A resident of San Antonio, former USAA marketing executive Dawn Johnson has experience in product development and project management. Prior to beginning her career, Dawn Johnson of San Antonio obtained her bachelor’s degree in journalism and mass communications at Kansas State University.
Kansas State University recently announced that it will participate in a grant-funded consortium studying the sustainability of the Ogallala Aquifer. Covering 174,000 square miles across eight states from western Texas to southern South Dakota, the Ogallala provides water for 30 percent of all US animal and crop production. If the aquifer continues to decline in capacity at its current rate, industry experts suggest that the toll taken on the farming sector in the United States could have far-reaching, detrimental effects.
Through funding from the USDA, the team from Kansas State University will join academics from seven other schools and representatives from the USDA Agricultural Research Service to study the Ogallala and determine best practices for farmers and other landowners in the region. The team will focus on the development of new irrigation methods and innovative crop system designs to reduce the amount of water needed for environmentally efficient farming.
A journalism and mass communications graduate from Kansas State University, Dawn Johnson of San Antonio has held several marketing and operations leadership roles at USAA. Following her passion for marketing, Dawn Johnson’s San Antonio firm DMJ Consulting now advises clients on efficient market segmentation.
Market segmentation refers to the clustering together of potential clients into groups or segments, based on similar characteristics. This is done to make marketing easier as specific campaigns will be tailor-made to target each segment.
Market segmentation is built on the premise that all buyers or business clients have different needs; hence, the best way to market to them is through targeting these specific needs. It is different from conventional mass marketing that just uses one marketing strategy to reach and convince all people.
To make segmentation practical, segments should be identifiable based on their attributes, accessible through communication channels, substantially large, unique, and durable to minimize the cost of making changes.
The markets can be segmented in terms of geographical location; through demographics such as age, income, religion, gender, and education; psychographics such as attitudes, opinions, and interests; and behaviors such as product usage, willingness to buy, and brand loyalty.
Based in San Antonio, former USAA Executive Council member Dawn Johnson now serves as an independent marketing consultant. In addition to her work in marketing, Dawn Johnson supports local nonprofits, including the San Antonio Clubhouse.
The San Antonio Clubhouse is a charitable organization that aids in the recovery of individuals with mental illness. To help members achieve recovery, the clubhouse maintains the following units:
1. Business Unit: Clubhouse members who participate in the Business Unit can learn valuable workplace skills, use computers to apply for jobs or housing, and connect with vocational rehabilitation programs.
2. Community Connections Unit: The Community Connections Unit conducts outreach programs to spread the word about the clubhouse’s work and keeps existing members informed about the organization’s events and new resources.
3. Culinary Unit: In the Culinary Unit, members work alongside cooking professionals to learn about healthy eating habits. They also contribute to the maintenance of the clubhouse vegetable and fruit garden.
4. Development Unit: Members who work with the Development Unit are responsible for helping the clubhouse raise funds, plan events, and conduct grant research.
5. Wellness Unit: The wellness unit provides members with a place to focus on health through participation in and planning of physical activities, as well as the management of the clubhouse’s snack bar.
Dawn Johnson, a former senior marketing executive with USAA, leads DMJ Consulting in San Antonio as the founder and CEO. Focused on serving CEOs and senior executives, Dawn Johnson of San Antonio leverages her extensive leadership, business strategy, and marketing skills to help clients create customer-centric business plans.
Leading a business is challenging task, but some individuals naturally have a number of characteristics that help make them resourceful and effective business leaders. Following are just a few common traits seen among great business leaders:
All individuals receive negative feedback at some point in their careers and this is no different for business leaders. However, effective leaders take this negative feedback and continue growing with it rather than letting it keep them down.
Open to New Developments
With the world of business being impacted so heavily by changing technology and techniques, it’s easy for a company to fall behind. Effective leaders stay abreast of new developments and are regularly seeking new ways of improving their company’s operations.
Although having a healthy dose of caution is good for business, many companies cannot grow to their full potential without their leaders taking calculated risks. Great business leaders are not afraid to do what is best for their company, even if it may be a bit risky.
It is often easiest to find success when helping others find their own success. Top leaders are willing and happy to help others both in and out of their company. This demonstration of caring often comes back to help business leaders.