to success.”- Richard Branson.

To learn more about Junction’s passion for helping others to achieve success, call 678-686-1125.