In this behind the scenes, two GreenStone employees from the Marketing and Public Relations Department speak about how their daily work supports customers and improves the overall customer experience.
Bill Eva
15 Years
Creative Lead
East Lansing, MI
Describe how your role carries out the GreenStone mission of supporting rural communities and agriculture.
As a cooperative, GreenStone views its role through the lens of partnership. This approach relies heavily on effective communication. When we need to connect with an audience, I help craft messaging and look for the most creative way to reach those individuals. In the end it’s about communicating with purpose and creating a connection that supports.
What do you enjoy most about your role at GreenStone?
The marketing team serves as a strategic partner for every segment of GreenStone’s business. As such, the scope of projects I work on is quite vast. This provides me with an opportunity to work as a creative in a variety of ways. More importantly, it affords me the privilege of working with a diverse and talented group of individuals each day. I count myself lucky to be a part of this team.
What changes have been incorporated in your role to meet evolving customer needs?
In my time at GreenStone, the landscape of marketing and communications has experienced a huge transformation. With the advent of new technologies and social platforms, the ways we communicate has expanded exponentially. This impacts the tools we use and the content we create. Our approach is always shifting and responding to the changing needs of our customers.
What do you enjoy doing in your free time?
About four years ago I took up running after signing up for a duathlon. What started out as a bucket list item has turned into a year-round addiction. In addition to logging running miles, I enjoy biking and camping in “The Great Lake State” with friends and family.
Amber Echlin
1.5 Years
Public Relations Specialist
East Lansing, MI
Describe how your role carries out the GreenStone mission of supporting rural communities and agriculture.
As GreenStone’s PR Specialist, I coordinate sponsorships, strengthen programs for our members and develop partnerships with organizations who have a similar mission as GreenStone and our customers.
As the co-chair of our Young, Beginning and Small Farmer (YBSF) Champion Committee, I strive to minimize the challenges many YBSF face by providing a reliable source of credit and preparing our customers for success by helping educate them on critical business practices. A key focus for our committee in 2021 is to strengthen our program from the inside out – ensuring our staff are equipped with the best information to continue assisting and supporting the next generation of agriculture.
What do you enjoy most about your role at GreenStone?
Being involved with many different projects and programs at GreenStone means I get to connect with GreenStone employees from different branches and departments. Whether I’m working on improving our internal communications, brainstorming with our YBSF champions, or being challenged to transition in-person events to an online platform, my day-to-day role is rarely the same and it keeps work exciting! By working with staff from different roles, I get the chance to learn more about how they support our members and how I can assist them in doing so. This also means that I am constantly shifting gears and learning as I go – something that I love!
What changes have been incorporated in your role to meet evolving customer needs?
As most of the world transitioned to a virtual format last spring, so did many of the events and tradeshows I support. This challenged us to find creative ways to improve the experience of our customers and members while still connecting with them safely. I’m grateful work alongside GreenStone’s marketing team and improve the experiences of our customers.
What do you enjoy doing in your free time?
I love the outdoors and in my free time you’ll usually find me walking my two dogs around town, kayaking in mid-Michigan, or visiting local parks to hike trails. With summer around the corner, I’m currently preparing for a garden and plan to spend lots of time these next few months maintaining my garden and landscaping the flower beds around the home I recently purchased.
To view the article in the online 2021 Spring Partners Magazine, click here.
