The Buzz

GroundFloor Media Making News

GroundFloor Media:

A PR firm led by top talent and philanthropic hearts

January/February 2007

Special Olympics, Coors Light, Starbucks, The Children’s Hospital, Outward Bound and more than 50 other leading companies and organizations throughout Colorado and beyond have turned to Denver-based GroundFloor Media (GFM) to represent their public relations needs. Why? Because it’s a firm founded on a unique business model staffed only with senior-level talent and driven by a leader who takes personal interest in her company and her clients.

Five years ago, GFM's Founder and President, Laura Love, followed her heart and created a company that is one of Colorado's fastest-growing companies and is recognized as a leader in the PR industry. "I worked with many traditional agencies where junior-level staff and recent college graduates ran the accounts on a day-to-day basis, while the senior-level staff swooped in only to develop strategic plans. The more experienced practitioners never saw the work through to the execution stage and it showed. It simply didn't make sense to me," Laura explains.

When the high-tech company Love worked for as director of marketing closed its doors in early 2001, she took a bold step to start her own business out of her home basement in Boulder. Of her inspiration, Laura shares, "I discovered there were few, if any, public relations firms where the accounts were actually run by senior-level talent. I lived through the demise of start-up companies that failed due to the incredible overhead they absorbed, so I have always been conscious of pricing our services fairly while diligently watching the bottom line."

"It's extremely rewarding to see how far GroundFloor Media has come in just five years," says John Shors, Love's first employee. We've grown from a few people working in our basements to one of Colorado's premier public relations agencies in a short time. Laura knew there was a huge need in the marketplace for the kind of senior-level service that we provide. For five years we've given our clients a strong return on investment, and by doing so, we've ensured our growth and success, as many of our clients have referred us to their business partners."

Laura takes a people-first approach in how she created her company and developed a logical concept to running and succeeding in business. "We're not winning business because we're the biggest name in the industry," said Laura. "Our success is based on our reputation as most of our clients find out about us by word of mouth. I feel life gives you choices in how you conduct yourself in business and beyond, and for me it's all about hard work, honesty and gratitude with a foundation built on mutual respect."

Last year, Ramonna Tooley stepped into the Vice President's position from her role as the director of marketing and business development for Swedish Medical Center. Ramonna readily acknowledges Laura's business practices, and adds, "I think the biggest lesson Laura has to offer anyone regarding how she's created GFM, is that you need to surround yourself with excellent people and then trust and appreciate them. She hires experienced, talented people and lets them do their jobs. She's available when people need advice or want to bounce ideas around, but she takes a very hands-off approach in her management style in a good way, which results in a positive atmosphere in which to work."

There's another philosophy GFM embraces that appears to be fading fast in many entrepreneurial settings. "We've created a family-friendly culture," Laura and explains, "During the first year of starting GroundFloor Media I got married and had my daughter. I know how important job flexibility is, and I wanted to create a work environment that would support flexibility for families. We've changed the status quo in how successful businesses can be run," prompts Laura.

This is one of the many reasons Wendy Artman, one of GFM's Senior Account Managers in the company's Washington, D.C. office, chose to give up her own business and join the company. "Laura understands that working parents need flexibility in their lives to actually live their lives," says Wendy. "When my children are sick and can't go to school, I can be there for them by working at home or by making up time from my day during "off" hours. The appreciation we feel for this flexible arrangement is evident in the 24x7 service our clients receive."

GFM embodies a unique culture and working environment, and Ramonna comments, "Working closely with Laura gives me the opportunity to continue to learn and grow. She's very supportive of blending work and personal life, which is so important with our busy schedules. Career women today are encouraged to have both a successful, fulfilling career and have a life outside of the office as opposed to having a limited career so we can take care of our families."

Laura and GroundFloor Media were recently honored with the international Kauffman Community Award for her personal and corporate commitment to the Tennyson Center for Children (www.childabuse.org). The Center is the largest combined residential and day treatment facility for children ages five to 14 in the Rocky Mountain Region, and Laura's compassion for kids extends into the community.

"Tennyson Center provides counseling, treatment and special education for children—and their families— who experienced abuse, neglect or emotional trauma. About a year ago, the center's former parent organization went bankrupt, nearly forcing Tennyson to close. GroundFloor Media activated a media blitz about a group that was trying to close the center, which would have forced children back into dangerous situations. Thankfully, due to all of the negative publicity this group received, they backed out at the 11th hour and the center was saved, " says Laura.

There is a great deal of pride in what GFM accomplishes, but you won't find them bragging about it. "To be honest, I don't feel successful, I feel very blessed," claims this 35 year old, who has won more than half a dozen major awards since launching GFM. Two of those awards include Denver Business Journals' 2005 "Forty Under 40" award and a finalist in the DBJ's 2006 Outstanding Women in Business award, an accolade that recognizes women in Denver for their significant contributions to their industry and their community. GroundFloor Media was recently ranked #2 by the Denver Business Journal as one of the "Best Places to Work." The company was also the only Colorado-based firm to be named a finalist to PR News 2006 Platinum PR Awards and was one of two Colorado agencies to be named to PR Week's Top 100 PR Firms nationally.

According to Laura, her business savvy is genetic, and she learned lessons well at the knee of her father. "My dad is an entrepreneur in Oklahoma City, and launched his own company 25 years ago. Both of my parents are incredibly supportive and I credit them for my success in life and business," Love said, who holds a master of science degree in Journalism from Northwestern University and a bachelor of science degree from Vanderbilt University. "My dad's one of the most generous businessmen I've ever met. He's very giving to his employees and he taught me that the best business deals are based on trust and a simple handshake."

Community, kids and serving people inspired Laura to create Get Grounded® for her staff, explaining "Community giving is rooted in my belief that companies, as well as individuals, must be good tenants of the world," said Love. To do our part, we commit 20 percent of our services to nonprofit organizations and pro-bono accounts."

She encourages her staff get personally involved as well and donate their own time and energy to help their communities. She makes it possible by recognizing employee's volunteer time through the donation of paid time off and cash grants to nonprofits, schools or other non-profit organizations or projects in which employees volunteer.

According to Love, "I want everyone in our organization to reflect a culture of giving and this program, and our people, do just that."

Daughter Kirby, now nearly five years old, is also learning business ethics at a tender age from her successful mom. "I want Kirby to see that I choose to work and I am fortunate to love the work I get to do each and every day," says Laura. "I believe it's almost impossible for any working parent to lead a ‘balanced' life; we focus on a ‘blended' life where work and life are intricately linked, providing a fresh approach for senior-level PR practitioners who truly deserve to have it all."

Laura was recently asked to speak about her success before a MBA graduate class, and confessed to them, "I drafted my business plan for GroundFloor Media on a napkin. It's simple really. I credit our accomplishments to a simple philosophy the people of our company share about business; caring about others is the basis of worldly success."