Clayton's Black Twig Offers 'Results-Oriented' Communications

What sets 's Black Twig apart from other communication firms is its focus on clients' sales and their bottom line, said Bruce Kupper, one of its founding partners.

"We're results-oriented," he said.

Kupper offers an example: One of Black Twig's clients is Goodwill Industries International, so the communications firm collects its stores' sales figures. Using those numbers, Black Twig worked with the organization to develop Hometown Heroes, a program that featured Goodwill store managers in neighborhood newspapers.

The results were positive. When the profiles were published, donations at stores in those neighborhoods went up by double digits for two or more weeks afterward.

In another case, Black Twig worked with a construction company to include a photo of workers and a statement of values with each development proposal it submitted.

As a result, the company's ratio of winning bids rose from 1 in 10 to 3 in 10.

"We try to attach some type of reality to the practice," Kupper said.

Black Twig employees value working environment, St. Louis area

Black Twig has been in Clayton since its inception six years ago. It is named for an heirloom apple variety that grows and tastes better with age.

The company has a New York office and recently opened a branch in San Francisco. It recently launched a new website. Its clients include companies in industries such as construction, banking, health care, manufacturing and technology.

Kupper worked in communications and advertising for years before starting Black Twig with Mary DeHahn and Randy Seeling. He laughs when recalling that he wanted to call the firm Maverick after the TV show of the same title. The show's theme song would have played as clients entered the office.

Needless to say, that didn't happen.

The New Hampshire native jokes that most people think he's from New Jersey because of his outgoing nature. He said St. Louis is a nice place to do business because it has honest people and less pressure than other markets.

"If you do a good job, your business usually prospers," he said. The firm considered moving to downtown St. Louis a while back, but employees voted in favor of staying in Clayton.

Black Twig, he said, has proven to be refreshing. Communication has been made easier because of social media. Fewer companies today can afford to spend millions of dollars on advertising than in the past, so the key for businesses is to use advertising dollars carefully while also making money. 

Stephanie Flynn is vice president for public relations and has been with Black Twig for two years. She loves working in an agency setting, handling online services and media relations for clients in a variety of industries.

She came to Black Twig from another public relations firm and previously worked in production at KSDK Newschannel 5. Through that job, she met numerous people in the media relations industry, which is how she grew to love PR.

Now, she's president-elect of the Public Relations Society of America, St. Louis Chapter.

For her, getting clients in front of the right media outlet is especially important. It's also necessary to "keep people fresh on the latest trends" and to operate as an extension of the client's business, she said.

Kupper said that Flynn loves public relations as a profession and that she has helped with training and the implementation of standards during her time at the office.

In addition to its communications work, the two said, Black Twig gives back to the community.

It operates a hotline (1-877-334-1877) that entrepreneurs can call to get free business advice, and its employees donate their time to provide marketing assistance to children's charities and other organizations.

Tips for marketing success include media outreach, web presence

Kupper offers several tips for business owners looking to improve their marketing.

First, they should not be afraid to reach out to the press, he said. Consumers look to third-party sources such as the media to validate their ideas about businesses.

Second, business owners must have a website that is in good shape. It should be functional, current and easy to navigate.

They should also realize that people in their social groups—think charities or churches—are potential customers who can provide extra traction, Kupper said.

He adds that every business should have a personality.

"Personality makes something come to life for people," Kupper said.

Looking ahead

It's likely three or four more people will be hired at Black Twig's St. Louis office this year, Kupper said.

Because of the office's work environment, the number of employees who leave is low. It currently employs 28 people, and there are roughly 50 Black Twig employees nationwide.