RI PowerPlayer: Chris Ciunci

Tuesday, June 09, 2015

GoLocalProv Business Team

 

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Chris Ciunci

Every week, GoLocalProv shines the spotlight on one individual who is making an impact on Rhode Island. This week, GoLocalProv sat down with Chris Ciunci of TribalVision.

TribalVision has been established since 2010. Can you tell our readers a little bit about the TribalVision mission and model?

TribalVision was founded in 2010 to fill a gap in the marketplace. Small-to-midsize business owners without an internal marketing department find it daunting to afford the high creative fees of an ad agency, or to pay the salary of a full-time VP of Marketing. As a result, an internal point person wearing many company hats with little marketing acumen has been placed in the role of ‘Head of Marketing’ when ultimately it is not their area of expertise.

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With the founding of TribalVision – an outsourced marketing department for hire - organizations access a level of in-depth strategic thinking and detailed execution they didn’t think they could afford. Unlike a traditional ad agency or marketing firm, our compensation is fee-based with no commissions or markups. For what it would cost to hire a mid-level marketing person with general knowledge, we provide our clients with a cutting-edge team with decades of combined and specialized experience.

Since inception, TribalVision’s mission has been clearly defined: To help organizations market smarter –which results in an increased likelihood that each marketing dollar spent on our clients behalf works harder and goes farther.

Congratulations on the Small Business Administration’s “2015 Small Business Person of the Year Award.”  What have been the major challenges you faced bringing a new marketing model successfully to the table?

A major challenge has been to change the stereotype in a business owners mind of what we do. Whenever a business owner or CEO hears the words ‘marketing firm’ they immediately think we are selling expensive creative services that usually don’t have a quantifiable or measurable impact on their top or bottom line. It often takes some time and undivided attention to clearly explain that our business model is much different and in many ways is an alternative to the status quo marketing ecosystem that they have grown used to. The days of ad agencies selling the next ‘big idea’ as a comprehensive marketing solution are over given that marketing has become so much more sophisticated and multi-channeled. Opening a business owners eyes to this new reality without overwhelming them is a delicate balance – but it’s a conversation that must be had if they want to take part in the marketing revolution that is before us.

What are some of the biggest challenges mid-sized businesses in Rhode Island face in relation to marketing? How does TribalVision approach these issues?

A key theme is always related to growth. Many firms have stagnated in sales due to the sluggish local economy and are re-examining their businesses and looking for new ways to grow. The traditional methods of handshakes and great customer service, while always important, are no longer enough to fend off both local and overseas competition. Many firms have neglected building a strong digital presence over the years and are now realizing something needs to happen quickly so they can begin building an online presence that is as credible as their showroom or factory floor. Another challenge has been finding ways to expand into new markets where they aren’t yet entrenched. Often these mid-size firms know where they want to go instinctively, but don’t have a rigorous plan in place to follow to make it happen.

TribalVision has had substantial growth over the last few years. What has been your proudest professional accomplishment so far? What are your goals for the future?

My proudest accomplishment has hands down been the team that has been built at TribalVision. We recently hired our 30th full time employee, and I can look at each teammate and feel proud knowing that s/he is intelligent, passionate, and fully on board with our mission of helping business owners market smarter. It is rare to find such a great team makeup that we have with everyone rowing together. Regarding goals for the future, it would be to continue to build on the reputation we have earned in the Rhode Island and Massachusetts markets. We would eventually like to be known as the ‘go-to’ firm in Rhode Island that companies immediately think of if they are looking to strengthen their marketing and sales efforts. We are getting there but still have a ways to go before we are that top of mind. 

What are the challenges the come along with being the CEO of a business like TribalVision? The opportunities?

A key challenge includes prioritizing my time with all of the emails and phone calls I receive each day. I feel that a strong leader sets priorities and makes sure to stay on task with those priorities so not to get distracted with periphery tasks or requests. At TribalVision we have a laser-like focus on the pain points affecting our client’s businesses and our conscious effort to block out the noise vying for our attention has been the underpinning for our success. As a business owner, the opportunities are endless, which makes what I do so fun. Every day I am thinking about opportunities to grow our clients’ businesses. What fun!

Walk us through a typical day in your life.

A typical day includes; meeting with my two partners who are heading our client services to make sure we have happy clients, grabbing coffee with newly hired associates, attending an in-person meeting with a business owner to review our newly developed marketing strategy, working with our HR Director on the recruiting front to make sure we are bringing in the right talent, and hurrying home to make sure I am fully present in the lives of my two sons.  

Now for the “Quick Hitters,” a few questions for the readers to get to know you on a more personal and fun level:

What is your favorite RI beach? Narragansett

Best restaurant in Providence? Angelo’s on The Hill

Last book you read and loved? ReWork by Jason Fried

Personal motto?  “Don’t play for safety. It’s the most dangerous thing in the world.” – Hugh Walpole

 

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Buff Chace - Developer

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Myrth York - Politico

The former State Senator from the East Side and three-time failed candidate for Governor has become a major power in Democratic circles both in the city and statewide. She went all in for both Gina Raimondo and Jorge Elorza and she won big. 

Recently, she scored an appointment to the Beacon Insurance Board as a part of a Chafee-Raimondo agreement.

York has been the Chair of the Zoning Board during the tenure of Providence Mayor Angel Taveras. The changes to zoning on Federal Hill under the York leadership of the Zoning Board have been widely scrutinized.

York is seen as a major mentor and supporter to Brett Smiley, the City of Providence’s newly appointed Chief Operating Officer.

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Buddy Cianci - Former Mayor, Radio Talk Show Host

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Cianci still talks to every player in the City nearly every day. He strategically uses his radio show to set the agenda.

The new Council leadership has a number of Cianci supporters among their ranks. 

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7.

House Majority Leader John DeSimone 

With the resignation of Gordon Fox in 2014, the City of Providence’s influence in the legislature took a big hit losing the Speaker’s office. DeSimone rose to majority leader as part of the Speaker Nick Mattiello leadership team.

DeSimone will be the key to the City of Providence’s financial well-being. Elorza and Smiley will need to quickly build a strong relationship with DeSimone.

With the State of Rhode Island facing a $200 million budget deficit as well as a potential further hit due to the loss of gaming revenue with Massachusetts facilities coming online, the appeals of the City of Providence for financial support will be difficult.

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Joe Paolino - Former Mayor and Developer

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Sabina Matos, Council President Pro Tempe

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Tony Simon, Chief of Staff

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Brett Smiley - Chief Operating Officer

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Smiley has to be careful to serve the Mayor and foster Elorza’s agenda. As a consultant he had many masters. As a candidate he had many plans, now he has to be staff.

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Luis Aponte - City Council President

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Aponte is seen as thoughtful and progressive. During the course of his tenure he has often been the bridge between the neighborhoods and downtown.

With nine votes on the Council, Aponte can at a minimum share with Elorza setting the City’s agenda. 

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1.

Jorge Elorza - Mayor of Providence

The former RWU Law Professor and Housing Court Judge is facing a tremendous number of difficult and complex problems:

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  • One of the highest commercial tax rates in the nation
  • Concerns about crime
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  • Unfunded pension liability
 

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