We were lucky to catch up with Mona Lisa Faris recently and have shared our conversation below.
Mona Lisa, looking forward to hearing all of your stories today. Has Covid resulted in any major changes to your business model?
Before the pandemic, our office was a bustling hive of activity – a vibrant space filled with energetic employees, each office cubicle uniquely personalized to reflect the personalities of our dynamic sales and marketing team. The atmosphere was electric, resonating with the hum of productivity and creativity. Inspirational signs adorned the walls, creating a motivational backdrop for our thriving business.
Lunches were a communal affair, with employees bonding over meals with colleagues and clients. Sales were booming, and our success echoed through the lively interactions that defined our office culture. Then, COVID-19 struck, and fear permeated the air, driving people out of their offices and into the isolation of their homes. The familiar hum was replaced by virtual silence, and the vibrant interactions of live people were replaced by the digital landscape of Zoom and Teams meetings. We traded in our professional attire for a more casual “waste up” dress code, a surreal adjustment to the new normal.
As the pandemic unfolded, sales began to decline as the personal connections with clients became challenging to maintain. Conferences, where we had previously forged connections, were canceled, and the avenues through which we met clients were suddenly severed. It was a period of uncertainty, and everyone was navigating uncharted waters.
Finding myself at home, I utilized the time to focus on personal well-being, achieving the best physical shape of my life. However, the business was suffering. Fortunately, a lifeline in the form of a loan presented itself, providing the opportunity to reevaluate and reimagine our business model.
During this time, I started crafting wish lists and affirmations, setting ambitious goals for the future. With 32 years of experience in the industry, I aspired to position our company as a leading diversity publication. In the hectic pre-pandemic days, I never had the time to create such lists or affirmations. Now, with the luxury of introspection, I recognized the shortcomings in our business – an outdated website, challenging reporting capabilities, a subpar mobile view, and a limited array of digital functions.
Motivated to adapt to the changing landscape where print was on the decline, I focused on expanding our digital footprint. The transformation was profound, and the pivot to digital not only revitalized our business but also positioned us as the 3rd top diversity-focused magazine in America. A simple Google search for “Top Diversity Magazine” now brings up our company name, a testament to the resilience and adaptability that emerged from the challenges of the pandemic.
In essence, COVID-19 prompted a strategic shift that not only saved our business but propelled us to new heights. The crisis became an opportunity for innovation, and as we continue to navigate the digital frontier, we stand as a testament to the transformative power of adaptation.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Born in Houston, Texas with the distinctive name Mona Lisa, I embraced my uniqueness even as it set me apart. Standing tall at 5 feet 10 inches with red, thick hair. However, navigating through my childhood with this unusual name presented challenges, yet it shaped my personality when teachers would sing it out first. As a first-generation Palestinian in a world where Palestinian women face significant oppression, aspiring to be a business owner and nationwide publisher was uncharted territory. Despite parental reservations, I embarked on this journey, starting my magazine under an alias for the first 15 years to keep my identity discreet.
My entrance into the industry was influenced by my father, a former Army member turned diversity recruiter. His innovative contributions, including inventing The JIG to aid Afrikaners in welding during his time with Fluor Corporation, left a lasting impact. However, the rise of apartheid forced us to return to the United States.
My teenage years in the ’80s, marked by moving to Mission Viejo, highlighted the lack of equal opportunities, fueling my mission for equality. Despite challenges like being placed in remedial classes due to test results and dyslexia, I persevered, eventually excelling in speech at Saddleback Community College. My educational journey continued with a degree in Public Speaking from California State Fullerton, a master’s in Sociology, and a certification to sit on a board of directors from the Woman in Leadership Executive Program at the University of California, Santa Barbara PaCE.
College sparked my passion for writing about Black Studies, Arab Communication, and intercultural training. Post-graduation, my sister and I founded the Black EOE Journal, leading to the creation of several other magazines, each addressing diverse aspects of the community.
Our magazines specialize in diversity branding and recruiting, aiding corporate America in diversifying its workforce. We also facilitate connections with certified women and minority businesses. With a focus on Career, Business, and Education, our offerings include digital and print advertising, editorial spotlights, website banners, job postings, and geo-targeting advertising.
What sets us apart is our extensive collaboration with over 300 diversity-focused conferences and events, often as the lead media sponsor. Our Best of the Best Series, where clients take a survey to be recognized as a Top Diversity Employer, distinguishes us. Featuring covers with well-known role models and celebrities with large followings adds credibility.
Above all, my pride lies in my dedicated team, whose loyalty spans many years, and our clients who continually renew their advertising with us. I want potential clients, followers, and fans to recognize our commitment to diversity, excellence, and making a lasting impact in the industry.
Can you tell us about what’s worked well for you in terms of growing your clientele?
The most effective strategy for growing our clientele is to have a comprehensive plan in place to expand our client base. I believe that understanding our audience is crucial, and delving into Google Analytics to identify the most engaging articles and points of entry on our website is a smart approach. This data-driven strategy enables us to tailor our content to meet the specific interests of our readers, enhancing their overall experience.
The investment in a professional data scientist and a full digital team demonstrates our commitment to leveraging data analytics for subscriber growth. This expertise is invaluable in optimizing our online presence and tailoring our content strategy for maximum impact.
Our extensive online advertising across various social media platforms ensures a broad reach, while our presence at prestigious diversity-focused conferences as the lead media sponsor is a strategic move. By targeting attendees at these conferences, we’re directly connecting with potential subscribers who share a common interest in diversity and inclusion.
Highlighting the fascinating stories of diverse individuals making a difference in the world sets our magazine apart. Offering hot jobs and business opportunities adds practical value for our readers, making our content both compelling and relevant. Our niche focus doesn’t limit our appeal; instead, it strengthens our connection with both corporate America and diverse readers who appreciate the unique perspectives and stories we bring to light.
The special affinity veterans have for our magazine speaks volumes about the practical insights and valuable resources we provide for their career transitions. It’s a testament to the positive impact our content has on individuals seeking opportunities in career, business, and education.
In summary, our holistic approach, combining data-driven insights, strategic partnerships, and compelling content, positions our magazine for continued success. Our commitment to understanding and serving our audience’s needs is key to fostering lasting relationships and growing our subscriber base.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
Embarking on the decision to feature local individuals on the magazine cover initially seemed like a safe and familiar approach. However, it didn’t yield the desired level of readership. The real turning point came when a chance encounter at a coffee shop introduced me to a strong and influential figure, Muhammad Ali’s daughter, who ultimately suggested her father for the cover.
At first glance, involving such a prominent personality might have appeared risky. There could have been concerns about the potential reactions from the audience, the industry, or even financial implications associated with featuring a high-profile individual. Moreover, no one in my industry had taken such a bold step.
However, the decision to feature Muhammad Ali turned out to be the opposite of a risk. It became a strategic move that defied expectations and propelled the magazine to newfound success. The involvement of Muhammad Ali not only attracted attention but also significantly increased sales and subscriptions. It was a testament to the positive impact that featuring a well-known role model had on the magazine’s visibility and influence.
In retrospect, what might have seemed like a risk initially proved to be a calculated and transformative decision. It demonstrated the willingness to embrace opportunities that deviate from the conventional path, especially when no one else in the industry had ventured into such territory. The success that followed validated the idea that taking a chance on featuring a celebrity in the magazine was, in fact, a wise and beneficial move for the publication.
Contact Info:
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